新進者在新產品的競爭優勢探討—以薄型光碟機產業為例

THE COMPETITIVE ADVANTAGE STUDY FOR LATECOMER IN NEW PRODUCT ENTRANCE--- A CASE IN SLIM ODD INDUSTRIES IN TAIWAN

林振明(Cheng-Ming Lin)

指導教授 ： 徐學忍

元智大學/管理學院/管理研究所/碩士(2007年)

摘要

自1995年之後，我國光碟機便在全球光碟機市場佔有一席之地，然而在我國光碟機發展的歷程中，薄型光碟機並未能如同半高型光碟機般，透過我國資訊產業供應鍊關係，在產業佔有一席之地，直到西元二千年左右，才開始有我國廠商成功的打入市場。在我國廠商進入薄型光碟機產業的過程中，第一個成功進入薄型光碟機市場的公司，竟然不是我國半高型的領導廠商，並一舉成功搶得現在超過全球10%的市佔率，實為產業界的異數。
哈佛教授克里斯汀生(Clayton M. Christensen)在1997年出版的《創新的兩難》(The Innovator's Dilemma)中提出「破壞性創新」理論，以硬碟機等產業為例，說明因為領導廠商未能補捉到市場的脈動，最後導致失去整個市場的理論，闡述了先行者並非永遠擁有優勢，因此，本論文即以此理論為基礎，探討薄型光碟機產業發展的過程中，新進者與先行者在新產品上的競爭關係。
本研究透過理論架構的探討與產業資料分析，輔以產業人士訪談，最後找出產業領導公司因為錯估新產品的發展性、忙於現有事業，因此未下定決心投入新產品開發，使得資源投入程度不足，而導致錯過新產品的市場時機。
而新公司則在無比的決心與母公司堅持產品發展路線與集團支援之下，靠著優異的技術與絕佳的市場切入時機，為我國光碟機產業再開燦爛的另一頁。

關鍵字

競爭 ； 光碟機 ； 新進者 ； 破壞性創新

並列摘要

Since 1995, Taiwanese ODD (Optical Disc Drive) maker became major player in world wide ODD supply chain in Half-Height model until year 2000 but not the Slim-Type. The major reason is Half-Height ODD can penetrate the market as a stand-alone IT device with the power of strong supply of Taiwanese IT products but Slim-Type can not go with this model because of different application by embedded as a key component in laptop system. The first success Taiwanese company in Slim Type ODD with more than 10% market share in world wide is not one of the leading companies from HH field and this is really beyond the imagination.
The book: "The Innovator's Dilemma" published in 1997 by Dr. Clayton M. Christensen was bringing up the concept of "disruptive creative". It is based on the study of HDD(Hard disc drive) to explain that how the leading company loose the market due to the misjudgment of market trend. And it also address that the first mover isn't always taking the first mover’s advantages. The case is based on the theory of studying the competition relationship in a new product between the first mover and latecomer during the slim type ODD developing period in Taiwan.
The study is adopting the theory concept and rule to analysis the industry market information with some supplements of personal view from interviewing the key persons of this industry. And then find out the possible reasons on these leading companies failed due to the misjudgment of new product's market trend by focusing on current existing business without roadmap lined up planning, lack of resource for new product and then finally missed the timing to enter the new market.And how the latecomer success with its dedication on the leading technology and the excellent timing to get into the market under the group support from its mother company to be No. 1 Slim Type ODD maker in Taiwan.

並列關鍵字

competitive ； ODD ； Slim ； disruptive creative

參考文獻

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