台灣筆記型電腦關鍵零組件產業之競爭策略分析

Abstract

台灣筆記型電腦產業之出貨量佔世界總出貨量的70%，有許多關鍵零組件仍掌握在美日等國的企業，並不是台灣廠商技術能力不夠，而是有許多的專利在保護著。台灣廠商只要聽聞專利障礙便止步向前，讓美日廠商獨佔或寡佔該產業，賺取高額利潤，而台灣的廠商只能賺取微薄代工費的辛苦錢。 本論文的主旨，在探討台灣廠商-個案公司欲進入原本由美日廠商所寡佔的 筆記型電腦關鍵零組件產業，進入時遭遇到市場現行者所採取的各種阻絕策略，及個案公司反擊策略之分析。市場現行者不僅對本論文之個案公司採取強硬之專利權侵犯恐嚇、價格戰以及專利權侵犯之法律訴訟，亦採取軟性之和談策略，目的就是要讓個案公司知難而退，使其能繼續賺取高額利潤。 本研究主要是將學術上所探討各種阻絕策略與個案公司實際所遭遇到的阻絕策略相互驗證，探討出各種阻絕策略影響性之大小，同時分析個案公司所採取的反擊策略及其有效力量。讓台灣其他欲與美日廠商競爭之公司，能先行知道可能會遭受市場先行者或市佔率最大者之報復手段，提早做防範或預先充實自己的技術實力。檢視個案公司與市場先行者之競爭關係，並以賽局理論來求得最佳解，產業之競爭不應將對手排除於市場之外為最終目的，應朝本身長期有利之方向進行，合作也是消除競爭的最佳策略。

Even the shipping quantity of notebook PC from Taiwan accounts for 70% of the total shipment around the world, the key components of this industry are still under the control by the companies in U.S.A. and Japan. It is not because of technical capability, but the patent protection. While facing the barrier of patent related issues, most Taiwanese companies would rather make limited profits by offering outsourcing manufacture services than compete with American/Japanese competitors. In this thesis, the competition strategy of a Taiwanese manufacturer (CaseCo) is discussed. The CaseCo planned to enter the notebook PC key component industry; however, this industry was monopolized by American/Japanese firms, and the CaseCo faced the deterrence strategy from the market first movers. The first movers not only threaten the case company by patent infringement and price war, but also adopt negotiation strategy. The only purpose is to expel CaseCo from the market, and keep making the excess profits. The objectives of this thesis are (1) to compare the academic deterrence strategies with the ones employed by CaseCo, (2) to investigate the impacts of deterrence strategies, and (3) to analyze the competition strategy and its effectiveness of CaseCo. From the discussion of this thesis, the other companies which plan to compete with American/ Japanese firms in Taiwan, like CaseCo, could evaluate the potential revenge inflicted from the first movers or main market share holders, and build up the technical capability for self-prevention in the future. This thesis investigates the competition relationship between the case company and other market first movers, and tries to find the optimal solution from game theory. It concludes that the best solution and strategy to reduce competition are not to expel the competitors from the market, but to collaborate with them for the long-term interests.