3D列印技產業分析與競爭策略研究 -以高科技技術採用生命週期觀點分析

今年來許多報章雜誌紛紛討論3D列印技術改變傳統生產方式的可能性，3D列印技術的快速成形時間與能生產各種形狀等特性，使得此技術在許多領域上的應用成為可能。儘管3D列印技術發展距今已三十餘年，但多以技術角度出發，關於市場上的相關研究報告並不多甚至不易取得。本研究將透過產業分析與個案分析分別討論3D列印產業的現況與技術發展，並以技術採用生命週期為架構分析兩家類型不同的廠商3D systems與MakerBot其各自的策略與競爭動態，藉此了解3D列印產業內廠商的現況。本研究除了發現3D列印產業內廠商間頻頻併購的動作外，還有因為相關專利到期與技術逐漸成熟促進新一波的需求的關係，使此產業內的廠商調整本身策略：從獨特技術能力調整為市場經營導向(3D Systems)或是以低成本營運能力(MakerBot)立足於此產業。另外，兩間個案公司皆採取完整產品模式的方式也印証了Geoffrey Moore所建議廠商欲跨越鴻溝可採行的策略。最後則歸納出3D列印產業的發展趨勢與提出對於後續研究的建議。

關鍵字

3D列印；技術採用生命週期；鴻溝理論

並列摘要

3D printing technology has been a hot topic for its potential to change traditional production process. 3D printing has many advantages compared with traditional manufacturing method, such as the ability to make complex shape and short working time. Although 3D printing has been developed for about 30 years, related market report or study is not so much and not easy to get. The study is comprised of two parts: the overview of 3D printing industry and the development of 3D printing technology in the industry analysis, and case study of two types of companies, 3D Systems and MakerBot. With these analyses, we wish to understand more about the situation in 3D printing industry. This study shows that mergers and acquisitions are common in 3D printing industry. Besides that, new demand comes up because some patents have expired and technology improves over time, which results that companies change their strategy by the time: 3D Systems adopts market-oriented strategy from specialized technology and MakerBot adopts low-cost operation strategy. Another finding shows that the two companies both adopt the whole product mode which proves that the strategy to across the chasm Geoffrey Moore suggested. In the end, the study concludes with industry development trend and suggestion to follow-up study.

並列關鍵字

3D printing ； Technology Adoption Life Cycle ； Crossing the Chasm

參考文獻

1. G. Ryder et al. (2002). Rapid design and manufacture tools in architecture. Automation in Construction 11, 279-290.

3. Wohlers Association (2012). Additive Manufacturing and 3D Printing State of the Industry.

10. Dimitrov, D., Schreve, K., & Beer, N. de. (2006). Advances in three dimensional printing – state of the art and future perspectives. Rapid Prototyping Journal, 12(3), 136-147. doi: 10.1108/13552540610670717

13. Jennifer Hicks. (2012). When A Festival Has Nothing To Do With Music: Forbes.

19. Geoffery A Moore. (1999). In side the tornado: marketing strategies from Silicon Valley's cuting edge (陳正平, Trans. 2 ed.).

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3D列印技產業分析與競爭策略研究 -以高科技技術採用生命週期觀點分析

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