台灣資訊科技中堅企業之事業發展策略：以ATEN公司為例

Abstract

台灣資訊廠商30年來努力耕耘，於全球資訊產業占了舉足輕重的位置， 但是過度依賴代工生產的業務型態，在產業鏈中往往只能獲取微薄利潤，也使得公司營運起伏動盪，近年來品牌經營已被認為是長期穩健發展之途徑。 本論文研究目的為探討以品牌經營且選擇利基市場的台灣資訊廠商，亦即所謂的隱形冠軍，其產品發展策略及管理機制。本研究採用個案分析方式，透過五力分析模型找出其成功關鍵因素，再根據個案企業之資源與能力作出比較分析，並提出競爭及發展策略之建議。 本研究結果發現個案公司是採用相關多角化的產品發展策略，在32年間陸續推出五大產品線，進入與公司既有事業活動互有關連性的產業，利用移轉能力，善加利用公司能耐，共享資源及產品相互搭售，因此帶來業績持續的成長，降低了營運風險。 在建構企業能耐方面，個案公司首重研發團隊的建置，因此能充分運用差異化以及成本領導的產品發展策略，個案公司亦在海外廣設據點，透過通路的掌握以及對市場的了解，伺機開發新的應用領域，找尋新的藍海。 對於未來的發展，本研究提出以下建議: 利用目前核心技術，投入控制系統產業。 透過併購通路，加速取得專業影音市場。 透過群眾外包機制，使用全球技術資源。 繼續擴展海外銷售據點。 強化數位行銷，設立全球網購機制。

The Taiwanese IT companies played important roles in global information technology industry in past thirty years. However, most Taiwanese IT companies earned less profit from subcontracting or original equipment manufacturing model, which made their operation unstable. Therefore, some of them want to transform their business into brand-oriented approach in the long term. Hence, the aim of this study is to investigate the product development strategies and management mechanism of a brand-oriented Taiwanese IT company, or so-called “Hidden Champion” in niche markets. This study employed a case study approach. The researcher surveyed related literatures and first hand and secondary practical data, then analyzed the data by five forces model. The industrial key success factors are digged out and used to analyze ATEN’s competitive advantage in terms of resources and capabilities. Then, the business development strategies will be proposed. The result shows there are strong mechanism, such as oversea R&D capabilities, internal resource sharing, market channel control and bundling to support five malor products of ATEN. In other words, ATEN’s sustainable growth in the past 32 years is derived from related diversification strategy. The transferrable competence makes ATEN find new niches, or blue ocean markets immediately. The suggestion to focal product development strategies are focus on KVM control console present and professional multimedia in the future. The management mechanism of ATEN should give emphasis to oversea business liaison, digital marketing and global on-line purchasing platform.