中國智慧型手機廠商的競爭策略

Abstract

中國智慧型手機市場自2012年後將成為全球最大單一市場，手機產業發展趨勢將牽動全球手機的發展方向。本研究以中國市場的手機產業廠商間的競爭策略為目標，利用波特的五力分析及價值鏈活動，來研究中國手機市場的競爭態勢及策略。首先透過SWOT分析將主要領先品牌優勢加以分類，以了解各品牌的競爭優勢，而根據市場上的表現可以得知何種競爭優勢較易獲得市場認同。 再分析智慧型手機發展至今的產業分工模式的改變，探討中國本地廠商的發展策略，如何利用產業分工模式，使用標準的軟硬體平台，如Android軟體系統及聯發科硬體平台，降低進入門檻，由白牌手機廠商藉著中國手機市場的壯大而進入世界前十大手機品牌廠商，進而向歐美市場進軍。 中國手機市場的崛起帶動低價智慧型手機的風潮，而手機廠商在高價及低價手機的價值鏈活動，應該有所差異，不同的市場應該聚焦怎麼樣的價值鏈活動，才能收到最佳的效果。高階手機的主要價值鏈活動應將重點放在研發創新 、廣告行銷、併購以獲得IP等創新活動，增加差異化；而低階手機因成本考量，可從外部取得完整解決方案，儘量使用標準軟硬體平台、加強零件搜尋能力，以降低成本。 智慧型手機每年平均價格以8%的速度下跌，新進與現有廠商不可忽視這個低價風潮，在高階市場日趨飽和，必須創造令人驚艷的創新以吸引更多消費者，而低階產品應善於利用外部資源，水平分工，降低成本以增加競爭力！

China smartphone market has become the largest single market in the world. Its smartphone market will lead the development of world smartphone industry. This thesis will focus on competition strategy among the brand companies in China market. We will use Michael Porter’s Five forces analysis and value chain activity to analysis China smartphone industry situation and competition strategy. At first, we will use SWOT to analysis the strengths of the smartphone companies in China. And from the results of these companies in China , we could understand which competition strategies will success in China market. This thesis will also analyze the change of working model during development of smartphone industry. What is the advantage of China local brands. How they leverage the working model to lower the entry barrier. By using the standard hardware and software platrform like Android and MediaTek chipset , they could change from white brand company into world top ten smartphone providers just from their growth in China market. The China market bring up the low cost smartphone trend, most company including Apple are starting to ship low cost products. The value chain activities should be different between high end and low cost smartphone products, considering how to get best return from invested resources. The high end products should focus on the value chain activities of innovation, advertising, marketing and acquiring new IPs to create differentiation. For low cost products, the value chain activities should invest on sourcing of major components and technologies from smartrphone industry, and using the mature and standard hardware and software platforms to lower the cost. The AVP of smartphone declines 8% every year, the new comers and existing players should not overlook this low cost trend. The high end market is becoming saturation, companies should elaborate to create shocking innovation, and lower the cost at low end products to create competition advantage.