全球智慧型手機市場領導品牌之企業競爭力研究

A Study of Corporate Competitiveness of Leading Brands in the Global Smartphone Market

黃欽賢(Chin-Hsien Huang)

指導教授 ： 黃崇興 ； 余峻瑜

國立臺灣大學/管理學院/商學組/碩士(2021年)

https://doi.org/10.6342/NTU202100956

摘要

2020年度全球智慧型手機出貨量為 12.80億台，市場總產值超過美金五千億元，但是，市場競爭激烈， Nokia、Blackberry、Microsoft、Motorola、LG等早期領先者已先後退出市場；雖然全球手機出貨量已經成長趨緩，2018-2020年甚至變成負成長，不過，全球前五大手機品牌合計出貨量的結構佔比，卻能逆勢成長。
為研究市場品牌集中度提高的現象，本論文以Apple、Samsung、Xiaomi等上市公司作為個案研究對象，分析全球領導品牌企業的產品策略、不同價位區隔產品的市場競爭力，以及調查主要國家區域市場、行銷通路的歷史發展情況，獲得以下發現：Apple具有創造力優勢、品牌(忠誠度)優勢及供應鏈管理能力優勢；Samsung具有生產資源優勢、行銷資源及品牌價值優勢及產品組合優勢；Xiaomi擁有互聯網企業優勢、後向收入產品定位/定價優勢及國家競爭優勢。
擴大「護城河」差距，是企業建立長期競爭優勢的來源，但需要有與眾不同的絕招，例如Apple的創造力優勢、Samsung的產銷資源優勢、Xiaomi的「後向收入」產品定價優勢，是三家領導品牌企業在各細分市場上成為世界第一的關鍵因素。其次，「規模經濟」則是防止競爭者進入或模仿的障礙，領先者有獲利並可持續投資技術與產品升級、發展國際行銷通路，落後者因產品競爭力不足，且長期虧損而不得不退出市場，此消彼長的結果使得品牌集中度越來越高。
本研究也發現Apple和Samsung在產品/服務持續提升(自我淘汰)的決心，以及Xiaomi運用互聯網思維經營，快速擴展規模降低成本，並積極發展策略夥伴和建構生態系的策略，值得創業者或專業經理人參考。
有高資本與高技術進入門檻的行業，新進入者需要快速發展規模，避免成本競爭處於劣勢，才能有生存的機會。但競爭者若無法達到經濟規模或損益平衡點，品牌企業最終都會因為經營虧損或財務資金壓力，而不得不退出市場。

關鍵字

智慧型手機 ； 品牌 ； 企業競爭力 ； 競爭優勢 ； 進入障礙

並列摘要

In 2020, global smartphone shipments have reached 1.28 billion units, and the total commodity value has exceeded 500 billion U.S. dollars. However, the market is highly competitive. The leading companies in history, such as Nokia, Blackberry, Motorola and LG, have successively withdrawn from the market. How can the leading mobile phone brand enterprises establish and maintain competitive advantages in the heated industrial competition environment despite that global market have slowed down? Why can the top five global mobile phone brands grow against the trend (the global mobile phone shipments declined while brand concentration was increasing from 2018 to 2020)?
With the aim towards understanding the causes of high market penetration among the top five smart phone players, this paper has collected and analyzed the product, pricing and marketing strategies in major countries and channels of Apple, Samsung, Xiaomi, etc. The findings are as follows: (1) Apple has advantages in creativity, brand loyalty and supply chain management ability; (2) Samsung has advantages in in-house production capabilities, marketing resources, brand value and product mix; and (3) Xiaomi has Internet enterprise advantages, recurring revenue model, pricing advantages and home market (China) competitive advantages.
Creating the “economic moat” that allows a company to keep its unique advantages in the severe competition market is essential and companies are achieving it in different ways. Apple being a creative company, Samsung leveraging its production and marketing strength and Xiaomi creating a disruptive pricing strategy (recurring revenue from its on-devices advertisements) are the reasons why these three companies have taken the top three positions in the worldwide smart phone market. Other than that, “economies of scale” is another competitive advantage and barrier of entry. The leading companies have acquired sufficient markets share and financial profits to support them to focus on new technologies, product upgrades, and globalized sales channel, but those less resourceful companies are eventually forced to exit the market due to the continued losses. The points mentioned above are the fundamental causes of a higher and higher brand concentration.
This study also found that Apple and Samsung were so determined and committed to continuously improve their products and services. At the same time, Xiaomi, which is always having the Internet thinking in mind, actively expanded with low cost and collaborated with its partners to build an ecosystem. These are great references for entrepreneurs and professionals Managers.
For industries with high capital and high technological entry threshold, the new entrants need to reach scale rapidly to avoid the disadvantage from cost competition, which would help them to gain a chance of survival. However, if players fail to reach the certain level of economic scale or break-even point in shipment units, the enterprises will eventually withdraw from the market due to operating losses or financial pressure.

並列關鍵字

smart phones ； brands ； corporate competitiveness ； competitive advantages ； barriers of entry

參考文獻

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