台灣行動電話製造業經營策略之研究

Business Strategy Research of Taiwan’s Mobile phone Industry

楊民仰(Ming-yang Yang)

指導教授 ： 林明杰

國立中央大學/管理學院/企業管理學系碩士在職專班/碩士(2007年)

摘要

本研究主要在瞭解台灣行動電話製造業之特性、趨勢及關鍵成功因素，以及產業內主要廠商如何在多變的產業環境中，運用本身之能力與資源，選擇未來發展之經營策略。在產業分析方面，針對產業的環境、發展的條件、發展的目標以及未來的趨勢等等，以司徒達賢提出的產業矩陣為方法進行相關分析與系統性的驗證，試圖將產業分析結果與廠商個別經營策略做連結。在個別公司經營策略方面，以個案分析法研究產業內主要廠商之經營策略，在外在環境變遷的同時，各廠商如何運用自身的能力與資源，來達成策略目標，而後針對其達成的執行結果進行分析。經由上述的研究，得知行動電話產業的特性與關鍵成功因素，希望對目前產業內的廠商與想要投入這個產業的創業者，對產業的經營策略有基本的了解，並當作未來策略制定時的參考。
在產業與個案分析之後，本研究整理出幾個研究發現：1.低成本、穩定品質、準確交期為GSM、CDMA低階產品的關鍵成功因素，研發創新與穩定品質為WCDMA高階產品的關鍵成功因素；2.相對規模大的行動電話製造廠商應選擇多目標市場，而相對規模小的廠商則應該專注於利基市場；3.行動電話廠商應整合多產品的研發能力（GSM、CDMA、WCDMA）以獲得競爭優勢；4.規模經濟的追求為行動電話製造廠商一定要執行的基本策略；5.在中國設立生產據點具有地理上的優勢。

關鍵字

手機 ； 事業策略 ； 產業分析 ； 策略矩陣 ； 行動電話

並列摘要

This research is mainly to understand the characteristic, tendency and key success factor of Taiwan’s mobile phone manufacture industry. As well as how the major manufacturers in this industry use its ability and resources to choose the business strategy for future development in such changeable environment. In industrial analysis aspect, use Situ DaShan’s industry matrix to make relative analysis and systematic identification based on industry environments, development conditions, development objectives and future tendency. Attempt to link the result of industry analysis and business strategy of individual company. In business stratrgy of individual company aspect, to inquire the business strategy of the major company in this industry by case study. Try to figure out how each company use its ability and resources to reach the strategy objectives under changeable external environment. We will understand the characteristic and key success factor of handset industry after above research. Hope to help everyone in this industry and anyone who wants to go into to have basic understanding of business strategy and as a reference when making strategic decision.
After industry analysis and case study, we tidy up several research detections as follows:
1. Low cost, stable quality and precise leadtime are the key success factors for GSM and CDMA products; Innovatoion and high quality are key success factors for WCDMA products.
2. Company with bigger production scale should choose dual-object market, but company with smaller production scale should niche market.
3. A mobile phone manufacturer should develop R&D capacity for various kinds of product lines (GSM, CDMA, WCDMA) to gain strategic advantage.
4. To pursue enocomic of scale is the based business strategy for a mobile phone manufacturer.
5. There is geographic advantage to set up production sites in China.

並列關鍵字

Mobile phone ； Strategy matrix ； Handset ； Business strategy ； Industry analysis

參考文獻

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