台灣電子量測儀器產業關鍵成功因素分析--以A公司為例

Abstract

五力分析模型與價值鏈(Value Chain)的觀念是 Porter (1980) 所提出，其五力分析模型為用來瞭解產業結構與競爭的因素；並說明各種因素對產業所造成的影響；而價值鏈較偏重於以「個別企業」觀點來分析公司的價值作業活動以及其與供應商、顧客可能之連結，以從中獲得競爭優勢。本論文以個案研究的方法，參考五力分析來探討電子儀器產業生態，利用價值鏈來分析個案公司的作業活動及競爭力，另外運用SWOT分析找出與競爭對手之間的強勢、弱勢、機會與威脅，歸納出個案公司的成長策略和關鍵成功因素。 本論文蒐集主要電子量測儀器公司三年來年度財報與Prime Data和Frost & Sullivan 全球儀器市場報告， 綜合五力分析、價值鏈、SWOT分析，得出個案公司關鍵成功因素: (1)產品創新設計的能力 (2)強大的通路能力 (3)技術團隊支援的能力 (4)海峽兩岸分公司通力合作 (5)深耕學校市場 (6)充分掌握電子業上下游關係 最後本研究也提出了配套銷售增加與競爭對手差異化、開發儀器租賃市場、強化與晶片製造商合作關係及培訓一流人才四個建議，做為後續研究參考，並期望公司持續成長。

This research leverage Porter’s (1980) five forces analysis, value chain and Hamphery (1970) SWOT analysis to analyze test and measurement industry, finally figure out key successful factors and growth strategies of case study company. This research collect the annual reports of major test and measurement companies since 2008 as well as Prime Data and Frost & Sullivan global market reports . With the valuable data, we use five forces analysis , value chain and SWOT analysis to figure out the key successful factors of case study company as following : (1)The innovation and new product design capability (2)Powerful and broad sales channel (3)Superior support capability of technical engineering team (4)The cooperation model to Taiwan companies across Taiwan straight (5)Very focus on education market (6)Total understand and well participate in electronics ecosystem Finally, this research also suggests that case study company should use strong product bundle weak product promotion to differentiate with competitors, developing equipment rental market, enhance the relationship with Silicon vendors and retain talent people to ensure success and growth can be sustained.