資訊科技顧問業於雲端應用趨勢下之品牌建立策略研究 —以B公司為例

Abstract

經過二十年快速發展之後，大陸經濟同樣步入「新常態」，也就是面臨經濟減速及增長遲緩階段，這跟台灣的發展經驗如出一轍。此時，製造型企業必然出現嚴峻挑戰並且必須力求轉型。自2008年國際金融危機後，已開發國家大多已制定製造業轉型計畫（如：德國的「工業4.0」、美國的「再工業化」、日本的「製造業白皮書」等），持續搶佔製造業之高端市場，另一方面發展落後國家（如：印度、印尼、越南、馬來西亞等中亞及東南亞國家）挾勞力低廉優勢，在國際上尋找發展中低端製造業的代工機會，以至於台灣及大陸的製造業企業普遍被雙邊擠壓，並且面臨嚴峻的生存挑戰。對此兩邊政府都加緊戰略部署，並以發展智慧型製造(智能製造)及鼓勵創新發展為主要戰略，期待能持續帶動經濟成長並找到下一個發展的動力引擎。在此背景下，資訊化與智慧化系統對於製造業企業來說，便成了當務之急，其中PLM更扮演著產品創新之關鍵管理平台角色。 自2010年以來，“雲端應用”及“大數據分析”已成為資訊服務領域的熱門話題，其中國際資訊公司大廠陸續推出自己的雲平台與戰略，同時大陸的電商與網路企業也躍起直追，紛紛推出了各自的雲計畫，這個圍繞著雲端應用的大趨勢已經非常明確。雲端應用服務的出現使得製造業資訊系統定位和業務模式都發生了巨大變化，同時，也給了資訊科技之顧問服務提供廠商一次千載難逢的大好機會，得以持續發展創新並參與產業變革。 在此背景下，全面結合國家戰略目標及掌握應用創新，將是建立新型態的顧問服務模式的契機，尤其基於雲平台規劃與執行輔導的新型服務模式逐漸形成，這將成為顧問服務行業發展的主流和趨勢。我們將這種基於雲平台的顧問服務模式定義為“雲端顧問服務”，將這個品牌稱為“雲端顧問服務品牌”。

After two decades of rapid development, both the Taiwan and the Mainland China economy turned down slowly into the so-called 'new normal' status, that is, the low economic growth and the slowing stages. The manufacturing companies are facing the inevitable challenges and required to seek for the innovative transformation. Besides, since 2008 the international financial crisis. Most of developed countries have developed the whole new manufacturing transition plan (For example the Germany's 'Industry 4.0', the United States 're-industrialization' policy, and the Japan's 'Manufacturing White Paper', etc.), those manufacturing companies are continued to seize the high-end market. On the other side, the new developing countries (such as: India, Indonesia, Vietnam and other Central Asian and Southeast Asian countries) also rely on the advantage of cheap labors, looking for opportunities to develop the low-end manufacturing segment in the world. Those situations are making that Taiwan and the Mainland China's manufacturing enterprises continuously suffered, they are generally sandwiched between high and low bilateral extrusions. In order to face this tough environment and to achieve sustainable development of the country economy, the both sides of the governments continued to intensify strategic advantages, and to develop intelligent and innovative development of manufacturing as the main target on the commanding heights of global manufacturing, and to be able to continue to drive the country’s economic growth. In this context the conditions of information technology and intelligence system platform for manufacturing companies, has become a high priority. Wherein PLM plays a more critical role in the development of innovative management platform. Furthermore, the cloud-based application is another major visible trend in the Internet. Since year 2010, both of the 'cloud-based application' and 'big data analysis' have become the hot topics in the field of information services. Global IT (Information Technology) companies such as the Google, IBM, Microsoft, SAP, Oracle, Amazon and other industry giants have launched their own cloud-based platform strategy, The local players and companies are catching up with leaps, have launched their own clouding plans, such as Alibaba’s 'Ali cloud plan', Baidu's 'Aladdin project,' Inspur’s(Former Langchao Group) 'sea of clouds project' and so on, this trend is been very obvious. As to develop new types of consulting service business, to conform with the national policies and to fully adopt technological innovations such as mobile computing and Internet technologies are very crucial, which will be a very good opportunities for the IT service companies to establish a new business model with clear branding. We refer to this cloud-based internet consulting service model defined as 'cloud-based consulting services,' the brand called 'cloud-based consulting services brand.'