產業經營策略分析之研究 -以《孫子兵法》看『諾基亞』公司為例

「孫子兵法」為一重要策略指引之著作，共十三篇六千餘字，卻蘊含無數的策略理念。孫子兵法若作為軍事行動之準繩，則可百戰不殆，若作為企業經營之法典，則攻無不勝；古今中外都有不少以軍事或商業以「孫子兵法」為研究主題的研究及報告，致力鑽研於其中，如如何選用適切之經營策略，以達到「成本極小化、獲利極大化」之目標。行動通訊是現今最流行的產業，且產品也是日新月異，各製造商為提高市佔率，運用各種經營策略，對企業經營成效有無影響，引發本研究進一步探討之動機。「諾基亞」公司自 1865 年創立至今已有 150 餘年的歷史，成立初期以伐木、造紙為主，後來從事生產膠鞋、輪胎、電纜、手機等，目前則以通信基礎業務和先進技術研發及授權為主；而最讓人熟知的行動通訊設備部門則於2013年配合經營策略調整出售。本研究藉由與「孫子兵法」探究其各階段經營策略的變化並相互驗證，研究成果可提供作為未來屬性近似之企業經營策略之參考

關鍵字

孫子兵法；企業經營；諾基亞

並列摘要

The Art of War, the ancient Chinese significant military strategy guidance, wrote down with six thousand Chinese words in thirteen chapters, inside, we can find lots of strategic ideas, not only could be a norm in military, the idea from the book also can be applied to business work to give the strong support, and this paper will discuss about how to implement the strategy concepts from “The Art of War” to modern mobile communication industry, also the content will point out about how to enhance the operation idea in such a rapid developing industry area with ancient Chinese military wisdom. Nokia has been founded for more than 150 years since 1865. In its early stage, the company focus on the logging and papermaking industry, and then it turned to manufacture of rubber shoes, tires, cables, mobile phones, and so on. At present, the company concentrates on mobile communication services area, the high tech R&D and certificate authorization business. In 2013, the company sold its most well-known mobile communications equipment department by its business policy. And this paper will investigate the Nokia Empire’s changes and strategies in various stages through the concept from “The Art of War”. The results can provide the inspirations and ideas to similar industries as its business layout and tactical thinking reference in the future.