產品成熟期的競爭策略-以投影機產業為例

Competition strategy in a mature product industry - The case study of conventional lamp-based projector industry

袁先正

指導教授 ： 林博文

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2013年)

https://doi.org/10.6843/NTHU.2013.00797

摘要

無論甚麼樣的產業或產品，大體而言，都像自然界的生物一樣，孕育，產生，成長/發展，茁壯/成熟，衰老/衰退，死亡/退出市場。
2008年以降，世界經濟環境和產業狀況劇烈變化。市場總需求量成長趨緩，新的替代產品技術威脅，即使我們不斷的找尋產品創新，競爭同業繼續侵占我們市場佔有率。所用的方式，主要就是價格。
以投影機為例，主要是以商用及教育市場為主。經過十幾年的技術改進，無論在高壓汞燈光源，或關鍵零組件「微型顯示器」(Micro-display)都已經到了一個相對穩定的階段。本公司過去以強大研發能力，完整功能測試為優勢的地位，受到競爭同業的強烈挑戰。競爭者以較少工程師，專注於主力機種，建立起經濟量化生產的基礎。這種不對稱競爭戰略剛好擊中本公司投影事業處的弱點。
這樣的戲碼不斷在產業界演出，但是如果成為當事者，劇中該怎樣帶領團隊殺出一條路，這是一場現實世界進行式。因此，希望透過本研究達到對投影機產業之發展階段及思考面對競爭可採取的策略。

關鍵字

產品生命週期 ； 競爭策略 ； 投影機 ； 微型顯示器

並列摘要

No matter what kind of industry or product, in general, it would be like the nature through the process of incubating, breeding, growing/developing, getting stronger and mature, aged, declined, then end of life.
The environment of the world economy and industry situation has been rapidly altered since 2008. The market demand is not growing as we expected; substituted technology and product is rolling-out one after another. Although we’ve done our best to make the incremental innovation in current product line-up, we have been attacked by competitors’ price attack.
Taking projector as an example, it has been mainly used for corporate and education. After technology continuous improved for decades, no matter light source - UHP lamp, or key component Micro-display, they all have reached a level of mature. Coretronic Front Projection Business Group is famous for its engineering capability and complete qualification system. Nowadays, we’re challenged by competitors in an “asymmetric” manner which is, competitors focusing on the main stream and entry model segment; approaching brand name customer with lower price and grabbing business from us. The characteristic of main stream and entry model segment is representing “volume”. As soon as we lost the volume base, we encountered less efficiency in factory and that is our Achilles tendon.
This kind of competition scenario is on and on repeated in the industry, however, once I was one of them, how could I lead the team to cope with the fierce competition. Therefore, I would like to study the strategy of competition in this paper.

並列關鍵字

product life cycle ； competition strategy ； projector ； Micro-display

參考文獻

1. Frederick Betz, Managing technological innovation, Competitive advantage from Change, 3rd edition,

2. Eliyahu M. Goldratt and Jeff Cox, The Goal, A process of Ongoing Improvement，

4. Porter, Michael, Competitive strategy: Techniques for analyzing industries and competitors, free press, 1980.

中文部分:

1. 科技發展: 從賽先生到東方的矽谷 (中華民國發展史 經濟發展)，洪世章，李傳楷 著， 聯經出版公司