| 摘要: | 近年來智慧型手機市場的興起，原本的封閉型作業系統慢慢的由開放型作業系統取代，智慧型手機的消費族群也由商務人士為主，慢慢的擴展到一般消費市場中。智慧型手機的出現使得功能型手機的銷售量遞減，漸漸地取代了功能型手機的市場，智慧型手機的市占率也達到了八成以上。由此可知，未來智慧型手機的普及率勢必逐年增加，而消費者也會漸漸仰賴擁有開放型作業系統的智慧型手機。
本研究對智慧型手機未來趨勢的研究方法採用文獻探討與特徵分析法進行了解，分別就個案公司以及其競爭者進行討論。由產業分析、產業鏈討論產業現況與未來趨勢開始，試著了解個案公司與其競爭者的背景，進行競爭優勢分析。
本文研究發現，智慧型手機廠商除了在直接利益特徵上要有所革新外，間接利益所帶來的競爭優勢亦不可小覷，例如在手機品牌的建立上，即是宏達電應該努力的方向。宏達電必須減少工程師思考模式，亦即僅對於產品功能上的革新，而忽略了對於人性與消費者心理需求等間接利益層面的特徵， 因此對於宏達電而言，如何提升消費者心中對於該品牌的定義、形象，以及創造新的智慧型手機藍海，是增加其競爭優勢的關鍵。
;In recent years, the rise of the smartphone market, the original operating system closed slowly replaced by an open operating system, smartphone consumer groups are dominated by business people, and slowly expanded to the general consumer market. Makes the emergence of smartphones feature phone sales decreasing, gradually replacing the feature phone market, smartphone market share has reached eighty percent or more. It can be seen, the future of smart phone penetration rate is bound to increase year by year, and consumers will gradually have to rely on an open operating system smartphone.
In this study, the research methods adopt literature reviews and characteristics analysis to understand future trends for smartphone and discuss the company case and its competitors. Analysis by the industry, the industry chain to discuss current status and future trends in the industry began to try to understand the background of the case company and its competitors, conduct competitive analysis.
This study found that smartphone manufacturers in addition to the direct benefits to some innovative features, the indirect benefits brought about by the competitive advantage also cannot be overlooked, such as brand, which is the direction HTC should strive for. HTC “engineers thinking” must be reduced, which is only functional for innovative products, while ignoring the human dimension and indirect benefits for the psychological needs of consumers and other characteristics efforts. So for HTC, how to improve the minds of consumers for the definition of the brand image, as well as the creation of new smartphone Blue Ocean, is the key to increasing their competitive advantage. |
