數位相機產業市場結構、行為與績效之研究

The Research of Market Structue, Conduct and Performance in Digital Camera Industry

余峰維(Feng-wei Yu)

指導教授 ： 王弓 ； 張明宗

國立中央大學/管理學院/產業經濟研究所碩士在職專班/碩士(2012年)

摘要

本文主要以SCP分析架構與探討數位相機產業的發展，並將日系品牌廠與台灣代工廠間的發展與競爭合作以及企業發展策略作探討。研究中發現到目前數位相機在消費型DSC市場因為歷經多年競爭下，已趨於飽和，品牌廠商因此將產品附加更多的功能，期能以差異化帶來更大的市場需求；而單眼數位相機，近年來在市場上，成長率也有大幅度的提升，輕量化所帶來的方便有助於產品更快速被市場所接受；另近2年出現在市場的類單眼數位相機，則是將單眼數位相機中的反光鏡功能取消，大幅度降低產品體積，並且可以使用可交換式鏡頭的設計，加上價格比單眼數位相機便宜，在市場上大獲好評，逐漸成為市場的新利基產品，由於市場需求大增，各品牌廠商紛紛投入研發，期能創造新的高峰。
個案研究中，針對於日系品牌廠導入單元式生產之探討，並針對個案公司在1998年導入「單元式生產」前後期間的效益作比較，試探討單元式生產發展優勢與具體產生的效益分析。
台廠長期以代工為主，透過有效的成本控制及穩定的品質，日系品牌廠的委外代工比率更是逐年上升，2010年台廠的代工比率更是高達八成，可見台廠在規模經濟與成本控管都已達到相當水準。而因應全球化競爭，台廠應積極爭取新利基產品-類單眼數位相機的訂單，並藉案例-Canon導入「單元式生產」模式所產生的效益，讓台廠可以分析判斷該如何強化自身管控能力，降低經營成本，是否也應導入單元式生產，以獲取企業更高的競爭力。

關鍵字

五力分析 ； 單元式生產 ； SCP分析 ； 數位相機

並列摘要

In this text, mainly used the SCP analysis framework and discussed the development of digital camera industry. Also, the paper discussed the development, competition cooperation, and business development strategies between the Japanese Brand Vendor and the Taiwan OEM (Original Equipment Manufactures). In the study, the digital camera has been competed for many years in the consumer DSC market now, so it tends to be saturated. Therefore, the brand vendor added more features and expected the differentiation to bring the greatest requirement in the market. In recent years, the growth rate of SLR digital camera has substantially improved; moreover, the lightweight products bring the convenience that it can help the product more quickly accepted by the market. Besides, the class SLR digital camera appeared in the market in the recent two years, it canceled the function of reflector in the SLR digital camera. Furthermore, the class SLR digital camera reduces the product volume substantially, and uses the design of interchangeable lens. In addition, the price is cheaper than the SLR digital camera. Consequently, the class SLR digital camera receives a great acclaim in the market, and it has gradually become the new niche product in the market. Due to the market demand increasing, every brand vendor has invested in research progressively, and expects to create the new climax.
In the case study, the Japanese Brand Vendor directs to import the exploration of Cell Production System. Moreover, the case company aims to import the“Cell Production System”to compare the effective between before and after in 1998. Try to explore the Cell Production System advantages and specific gene rant benefit analysis.
The Taiwan factory is primarily by OEM for a long term. Through the effective cost control and stable quality, the Japanese Brand Vendor which entrusts the rate of OEM is rising a year by year. The OEM rate of Taiwan factory is as high as eight percent; the Taiwan factory has reached a considerable level visibly in the scale of economies and cost control. However, responding to the global competition, the Taiwan factory should actively seek new niche products – the orders of class SLR digital camera. Besides, by the case- Cannon into“Cell Production System”mode which produces the benefits. Furthermore, the Taiwan factory can analyze to determine how to strengthen their control ability, reduce operating costs; it should also be imported Cell Production System in order to obtain the greatest business competitiveness.

並列關鍵字

Digital Camera ； SCP ； Cell Production ； Five Forces analysis

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