實體通路商併購Kodak影像部門之轉型成長研究

Abstract

個案公司原為柯達在大中華市場的最大代理商，但隨著數位影像技術的發展與智慧型手機的日益普及，傳統影像產業的市值逐年萎縮，使得個案公司面臨發展困境。 除了對影像產業的分析之外，本研究以五力分析、微笑曲線、轉型成長C-SOP等理論與觀點，探討個案公司如何藉由對柯達的併購案來進行轉型。一方面由以往的代理商變為品牌擁有者，另一方面也取得相關的專利技術，將公司由微笑曲線的底部向左右兩端發展，提升企業的附加價值。 在歸納研究發現後，最後則提出研究結論、管理意涵及未來研究方向的建議。

The case company was Kodak’s largest agent in the Greater China market. However, with the development of digital imaging technology and the increasing popularity of smartphones, the market value of the traditional imaging industry has shrunk year by year, making the case company face development difficulties. In addition to the analysis of the imaging industry, this research uses five forces analysis, smile curve , C-SOP and other theories to explore how case company can transform through the Kodak merger. On the one hand, it has changed from an agent in the past to a brand owner, on the other hand, it has also obtained related patented technology, which will develop the company from the bottom of the smile curve to the left and right ends, and enhance the added value of the company. After summarizing the research findings, this study puts forward the research conclusions, management implications and suggestions for future research directions.