無線通訊手機天線進入市場競爭策略之研究

AN ENTRY STRATEGY STUDY OF WIRELESS MOBILE PHONE ANTENNA INDUSTRY

楊智惠(Chi-Hui Yang)

指導教授 ： 高信培 ； 滕曉雲

國立中央大學/管理學院/企業管理學系碩士在職專班/碩士(2006年)

摘要

隨著近年來的全球電信市場的需求大幅成長,及新興開發中國家的堀起,而通訊產業在各地開始受到各方的注意, 2003 年起行動通訊領域已成為IT產業最主要的發展動力來源。而2004年全球手機產量逾6.92億，年產值逾千億美元的手機，更逐漸躍居全球最大的消費性電子產品,2005年根據IDC資料預估顯示更會高達7.61億支的手機產銷量.
本研究透過個案公司之發展，先從鑽石模型分析台灣發展手機天線設計之整體機會。繼而依現行台灣手機及手機天線產業環境深入剖析，本研究運用波特鑽石模型分析、五力分析、及SWOT 分析探討個案公司在手機天線產業其競爭優劣勢。由外而內探討其企業經營模式並歸納出未來發展之建議之競爭策略。隨著國際手機大廠逐漸將生產重心轉移至亞太地區，台灣憑藉著彈性、成本、速度等優勢成為全球的代工廠，除少數廠商外，多以ODM/OEM代工為主。相較於PC產業的輝煌成績，台灣在全球手機市場之地位與競爭力都還有相當大向上發揮空間研究結果指出，手機零組件的發展方向自然與其終端產品的脈動息息相關，在2001年手機產業發生大量庫存的影響下，國際大廠逐漸釋單，並採取委外代工的方式以求降低成本。我國手機產業零組件廠商的彈性生產、量產管理能力與OEM/ODM/JDM 的定位，有助於我國藉此時機打開國際市場，並擴張手機產業關鍵零組件廠商版圖。此外，藉由適當的策略聯盟或購併策略，可厚實我國手機產業零組件廠商的研發能力,製造能力。 而近二年來亞洲國家手機市場的堀起，更有機會藉由廣大市場需求來擴張市場而建立在大陸規模經濟生產機制,，則將有利於台灣手機產業零組件廠商在世界的發展地位。

關鍵字

行動電話 ； 行動電話天線設計 ； 手機天線設計 ； 企業經營模式 ； 競爭優勢 ； 手機 ； SWOT分析 ； 五力分析

並列摘要

In 2004, the worldwide mobile phone market grew by 35% to 692 million units, shipped in a massive expansion driven by the demand for color displays and camera phones throughout the world. Market growth is expected to continue in 2005, for estimation grows by 10% to 761 million units.
Consumers struggle to understand data service value proposition. With the exception of Japan and South Korea, two countries with societies well-positioned to consume advanced mobile phones and wireless services, wireless subscribers are slow to move to content and service offerings beyond voice communication and text messaging. Lower population densities, personal computer usage, lack of broad mass transportation usage, and other expenses continue to inhibit the adoption of next-generation content and services at different rates in other regions and countries around the world.
This case study is to present the competitiveness of Taiwan mobile phone antenna company business model and how it repositions itself with strategies to break the vicious cycle.
This study starts from presenting the insight of how this company grew in with Mobile handheld Antenna development to its later innovative business model. The analysis was made through the Diamond model, domestic competitors five force and SWOT analysis as well as strategies it adopted to grab itself an important place in global telecommunication industry.
Allow worldwide mobile phone companies transfer production line into Asia area, such like China, India .Taiwan-based mobile phone Antenna Company have a great chance to use its flexible design and production ability become one of important key components supplier. Especially this few years Asian mobile phone market grew up, base on this great market to build up economic scale production and the company in this case study successfully becomes the driving design power for worldwide telecommunication operators enjoying profit.

並列關鍵字

SWOT Analysis ； Five Force Analysis ； Competitive advantages ； Mobile phone Antenna Design and Mobile phone ； Business model

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