技術與市場聚合下行動上網市場競合動態關係之研究

Abstract

本研究運用價值網、競合之策略分析模式，針對行動上網市場在技術與需求的雙重聚合下，關連企業之競合動態關係進行探討，藉此解析當市場聚合導致企業於產業價值鏈中之價值與定位改變時，為尋求在聚合市場中的新定位與競爭優勢下所採取之既競爭、又合作之動態競合關係。本研究的目的在於了解市場發生聚合的原因、並分析動態競合關係與業者所採取之策略，以提供企業與後續研究的參考。 在案例分析方面，本研究選擇行動運營商(AT&T, 中華電信)、網際網路服務提供商(Google, Microsoft)、設備製造商與代工廠商(HP/Dell/宏碁/廣達/仁寶/鴻海..等)與導航設備廠商(Garmin/Tomtom/Mio)為行動上網關連企業之研究對象，並蒐集資料作為分析探討之範疇。在分析模式上，本研究以價值網建構出關連企業在行動上網市場聚合前、後在市場中之定位與競合關係。 在本研究分析中，我們發現企業必須不斷在動態競合中尋求市場中的新定位與競爭優勢，並且找尋策略互補的合作夥伴以強化其整體競爭力。未及時創新或改變的業者，最終將遭遇因市場聚合所帶來的新競爭者的嚴酷挑戰而失去原有市場版圖與利潤。

This study presents how related companies react co-opetition dynamics under technology and market convergence in mobile internet market by using value-net and competitive strategy analysis, when market convergence caused value and position changed on industry’s value chain. This research aims to discuss what caused the convergence, how individual firms react to such changes and what strategies they have taken to seek for competitive advantage in the new market. To provide a comprehensive analysis, we included various types of companies, such as mobile operators (AT&T, CHT), internet service providers (Google, Microsoft), PC/Mobile phone manufactures (OEM/ODM, such as HP/Dell/Acer/Quanta/Compal/Foxconn..) and personal navigation device manufactures (Garmin/Tomtom/Mio) in this study, and applied value-net framework to illustrate and discuss the co-opetition dynamics. Based on this study, we found out that enterprises need to seek for new positioning, competitive advantage and strategic partnerships continuously to strengthen their competitive power in converging market. Without innovating or changing timely, a firm will eventually lose territory and profit in their market by new competitors’ crucial challenge due to market or technology convergence.