| 摘要: | 整體手機產業的競爭有激烈改變，觸控面板取代了過去手機按鍵成為輸入裝置設計主流，這是技術改變造成價值供應鏈的完全洗牌重整。除了輸入裝置設計應用改變外，整體手機製造商市場佔率排名也出現巨大改變，台灣廠商所熟悉的歐、美廠商在市場占有率逐漸衰退失去領導優勢，如Nokia、RIM、Motorola、Sony Ericsson、HTC等，取而代之的是南韓的Samsung 與 美國蘋果電腦(Apple)兩大廠商，根據IDC 2012年5月報告中顯示，Samsung 與 Apple在智慧型手機市場佔有率分別為29.1%與24.3%，兩大廠商市場佔有率過半合計為53.4%，確立未來的市場領導地位，這兩家廠商的各自擁有獨特供應鏈體系，不是一般台灣廠商有能力進入其供應鏈之中，故2012年對整體廠商經營而言將是面臨產品在嚴重的衰退期與主流客戶市場流失雙重考驗，如何度過經營難關從事企業轉型，將是廠商面對未來經營最重大的考驗。 本研究從全球前五大手機按鍵廠商的角度出發，在面臨手機按鍵產品於嚴重衰退期，如何應用核心能力從事產品轉型與市場轉型，這是在目前產業鏈中的廠商面臨最為迫切的問題。而轉型需要較長的產品研發與市場開拓期，企業由本身的核心能力出發，應用事業策略矩陣推移出策略目標，在核心的技術領域從事產品延伸開發與市場轉型選擇，並應用SWOT對公司的優、劣勢與市場、環境的機會威脅做分析，並提出相對應執行計劃，讓企業可以縮短轉型的經營過渡期，並讓企業降低對市場投資與經營風險，而面對不斷失去獲利的衰退市場經營壓力下，帶領公司團隊應用核心能力延伸加快轉型速度，所有的決策不容有方向錯誤發生，個案S公司以產品整合的向上發展策略出發，期望團隊能再延續過去經營精神，再創造出未來的有競爭力的經營績效。Due to the keen competition in the mobile industry, touch panels replace the traditional keypad as the main input devices. It is the fact that the change of technology results in overall variation of supply chains. Besides the change of input device, there is also a dramatic shift in market share, for example, Samsung (Korea) and Apple (USA) replace Nokia, RIM, Motorola, Sony Ericsson, HTC, etc. as the mainstream. According to the IDC statistic of May, 2012, the total market shares of Samsung and Apple are 53.4%, individually are 29.1% and 24.3%. It says that Samsung and Apple confirm their position and will lead the industry forward. Moreover, Samsung and Apple possess their own unique supply chain system, thus, some Taiwanese manufacturers could not enter into AVL easily. Generally speaking, we face two significant challenges, one is severe decline of products and another one is recession of market shares from main customers. How to overcome these crises to fulfill the business transformation would be the greatest challenge that we never met. The Case study of global top 5 keypad manufacturers S company, nowadays; them face an serious marketing decline that how to extending core competencies to do business transformations in products and marketing. Based on their core competencies, enterprises apply industry strategy matrix to generate strategy goals and extend its product development and apply SWOT to analysis the industry environment. Though transformation will take a long period in developing products and market, the measures mentioned above will shorten the transition period and reduce the risks of business operation and investment market. Under the pressure of market recession, enterprises shall lead the team to speed up the transformation. By upward product integration, I company hopes that its team could raise the competitiveness and profits in the near future to continue the past spirit and glory. |
