隱形冠軍，POS製造廠經營與發展策略分析–以飛捷科技公司為例

銷售點系統（Point-of-Sales System）為工業電腦產業的一枝，它在1960年代問世，協助餐飲與零售業者處理銷售、庫存、客戶資訊的查詢、運算、分析以及管理，經過60年的發展，POS產業已經高度成熟且專業分工，隨著人工智慧、物聯網與5G通訊網絡等資通訊科技的演進，POS System不但延伸出Panel PC與KIOSK，並廣泛應用至工業控制、醫療設備、交通、金融與觀光等多元場域。同時，受惠行動支付改變消費者習慣以及2020年COVID-19疫情影響，Mobile POS裝置與無人化交易模式的需求旺盛，帶動POS產業新一波成長。　　本研究個案公司飛捷科技股份有限公司為臺灣POS設備製造商，目前在POS機台出貨數量為全世界第三與全臺灣第一大之地位，面對既成熟但又富饒新意的POS產業以及強敵環伺的競爭者們，本研究欲透過訪談與次級資料蒐集，分析POS產業的現況、技術與未來市場趨勢，辨認個案公司的主要競爭對手，再透過五力分析確認POS製造商之產業關鍵因素；其次，分析個案公司擁有之資源與能力，瞭解其主要產品之定位，並分析其事業所採取之競爭策略與相對應作法。　　本研究發現，主要競爭者在各自領域表現亮眼，近年均維持30%左右之毛利率，但在淨利率與EPS方面仍有待改善。POS製造廠之產業關鍵因素分別為「廠商產品差異化程度」、「買方變更廠商的轉換成本」與「原物料差異化程度」。個案公司之資源與能力讓其在創新設計、穩定品質、洞悉市場以及產品整合方面具有競爭優勢，藉由BCG矩陣分析其主要產品Fixed POS、Mobile POS、Panel PC與KIOSK分屬金牛事業、明星事業、問號事業與問號事業，並歸納POS System、Panel PC與KIOSK均採取集中差異化策略。本研究建議個案公司應借鏡同業發展品牌經驗與從硬體製造(Point-of-sales)邁向提供軟硬體整合服務(Point-of-services)，並謹慎取捨企業定位以建立永續競爭優勢。

關鍵字

飛捷科技； POS System ； Panel PC ； KIOSK ；五力分析；競爭優勢

並列摘要

POS system （Point-of-Sales System）which is a branch under industry of industrial personal computer was first invented in the early 1960’s. POS System assists people, especially in hospitality and retail industry, to search, compute, analyze and manage a large amount of data regarding sales, inventory control and customer information. After 60 years development, POS industry is a mature and highly-specialized industry. Besides, as a result of magnificent progress in technology such as artificial intelligence, internet of things and 5th generation mobile networks, POS System has stretched its product line to Panel PC and KIOSK. Furthermore, POS System, Panel PC and KIOSK have extensively applied to the new fields such as industrial control, medical equipment, transportation, banking and tourism. Meanwhile, because of significant changes in customer behavior due to appearance of mobile payment and disastrous impact from COVID-19, business opportunities for mobile POS devices and awareness of reduction in physical contact strongly boost demand for POS System, Panel PC and KIOSK. 　　The study used the case study method and took the worldwide leading POS manufacturer – FLY TECHNOLOGY Co., Ltd. as the subject. The subject is known both as the third among global manufacturers and as the first among Taiwan manufacturers in terms of export volume of POS System. 　　Firstly, the study employed secondary data not only to analyze current market size of POS System, Panel PC and KIOSK individually, but also to illustrate significant technique and future trends of POS industry. Secondly, the study introduced three main competitors to analyze their operational performance in recent decade. Besides, the study identified critical factors of POS manufacturing industry by Porter five-forces analysis. In addition, the study explored resources and capabilities owned by the subject in order to induce its competitive competence. Furthermore, the study positioned main business units of the subject on BCG matrix and analyzed business strategies for main business units of the subject. 　　The study made four conclusions. First of all, main rivals had different advantages and operated well in respective field. However, compared to the subject, all of main rivals earned lower return on equity and lower EPS. Secondly, the industry’s products that are differentiated/standardized, switching costs of buyers in industry, and suppliers offer products that are differentiated/standardized are considered as three critical factors to achieve competitive advantages in POS manufacturing industry. Thirdly, innovative design, stabile product quality, ability of perceiving market thoroughly and product integration are regarded as four competitive competences of the subject. Finally, Fixed POS, Mobile POS, Panel PC and KIOSK which consist of mainly revenue of the subject are separately positioned in Cash cow, Stars, Question marks and Question marks on BCG matrix. In the meantime, the subject adopts focused differentiation strategy in all of POS System, Panel PC and KIOSK business units. 　　In the final, the study made three advices. First of all, the subject should cautiously develop its owned brand and might take a lesson from the experiences of its rivals. Secondly, the subject should actively stretch its business from manufacturing POS System to integrating software and services with POS System. At last, the subject should prudently trade off its corporate strategy in order to establish sustainably competitive competence.

並列關鍵字

FLYTECH ； POS System ； Panel PC ； KIOSK ； Porter five-forces analysis ； Competitive competence

參考文獻

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隱形冠軍，POS製造廠經營與發展策略分析–以飛捷科技公司為例

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