智慧型手機市場之競爭分析—宏達電(hTC)之個案研究

Competitive Analysis of the Smart Phone Market - A Case Study of hTC

葉柏鋒(Po-Feng Yeh)

指導教授 ： 朱文儀

國立臺灣大學/管理學院/商學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10151

摘要

隨著時代的演進，智慧型手機的生產技術逐漸成熟、各國政府對於無線通訊品質的要求提升、大型電信業者在通訊基礎設備上的建設、通路商積極推動智慧型手機的銷售、以及社會大眾不斷提升對智慧型手機的需求，使得全球智慧型手機的銷售量呈現逐年增長的現象。
就我國的智慧型手機廠商—宏達電而言，由於沒有自己本身的智慧型手機作業系統、經常面臨專利侵權之問題、再加上不斷增強的競爭者，因而，其營運之策略方向勢必是影響未來成長的重要關鍵因素。
本研究首先依據Porter的五力分析架構對智慧型手機產業做分析，了解影響智慧型手機產業潛在獲利程度最大的競爭力來自於同業內的激烈競爭，其次則為來自於替代品的威脅。
接著針對宏達電做個案研究，藉由SWOT分析架構了解宏達電的優勢在於強大的研發團隊、生產技術、策略合作夥伴、創新的企業形象以及開放的公司文化；而劣勢則在於缺乏自有之作業系統、專利問題以及較少的周邊商品選擇。在面對產業的諸多環境因素影響下，宏達電採用差異化之策略，以求能夠滿足不同使用族群的特定，以擴大其市場並提升品牌形象。然而，隨著競爭者不斷踏進智慧型手機產業，該市場終將趨於飽和，面對著未來可能發生之成長威脅，宏達電應積極維持其在產業內技術領先之地位、藉由專利權的保護來支撐其內部的研究、專注於具發展力之產品線、提升品牌印象以及尋求周邊商品之加值以做因應。

關鍵字

五力分析 ； SWOT ； 競爭策略 ； 智慧型手機

並列摘要

The smart phone market is growing rapidly in the past few years. As to hTC, because of lacking of self-owned operating system, facing the patent issues with Apple, and the increasing number of competitors, hTC faces challenges in creating comparative advantages in the smart phone industry. Therefore, it is a crucial issue for hTC to formulate strategies to maintain its survival and growth.
The thesis uses Porter’s Five Forces Model to analyze the potential threats and opportunities in the smart phone industry. After examining the five competitive forces, this thesis argues that the rivalry among competitors is the most important factor that influences the attractiveness and profitability of the smart phone industry.
This thesis then conducts a case study on hTC, the largest Taiwanese firm in the smart phone industry. Through the SWOT analysis framework, this thesis investigates the strengths as well as weaknesses of hTC. The strengths of hTC include its R&D teams, production technology, strategic partners, a corporate image of innovation, and its corporate culture. As to the negative side, the weaknesses of hTC include its lack of self-owned operating system, critical patents, and the peripheral products.
Facing the increasing global competition, hTC should try to maintain its competitiveness in the smart phone industry, keep investing in R&D work, obtain more patents to prevent itself from legal issues, focus on the development of smart phone and tablet PC, enhance brand image, and create more value-added from the peripheral products.

並列關鍵字

five forces model ； SWOT ； competitive strategy ； smart phone

參考文獻

4. 陳建廷(民98)，「智慧型手機之產業競爭分析」，國立台灣大學企業管理碩士專班學位論文。

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