| 摘要: | 行動電話 (Mobile Phone，Cellphone。) 或稱手提電話、無線電話、移動電話、攜帶電話、流動電話，一般稱為手機。現代的手機除了典型的電話功能外，還包含了個人數位助理、遊戲機、MP3、 照相機、錄音、全球定位系統和連接網際網路等更多功能，它們都概括性地統稱作智慧型手機，在現代生活中已幾乎是人手一機。
智慧型手機機殼的幾種不同類型中，以塑料材質具有質輕、結構強、易塑型而被廣為使用，而手機塑料機殼塗裝用塗料隨著手機市場的銷售增加，也一直呈現穩定的成長。另一方面，以紫外線硬化的塗料，隨著環保概念的興起，由於節能、快速作業及較強的結構性能，逐漸成為手機塑料機殼塗裝的主流。
個案公司從傳統塗料用市場轉型，配合手機產業的蓬勃發展，也投入於手機塑料機殼紫外線塗料用樹脂的開發，並逐步取得一些成績對公司獲利開始挹注。在未來的發展上，投入更多的研發往高端高價市場發展，還是配合一般銷售提高市占率，降低毛利強調性價比，成了公司目前面臨的最重大發展方向的抉擇，如何在激烈的產業競爭中取得競爭優勢同時維持利潤，是非常值得研究的課題。
本研究以台灣二家公司為例來分析其在手機塑料機殼用紫外線塗料用樹脂的競爭優勢。研究方式將以「需求特徵分析」問卷調查方式探討個案公司在競爭激烈的產業中，應如何建立競爭優勢及順應產業環境快速變化調整策略，才能突破重圍找到新商機，以屹立於競爭激流中而不動搖，進而在各項資源整合下，未來能成為國內主要領導廠商，並立足亞洲最終放眼全球市場，成為世界級的主要供應商。
Mobile phone with different names of cellular telephone, wireless telephone, portable telephone, generally is called – Mobile Phone. As a modern phone, besides typical telephone function, it has more function to personal digital assistance for games, MP3, camera, recording, GPS and Internet connection. With further multi-functions, we call it “Smart Phone”. Almost everyone hold one mobile phone in this modern life. . There are different kinds of material used on mobile phone shell. The plastic material is the most widely used on the shell with its light, strong, and easy-molding character. By the growth of the mobile phone, the sale of coating on plastic shell also has stable growing. Under the development of environmental protection, having the energy-saving, speeding-process, and stronger structure, UV curable resin is gradually becoming the mainstream on mobile phone shell coating. There is a case study, a company to transform from traditional coating industry to Mobil phone UV curable resin industry. By the development of mobile phone market, this company invests much to develop UV curable resin. Gradually, this business brings significant profit to company. In future development and direction, this company is struggling now: to invest more toward high-level high price product or expand marketing –share by low price low margin? How to make competition advantage from so severe market competition to grow business, also maintain the profit to company? Now, it is a big task worth of study. This research takes two Taiwanese companies as an example to analyze its competition advantage of the UV curable resin on mobile phone plastic shell. This research method is by “The Analysis of Characteristics” questionnaire to investigate these two companies how to establish its competition advantage, adjust properly its strategy complied with the rapid changeable market, break through the difficulties and find a new business opportunity standing in this industrial. By integrating all kinds of resources, this company becomes the leading player in Taiwan, getting foothold in Asia and has great vision to global market as the World-Class Supplier. |
