LED照明產業之競爭策略分析：以P公司為例

Abstract

LED照明技術的創新開發，在效能，規模經濟，節能，環保，壽命和品質等優勢打破傳統照明所建立的進入障礙，使半導體和消費性電子領域的新參與者能夠快速進入照明市場。雖然LED照明技術近年來發展迅速，替代傳統照明燈具占比顯著增長，但也由於LED燈的壽命更長，因此需要更少的替換品，其市場的逐漸減少加上整體照明市場面臨的競爭壓力，除了原有的同業競爭，LED產業供需失衡導致的價格變動，貿易戰的不確定性以及新興市場匯率貶值等影響，其銷售至全球的產品與服務還需符合特定區域、國家，以及不同產業應用別的規格，效能標準和法規等。今日的LED照明產業結構正在迅速變化，許多公司正在積極爭取成為市場領導者。在這種情況下，準確理解照明行業的動態變得格外重要和具挑戰性。 本文的目的是確定LED照明行業的市場發展，產業結構，商業模式，與未來技術發展，運用策略管理理論和分析工具的結合，實現整體分析並建議個案企業如何制定發展策略來面對此變革中的困難和挑戰。 本文以個案P公司為例，首先結合PESTEL分析法和五力分析模型，整體研究照明企業從傳統照明向LED照明過渡期中的差別，所處的外部環境以及整個LED照明行業的競爭現狀，找出面對的外部機會和遇到的威脅。接著對此照明企業內部環境進行調查，分析出其內部資源和能力，找出企業具有的優勢和劣勢，得出企業的市場定位和核心競爭力。然後運用價值鏈，PESTEL和SWOT等工具，對此企業內外部的環境因素與市場定位進行組合分析，建議未來的發展策略實現企業的成長。 LED照明替換速度接近緩和，整個照明市場的需求要切換到創新驅動，不可再像以前靠價格和規模來競爭，產品性能不再是唯一的規範，提供消費者新的感受與便利性成為未來的價值主張，如智慧照明數位化的特徵可以帶來更多新的商業模式和價值增長點。其次員工具備的相關技術與業務能力對如何教育客戶，降低其對轉換LED照明初期新的建置成本疑慮及其投資回收時間也將是刺激銷售的關鍵。當然研發製造如何朝向更低成本，高效能和可靠的照明產品在萬物互聯的時代如何針對模組集成和系統整合，以服務於各類目標客戶的不同應用，使公司在變革中持續成長。

The innovative development of LED lighting technology, in the advantages of efficiency, economies of scale, energy conservation, environmental protection, longevity, and quality to break the barriers established by traditional lighting, so that new players in the field of semiconductors and consumer electronics can quickly enter the lighting market. Although LED lighting technology has developed rapidly in recent years, replacing the proportion of traditional lighting has increased significantly, but also due to the LED lamp longer life, hence the need for fewer replacements, the gradual reduction of its market combined with the competitive pressures faced by the overall lighting market, in addition to the original interbank competition, the LED industry supply and demand imbalance caused by price changes, trade war uncertainty and emerging market exchange rate depreciation and other effects, its sales to the worlds products and services need to be in line with specific regions, Countries in order to and different industries to apply other specifications, performance standards and regulations. In this case, an accurate understanding of the dynamics of the lighting industry becomes particularly important and challenging. The purpose of this research is to determine the market development of the LED lighting industry, industrial structure, business model, and future technology development, the use of strategic management theory and analysis tools, to achieve overall analysis and suggest case enterprises how to formulate development strategies to face the difficulties and challenges of this transition period. In this research, Case P company as an example, first combined with PESTEL, SWOT and Five Force analysis, the overall study of lighting enterprises from the traditional lighting to LED lighting transition, the internal and external environment and the overall LED lighting industry competition Status quo, to find out the external opportunities and threats encountered and Develop a growth strategy that strengthens advantages and takes advantage of opportunities.