智慧型手機作業系統平台之市場競爭力分析

Abstract

高科技產業是目前世界各國的競爭主力與獲利來源，但也面臨許多不確定性，包括需求與技術變更及新進廠商的策略競爭等，廠商在經營上存有許多風險。一般而言，藉由創新技術與策略切入某一產業的新進廠商，會導致企業間之激烈競爭。既存的廠商倘不注意趨勢的改變，極容易被市場淘汰。此外，技術成本的考量與利潤渴求及市場的競爭，也逼使廠商在眾多既定遊戲規則中需有創新的策略，以取得市場利潤，並加強其長期競爭力。事實上，藉創新策略與降低成本以求市場的競爭力，是智慧型手機製造業與手機作業平台廠商在考量永續經營時的重要作法，相應廠商的成本與經營策略具有密切的互動，賽局模式與其分析結果可作為廠商經營上的重要依據。 針對上述產業發展趨勢，本研究提出一套創新策略的選取模式，以營收為創新策略之績效指標，利用廠商之售價、成本、市場佔有率等資料，搭配市場需求，分析當市場上出現新型態營利策略時，廠商的策略選取方式。本研究也提出一賽局模型，探討當市場出現競爭條件經營型態不同的廠商競爭，因而面臨原有經營方向與市場趨勢的改變時，如何採取不同策略或採取競爭廠商的相同策略以保護既有之市場佔有率並維護市場利益。本研究結果顯示，經由推測對方策略的方向而選擇最佳策略的可能結果：先進廠商與後進廠商都會採取積極鞏固與擴大市場佔有率的策略，也就是放棄收取權利金而改以開放作業平台的形式，而利用作業平台取得其他方面的利益如廣告收入等作為最佳的策略。唯在降低成本與獲取利潤之間，仍有市場的潛在風險性必須列入考量。

The high-tech industry is the competitive strength as well as major profit source for countries in the world. However, these companies face a lot of uncertainties including market demands, technology progress and new competitors that bring new strategies and technology into the market. Consequently, all these elements cause intense competition within the industry. Companies that do not keep up with the trend of changes will be left behind and be forced to exit the market. In high-tech industries, players should not only take into consideration the cost of developing new technology, profit procurement, market competition, but also need to create innovative tactics to break the existing formed game rules in order to create additional market profit and strengthen long term competitiveness. That is the reason why manufacturers of smart phone and licensors of mobile OS platform have been continuously seeking innovative tactics and methods to lower costs. Game theory and its analysis can be used as tools to reflect the relations between operation tactics and costs and is an important basis for managerial decisions. This thesis applies the game theory to propose a tactics selection approach, analyzing data such as mobile OS platform price, licensee's corresponding cost, licensor's market share and overall market demand, and using business revenue to assess effectiveness. In addition, this thesis uses game theory to predict when a new and different competition appears in the market which causes irreversible change in market trend, what the anticipated pay-off would be when different tactics are adopted by players in order to preserve market share and maintain profitability. This research concludes that, market leaders as well as market followers will all adopt aggressive tactics to maintain or increase market shares by giving up license fees and adopt open OS platforms which in turn will bring in other revenue such as commercial income. However, unexpected risks need to be considered in order to contain cost and maintain profitability.