以競合策略與動態競爭分析山寨手機市場之發展趨勢

Abstract

山寨手機市場的發展，是一個特殊的現象，在其價值鏈中，各企業間的關係，是既競爭又合作。競合策略理論能夠清楚描述參賽者之間，微妙的競爭與合作關係，並且引導企業思考，如何將競爭者轉為互補者。由另一方面來看，企業之間的競爭與合作，是動態在改變，動態競爭理論則觀察廠商之間採取競爭性行動與競爭性回應的動態往來，以動態的觀點探討競爭的本質。 大陸逐步開放手機管制的同時，聯發科提供完整的Turnkey解決方案，協助山寨手機商降低技術門檻，同時成本與售價得以大幅降低，大量的民工由內陸遷移至沿海城市，低價手機可以滿足她們基本通訊的需求，多媒體與應用軟體的發展，則進一步刺激消費需求。 山寨手機商，藉由低價、彈性與快速，由小規模，逐漸發展成為中國手機大廠，甚至開始建立自己的品牌。山寨手機不只在中國大陸獲取高市場佔有率，還外銷到第三世界國家。山寨市場發展出特殊的供應鏈，由解決方案提供者、週邊零件供應商，到手機設計業者、代工製造商、集成商、資金平台，完整的供應鏈協助產業快速發展。 在快速成長的背後，山寨手機業者也面臨挑戰。3G與智慧型手機市場同樣快速成長，技術與資本的門檻皆提高，聯發科的Turnkey方案尚未成熟，並且有專利授權的限制，山寨手機商大多未取得3G專利授權。另外行動通訊運營商的策略與政府的態度，也會影響山寨手機市場發展。山寨手機商宜努力提升品質與售後服務，如此才能維持消費者對山寨手機的信心。整合與轉型為品牌商，也是山寨手機商未來發展的方向。

The development of open market handset is an interesting case. Within this industry, the companies both compete and cooperate with each others. Co-opetition theory describes the subtle relationship among the players. It can help enterprises to form a new strategy which transfers competitors to complementors. On the other hand, the co-opetition between enterprises keeps changing. The theory of Competitive Dynamics describes the competitive action and response. CD helps us to explore the nature of competition. While Chinese government slacked off in handset regulation, MTK provided her Turnkey solution to Chinese open market handset makers. By lowering technology thresholds and cost, open market handset makers can provide very low price but feature rich handsets. These open market handsets can meet the requirements of labors from inland. The improvement of multimedia performance and rich content triggered the demand further. Open market makers grew fast through low price, flexibility and high speed. Some of them even built up their own brand. They also shipped the handset oversea. Open market handset vendors built a comprehesive supply chain including chipset and components vendors, design house, manufacturers, financing. This ecosystem helps speed up the development of open market. Moving forward, open market handset makers are facing big challenges. 3G and smartphone grow fast. However, they need strong capability and capital investment. MTK’s Turnkeys for 3G and smartphone are not mature. She cannot provide 3G Turnkey widely due to IP aggrement. Most of open market vendors did not get 3G IP license. In addition, carrier’s strategy and government’s policy will influence open market significantly. Open market vendors should improve their quality and after sell service. They need to integrate or migrate to brand owners.