數位匯流家庭自動化產業之新興事業發展策略

Emerging Business Development Strategy for Digital Convergence Home Automation

楊鴻志(Hung-Chi Yang)

指導教授 ： 游張松教授

國立臺灣大學/管理學院/高階公共管理組/碩士(2009年)

https://doi.org/10.6342/NTU.2009.00066

摘要

家庭自動化產品已經有30年的歷史，如燈光控制、溫濕度控制、電動窗簾控制及門禁系統等多數從國外進口，價格非常昂貴，屬於少數富裕家庭享有的高級設備，一直無法拓展普及至一般用戶，近年來由於網際網路興起與相關技術漸漸成熟及普及，國民所得提高，消費者在居住品質的要求提升，家庭自動化的訴求越來越受到重視。本研究以產業經濟學結構-行為-績效分析模式(Structure-Conduct-Performance; SCP)進行家庭自動化產業生態及競爭分析，結合與建商、建築師、電機技師、室內設計師的客戶需求訪談，找出產業關鍵成功要素，並以台灣之家庭自動化產業的優勢、劣勢、機會與威脅(SWOT)分析，再以個案公司為例，建構其組織核心競爭力，提出產業價值創新動態鍊作為定位的基礎與營運模式，並用Chesbrough’s 開放式營運模式檢視之，並擬訂短中長期發展策略，最後以研究之結論總結如下。
1.隨著電腦網路通訊技術的發展，家庭自動化的程度也逐漸朝向全自動化與智慧化。從其演變，本研究對家庭自動化給予一個新的定義 - 數位匯流家庭自動化(Digital Convergence Home Automation, DCHA) ：數位匯流家庭自動化以家庭網路為主，包含機電控制、安全監控、家庭多媒體系統與內容(Content) 、感應網路(Sensor Network)及網路加值應用。主要範圍包含以機電控制為主之傳統家庭自動化、數位家庭、智慧家庭及E- Home。
2.家庭自動化產業關鍵成功因素如下：
a.與室內設計師及建商建立合作夥伴
b.整合系統的能力
c.使用者操作之觸控螢幕與控制面板必須精緻、美觀
d.中文介面，操作簡單，易於使用之使用者介面
e.家庭自動化產品之佈線複雜度
f.與異業(ICT廠商及營建裝潢業)結合之能力
3.以技術研發與品牌發展為核心發展策略：
a.以「破壞式創新」及「開放式經營」，利用台灣ICT製造優勢，授權與委外分工做出更簡單、更便宜、便利的產品，破壞現有豪宅市場及開發新市場。
b.先以台灣為根基(home market)，再擴展至國際家庭自動化市場。

關鍵字

家庭自動化 ； 數位匯流家庭自動化 ； 數位家庭 ； 智慧家庭 ； E- Home ； 結構-行為-績效分析模式 ； 產業關鍵成功要素 ； 價值創新動態鏈 ； 開放式營運模式 ； 破壞式創新

並列摘要

Home automation (HA) products to control lights, air-conditioning, blinds, and door access have existed in small numbers as luxury goods to rich people for 30 years. Recently, however, Internet getting popular and a new breed of standards-based wireless technologies plus nation’s GDP growth, has led to the demand of home automation products for a new mainstream consumer market where people has living quality requirement.
This research adopts structure – Conduct- Performance (SCP) model to analyze home automation industry and its competition. Besides, concluded from customer need survey result from interview with builders, architects, electrical technicians and interior designers, this research then identifies key success factor (KSF). To maintain a sustainable competitive advantage this research moreover does Taiwanese home automation SWOT analysis. According to HA’s KSF and SWOT analysis, with a case study, it shows how to architect its organization’s core competence, how to position in the value creation dynamics (VCD) that this research proposes, what the most suitable business model would be and surveyed by Chesbrough’s business model, and formulation of the business development strategy.
At last, this research has concluded as follows:
1. As home automation industry has been evolved and has enabled home to be getting more automated, digitalized, and intelligent, a new “Digital Convergence Home Automation” (DCHA) has been defined. Its scope includes traditional home automation industry, digital home, smart home, and E-home. DCHA consists of home network and its applications such as mechanical & electrical automated control , home security & surveillance, multimedia & content, sensor network, and remote managed home service like remote health care, and so on.
2. Home Automation key success factor would be:
a. Partnership with builders and interior designers
b. System integration capability
c. Elegant looking touch screens and wall switches
d. The system should be easy to use. Chinese user interface is a must in Taiwan and China.
e. Cabling & wiring inflexibility
f. Integration with ICT and architecture industry
3. Business development strategy includes HA products and branding:
a. To adopt disruptive innovation and open business model by taking Taiwanese ICT strengths through delegation and outsourcing to create cheaper and more simple & convenient HA products to disrupt current luxury segment and create a new mainstream market.
b. To start Taiwan as a home market to expand business to international.

並列關鍵字

Home Automation ； Digital Convergence Home Automation ； Digital Home ； Smart Home ； E-Home ； Structure-Conduct- Performance (SCP) Model ； Key Success Factor (KSF) ； Value Creation Dynamics (VCD) ； Disruptive Innovation ； and Open Business Model

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