企業的創新策略：以HP列印事業為例

Abstract

在動態競爭下，新的進入者以創新的技術或商業模式成功打入市場後，除了持續加強實力保持競爭優勢外，還要同時具備再創新的能力，因應下一波新進入者帶來的威脅競爭，或尋求更新的未來市場，以避免被淘汰。「創新」已是企業永續經營無法丟棄的必備要素。 本研究以HP列印事業為研究對象，想探討自1984年以來HP透過破壞式創新的新產品進入列印市場後，是如何藉由各種創新變革，來保持創新動能，讓HP得以在業界連續30餘年都維持市場龍頭的地位。 本論文首先針對「印表機產業」做產業及競爭分析，再者探討HP歷年來的重大創新改革，並配合印表機產業的生命週期來驗證HP在各階段時期的關鍵創新方案及其結果。另外，也特別探討HP在面對數位科技更迭加速的未來，又如何透過再創新的技術與文化來保持彈性與企業活力。 再者，透過HP的案例，可知企業的創新範疇不僅只在產品技術面，也應針對組織面、作業面及經營管理上等作全面性的企業創新策略，將創新因子內化為企業的DNA。

In the dynamic market, the competition is a daily life for all companies. It’s always full of new entries trying to break out the rules by new technologies or business models. Once join the market successfully, they have not only to spend lots efforts and resources to maintain their gained market, but also keep on more innovation for their future win. Therefore, this research is focus on why ‘Innovation’ is one of the most important criteria for keeping company’s leading position under high competition. And we will use HP Printing Group as the case study in the thesis. Since 1984, HP launched its first printer to create disruption innovation in printing market. Till now, HP still stands as the market leader by its innovative strategies. The research starts with the background study of the printing industry, including the printing history, the printer market situation, and the competition. And then the research analysis on what innovation strategies on products, organization structure, and supply chain, even culture rebuilding HP executed to face the market movements.. The research also finds out how HP facing the threat of new digital technologies, and how to leverage new technologies to make HP glory again. This research also provides some advice for HP’s next decades to avoid losing its market position.