可攜式導航設備經營策略之研究—以全球前三大品牌為例

Portable Navigation Device Industry in New Perspective for Analysis─After the Model of Major Brands Worldwide

王雅玲(Ya-Ling Wang)

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(2008年)

摘要

本論文係探討PND產業的概況，以PND主要品牌大廠個案的經營策略為主要探討方向。在PND產業分析方面，針對其產業環境、發展條件、發展目標以及未來趨勢等，以司徒達賢提出的產業矩陣為方法進行相關分析，並有系統的驗證與描述各階段的產業環境、條件與目標，試圖將產業分析結果與廠商個別經營策略做連結。其次在經營策略分析方面，以個案研究方法探討產業中主要品牌大廠的經營策略。研究各品牌大廠在全球消費性電子產業環境中，如何綜觀其自身優劣勢並運用其所擁有的資源，配合外造環境來達到策略目標。並對其策略執行結果進行歸納與分析。經由上述分析研究，目的在於找出產業中能夠成功經營的策略，並期望能提供PND廠商，在未來制定與執行策略時的參考。
在對產業及個案進行分析後，本研究整理出數個研究發現，可做為PND相關業者的經營策略的方針，包括：1.掌握關鍵技術與關鍵零組件，如圖資為PND大廠的關鍵成功因素；2.軟體研發能力與創新為PND品牌大廠與其他競爭者差異化的關鍵成功因素；3.成本領導為PND大廠的關鍵成功因素之一；4.垂直整合關鍵製程與研發技術為PND大廠的關鍵成功因素。
目前尚未有許多研究探討PND產業策略，本研究乃是首次利用策略矩陣的分析方法進行，以對全球PND產業作更詳細且完整的描述與探討。

關鍵字

產業分析 ； 可攜式導航設備 ； GPS ； 事業策略 ； 策略矩陣 ； PND

並列摘要

This research carries on analysis to portable navigation business, inquiring into the major brands of business strategy among the industry. Analyze aspects in the PND business, aim at its environment, developing condition, developing objects and the trend in the future etc. Adopting method of the industrial strategic matrix to carry on related analysis, and systematically identifying and describing the industry environment, condition and objects of each stage. Try to link results with those major brands’ business strategy. Secondly, to inquire into the major brands’ business strategy in the industry by case study. Investigate the first three major brands’ outlook among the PND industry to obtain the factors on how they evaluate their condition and make use of their own resources to achieve their strategic objects. Furthermore , to induce and analyze from their business strategy with current running results. Through the above-mentioned analysis, the purpose lies in the strategy given mjore find-outs and factors which made to succeed in conducting in the industry, and expects to provide the other PND makers draw up with the run strategy for reference in the coming future.
Tidy up several research detections after carrying on analysis to the industry and the individual cases providing as below the strategy policies of the PND makers. : 1. Key technology and key components such as digital map are the Key success factor of PND business. 2. Sotware developing capability and innovation technogly are the key success factor in differentiating among the other competitor in PND industry. 3.The cost leadership is the key success factor of the PND business .4. Vertical integration degree impacts the competitiveness in PND business.
There are not many researches inquiring into PND business for the time being. This research is the first one that to make use of the strategy matrix to carry on PND business. It provides the outlook of PND industry with more detailed description and the integrity of PND business.

並列關鍵字

GPS ； PND

參考文獻

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