從國際消費市場趨勢探討季節性裝飾燈產業轉型 升級之策略

Abstract

本研究探討我國季節性裝飾燈產業之發展現況、特質及競爭要素，進而從產業競爭的角度檢視國內業者所面臨機會、威脅與競爭之優、劣勢並整合相關之策略管理理論進行系統化分析，以期提出產業競爭要素及其致勝之道。本研究以特定個案公司為研究標的，研究主要結果摘錄如下： 一、季節性裝飾燈產業的五力分析 在同業競爭程度部份，因與競爭對手彼此間的差異仍有縮小的空間，且本產業部份產品屬成熟性產品，技術層次較低，故來自國內外的競爭者使得同業競爭程度變得很高。在潛在進入者的威脅部份，因國內大部份廠商多採分工合作完成，但在控制運用方面需要相當的技術層面，反觀目前能夠採一條龍廠商尚不多，故潛在進入者的威脅是高的。在替代品的威脅部份，因傳統的燈具如CFL節能燈具、高壓鈉燈等，都是LED照明技術的替代品，但對於季節燈飾產品市場而言，LED產品已是市場主流，非LED光源產品取代性較低，故替代品的威脅是低的。在客戶議價能力部份，LED燈飾產品已標準化，對購買者轉換成本低，而各廠家的成本差異不大，所以客戶議價能力是偏低的。在供應者的議價能力部份，公司本身擁有研發及製造能力，供應者相較是比較弱勢的，供應者的議價能力是偏低的。 二、個案公司的優劣勢與機會威脅 在優勢部份，包括：燈飾產品具有自身優勢、產品出口銷售相當具有價格優勢、具有良好的生產設施，生產能力強、具有高價值的研發基礎，且新產品接受獨特設計或 Logo、通過各種認證，產品品質優良、地理優勢，交貨迅速。在劣勢部份，包括：缺乏技術開發策略聯盟與產學研的緊密合作、銷售管道比較單一、直接生產成本增加、大陸當地企業和外資的突起，產生了較大的威脅。在機會部份，包括：消費者個性化需求不斷增加，市場持續成長、中國經濟環境良好，刺激燈飾需求、各種新領域高附加價值的產品不斷推出。在威脅分析部份，包括：其他光源產品的發展、大陸低價競爭。

This study investigates the development of the current situation and the competitive elements of the seasonal nature of decorative lights industry, and thus view the domestic industry faces competition from the industrial point of view the opportunity, threat and competition advantages, disadvantages and integrated strategic management theories related to the systematic analysis, to making the industry competitive factors and keys to success. In this study, the specific subject of the case study company, main results are summarized as follows: 1.Seasonal decorative lights Industry Five Forces Analysis The degree of competition in the industry part , due to the differences between them and the competitors are still narrow space , and the industrial part of the product is a mature product , lower level of skill , so competitors from home and abroad so that the degree of competition in the industry becomes high. The threat of potential entrants in part , because the majority of domestic manufacturers more mining division of labor to complete , but requires considerable use in controlling the technical aspects , the contrast is not currently able to adopt one-stop multi- vendor , so the threat of potential entrants is high . The threat of substitutes in part , because the traditional lighting such as CFL energy saving lamps , high pressure sodium , are alternatives to LED lighting technology , but for seasonal markets lighting products , LED products have a mainstream, non- LED light products less substituted , the threat of substitutes is low. In most of the bargaining power of customers , LED lighting products have been standardized , low switching costs for buyers , the manufacturers and the cost difference is not big, so the bargaining power of customers is low . In most of the bargaining power of suppliers , the company itself has R & D and manufacturing capabilities, is relatively weak compared to the supplier , the supplier's bargaining power is low . 2.The case company's strengths and weaknesses and the opportunities to threats In the advantages, including: lighting products have their own advantages, export sales quite a price advantage, with good production facilities, strong production capacity, with high-value R & D infrastructure, and the unique design of new product acceptance or Logo, through a variety of certification , product quality, geographical advantages, fast delivery. In the inferior part, including: the lack of a strategic alliance with technology development and research in close collaboration, sales pipeline is relatively simple, direct production cost increases, local businesses and foreign continent projections, creating a greater threat. In most of the opportunity, including: increasing demand of individual consumers, the market continues to grow, a good Chinese economic environment, stimulating demand for lighting, all kinds of new areas of high value-added products has introduced. In the majority of threat analysis, including: the development of other light products, competition from cheap mainland.