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標題: | 電子紙進入中國智慧教育市場之個案研究 A Case Study on the Entry Strategy of ePaper into the Smart Education Market of China |
作者: | 李世達 Shyh-Dar Lee |
指導教授: | 郭佳瑋 Chia-Wei Kuo |
關鍵字: | 電子紙,中國智慧教育產業,動態競爭,共創共享, ePaper,China Smart Education,Competitive Dynamics,Co-creation, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | 因應環保的需求,電泳顯示技術(Electrophoresis Display, EPD)與電子紙 (ePaper)應運而生。電子紙的輕薄、護眼、柔性與近似傳統紙張的特性表現,使得電子書閱讀器推出之後,廣獲市場接受,銷量更達到2330萬台的高峰。然而,2012年蘋果 iPad 的推出,由於其彩色畫面、顯示速度快與手寫輸入等功能,讓電子閱讀器的銷量跌入谷底,使得電子紙的主要供應商必須加速進入新的市場應用領域。據此,本研究擬探討兩個核心問題,其一,電子紙的元件供應商在發展新應用時,將會面臨的挑戰,其二則是針對電子紙進入中國智能教育市場的進入策略,進行系統性的研究。
本研究透過五力分析、S曲線與破壞式創新、產品-市場矩陣來分析個案公司電子紙在新產業新市場的定位,在 CSOP 策略的思維下,提出共創共享共榮 3C的合作心智,選擇合適的市場客戶,一同來建立產業生態圈,更於其中歸納溝通-承諾-團隊-發佈-管理(CETAM)五步驟,與一致性專案管理流程IPECC強化產品開發,提供整體性的產品設計服務方案IDMS,並以動態競爭理論分析電子紙在中國智慧教育市場的競爭地位。 本研究發現個案公司要將一個新的商務模式,導入一個新市場與新產業時,內部需要有強烈的共識與策略決定的邏輯。本研究也發現,選對產業中的合作夥伴與帶領人是最為重要的因素,其次則為核心團隊與技術能力。整體的溝通信任,更必須謹慎處理。同時,我們建議個案公司針對進入不同的應用市場與區隔,必須有通盤的策略規劃,面對產業特性相似的薄膜電晶體顯示器夥伴,更需要注意其在共創生態圈內的角色與感受,讓其在共享利益的前提下,建立雙贏互信的合作關係。 Along with the environmental needs, Electrophoretic Display Technology (EPD) and ePaper product came into the field of various applications. Due to its distinctive characteristics, such as thinness, eye protection, and flexibility, ePaper has successfully applied in eReader, which was launched in 2008 and has been widely accepted by the market with sales volume reached 23.3M peakly. However, the prosperity declined quickly right after the launch of Apple iPad in 2012, due to its color screen, fast display speed and handwriting inputm, a situation which forces ePaper to search for new application. Within such a context of observation, the present study intends to explore two issues. First, as a key component supplier, how can ePaper face challenges when developing new applications into new market, and the second, what would be a workable strategy for ePaper to enter into the Chinese Smart education market. Based on the C-SOP framework, the five-force analysis, S-curve and destructive innovation, and product-market matrix, we propose to establish an eco-system and cooperative environment with the spirit of Co-creation-sharing-honor (3C) with industry partners. In addition, we suggest an use of five steps of communication-commitment-team-release-management (CETAM), project development control (IPECC) in product development for consistency, and eventually provide a total service solution (IDMS) for the whole system. Furthermore, we also provide a competitive dynamics analysis to support the design of business model using in the smart education market of China. Our case-base research indicates that necessity of having concensus on strategic choice when a company takes a new business model to enter into a new market. Meanwhile, having a right leader of partners would the most critical factor for success, followed by the core team and technical capabilities. The trust between collaborative parties must be ensured. Furthermore, case company has to diversify its market footholding to apread its risks. By the way, the company needs to pay attention to the co-opetition role played by TFT-LCD players. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/78833 |
DOI: | 10.6342/NTU201900396 |
全文授權: | 未授權 |
電子全文公開日期: | 2024-02-13 |
顯示於系所單位: | 商學組 |
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