台灣軟體產業營運模式與策略研究

Abstract

相對於資訊硬體產業的高產值與國際競爭地位，台灣資訊軟體產業的發展顯然遠不及政策的預期。究竟軟體產業無法健全發展的結構性因素何在？而不同產業區隔是否有策略創新的機會？針對此一問題，本研究透過產業分析與產業專家的訪談，試圖分析台灣軟體產業的結構問題，並從而探討在軟體產業中建構創新營運模式的策略邏輯。同時，藉由鑽石模型和競合策略理論，比較分析競爭國家的競爭力現況，歸結台灣軟體產業的未來機會，最後提出對於政府與國內軟體業者的策略建議。 首先，根據鑽石模型的分析，本研究發現台灣軟體產業全球競爭力不高的主因在於，其鑽石模型中的「生產要素」、「需求因素」、「企業策略、結構和同業競爭」三要素皆呈現弱勢，而現況表現較好的「相關支援產業」要素卻未能善加利用，再加上「政府」這項輔助要素也無法提出有效的產業政策來協助，才會導致台灣軟體產業與硬體產業發展迥異的態勢。 其次，利用價值網進行競合策略分析，提出國內業者在面對供應者、客戶、替代者與互補者成員時，其不同應對的策略主軸及執行方案。對於「供應者」的策略方案包括多吸取各領域專業人才、提供客戶軟體加值化功能、業者加強自身技術及各產業經驗等。對於「客戶」的策略方案包括商用軟體業者先發展中小企業客戶需求、大眾軟體走向服務化、營運及收費方式的創新、切入快速成長的區域市場等。對於「替代者」的策略方案包括避開國外大廠、尋求利基市場、嘗試聯盟合作等。對於「互補者」的策略方案包括軟體功能整合、軟硬體整合、跨領域整合等。 最後，根據各國競爭力的分析，本研究認為欲振興軟體產業，「產業合作」將是軟體產業未來發展策略的一大目標。然而產業要形成合作一定要有其誘因，歸納主要有市場誘因、財務誘因及技術誘因等三種。「市場誘因」包括與國內外大廠形成中心衛星體系、與硬體廠商合作開發嵌入式軟體、軟體產業垂直與水平分工等。「財務誘因」最常見為利用併購來達成擴大世佔率，重新整理市場秩序。「技術誘因」則為產業或跨產業的研發聯盟為主。儘管產業合作方式很多，並不侷限於此，但若想要創造這些產業合作的模式，共同提升台灣軟體產業競爭力，則還有賴國內業者及政府扮演更積極的角色，一同推動合作，一起為台灣軟體產業加油。

Contrary to the IT hardware industry that has possessed a rather competitive position in the world, the development of information software industry in Taiwan is obviously far from policy expectation. This in turn stimulates our research motivation as to explore the structural factor leading toward the current industry development. In addition, we are interested in exploring the potential business opportunities among different industry segements through innovative business models. To achieve these goals, this research undertook both industry analysis and field interviews within a broad context of information software industry. We also apply both diamond model and value net analysis over the software industry in various countries to guide our research exploration, upon which strategic suggestions and policy implications are based. First of all, according to the analysis of diamond model, we found that the competitive advantages of the software industry in Taiwan are relative low in aspects of factor conditions, demand conditions, and firm strategy, structure and rivalry. Althoguh the supporting hardware sectors are strong, the amount of synergy between software and hardware sectors are in fact limited. Moreover, government doesn’t make her supporting policy effective Second, using the value net analysis, our research proposes that Taiwanese software companies should develope talents in different specialization areas, provide customers value-added functions, and enhance technology development themselves. In addition, commercial software companies should emphasize on the demand of small-and-medium enterprises while mass merchandise software companies should develop software to services with creative business models. To avoid competition from multinational firms, local software firms could focus on niche markets and work out co-opetitive relationship with multinational firms. More importantly, they should combine the software functions, integrate the software and hardware, and unite across industries. Finally, this research suggests that collaborative research efforts between industries and academic institutions are crucial to the future development of the software industry. However, to formulate proper incentives, including market-based, financial, and technical ones, is critical to success. Suggestions to both software firms and policy formulation based on these findings are discussed.