從汽車電子網路化探討資通產業商機之研究

Exploring information and communication industry’s new business opportunities : a network evolution of automotive electronics industry perspective

林賢敏(Hsien-Ming Lin)

指導教授 ： 游張松

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.2009.10383

摘要

隨著資訊(Information)、通訊(Communication)與網際網路(WWW)等新技術的快速發展與新商業型態多變化的發展，汽車電子產業或多或少都會直接地受到此網路化浪潮的影響，也帶動汽車電子產業生態的改變。因此在本研究裡所要探討問題是車用電子設備網路化的發展對既有汽車電子產業生態的影響與來自資通廠商可能的競爭，研究的目的則是要探討車用電子設備網路化發展帶給資通電子廠商的機會和台灣資通電子產業在此機會下的競爭優勢與進入策略。

首先是藉由價值創造循環(Value Creation Cycle) 研究模型來建立汽車電子主流市場、新興市場及因網路化所帶動興起的娛樂資訊產品市場(Infotainment; 簡稱娛資)等三個市場結構的假設模型，並透過此模型架構的推演分析來與潛在的商機來進行聯結。經由歸納汽車三大電子類別(行車控制類、車身類、娛資類)與網路化、資通產業(ICT)的攸關性研究顯示，不管是車子內部網路或是外部通訊網路的功能如何發展，由於行車資訊整合、無線通訊網路技術的快速進步與多樣化、加值型行動服務產業的興起，都將引導車用電子設備朝網路化的方向發展更為明確。

經由所收集到的資料和既有文獻理論的研究(策略群分析、競爭優勢分析、破壞性創新、產業生命週期、產品S曲線與主流設計、先行者優勢、網路外部性、利基市場、長尾理論) 來界定出新興娛資產品市場在產品與產業生命週期的階段位置，並以波特的鑽石理論來佐證台灣資通產業的結構與生態是適合發展以資通產品為標的汽車電子娛資產品市場。

根據本研究的研究、分析得知，汽車娛資產品市場的發展趨勢會與汽車電子網路化的發展程度與外部環境的情況(資通科技、無線通訊技術、網際網路、創新服務應用等)呈現正相關的發展，以現有台灣擁有資通產業完整供應鏈的角度來看(包括完整的上、中、下游零件產業供應鏈、技術人才及生產製造運銷的競爭優勢)，台灣資通產業是有能量來參與發展在汽車電子網路化趨勢下之新興娛資產業。

關鍵字

價值創造循環 ； 策略群分析 ； 破壞性創新 ； 產業生命週期 ； 產品S曲線 ； 先行者優勢 ； 網路外部性 ； 利基市場 ； 長尾理論 ； 鑽石理論

並列摘要

With the rapid evolution of new business patterns and new technologies, such as information, communication and Internet (WWW), the automotive electronics industry will be more or less influenced by the digitization and networking evolution of electronic equipment. The whole ecosystem of automotive industry will be impacted accordingly. The subject of this research is to explore the impact of automotive electronics equipment by networking evolution and identify the business opportunity potentials of information and communication technology (ICT) manufacturers. The purpose of this research is to dig out the competitive advantage and entry strategy of the Taiwan’s ICT electronic industry.

Three hypothetical models of automotive market (mainstream market, emerging market and network-based infotainment) were built based upon the Value Creation Cycle (VCC) research model. These models were analyzed and deduced first and then they were linked with potential business opportunities. Through the relevant research among product categories of automotive electronics (automobile control, automotive body and Infotainment category), network development and ICT industry ecosystem, we found that no matter how the automotive intranet and external communicating network develops, the developing direction of automotive electronic equipment will be aligned with “networking evolution” owing to the driving force from the customer’s requirements of information integration, wide-band network technology, product diversification and value-added services .

The position of the automotive infotainment market on the product/market life cycle curve could be identified by collected data analysis and literature review (Strategy group analysis, Competitive advantage analysis, Destructive innovation, Industrial/Product life cycle, product S curve, Mainstream design, First mover advantage, Network externality, Niche markets and Long tail theory). According to Porter's diamond theory, Taiwan should be a major candidate to dominate the product development of automotive infotainment equipment with its superior ecosystem of ICT industry.

This research indicates that the developing trend of automotive infotainment markets correlates positively with networking of automotive electronic equipment development and maturity of external ICT ecosystem (wireless technology, Internet services and Applications). Taiwan’s ICT industry is capable of dominating the developing trend of automotive infotainment markets owing to its comprehensive competitive advantages, including supply chain of material, logistics, manufacturing technology and professional human resources.

並列關鍵字

Value Creation Cycle ； Strategy group analysis ； Destructive innovation ； Product/Industrial life cycle ； Product S curve ； First mover advantage ； Network externality ； Niche markets ； Long tail theory ； Diamond theory

參考文獻

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