以賽局理論觀點探討無線區域網路晶片供應商競爭力分析

The Competitive Analysis of WLAN Chipset Vendor: Application of Game Theory

孫成文(Cheng-Wen Sun)

指導教授 ： 曾淑芬

元智大學/資訊學院/資訊社會學研究所/碩士(2004年)

摘要

近年來拜網際網路科技之賜，處於今日快速變動的環境中許多產品的生命週期縮短了，顧客的品味提升了，需求改變了，毛利也更低了。競爭的層次也從過去「企業之間」競賽，演變成「供應鏈之間」的角逐。
有鑑於WLAN的蓬勃發展和高度競爭的產業特性，本研究擬以WLAN產業為研究背景，觀察WLAN產業供應鏈中擁有高附加價值晶片製造商的關鍵成功因素與競爭狀態，以專家訪談和賽局理論為分析工具，在全球WLAN供應鏈中廠商與廠商之間進行互動時，所可能產生的策略行為與策略思考進行分析。且在本研究中，透過賽局理論情境假設，分析WLAN供應鏈中廠商在各自最大利益考量之下所可能產生的策略行為。
根據WLAN 產業發展之次級資料與靜態競爭力分析進行分類並定義出四類主要賽局：
(1) 賽局A：世代交替的驅動能力，攻擊或防守與進入或退出市場
(2) 賽局B：削價競爭賽局
(3) 賽局C：供需賽局
(4) 賽局D：威脅與承諾賽局
最後將目前WLAN 產業中、下游對於晶片製造商所對應之策略賽局定義出關係模型，最後對於供應鏈間組合競爭模型做分析。
在WLAN產品應用多元化之趨勢下，整個產業展現出成長快速、高度競爭的型態。本研究主要探討WLAN晶片供應商靜態與動態之競爭力分析，結果發現WLAN晶片設計公司在技術上要面臨低成本、小型化、低功率消耗、IC製程、RF技術、多平臺及等挑戰，在獲利上則要面對推出時程、控制營運成本、技術差異化、客戶關係及資金等挑戰，若只是靠低成本或無法持續關鍵技術的提升，只可獲得短暫的勝利，但是維持持續競爭優勢必須面對動態競爭力的特性。

關鍵字

無線區域網路、賽局理論、競爭優勢

並列摘要

Granting of internet network science and technology in recent years, the life cycles of a lot of products have been shortened in the environment changed fast today, the customer's taste has been improved, the demand has changed, and the gross profit is lower too. Thus product competition has changed from “enterprises” into “supply chains'.
The research takes WLAN Industry as its study back ground in light of its booming development and extreme competitive characteristic, by observing the key success factors and the competition appearance of the highly added value chip manufactory in this particular industry supply chain. The research uses expert interview and Game theory as the primary analyze tool. It focused on global WLAN supply chain reaction between manufacturer and the manufacturer carries. Through the theories scenario assumption, the makers will come up with possibility of output strategy behavior and tactics based on their highest payoff. Below are the four models of game theory base on the secondary materials from WLAN industry:
(1) Model A: The driving force from alteration of generations: attack or defense; enter or withdraw from the market
(2) Model B: The price war
(3) Model C: Supply and demand
(4) Model D: Threaten and promise
Finally the paper will investigate the industry’s downstream: chip manufactory’s strategy, also define and analysis the relation model.
The whole industry grows quickly and highly competitive under the WLAN product diversified trend. The main focus of this study is on WLAN chip supplier static state and the dynamic state, result finds the WLAN chip design companies faced the following issues: cost cutting, low power requirement, size, IC process flow, RF technique, and multi- platforms support etc. As for the profit wise, the challenge lies in product timing, control operating cost, technique differentiate with competitors, customer relationships and funds etc., If they only focus on low cost or can't keep developing new techniques, they could only acquire the brief victory, yet by keeping their competitive advantage is a must to face the dynamic state competition in this filed.

並列關鍵字

Wireless Local Network (WLAN), Game theory, competition advantage