3D 列印未來發展應用：以惠普公司為例

Abstract

3D列印改變了人們製造產品的方式、地點、時間、以及製作成本，儘管在2016年一度被視為過度激情的科技泡沫，但該技術不再像過去只局限於模具製造、工業設計等塑膠小型品項，也不只適用於客製化少量零件，現正逐漸用於一些產品的直接製造，特別是一些高價值產品的應用。目前惠普公司可謂全球領先的列印和個人系統技術公司，3D列印技術是推動全行業數位化轉型，即第四次工業革命的一個重要驅動因素，惠普目前計畫將3D列印結合物聯網、行動裝置、機器人、大資料庫等機制，讓3D列印能更上層樓。據此，本研究之係探討惠普公司如何運用3D列印產業分析的結果來建立其市場競爭力，同時利用創新服務模式來建立惠普的3D列印商業模式。研究發現，惠普在建構其3D列印的市場競爭力上，係著力在三個部分：利用過去建立的商譽與知名度來推銷3D列印事業、以過去建立的列印技術為基礎發展3D列印事業、透過原有的客戶來建立並擴張3D列印事業的目標客戶，以商用生產級產品、建立產品品質履歷、追求產品功能性需求導向作為價值主張，並強調落實在需求導向的合作性通路上，以製造商用生產級3D列印機具與器材作為核心策略的創新服務。

3D printing brings the transformation of the ways of production, and despite the estimation of technology bubble in 2016, 3D printing has gone beyond the manufacturing of small model or plastic model or a small amount of customized material. 3D printing now is directly creating high value and high applicable products. Hewlett-Packard Company, as known as HP, is a pioneer for printing technology, also has promoted digitalized transformation to adapt to the development of 3D printing business and as well as to make 3D printing better. The study thus is to discuss how HP build her market competitiveness in 3D printing, and how to use innovative services in 3D printing business model. The study found that the market competitiveness was embedded in the reputation of HP, the foundation of traditional printing technology, and the expansion of latent customers based on original ones. Furthermore, the value proposition comprised with the manufacturing of commercial product, the quality of product, and the functionality of demand orientation of product. At last, HP emphasize the achievement of collaborations and the innovative services in the tendency of manufacturing commercial product.