無線通訊天線產業競爭策略之研究－以A公司為例

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题名:	無線通訊天線產業競爭策略之研究－以A公司為例
作者:	呂國誠;Lu, Kuo-Cheng
贡献者:	高階主管企管碩士班
关键词:	無線通訊天線;五力分析;競爭優劣勢分析;Wireless communication antenna;ive forces analysis;SWOT
日期:	2018-05-28
上传时间:	2018-08-31 14:28:02 (UTC+8)
出版者:	國立中央大學
摘要:	網路科技與無線通訊的進步，物聯網（Internet of Things, IoT）已成趨勢，所有的事物都需要透過無線網路來做聯結與應用，人類對於無線網路的需求與依賴程度也越來越高，應用越來越廣泛，天線更是無線傳輸不可或缺的重要橋梁。無線通訊天線產業面對紅色供應鏈的低價競爭環境與變化快速的電子產品市場，在惡劣競爭的環境中，如何能保有其生存空間。本研究系針對無線通訊天線產業業者在面對全球化的競爭壓力，特別是來自中國大陸廠商之競爭，在競爭激烈的天線產業環境中，探討該如何擬定競爭策略，才能繼續保有競爭優勢。本研究採用個案研究法，以研究者所服務的公司–A公司作為研究對象，運用Porter五力分析及SWOT分析模型來探討其經營策略，並藉由觀察和次級資料的蒐集，分析個案公司鎖定的目標客戶群與未來發展趨勢，探討個案公司在競爭激烈的環境中，其未來的經營策略方向，並針對個案分析結果，提出對個案A公司及無線通訊天線相關廠商在未來制定經營策略與行動方案的建議。一、個案A公司經營策略採取鎖定工控及醫療相關客群，並朝高客製化及高服務化發展，提高工控及醫療領域市場佔有率進。面對消費性電子市場的削價競爭及經濟景氣變動，將尋更低廉的代工配合廠商，降低生產成本，以迎合消費性產業之發展趨勢與需求。整體生產方面可採用產業策略聯盟，在未達經濟規模前，將以外包替代自行生產，達到降低成本、增加競爭力的目的。二、無線通訊天線產業者對於紅色供應鏈的崛起勢必無法阻擋此洪流，要如何與紅色供應鏈競爭或合作，似乎是目前所有電子產業包括天線產業都必須面對的課題。另外開發特殊領域的天線做為產品區隔，積極跟進世界通訊領域的新規格與通訊技術，與世界通訊領域開發接軌，同業間的聯盟，擺脫單打獨鬥的模式，使企業更加具有永續經營能力。;Along with the development of Internet and wireless communication, almost everything can be incorporated and put into use with wifi Internet, making the Internet of Things (IoT) an on going trend. People’s demand and reliance on the use of wifi have grown even more, broadening the application of wifi. Antenna is an indispensible medium to wireless transmission. How will the wireless communication antenna industry survive when it suffers from price war involving Chinese suppliers, and faces a rapidly changing electronic product market? This research discusses what, under the severe industry competition and the pressure of globalization, are the possible competitive strategies that the local suppliers of wireless communication antenna can take to maintain their competitiveness. This study adopts the case study method to analyze Company A. Michael Porter′s Five Forces Model and SWOT analysis model are applied to developing the company’s operational strategies. Moreover, by collecting and examining secondary data resources, this study analyzes the company’s target customers and trends of technology development, and discusses the direction of operational strategy within the competitive environment. Furthermore, based on the result of the case study, this study suggests possible prescriptive operational strategies and execution plans for the company studied and other wireless communication antenna related companies. 1. The operational strategy of Company A is to specialize in industrial control systems, and target at medical related customer base. Also, the company has to develop toward high customization and better service to expand its market share in the industrial control system and medical service market. To confront with the price war and economic movement in the consumer electronic market, the company needs collaboration with more cost-effective manufacturers to lower production cost and meet the needs of the development of consumer industry. The overall production can adopt an industrial alliance strategy - outsourcing production to lower cost to enhance competitiveness before achieving the economies of scale. 2. The rise of the Chinese suppliers is unstoppable in the wireless communication antenna industry. How to collaborate or compete with the Chinese suppliers is a question that cannot be overlooked by the electronic industry, including the wireless communication antenna industry. Furthermore, developing special field antenna for specific product segments, closely following the new specifications and technology developments in the communication field, and developing industrial alliance will enhance the enterprise operational sustainability.
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