| 摘要: | 「智慧型手機」在行動電話市場所佔比例已逐日增加之外，3G時代後的「開放性作業系統」的手機，乃為智慧型手機，使用者可自行安裝軟體於手機之上，類似電腦但以手機型態存在的產品，各家智慧型手機，除外型往往承襲各廠血統之外，手機內部的作業系統各有不同，更是造成使用習慣差異的最大因素。因應消費者行為的改變，手機廠商也由獨自主導市場的方式，轉變成為與消費者共同合作。現今Apple iso、Google Android 已為智慧型手機市場上的兩大主流系統，本研究嘗試以產業經濟學的結構－行為－績效理論為架構，探討智慧型手機板產業之基本條件、市場結構、廠商行為及營運績效之相互關係以及如何受到政府政策對產業的影響。從產業分析、產業價值鏈探討產業現況與未來趨勢，其產業背景的通訊系統、產品的沿革，各家手機廠商的生產策略與行銷應對策略，與消費者回應的營業績效，對其脈絡與因素進行分析。 研究發現品牌、價格、軟體的功能為消費者的考量因素：(1)Apple堅守創新的風格與品牌路線，建立Apple的創新指標；(2)Android則為開放式的作業系統，讓硬體製造可免費自由使用，其高彈性與自由度使Android在短短的數年間與智慧型手機的創始者Apple並駕齊驅，且超越Apple的銷售額。 本研究認為政府對於人才的培育計畫、產業的輔導機制、資金的挹注、技術的研發與取得、稅制的補貼、對於產業的各層面作完整的規劃與架構等，技術溝通的平台等，尚有很多強化與投入的空間。加上大陸政策對於發展通訊科技的規畫採高度配合協助，這些都是值得台灣政府借鏡與關注。 Not only has the percentage of the “Smart Phone” in the mobile phone market increased daily, but the “open operation system” mobile phone post the 3G age is also a Smart Phone, and the user can install a software on the mobile phone by himself, similar to the computer but a product existing in the mobile phone pattern. Besides that the shape of the Smart Phone of every firm tends to inherit the blood relationship of every firm, the mobile phone interior operation system is different and the biggest factor causing the use habit difference more. In response to the customer behavior change, the mobile phone firm switches from the way of leading the market independently to cooperating with the customers. Nowadays, Apple iso and Google Android have become the two mainstream systems in the Smart Phone market. The study tries to explore the mutual relationship of the basic condition, market framework, firm behavior and operational performance of the Smart Phone industry using the industry economics framework, behavior-performance theory as a framework. The study explores the industry status quo and future trend from the industry analysis and industry value chain and make an analysis of the skeleton and factor of the communication system of the industry background, product history, the manufacture strategy and marketing responding strategy of every mobile phone firm, and the operation performance responded by the customers. The study finds that the brand, price and software function are the consideration factors of the customers: (1) Apple sticks to the innovative style and brand route to establish the innovation index of Apple. (2) Android is a open operation system to make the hardware manufacture used free of charge and freely, and its high elasticity and freedom make Android catch up with the initiator Apple of the Smart Phone in short numerous years and surpass the sales amount of Apple. The study thinks that the government still has much intensification and input room for the talent training plans, industry guidance mechanism, capital injection, technology R&D and acquisition, tax system subsidy, complete planning and framework of every level surface of the industry, and technology communication platform plus the high coordination and assistance of the China policy for the planning of developing the communication science and technology, which are worth the alert and concern of the Taiwan government. |
