藍光光碟機產業之競爭策略分析

BLU-RAY DISC DRIVE INDUSTRY COMPETITIVE STRATEGY ANALYSIS

周姿誼(Tzu-Yi Chou)

指導教授 ： 劉健雄 ； 翁在龍

大同大學/工程學院/工程管理碩士在職專班/碩士(2012年)

摘要

本研究是藍光光碟機(Blu-ray Disc Drive ,又稱BD)的產業競爭策略分析。在影音存取發展歷史，從類比時代產品如卡式錄音帶、VHS錄影帶到數位時代產品CD,DVD，每當在新技術成熟及產品價格降至主流產品價位，即成為世代交替的趨動力，對照目前藍光光碟機BD技術已走向成熟階段，價格持續下跌，BD應逐漸取代DVD，然而至今仍未有正面的市場反應。
再者市場競爭替代性產品出現,在硬體部份如硬碟和快閃記憶體為主與通訊互聯網雲端應用發展，影音的內容很容易透過所有移動式產品如智慧型手機、平板電腦、輕薄筆電、山寨機等下載，所有移動式產品已經不再配置DVD和BD了。
本研究藉由PLC分析,五力分析, SWOT分析,BCG矩陣分析等四種理論模型以推測藍光光碟機BD產業競爭策略分析並與專家訪談/個案實務驗證比較來歸納結果。我們發現藍光光碟機產業在市場地位已是汲汲可危，最主要的原因是來自雲端應用而改變使用者習慣，估計10年後藍光光碟機恐將退出市場。

關鍵字

雲端應用 ； 光碟機 ； 藍光光碟機 ； 競爭策略

並列摘要

This study is focused on the competitive strategy analysis for Blu-ray DiscDrive (BD). The development history of video storage is from analog products like cassettetapes, VHS to digital products like CD, DVD. A new generation product replacement is triggered off while new technique is mature and selling pricedeclines to the market mainstream price. UP to now, suppose the BD should substitute DVD, however there is no positive response from the market.
More products to substitute storage device comes out such as hardware products, i.e., high capacity hard disc and flash memory, as well as communication internet with cloud application. The video content can be easily downloaded through mobile products, e.g., smart phone, Tablet PC, Ultrabook and fake mobile products. Mobile product becomes the market trend. All mobile products don’t dispose DVD and BD.
The competitive strategy analysis is based on four theory models: PLC analysis, five force analysis, SWOT analysis and BCG Matrix analysis to predict BD industry in the future.A real industry expert review withcase analysis is also presented to verify the results.It can be concluded that BD industry is very weak and will be withdrawn from the market within 10 years due to the change ofuser’s habit by cloud application.

並列關鍵字

Blu-ray Device ； ODD ； Competitive Strategy ； Cloud Application

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