手機產業競爭策略群組研究

A Research of Competitive Strategic Group of Mobile Phone Industry

胡博婷(Po-Ting Hu)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300203

摘要

自2007年Apple發表iPhone之後，各家廠商相繼投入智慧型手機市場，帶起整個手機產業的競爭。除原先已在經營功能性手機的廠商之外，其它資訊廠商先後進入手機產業，對於原本低迷的資訊產業來說，注入新的商機，也間接影響個人電腦的市場。由於手機的可見度高、攜帶性方便，但也極易損壞，使用者平均使用一到二年，替換頻率極高，刺激整個手機產業的高度競爭。
本研究以2010年至2012年間的手機產業為研究對象，從SCP模型裡去探討手機產業，並採用策略群組的理論觀點，使用市場占有率、研發密集度、行銷密集度、營業毛利率等四個策略變數，使用Co-Plot進行分析。
本研究使用市場地位與競爭策略進而分析群組中的廠商行為，獲得以下研究發現：
1. 策略變數關聯性
2011年第4季與2012年第1季之間，各廠商開始採行與原先不同的策略行為，投入研發的新產品與其它廠商產生明顯的差異性，獲得消費者的青睞與獲利。
2. 策略群組的結構面與動態面
本研究觀察出在手機產業中，競爭策略採用探勘者，其市場地位通常也是領導者(探勘領導者)。同樣，分析者通常也是挑戰者(分析挑戰者)，防禦者通常也是跟隨者(防禦跟隨者)。
屬於探勘領導者、分析挑戰者、防禦跟隨者群組的成員，通常會維持現狀，是手機產業的策略群組中心，其它群組則會隨之融合或分出。
3. 廠商的策略發展
廠商的策略發展路徑，可分為原地停滯型、穩定變化型、躍進變化型等三種，進一步分析可獲得以下結果：
(1) 採用探勘者的策略，有助於市場地位的提升，但未必能持續其地位。
(2) 採用分析者的策略，其行為較為保守，變化不大。
(3) 採用防禦者的策略，其市場地位屬於跟隨者，難以取得較大突破。
最後，本研究提出相關實務及後續研究建議供業界及學界參考。

關鍵字

手機產業 ； 策略群組 ； SCP模型 ； Co-Plot

並列摘要

Since 2007, Apple announced and commercialized the iPhone, various manufacturers have engaged in the smart phone market, and competition got more severe in the entire mobile phone industry. In addition to the previous mobile phone manufacturers, other information service providers have entered this industry. They not only brought new opportunities but also affected the PC market. Due to the characteristics of visibility, portability and fragility of the mobile phone, the frequency of replacement is expected to be very high, that stimulates the entire mobile phone industry to be more competitive than ever.
In this study, the research object is the mobile phone industry during 2010-2012. Basing on strategic group analysis and SCP model, this research has chosen four strategic variables (Market Share Ratio, Research Density Ratio, Sales Density Ratio, Gross Profit Margin), and Co-Plot analysis was conducted to find structural as well as dynamic relationships of the firms in this industry.
In this study, the conduct or behavior of manufacturers were analyzed by market position and competitive strategies, the research findings are as follows:
1. Relation of the strategic variables:
Between the fourth quarter of 2011 and first quarter of 2012, the manufacturers began to adopt a different strategy apart from the original activity. New products have significant differences and appearances among each other, this development accessed to consumers and gained profitability.
2. Structure and dynamics of strategic groups
This study has observed that in the mobile phone industry, prospectors are usually connected or combined with leaders (Prospect-Leader), analyzers are usually connected with challengers (Analyzer-Challenger), and defenders are usually connected with followers (Defender-Follower).
The members in Prospect-Leader, Analyzer-Challenger and Defender-Follower groups, usually maintain their statuses in the center of each strategic group of mobile phone industry, and other groups will be facing integration or separation activities.
3. Strategic development of manufacturers
Three types of manufacturers’ strategic development have shown: the swing-around, the stable-changing and the radical-changing type. The further results are as following:
3.1 Prospector: enhancing market position, but may not be able to sustain in the same position.
3.2 Analyzer: more conservative with little change.
3.3 Defender: due to followers’ position, it’s difficult to achieve any breakthrough.
Further suggestions in both practice and research of this study are provided for making business decisions as well as in future research.

並列關鍵字

Co-Plot ； SCP Model ； Strategic Group ； Mobile Phone Industry

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