數位網路監控產業之競爭策略分析－以V公司網路監控產業發展策略為例

Abstract

IP Surveillance是安全產業的主流已獲得認同，尤其是在大型監控系統IP Surveillance的優勢更加明顯，近來城市監控(City Surveillance)、交通監控(Traffic Monitoring)、連銷商店等應用，讓IP Surveillance產業都維持大幅的年複合成長率。最近雲端應用日益普及，其中家庭保全(Home Security)也是雲端應用的成功案例之一，網路攝影機(IP Camera)常被用於Home Security，使得網路攝影機的銷售量大幅成長，致使許多安全監控業者及網路通訊業者投入大量資源於網路攝影機開發。 IP Surveillance系統主要由 三個部份所構成：(一)、網路攝影機；(二)、網路影像儲存裝置(NVR)；(三)、影像管理系統(VMS)。一般新進廠商短期內無法提供大型專案所需的完全解決方案，需與其他夥伴進行合作。例如：網路攝影機廠商需與NVR及VMS供應商進行系統整合及測試合作。IP Surveillance常因應用及使用環境不同，對網路攝影機的功能、信賴度、價格有不同的需求，所以新進廠商需先對IP Surveillance的市場發展需有清楚了解，才能採取正確的競爭策略。 本研究對IP Surveillance的市場分析及市場發展趨勢進行相關的探討，並訪問在IP Surveillance市場有十年以上經驗的數位專家，希望獲得IP Surveillance的成功關鍵因素，提供新進廠商做為競爭策略選擇之參考。本研究以目前台灣最大的網路攝影機製造商作為個案研究，並以微笑曲線、產品生命週期、BCG模型分析、PEST分析、五力分析、價值鏈分析及SWOT分析作為個案公司的競爭策略研究。最後以可取得的公開資訊，研究個案公司的組織策略、技術策略、產品發展策略、銷售通路策略、行銷策略、品質提升策略，並以個案公司最近幾年的營運成績驗證個案公司之策略正確性。本研究最終提出數項建議，供有意進行IP Surveillance產業的公司，作競爭策略選擇參考。

IP Surveillance has been identified as the main stream security industry. The priority of IP Surveillance in the large scale Security system is especially more obvious. Recently, city surveillance, traffic monitoring, and the application of chain stores have made IP Surveillance industry maintained dramatically high compound annual growth rate. The cloud application has spread increasingly so far. One of the successes in cloud application is Home Security. IP Camera is frequently used in Home Security, which makes the sales of IP Cameras grow rapidly. Consequently, many businessmen of scurity and data communication invested much resource to develop IP Cameras. IP Surveillance system consists of IP Cameras, Network Video Recorders (NVR), and Video Management Software (VMS). Generally speaking, the newly manufacturers are incapable of providing complete solution for large project; therefore, they need to cooperate with other business partners. For example, the IP Camera manufacturers would cooperate with the suppliers of NVR and VMS to develop system integration and examination. The different situation of using IP Surveillance requires different needs of the functions, reliability, and price of IP Cameras. Therefore, it is necessary for newly manufacturers of IP Cameras to firstly investigate the market development of IP Surveillance in order to conduct the correct competitive stratege. The purpose of this study is to investigate the market analysis and the market developmental trend of IP Surveillance. Moreover, the researcher interviewed the digital experts having more than ten-year experience in IP Surveillance market to acquire the Critical Success Factor, which can offer the competitive strategies to the newly manufacturers. The researcher took the largest IP Camera manufacturer in Taiwan as the case study. Besides, the researcher conducted some analyses to study the case company’s competitive strategies, such as the smile curve theory, the product life cycle analysis, BCG model analysis, PEST analysis, Five Forces Model analysis, Value Chain analysis, and SWOT analysis. Furthermore, the researcher used the acquirable data to study the case company’s strategies for organization, technology, product development, sales channels, marketing, and quality improvement. In addition, the researcher validated the accuracy of the case company’s strategies via business results in recent years. The study eventually provided several suggestions for the companies which intend to develop the IP Surveillance industry as the reference of competitive strategies.