光儲存產業競爭經營策略之研究~以下一世代-藍光Blu-Ray/HD-DVD規格 及臺灣公司為例

Abstract

光儲存產業包含光碟片及光碟機，為台灣光電市場的第二大領域，僅次於光電顯示器。全世界目前每三台光碟機，就幾乎有一台出自台灣廠商之手﹔不僅如此，光碟片產量比光碟機佔有更高比率，也站上全球龍頭寶座。而現在的光碟機從應用角度而言，可分為消費性產品及資訊類產品。HD-DVD 及BD-DVD則是全新規格及高容量的下世代產品。台灣光碟機產業的發展，追循全球光碟機產業的興起，其獨特的產業特性，使傳統的產業競爭策略已無法在下世代產品 HD-DVD 及BD-DVD產業中完全適用。光碟機產業的景氣現象循著個人電腦週期循環變動，景氣高峰時，市場需求提升。現今DVD光碟機的倍速競爭已達物理極限18-20倍速。因此在市場的誘因下，我國廠商也正積極與國際接軌，研發並培養在藍光光碟機世代的競爭力。因此本論文之研究目的有四項，包含光碟機業之(1)關鍵成功因素(2)成功之競爭策略(3)競爭策略對應產品與市場之關係(4)提出對國內廠商在藍光世代發展之建議。而競爭策略的形成因素包含(1)外部環境分析(2)內部環境分析(3)策略聯盟(4)公司領導人之經營管理能力(5)產品發展狀況(6)市場發展狀況。競爭策略依將績效結果回饋，做為往後競爭策略的調整與修正。在利用產業分析、競爭策略形成架構與研究對象公司之個案分析，本論文研究歸納獲得研究目的所期望探討之結果，並提出多項之建議供將來光碟機業新進入者在擬定競爭策略時參考。

The optical storage industry which includes all disc and optical drives, is the second largest field on the photoelectric market of Taiwan, second only to the photoelectric display. One of every three optical drives at present comes from manufacturers of Taiwan. Moreover, disc output occupy higher rate than optical drive and also occupy the leading station. HD-DVD and BD-DVD are the products of next generation with brand-new specification and high capacity. The development of the optical drive industry of Taiwan chased the rise of the global optical drive industry. The unique industry characteristics make that the traditional industry competitive strategies are unable to be totally suitable in products of HD-DVD and BD-DVD industry of next generation. In this thesis, it includes four purposes (1) key successful factors (2)Successful competitive strategy (3)The corresponding products of competitive strategy and relation of the market (4)Propose develop suggestions for Taiwan industry in nex-generation period. This thesis summaries the result and proposes multiple suggestions of competitive strategy for the Taiwan optical drive industry in the future.