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姓名 郭穰進(JANG-CHIN KUO)  查詢紙本館藏   畢業系所 高階主管企管碩士班
論文名稱 台灣中小型衛星通訊設備公司之競合策略研究-以F公司為例
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摘要(中) 隨著廣播衛星服務日益蓬勃發展, 衛星通訊的應用種類也正快速增加,對全球來說,台灣的衛星通訊產業佔有相當重要的地位。衛星通訊設備產業的競爭非常激烈,往往容易出現削價競爭的情況,特別在個案公司未實施競合策略之前,從未有衛星通訊設備廠合作的先例。綜觀衛星通訊產業多以規模經濟取勝,而規模較小的中小型企業客戶有限,成長不易。因此,要如何在夾縫中求生存,獲利並成長,達到永續經營的目標,值得深入探討。本研究主要探討在竸爭激烈的衛星通訊產業中,分析中小企業如何運用其內部資源及核心能力,並配合競合策略的運用,尋求針對個案公司最有利的經營策略與未來發展機會。
本研究採用個案分析法,透過蒐集與彙整相關文獻資料及官方所公布之次級資料進行初步分析,並進一步針對個案公司之高階經營管理者進行深入訪談。根據分析發現三種合作的商業模式,包括標準機種合作模式、高階機種合作模式與客製化機種合作模式。個案公司透過這三種合作模式除了可節省研發費用外,生產成本也大幅下降,同時能持續擴展市場。此外,個案公司競合成功的關鍵因素分別是合作對象的了解程度、逐步進行的合作模式、信任在合作模式中的重要性、互補性的合作關係。整體績效在合作後皆有明顯的改善與提升,足見個案公司合作模式是正確與成功的。
本研究獲得三項結論,在全球衛星通訊產業趨勢部份,目前數位衛星廣播發展較為成熟,預期未來將呈現穩定成長之趨勢。標準化的產品以低成本、低售價、高銷售量為導向,而主要獲利來源為高階與客製化產品。在台灣衛星通訊廠現況上,台灣上市櫃公司以衛星通訊系統為主要業務的企業共有四家,這些企業的客戶主要以全球為主,也是目前全球衛星通訊設備的主要供應商。在個案公司的競合策略部份,不論在動機、效應與成功的要素上,皆與先前的許多研究論述與結果一致。最後,本研究提出個案公司未來的努力方向,包括企業的創新策略,研發策略與策略聯盟。
摘要(英) According to the broadcasting satellite service growing, the varieties of applications of satellite communications are also rapidly increasing. In Global, the satellite communications industry of Taiwan has occupies an important position. The cut-price competition is often adopted in the Satellite communications equipment industry, so competitions are fiercely. Especially, there had never precedent that adopted Co-opetition before the case’s company implemented Co-opetition. The economies of scale are very important in the satellite communications industry. The SMEs were not easy to growing because their customers were limited. Therefore, How to survive in the cracks is important for the SMEs, to profitability and growth will have achieved sustainable development goals. The main purpose of this study is to consider the operating environment and development trends of Satellite Communication Industry in global market, and to analyze the internal resources and core capabilities that the case firms have adopted to deal with the challenges brought on by changing trends in the business environment along with a summary of what factors have influenced the Co-opetition’s successes, providing industry members with reference data for planning.
The case analysis method is used in this study. We first conduct a preliminary analysis using information gathered from related data and official secondary records, and then engage in detailed discussion with upper management representatives from the case firms. Based on the results of our research we find at three Co-opetition models, include Standard models cooperative mode, high-end models of cooperation mode and customization cooperation. The Case’s Company, through these three modes of cooperation not only to saving development costs, or production costs, but also to expand the market. In addition, the company competing case critical success factors are that the partnership level of understanding, collaborative models gradually, the importance of trust and the complementary. After the overall performance has significantly improving and enhancing, the implemented cooperation model which shows that the case’s company is correct and successful.
Finally, the research at the following conclusions:In this part that the trends of Satellite Communication Industry. Currently digital satellite broadcasting has more mature, and then expected future will show a trend of steady growth. Standardized products at low cost oriented. The main source of profit is from high-end customized products in this industry. In the part that the Taiwan′s satellite communications companies. Taiwan listed in the satellite communication system cabinet as the main business of the companies a total of four. These customer from global and are the main supplier of global satellite communications equipment. In the part co-coopetition, whether the elements of motivation, effects and success are in agreement with previous studies and the results discussed. Finally, this study presents the case company’s direction for future work, including innovative business strategy, development strategy and strategic alliances.
關鍵字(中) ★ 衛星通訊產業
★ 個案分析法
★ 競合策略
關鍵字(英) ★ Satellite Communications Industry
★ Case Study
★ Co-Coopetition
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 衛星通訊簡介 6
第二節 產業分析 12
第三節 競合策略 21
第三章 研究方法 29
第一節 研究架構 29
第二節 研究方法 31
第三節 研究對象 33
第四章 產業概況與個案分析 34
第一節 衛星通訊設備產業概況 34
第二節 個案公司概況 55
第三節 個案公司的競合策略 67
第四節 個案公司競合困境與成功因素 72
第五章 結論與建議 76
第一節 結論 76
第二節 管理建議 80
第三節 研究限制 86
參考文獻 87
參考文獻 一、 中文部分
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二、 英文部分
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指導教授 李小梅(Shau-Mei Li) 審核日期 2015-5-13
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