我國智慧卡產業之經營策略研究－以F公司為例

The Business Strategy of Smart Card Industry in Taiwan: The Case Study of F Company

謝孟霏(MENG-FEI HSIEH)

指導教授 ： 梁世安 ； 古永嘉

國立臺北大學/商學院/企業管理學系碩士在職專班/碩士(2014年)

摘要

策略管理大師Michael E. Porter於1996年在《哈佛商業評論》發表〈What Is Strategy?〉中指出，企業活動愈來愈全球化，也面對愈來愈多國際級的競爭對手，因此必須擬定一套完整的策略，才能在多變的市場中保持優勢，超越競爭對手。
有鑑於推動智慧城市已成國際趨勢，為滿足人類目前及未來的需求，探討國內智慧卡公司面對新科技時代的來臨，如何整合各智慧卡功能之應用，使人類生活更便利，以及如何在智慧卡產業找出競爭優勢與發展經營策略。本研究結合質性研究與個案研究，透過結構化訪談，以五力分析探討個案公司對抗產業五力的競爭程度，並運用SWOT分析探討個案公司之競爭優勢及提供功能策略建議，歸納研究結論如下：
一、個案公司對抗產業五力的競爭程度為中等以上。
二、個案公司之SWOT分析：
1.優勢：專業的人才，完整的專業認證，系統整合能力強及優良的雙介面卡製程與品質。
2.劣勢：金融產品技術有待提升，研發人力及資源不足。
3.機會：中國、澳洲及美國市場之EMV晶片卡轉換需求，歐美、新加坡及日本市場之顯示卡需求，台灣NFC行動支付市場新需求。
4.威脅：現有競爭者的威脅，行動支付對傳統實體卡片及個人化的衝擊。
三、個案公司之競爭優勢為卓越的雙介面卡製程與品質、卡片的創新及客戶的回應。
四、依據個案公司之使命、願景與經營目標，經過實證分析，提供行銷策略、生產策略、採購策略、研發策略及人力資源策略供業界參考。

關鍵字

經營策略 ； 競爭優勢 ； SWOT ； 五力分析 ； 智慧卡

並列摘要

Strategic management guru Michael E. Porter pointed out in , Harvard Business Review, 1996, that as the business activities become globalized, they are facing more competitions from opponents worldwide. Therefore, companies must come up with a more comprehensive strategy to maintain their dominant positions in the ever-changing market, and surpass their competitors.
As promoting smart city has become an international trend, in order to meet current and future needs, domestic smart card companies need to find a way to integrate the multiple applications to make human life more convenient when facing the technology of the new era. Also, smart card companies want to find competitive advantages and develop the business strategies in the industry. This study combines qualitative research methods and case study. Through structured interviews and Porter's Five Forces Model, we investigate the case against the five forces of the industry. In additions, we offer SWOT analysis of the company's competitive advantages and provide functional strategies. Research findings are summarized as follows:
1.F company against the five forces of the industry has degrees of competition above average.
2.SWOT analysis of F company,
A.Strength: professional human resources, a complete professional certification, superior capability in system integration and excellent process and quality of Combi Card.
B.Weakness: the technology of the financial products should be improved; shortage in research-and- development professionals and resources.
C.Opportunity: the demands of EMV Migration in China, Australia and the U.S. market, the demands of Display Card in Europe, Singapore and Japan, new demands of NFC mobile payment in Taiwan.
D.Threats: the threats against existing competitors, the decreasing of traditional physical cards and perso for mobile payment.
3.F company has competitive advantages in the superior process and the quality of the Combi Card, and the card innovation and customer response.
4.According to the mission, vision and business objectives of F company, through empirical analysis, we provide marketing strategies, production strategies, procurement strategies, research and development strategies and human resources strategies for the industry reference.

並列關鍵字

Competitive Advantage ； SWOT ； Porter’s Five Forces Model ； Smart Card ； Business Strategy

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