大陸滑鼠產業之創新矩陣策略分析 -- 以ACROX公司為例

Abstract

本論文以大陸電腦滑鼠產業為研究背景，針對特定企業之競爭優勢進行策略分析，並引用「競爭優勢策略分析模式」，以ACROX公司為個案研究的方式論證此模式之實用性。在產業構面的分析中，利用「競爭策略群組」的觀念，探討在不同群組間的關鍵成功因素及營運功能特性，並根據策略群組之特性，確認企業之策略定位及瞭解競爭對手與產業環境現況。在市場構面的分析中，強調企業核心資源、競爭對手與顧客需求的創新評量，推衍「創新SWOT矩陣」的結果，以瞭解企業擁有之實質競爭優勢與市場機會。同時利用「差異矩陣」之分析結果，論證企業策略意圖與經營環境之差異。 在關鍵成功因素及營運功能特性的研究上，本論文引用了高科技產業的關鍵成功因素，並逐一探討在不同策略群組中的滑鼠產業關鍵性成功因素，以及各競爭群組間所導致企業營運所造成的差異性。在ACROX的個案研究上，研究結果顯示ACROX具市場導向策略群組的經營優勢，其關鍵成功要素為：顧客需求的掌握、行銷通路的掌握、產品設計與創新應用等。在未來實質競爭優勢的發展上，ACROX應持續累積提升品牌與企業形象、國際行銷能力及行銷通路等企業核心資源，以有效滿足客戶需求，達成市場領導者的策略目標。

A strategic analysis of competitive advantage for China’s computer mouse industry has been presented in this thesis. Based on the analytical model of competitive advantage, “Strategic group” helps address four major categories in industrial competition, and an“Innovation Map” has been applied to the understanding of the opportunities of firms. A case study is conducted on ACROX company to ascertain the applicability of this analytical model in the computer mouse industry. This thesis also identifies the key success factors (KSFs) of computer mouse industry, which serve as the indicators of development of this industry The SWOT analysis indicates that ACROX has a leading position in computer mouse industry, resulting from its marketing strategy, technological capabilities and operational efficiency. It was recommended that, to maintain sustainable growth & become a future market leader, ACROX reinforce its advantage in economies of scope & scale, channels and logistic management, organizational synergies, promoting its brand identification, and investing more aggressively in international marketing.