垂直市場擴張與解決方案策略之個案研究： 以專業安防公司為例

Abstract

許多台灣的中小企業在利用產品的獨特優勢進入市場並獲得一定的市占率之後，就會面臨市場佔有率如何持續提升的魔咒。傳統的方式都是將全球的市場利用地理區域以及品牌通路的區隔，評估各區域與競爭對手競爭的優勢與劣勢，試圖在產品以及通路上作各種突破來試圖找出擴大版圖的方式。安防產業由於中國廠商利用中國本土市場快速崛起，許多過去在市場佔有一席之地的廠商，都面臨策略轉型的困境。 本研究利用市場上垂直應用市場的區隔性，以及順應未來人工智慧/物聯網的可能技術應用，試圖推出具有差異性的解決方案；這些解決方案包含企業本身原本的產品組合與技術，再加上一些策略夥伴的產品與技術，配合垂直市場客戶的需求，形成垂直市場的解決方案。利用市場上垂直市場的資訊配合企業本身的能力，就可以基於這些垂直市場的需求配合提出的水平解決方案，提供特定客戶類似「一站式」購足的方式。論文中針對智慧工廠以及智慧運輸載具的場域，提出對應的解決方案分析，並且利用價值網理論來分析企業如何持續擴大這部分的策略而對這個垂直市場有更強的競爭力。 為了協助企業的的策略轉型可以確實執行，本論文使用C-SOP的理論架構，從策略形成出發，探討了文化型塑到品牌銳變、策略協同如何與組織型態結合、到最後的興業領導，並提出三種能力培訓的方式來培養策略人材。最後針對本論文的可能其他發展做一個簡單的結論。

Most medium sized Taiwanese companies face business curse of further market expansion after possessing a certain market position based on initial unique product features with some short-term advantages. To further grow, company has to seek alternative ways of market exploration. Traditional business analysis usually suggests to find out market whitespace in terms of geographic market or channel expansion. However, this seems not applicable for the surveillance market since Chinese vendors got dominant position in the global market due to their possession of asymmetric competitive advantages from their government supports. Taking this business context as a focal point for discussion, the present thesis attempts to explore how a company can construct a vertical market strategy to help the case company sustain its growth. Our research first analyzes the nature and unique features of respective vertical market in the global surveillance market. To conquer a vertical market, the case company has to figure out competitive solution for customers in a selected vertical market. Riding on the emerging trend of 5G, artificial intelligence and Internet of Things (IoT) are utilized as underlying technology base for creating differential solution products. The target solution pack integrates the products/systems from the in-house technologies and those of strategic partners in order to fulfill the request from specific customers. Based on the integration efforts of bridging customer needs and technology capabilities, the company can then provide unique vertical market solution as “one-stop-shopping” for customers. By applying value net analysis, this thesis illustrate how the case company construct vertical solution strategy via two examples pertaining to smart factory vertical and smart transportation, respectively. Finally, in order to put the vertical market expansion strategy into a broader corporate transformation context, we apply C-SOP framework to discuss how such an expansion strategy can be implemented in the case company. Specifically, we suggest that successful implementation start from strategy to culture formation with re-branding activities, to specific organization realignment among strategy-related functions, and finalized with people performance with three competence development programs. Conclusions based on our exploratory research efforts and implications for further studies are also discussed.