數位相機的藍海策略：以Micro 4/3系統為例

Blue Ocean Strategy of Digital Camera:the Case of Micro 4/3 System

黃川原(Chung-Yuan Huang)

指導教授 ： 李傳楷

國立清華大學/科技管理學院/科技管理研究所/碩士(2012年)

摘要

摘要
半導體技術進步後，感光元件取代膠捲底片造就單眼相機數位化。過去，數位單眼相機廠商的產品都以專業性訴求為主，不外乎更大的感光元件、更迅速的影像處理器、更快的對焦系統、更高支援性的鏡頭群，以及機身的材質，手把設計等等，不勝枚舉。但競爭的結果是Canon和Nikon一直以來都在競爭激烈的數位相機產業中居於領先。這也讓其他競爭廠商在後苦苦追趕，並思索如何才能擊敗競爭對手。Olympus和Panasonic走一條不一樣的路，不遵循過去專注開發更高規格的數位單眼相機，而是發展出Micro 4/3系統的新型數位單眼相機，替自己創造出一片新市場。
本研究的Olympus和Panasonic Micro 4/3系統案例，以個案研究法搭配Kim 與 Mauborgne（2005）《藍海策略》提供的分析工具，分析數位單眼相機市場競爭型態，再搭配重建市場邊界中鎖定非顧客和跳脫競爭市場的六大途徑，並藉由消除、減少、提升、創造，四項行動架構創造企業嶄新價值曲線。最後本研究從Micro 4/3系統開發過程中，驗證價值創新的重要性是開發新市場的關鍵所在。以及發現除了《藍海策略》中提到跳脫競爭的方法外，企業之間還可以透過策略聯盟合作的方式，開創新的藍海市場。提供給企業擬訂未來經營策略時，另一個不同的思考方向。

關鍵字

創新 ； 藍海策略

並列摘要

Abstract
Because of advances in semiconductor technology, image sensor replaced film and accomplished digital SLR cameras. In the past, digital SLR cameras emphasized the specialization, such as a larger sensor, a faster image processor, a faster focusing system, more lens, the material of camera surface and handle design. However, the result of competition is that Canon and Nikon kept leading position in the competitive digital camera industry. This also made other competitors struggle to catch up Canon and Nikon and figure out how to beat the competitors. Olympus and Panasonic chose a different competitive strategy to develop the new digital SLR camera of Micro 4/3 system, instead of focusing on developing a higher standard of digital SLR cameras. Finally, they created a new market for themselves.
In the case of the Olympus and Panasonic Micro 4/3 system, we used the case study method with the analysis tools provided by Kim and Mauborgne (2005) in the "Blue Ocean Strategy " to analyze the digital SLR camera market competition type and reconstruct market boundaries by six paths framework. Then, we created a new corporate value curve by four actions framework- eliminate, reduce, enhance and create. In the end, from the Micro 4/3 system development process, we verified the importance of value innovation is the key to develop new markets. We also found that companies can develop a new blue ocean market by strategic alliances. These conclusions provided the enterprise a different direction of thinking to formulate a business strategy in the future.

並列關鍵字

innovation ； blue ocean strategy

參考文獻

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