以長尾效應及藍海策略架構探討投影機替換燈泡事業的競爭利基

Abstract

數位投影機目前廣泛使用於公司行號、教育單位、家庭劇院，投影機燈泡為其關鍵且高單價的耗材。市面上使用的不同投影機型號約3000 多種，由於投影機燈泡從製造到銷售端存在著許許多多的寡占及Lock-in設計，造成燈泡耗材規格種類繁多，經年累積以來形成了一條長尾的供應鏈，等待新興創業家以不同的角度及策略，設計出一個好的商業模式來創造銷費者剩餘，並能為投影機燈泡的後維修替換市場創造一個新的價值網。 2010 年全球投影機需求約為 700 萬台，每年需求量成長約10%~15%，相對的後修替換市場的投影機燈泡需求每年也以雙位數成長，我們運用五力分析架構及市場發展生命週期來瞭解投影機及燈泡的產業結構及限制因素，找出關鍵的投影機燈泡耗材是一個可以創業的方向，然後應用長尾理論來設計一個搜尋引擎，創造與客戶互動的平台，滿足消費者一次購足的便利。運用藍海策略的架構，我们經由ERRC 的構面來找出創新的方法，建構出我們的藍海策略草圖，並藉由六大原則將藍海策略深入組織運作，而能真的作到價值創新。 研究結果顯示，運用這些策略分析及運用可以實際用於新創事業的開創。華燈光電創業第36 個月達成單月損益兩平，且不受美國金融海嘯危機影響，最近連續30個月獲利，最近一年 ( 2009 年) 的EPS 為3.58 元、ROE 達 40%，公司並已經成功於興櫃掛牌，並準備於近期上市櫃。 本研究歸納出結合長尾效應及藍海策略的營運模式，可以運用於關鍵耗材產業的經營，如投影機燈泡、碳粉匣、電池、車燈、濾心…等等。而讓消費者可以方便的找到及以合理的價格買到所需的關鍵耗材，而能延長設備的使用壽命，以節省環境資源的使用。

Digital projection has been extensively used for the companies, education institutions, and home theaters. The projector lamp is the key component but also a highly priced consumable parts. Currently, there are more than 3000 different models of projectors in the market. The emergence of its uniqueness and lock-in design from the manufacturing to the sales contributes to the various specification requirements in consumption, as a result, the formation of the supply chain –Long Tail Effect. The new business model is attributed to the creativity and strategies to create more opportunities in the market. The global demand for the projector is as many as 7M in 2010. It continues to grow in 10% to 15% yearly. The demand for the lamps is at double-digit growth yearly as well. The identification of manufacturing structure and any restrictions of projector and its lamp through “Five Force Model” analysis is encouraged to create the interaction platform between suppliers and customers, thus to pursue the convenience of customers for one-off consumption. The innovation and creativity are encouraged by leveraging the blue ocean framework strategy and ERRC structure to accomplish the objectives in creating the real innovative value. Streamlining all these strategies and analysis by Arclite Optronics Corporation has demonstrated the great success to the new business with solid foundation. Its sound and solid business performance is demonstrated with a number of financial indicators, such that breakeven was achieved in 36 months after the establishment of the company, and EPS of 3.58 and 40% of ROE on 2009, allowing the initial Public Offering (IPO), in addition, it is also in a process of a listed company in the stock market. Incorporating with long-tail effect and Blue Ocean Strategy for operational model is the key of success to those industries with high consumption rate, for instance, projector lamps, toners, battery, vehicle bulb, filter and so on. Additionally, this also preserves the environmental resources in usage by extending the lifetime of equipments with reasonable price and optimizing the consumption rate.