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姓名	徐登富(Teng-Fu Hsu)  查詢紙本館藏	畢業系所	高階主管企管碩士班
論文名稱	IoT時代下的競爭策略與行銷策略─以C公司為例
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摘要(中)	物聯網（Internet of Things, IoT）與5G通信技術為科技演進的兩大趨勢，在未來的十年間，將創造相當多新的機會，也將帶來不少破壞性的技術和更多更複雜的挑戰。 本研究試圖探討以「快速追隨者」為思考基礎及較缺乏冒險精神的傳統的臺灣ODM公司，在物聯網時代下，如何因應挑戰並維持其競爭優勢？又該以何種競爭策略、創新策略和行銷策略去發覺與掌握好的想法和機會，使企業轉成為一個蓬勃發展的企業？ 深入的個案研究後，發現研究對象存在不少潛在的問題，如「創新疲弱」，「競爭策略規劃缺口」，「行銷策略不足」和「人才管理」的問題等諸多議題，從研究者的角度來看，這些議題中最關鍵優先的問題是「創新疲弱」因而導致競爭優勢的衰退。因此，本研究特別提出相對應且具有獨特性的解決方案─「i-創新思維」模式，作為重建競爭優勢的基礎。同時，也提出相對應的策略建議，如：強化現有產品的發展、積極發展與建立新的物聯網與5G產業技術能力和生態系統、整合內部和外部資源快速學習和吸收新技術翻轉公司能力、轉換慣性思維為新思維以為未來發展準備和運用整體行銷的概念等，以強化其競爭策略和行銷策略上的不足之處。最後，因研究的些許限制和法規的短暫不確定性，可做為後續進一步研究的方向。衷心期盼研究對象真的能夠善用「i-創新思維」，讓事情變得不同與變得更好。
摘要(英)	The IoT (Internet of Things) ─the next big thing and the 5G communication technology are two of the megatrends that are creating novel opportunities and giving us the most disruptive technologies and more sophisticated challenges over the next decade. In this study, the researcher intends to investigate the traditional Taiwan ODM company with fast follower based thinking and less risk-taking. How could the ODM respond to the challenges and sustain its competitive advantages at the new era of IoT? What kind of competitive strategy, innovation strategy and marketing strategy are required to turn a good idea and opportunity into a thriving business? The in-depth case study research method is utilized and finally obtained several findings, conclusions and suggestions for the object of study. Indeed, various potential issues, such as fading of innovation, gap of competitive strategy, deficiency in marketing strategy and poor talent management, have been identified and prioritized to have counterpart solutions. From the researcher’s perspective, the most important and crucial issue among those issues is the fading of innovation that results in the decline of competitive advantages. Therefore, the 「i-Innovation thinking」model with many unique characteristics is proposed accordingly to be the basis of rebuilding the competitive advantages. Moreover, some approaches like to enhance existing products, to aggressively build the new technology skill and new ecosystem for IoT and 5G industries, to integrate both of the external and internal resources and to quickly learn and absorb the new technology abilities, to transform the psychology inertia thinking for future developing and to utilize the concept of holistic marketing are concluded to eliminate the gap of competitive strategy and deficiency in marketing strategy. Some limitations and uncertainties are left for further study. Expect the ODM can really take the advantage of the 「i-Innovation thinking」 and make things different and better.
關鍵字(中)	★ 物聯網 ★ 競爭優勢 ★ 競爭策略 ★ i-創新思維 ★ 行銷策略	關鍵字(英)	★ IoT ★ Competitive Advantages ★ Competitive Strategy ★ Innovation ★ Marketing Strategy
論文目次	第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 4 1.3 研究流程與論文架構 5 第二章 文獻探討 7 2.1 產業生命週期（Industry Life-Cycle） 7 2.2 策略地位與行動評估分析（SPACE Analysis） 10 2.3 主導式創新(Dominant Innovation) 13 2.4 田口方法（Taguchi Methods） 17 2.5 萃智(TRIZ) 19 2.6 商業模式與價值主張設計 23 2.7 競爭優勢與價值創造循環 28 2.8 整體行銷（Holistic Marketing） 30 第三章 研究方法 31 3.1 研究架構 31 3.2 研究方法 33 3.3 研究對象與範圍 36 第四章 物聯網產業 37 4.1 物聯網時代 37 4.2 物聯網發展現況 40 4.3 物聯網時代下的機會與威脅 46 4.4 物聯網時代下的思維轉換 52 第五章 個案研究 54 5.1 個案公司背景介紹 54 5.1.1個案公司基本介紹 54 5.1.2個案公司組織架構及其功能職掌 57 5.1.3個案公司經營理念與發展策略 59 5.1.4個案公司近年的經營績效表現 61 5.1.5個案公司所處產業發展現況與挑戰 69 5.2 個案公司關鍵議題分析 86 5.3 競爭策略與行銷策略分析 88 5.3.1競爭優勢與競爭策略 88 5.3.2創新策略（i-創新思維） 95 5.3.3行銷策略 104 第六章 結論與建議 107 6.1 研究結論 107 6.2 研究建議 111 6.3 研究限制與未來研究方向 113 參考文獻 114 附 錄 124 附錄一：IoT相關組織 124 附錄二：全球5G研究活動及倡議相關組織列表 125 附錄三：5G 電信運營商的承諾或計畫 126 附錄四：5G頻譜規劃表 126
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指導教授	林熙禎	審核日期	2016-5-2
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