跨國尖端科技產品引進之關鍵成功因素 —以精準室內定位技術為例

Abstract

自全球定位系統廣泛地運用在提供智能導航戶外定位開始，特別是智能手機使用率大幅提升後，世人日常生活中對地理資訊相關之運用及依賴也相對提高許多。在此前提下，本研究除了提供現今各種室內定位技術的簡介比較外，也針對無線電科技相關的室內定位系統說明其定位原理及演算方式，同時，也探討了室內定位技術的實際應用範疇，作為背景說明的一部分。 因為本研究是以個案方式深入探討引進跨國科技產品的關鍵成功因素，並以兆豐環球這家公司實際引進芬蘭Quuppa公司的HAIP高精準室內定位系統做為研究標的。研究的方法除了檢視關鍵成功因素的來源外，也運用了STP理論、產業景觀、科技產品生命週期來重點檢視銷售渠道，產品服務，科技產品的關鍵成功因素。 針對兆豐環球這個個案研究顯示，以一個目前處於相對是行銷弱勢的環境裡，兆豐環球是可以透過有專業技能與專業知識的合作夥伴及協力廠商轉弱為強。在其原有技術領先標準產品上，透過API Library的建立，加大領先幅度，讓其產品能輕易的與各式專家系統整合，形成創新的服務。而這為終端客戶帶來創新服務就是兆豐環球最終的關鍵成功因素。

Since GPS has been widely adapted by intelligent devices for outdoor navigation use, as smartphone adaption rate increased, people relied on location based service increased as well. Under such circumstance, as part of the background information offering, this study provides a summary of comparison of different technologies been used in indoor position detection, as well as radio wave based detection methods and location detection principles, along with the application coverage of indoor positioning system. This study is about finding out the Key Success Factor of introducing high-tech product from aboard based on an actual case from Fully Rich Worldwide Ltd., who is bring HAIP (High Accuracy Indoor Positioning) product from Quuppa, Finland to Taiwan market. This study not only employees methods of reviewing key success factors, but also encompasses STP theory, industry landscape, and technology adaptation lifecycle to review KSF related to sales channel, product service, and technology product. The result of this case study of Fully Rich Worldwide (FRW) indicates that even though FRW is handicapped on its capability of marketing HAIP system, but FRW can turn the table around by working with partners who are specialists in their own fields with strong industry domain knowledge. Moreover, FRW can further strengthen HAIP’s technology leadership by developing API Library that can enable existing expert systems to hook up with HAIP easily. In combining technology leadership and strong marketing position from partners, FRW can provide novel service to end customer’s need. And this ability of offering novel services is the most critical success factor for Fully Rich Worldwide.