| 摘要: | iPhone的問世，不但改變消費者使用行動電話的習慣，也引發企業經營手法的爭議－在併購、策略聯盟、垂直分工及垂直整合等策略運用競賽下，究竟何種策略所帶來的績效較佳？誰又能脫穎而出呢？當南韓三星快速成長已嚴重威脅到台灣產業時，以代工為主的台灣究竟應採用何種競爭策略來應戰呢？值得探討。本研究透過相關文獻的蒐集與歸納整理，並從各種角度觀察全球智慧型手機產業的現況及競爭策略，彙整後試圖對台灣智慧型手機相關產業及政府提出建言。首先利用結構-行為-績效模型、並結合了營運模式、核心競爭力、競合策略及賽局理論等分析工具，以瞭解目前該產業的環境現況及策略本質。另外，透過剖析個案公司(HTC)品牌成功之路、危機最適處理方法等建議企業應如何做決策？最後，針對臨近東亞4國的競爭力進行評估，探討國家該如何提升競爭力。彙整本研究結論如下:1.中高階智慧型手機目前仍是廠商的銷售主力，未來低價手機將驅動換機潮。2.產品服務應從使用者角度來思考，操作的流暢度、介面簡單性及應用軟體都是左右消費者的選擇。3.廠商營運模式及策略是成功的關鍵。4.品牌策略及創新引領著智慧型手機成長。5.手機商應向前垂直整合，或向後整合至關鍵技術及原料，並且善用策略聯盟。The release of iPhone has not only changed the consumer practice of mobile phones, but also triggered controversial discussion about business operation. There are many applicable strategies for businesses, such as mergers and acquisitions, strategic alliance, vertical specialization and vertical integration. In the crucial business games of strategy, which strategy will create the best performance, and which business will lead the industry? Samsung from South Korea has grown quickly and thus, threatened the industry of Taiwan. While OEM plays an important role in Taiwan industry, it is critical to explore better strategies for the industry to deal with the challenges. The research collects and generalizes related literatures, observes the status and competitive strategies of Smartphone industry globally. Therefore, it is expected to provide suggestions for the Smartphone industry and the government of Taiwan.Firstly, SCP Model (Structure-Conduct-Performance Model), Business Model, Core Competence analysis, Coopetition strategy, and the Game theory are applied to explore the current status of the industry and the nature of strategy. Moreover, a case study of HTC Corp. is conducted to analyze the success strategy and crisis management in order to provide optimal policy making suggestions for businesses. Furthermore, four East-Asia area countries were evaluated for their competitiveness to discover different means to enhance competitiveness for a nation. The conclusions of this research are as follows: 1. Medium and advanced level Smartphone will still be the major promotion product for the industry. Consumers will replace low price cell phones soon in the future. 2. User friendly approach is vital for product service. Fundamentally, customers will select products that are easy to use, with smooth operation and practical application software systems. 3. Business operation models and strategies are the keys for success. 4. Branding strategy and creativity enhance the growth and progress of Smartphone. 5. Cell phone industry should work on vertical and backward integration to collaborate with key technology and material industries and effectively develop strategic alliance. |
