利基型資訊電源供應器市場與競合策略研究

Abstract

在零售電源供應器市場中，產品多以多樣少量為主，對於以規模經濟為優勢的廠商，生產以及銷售上的管理不易，然而，隨著整個下游需求市場的擴大下，過去以規模經濟為核心競爭力的廠商開始積極佈局零售市場，原本以行銷以及設計為訴求的專業零售電源廠商是否會失去產業中的競爭地位，是否存在著規模經濟優勢以外的競爭利基？ 本研究先從電源供應器所扮演的角色說明起，瞭解電源供應器在電子系統的功能後，並研究各電源供應器廠商目前的發展方向以及應用領域；接著切入零售電源供應器之領域。首先瞭解零售市場之特色以及賽局中之參賽者，針對目前的零售電源供應器廠商的發展狀況作深入的研究，並且針對參賽者動態的變化及影響，研究整機出售電源廠商切入零售市場的動機以及方式。 在經過靜態以及動態的零售電源供應器市場研究後，我們以價值網模型來研究在整機出售廠商切入零售市場後，原有零售廠商可能做出適當的回應，我們發現到整機出售廠商追求的是一個同質性較高的市場，為了鞏固零售市場的市佔率，零售廠商反而不應該陷入與整機出售同質性的競爭中，相反地，更應該繼續強化原本在市場上立足的競爭利基，把規模成長的零售市場分化成不同訴求的利基市場，如此才能避免整機出售廠商以規模經濟將零售市場的競爭導入成本絕對優勢的賽局中。

Due to high variety and low quantity, niche product markets always reveal less attraction to those volume producers. The retail market for switching power supply (SPS) products is one of the typical niche markets, where major manufacturers are reluctant to enter. However, as the retail market becomes booming due to new needs in graphic presentation, companies with scale advantages begin to enter this market segment. How do the existing niche players who used to focusing on marketing and R&D respond to such an invasion? Is there any response strategy for them? This research begins with a brief sketch on the industry structure of SPS products and their role in the electronic systems. We then analyze the competitive dynamics among various market segments and the key motives that drive major OEM/DOM players to enter into retail markets where they previously ignored. After the static and dynamic analyses on the retail market, we use the value net framework to suggest best reactions for retail players. As we find that these OEM/ODM players will still undertake volume based strategy, we suggest these niche players maintain their competencies in differentiating the retail market and satisfying the more specific demands in lower quantity without incurring price war.