視訊監控產業結構分析與競爭動態之研究

Abstract

摘要 隨著科技進步、經濟繁榮，人們對安全需求的標準提高，加上近年來恐怖事件迭起，視訊監控產業亦蓬勃發展。數位化、網路化、無線化的技術引進，影響了視訊監控產業的產業結構，也吸引資訊、網路、通訊業者進積極入這此一高獲利的利基市場。台灣的視訊監控業者多為中游製造商，目前台灣視訊監控產值佔全球20%，國內廠商有無機會在此一市場中成為全球主要的供應國？值得進一步研究。 本研究透過產業分析的理論架構導引，針對視訊監控產業進行有系統的產業發展動態與競爭分析，期能供國內廠商做為未來發展之策略建議。本研究首先就全球視訊監控產業的需求面、技術面、供應面與競爭面加以分析，確立產業的需求動因、產品的分類結構、技術趨勢、以及市場的競爭結構及發展趨勢。根據這些分析結果，本研究推導出產業的進入障礙，再綜合產業環境各個影響構面，透過分析進一步導出產業的關鍵成功因素。 本研究接著分析台灣視訊監控產業的發展現況，比較四家主要業者的市場進入策略、競爭優勢及營運績效，分析其獲利引擎，歸納出四家公司的關鍵成功因素。綜合產業結構分析與四家業者分析的結果，再參照技術採用生命週期與新興產業競爭策略的特徵與策略活動，歸納出進入策略的啟示：(1) 以技術創新開發差異化產品；(2)以相對低價切進市場；（3）積極開發新興市場；（4）重新定位價值鏈；（5）策略聯盟；（6）專注特定市場或特定產品。 本研究最後並針對業者提出策略建議：我們認為若是既有視訊安全監控廠商，應盡速建立自有新技術或與資訊網路廠商策略聯盟；若是具IT、網路、通訊背景的新進廠商則可發揮原有專長技術開發差異化產品，以相對低價搶進市場，或與舊有視訊安全監控廠商策略聯盟。

Thesis Abstract Graduate Institute of International Business National Taiwan University Name：James Y. C. Chang Date: June 2005 Advisor：Dr. Ji-Ren Lee Structural Analysis and Industry Dynamics of CCTV Industry Due to technological improvement and economic growth, there is an increasing demand of security. This is particularly true after recent events of terror attacks, which bring up the fast growth of Closed Circuit Television (CCTV) industry. Benefit from the development of digitalization, networking and wireless technologies, the CCTV industry has attracted various sources of entrants, including those from IT, networking and communication industries, which in turn has changed its industry landscape. Up to now, Taiwanese CCTV players have captured around 20% of the global market. It is interesting to discuss if Taiwanese players can sustain their competitiveness in this fast growing market? The purpose of this research is to respond to the above inquiry by conducting a systematic analysis on the structure and competitive dynamics of the global CCTV industry. Guided by the S-C-P paradigm, this study went through various analyses, including demand analysis, supply-side analysis, technology analysis and competition analysis. We then identify demand drivers, product and technology trends, and future growth potential. Based on the analytical results, together with the context of CCTV industry, this study inductively drew several key barriers to entering this industry which led to the conclusion of industry’s key success factors. Next, in order to further capture the within-industry competitive dynamics, we selected four major Taiwanese players in this industry to study their entry strategy, competitive advantages and engine of profitability. Based on the industry analysis and case studies, with a reference to the theory of technology adoption life cycle, we conclude several aspects of advantages that new entrants could rely on; they are (1) differentiating products with technology innovation, (2) penetrating market with relative low price, (3) developing emerging market, (4) repositioning in the value chain, (5) leveraging strategy alliance, and (6) focusing on niche market or specific product. This study also proposed some strategic suggestions to various sources of entrants. For those traditional CCTV firms, they shall build up new technology inside the company as soon as possible, or make alliance with IT firms. For those new entrants with IT, networking, or communication technology competence, they shall develop differential products by stretching their capability, penetrating market by low price, or ally with traditional CCTV firms.