外商軟體公司的競爭策略探討

Abstract

資訊軟體產業因網路與電子商務的蓬勃發展，不僅改變人們的消費行為，不僅是套裝軟體成為個人電腦的加分應用，對企業而言，因資訊技術全面整合的需求，更讓以商用軟體與專業服務的軟體公司經營版圖日益擴大。 企業擴增其事業版圖有許多形式，而外商資訊軟體業者尤以併購為主要策略，以此方式來獲取更多專業性資源並加強企業競爭優勢，並將這些能力運用的範疇擴大，因應市場需求。 本研究以個案研究方法，歸納企業實務現象，並以次集資料作為分析之基礎。研究對象以外商軟體業者-Oracle為主體，除分析Oracle其併購策略與鼓勵內部創業的組織文化外，更進一步探討其與主要競爭者-IBM在併購與雲端策略上之差異，從併購的角度出發，探討兩家企業之組織、創新與技術主要差異。並對兩家企業Oracle與IBM作五力分析，瞭解其優勢並對其提出管理意涵。 本研究欲探討個案公司維持成長的關鍵因素與其競爭優勢關聯為何?除此之外，欲藉由此研究深入瞭解Oracle與主要對手IBM之競爭優勢差異為何? 本研究歸納並定義Oracle相較於IBM之顧客導向，則以產品導向為營運方針，外商軟體公司透過併購策略、內部組織資源能力欲於雲端運算市場搶佔市占率，發現近年三年來兩家企業在發展佈局的差異，IBM由雲端架構服務轉往軟體應用與雲端平台服務的擴展；Oracle則是由雲端平台服務向雲端架構與軟體應用服務發展上。

Due to the emerging evolution of internet and e-commerce, IT software industry changes people’s consumption behavior. In personal side, package software enriches PC application, while, in enterprise side, business software companies and professional software service providers expand their business scope and territory based on the requirement of information technology integration. There are many forms for enterprises to expand their business scope. It is common for foreign IT software companies to acquire more professional resources and reinforce competitive advantage via merger and acquisition (M&A), which also fast responds to market demand. In this thesis, the case study approach is adopted to summarize the business practice among enterprises and the sub-set information is used as the basis for analysis. The object of study is focused on Oracle, a foreign software company. In addition to the analysis of Oracle’s M&A strategy and the organizational culture to encourage internal innovation, the in-depth study about the strategy difference between Oracle and her major competitor, IBM, in terms of M&A and cloud service is also addressed. The study is starting from the view point of M&A and then moves on to explore the difference of organization, innovation and technology between these two companies. The Five Forces Analysis to Oracle is done to realize her competitive advantage and managerial implication. This thesis investigates the correlation between the key factor to maintain growth and the competitive advantage. Moreover, the in-depth study of the competitive advantage between Oracle and IBM is also made. This thesis concludes that IBM’s organizational design is customer oriented while Oracle’s is product oriented. Foreign software companies would like to increase their market share in cloud computing through M&A strategy and organizational resources. In recent two to three years, these two companies are different in their development focus. IBM is moving from Infrastructure as a Service (IaaS) to Platform as a Service (PaaS) and Software as a Service (SaaS), while Oracle is moving from Paas to SaaS and IaaS.