記錄型光儲存媒體產業競爭動態分析

An Analysis of the Competitive Dynamics of the Recordable Optical Storage Media Industry

劉孟翰(Meng-Han Liu)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/國際企業學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.10234

摘要

技術變遷向來是影響我國光儲存媒體產業競爭動態之重要因素，隨著紀錄媒體技術之發展，我國廠商遂得以自地區型之預錄光碟製造商，轉型為全球記錄型光碟產業之代工重鎮。然而，技術不僅影響企業之營運範疇，亦將影響企業之競爭模式及經營環境。1996至1999年為我國光儲存產業之黃金時期，出貨量逐年呈倍數成長；然而，自2000年開始卻產生廠商競相擴產而供過於求的問題。為瞭解廠商誤判需求成長趨勢之主因，在深究營收成長變化與產業競爭模式之關連後，本研究提出：技術原廠為競逐市場主導權掀起倍速競賽，因而衍生出「產品不斷創新，但利潤空間卻日漸狹窄」之負面效應背後的驅動機制，方為問題之核心，此外專利權爭議與主流規格之爭亦為此技術變遷下之負面效應的重要元素。

為擺脫產品效能不斷提升但企業利潤不斷下降之窘境，我國廠商勢必得重新思索其研發策略、資源佈局、以及營運重心能否適應未來情境之轉變。本研究主張：隨著數位電視、防拷技術、以及壓縮技術之發展，記錄型光碟之需求成長勢將趨緩；另一方面，隨著預錄型DVD格式之發展，運籌能力與價值整合能力將成為預錄型光碟產業之關鍵成功因素。在技術變遷再度影響產品需求之消長以及產業之競爭模式時，本研究認為我國廠商應瞭解：過去經營記錄型媒體產業所強調之量產能力與製程技術之思維必須有所調整，當前應設法適應預錄市場之特性，強化全球運籌佈局，或發展出新型態之商業模式，才是業者未來應該努力的方向。

關鍵字

主流規格 ； 技術變遷 ； 競爭動態 ； 光儲存產業

並列摘要

Technological change has been one of the key factors affecting the competitive dynamics of optical storage media industry in Taiwan. Following the evolution of recordable optical storage technology, those local pre-recorded compact disc manufacturers could reposition themselves as the OEM centers of recordable compact disc in the world. Technological change affects not only enterprises’ operating scale, but competitive model and business landscape. From 1996 to 1999, optical storage industry stepped into a golden age when demand doubled each year and manufacturers were haste to expand their capacities. Since 2000, however, the problem of over supply was also getting worse. To unveil the mechanism of manufactures’ erroneous judgment on the trend of market growth rate, I researched on the linkage between the change of market growth rate and the competitive model of this industry. Then, I find that the technology innovators who wanted to act as industry standard setters and increased the competition on product innovations. As a result, the improvements on the latest product generation brought in an even narrower margin. Furthermore, the conflict between patent holders and manufacturers was also an important issue in this industry’s competitive dynamics.

To mitigate the negative effects of technological change, the manufacturers of optical storage media in Taiwan should deeply think about whether their R&D strategies, resources deployment, and weighted sales of different products could adapt to the scenarios in the future. My proposition is that the market growth rate of recordable compact disc will be only getting steadier with the development of digital TV, anti-piracy and file-compression technologies. Besides, the more the advanced pre-recorded DVD standards are penetrating the market, the more important the capabilities of global logistics and value-integration will be. On this cutting edge where technological change is affecting the industry’s competitive model once again, I postulate that the manufactures of optical storage media should reconsider the sustainability of competitive advantage resulting from mass production capability and manufacturing technology. Moreover, the proper way to adjust themselves to the characteristics of the pre-recorded DVD industry in the future should be achieved via enhancing the deployment of global logistics or developing innovative business models.

並列關鍵字

technological change ； competitive dynamics ； optical storage industry ； industry standard

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