工業電腦產業經營利基市場的競爭優勢之研究

Abstract

目前台灣在全球工業電腦之市場佔有率將近30%，工業電腦應用範圍越來越多，其未來市場成長還有相當大的發展空間。工業電腦的經營型態包括自有品牌與OEM/ODM 兩種，自有品牌主要販售對象為系統整合商及代理商，而OEM/ODM則以承接國際大廠的訂單為主。由於工業電腦高度客製化之特質，工業電腦廠商必需具備高度的研發技術能力，生產上也需具備高度彈性，以滿足不同產業客戶變更設計要求。 工業電腦產品少量多樣的特性，將應用電腦發展出不同利基產品，並爲迎合各種需求，使得工業電腦的應用越益廣泛，其產品也呈現一個長尾效應的分布，同時原本許多不會用到電腦的領域，也開始採用資訊數位的解決方案，讓這條長尾曲線不斷的往右延伸。工業電腦廠商利用現有台灣PC產業的完整供應鏈競爭優勢，包括完整的上下游零件產業供應鏈，技術人才、及生產製造品質的優勢，將原有利潤價值不高的個人電腦 (PC) 產業之微笑曲線平台上（毛利10%），架構出另一條利潤價值更高的工業電腦(IPC)產業微笑曲線（毛利30%），此新微笑曲線的動因，來自於工業電腦產業經營利基市場的競爭優勢。 本研究以利基產品、長尾理論與競爭優勢作為探討國內六家工業電腦廠商競爭優勢的觀點，透過個案廠商之資料蒐集，從過去個案發展的脈絡中歸納與探討其產品過去、現在、以及未來的競爭優勢。期能整理出系統性的理論架構，並對個案公司提供一個更具「競爭優勢」的策略參考。

Taiwan’s industrial computers contribute to approximately 30% of the entire global market today. With the growing use and applications in this industry, the underlying development potentials have become quite noticeable. The business models used by industrial computer manufacturers can be divided into carrying their own brand and ODM/OEM. For brand owners their target customers are system integrator/distributor and ODM/OEM projects focus on orders from world-famous IT companies. Meanwhile, due to higher demand in customization, manufacturers need to have extensive research, development capability and flexible production facility to complete tailor-made products. Owing to the trend of a decrease in quantity and an increase in product differentiation, industrial computers have being divided into many niche segments in order to meet various customers' needs. With a rapid growth in industrial PC applications, we observe that many non-computerized fields are now also embraced in digital solutions, which in essence is extending the life span of each individual product. On top of that, industrial manufacturers utilize Taiwan's current competitive advantage over integrated supply chain, advanced manufacturing facility and technical talents to build a valued added smiling curve of industrial computer (30% profits) above smiling curve of personal computer (10% profits). The Motivation of the new platform is based on the competitive advantages in niche market of the industrial computer industry. The research is based on niche market, Long-tail and competitive advantage of six Taiwan industrial computer manufacturers. Through data collection and market trend analysis, I hope to find a systematic theory and provide a competitive advantage strategy in business management for industrial computer industry.