博碩士論文 100453016 詳細資訊




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姓名 黃逢祥(Fong-Siang Huang)  查詢紙本館藏   畢業系所 資訊管理學系在職專班
論文名稱 導航設備製造商的價值鏈分析與關鍵成功因素探討-以G公司為例
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摘要(中) 近年來,隨著科技的進步以及價格的下降,消費者對於導航設備的接受度越來越高,尤其是車用導航,更是大部分駕駛人都會在車上安裝。而隨著人們生活習慣的改變,導航功能有了更廣泛的應用,舉凡戶外休閒如登山、自行車及露營,或者運動健身如跑步及高爾夫等,都看的到導航產品的商機。然而,外部環境的變化迅速,經濟情況在金融海嘯之後緩慢復甦,對於屬於消費性電子產品的導航設備來說,廠商面臨了沈重的經營壓力。
因此,導航設備製造商如何運用既有的核心能力,配合最適當的經營模式及策略,以因應種種的挑戰,將是決定其未來發展成敗與否之關鍵。本研究之目的,主要是藉由分析導航設備領導廠商的策略規劃以及執行情況,瞭解其核心競爭能力以及獨特的經營模式,彙整出關鍵成功因素,以提供給同業擬定策略之參考。
本研究採用個案研究法,透過蒐集與彙整相關文獻資料,以及其他次級資料如個案公司官方網站與其他研究機構的調查報告,最後再進一步針對個案公司高階主管進行深入訪談。根據研究結果本研究得到四項結論,首先,個案公司專注於發展核心能力,以確保競爭優勢。其次,個案公司採行市場區隔策略,產品採多角化。第三,經營模式上,個案公司採取垂直整合模式,以帶來成本、流程以及品質的持續改善。最後,個案公司藉由找出關鍵成功因素,創造期獨特的競爭優勢,持續且穩定的發展,進而邁向永續經營之目標。本研究根據研究成果,針對個案公司未來發展,提出四項實務建議,包括:1. 持續深耕大陸市場、2. 加速開發汽車導航模組、3. 發展單機版導航軟體、4. 調整地圖販售模式。
摘要(英) The navigation devices are getting prevailed along with the improving technology and decreasing pricing in these recent years. Among all kinds of navigation device, the vehicle navigation system is the most popular as the majority of vehicle is equipped with navigation device. Meanwhile, the application of navigation system has been widened for a wider development of living style. It has included but not limited to mountain climbing, cycling, camping, jogging, golfing and many others kinds of leisure and sport activity. There are full of business opportunities for navigation application and products. However, the global economic conditions change rapidly, which bring severe pressure to the navigation manufacturers especially during the recovery period of global economic recession.
As thus, how to well plan out and utilize the core ability, the appropriate operation model and strategies in order to flight with various challenges will be the key on determining the success of future development. The purpose of the research is to gather the key success factors(KSF) by analyzing the leading navigation manufacturer’s strategy planning and its execution to find out the company’s core competition ability and unique operation model as a reference to other navigation manufacturers.
The research adopts the technique of case study research, and has collected and gathered related documentation as well as secondary data, such as reports from the official website and other research institutions. The research has also carried out interviews with the company’s senior officers in depth. According to this research result, the following rolls out the conclusion summary. Firstly, the company has been focusing on its core ability development in order to secure its competition advantage. Secondly, the company has adopted the strategy of market differentiation and has developed a wide range of products for different application categories. Thirdly, for the operation model, the company has adopted the vertical integration model for continuous improvement on cost, process and quality. Finally, the company has figured out its success key elements and created its unique competition advantage for its stable development. Based on those results, the research point out four practical suggestions to the company’s future development, 1)widen China market, 2)keep developing vehicle navigation module, 3)develop stand-alone navigation software and 4)adjust mapping sales model.
關鍵字(中) ★ 導航設備產業
★ 關鍵成功因素
關鍵字(英) ★ Navigation Industry
★ Key Success Factors
論文目次 第一章 前言 .................. 1
1.1 研究背景與動機 ................ 1
1.2 研究目的 ................ 3
1.3 研究流程 ................ 4
第二章 文獻探討 ................ 6
2.1 價值鏈 .................... 6
2.2 價值鏈的定義 .................... 6
2.3 垂直整合 .................... 15
2.4 SWOT 分析 ................. 23
2.5 關鍵成功因素 .................. 29
第三章 研究方法 .................... 41
3.1 研究架構 .................... 41
3.2 研究方法 .................... 43
3.3 研究對象 .................... 45
第四章 個案分析 .................... 47
4.1 個案公司概況 .................. 47
4.2 價值鏈與核心能力分析 .............. 56
4.3 SWOT 分析 ................. 81
4.4 關鍵成功因素 .................. 85
第五章 結論與建議 ................ 88
5.1 結論 ...................... 88
5.2 建議 ...................... 90
5.3 研究限制 .................... 94
參考文獻 ...................... 95
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指導教授 李小梅 審核日期 2013-7-11
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