創新產品進入歐洲市場的關鍵因素—以數位投影機為例

Abstract

台灣資通電子產業基礎不錯，應該可以整合發展「物聯網電子相關」領域，並以歐洲市場為主要起始出海口。以過去的成功經驗，參酌未來產業趨勢的變動方向，整合分析出進入歐洲市場的「新關鍵因素」，成為本研究的主要動機。 本研究即以過去親身經歷的數位投影機商務案例做回顧分析，透過對產業現況的了解與理論的探討，找出關鍵因素。再邀請台灣投影機產業龍頭的主要操盤手進行專訪，採半結構式（Semi-structure Interview）的訪談，將結果整理後，參酌蒐集書面文件資料做綜合分析，找出過去投影機廠商在歐洲經營的「關鍵成功因素」。繼之，以文獻理論的探討方式，參考訪談印證的資訊，整理投影機產業的「發展趨勢」，並分別對研究個案廠商提出發展關鍵項目的建議。（請參考本論文章節4-1, 4-2 跟 5-1-1）。 在投影機產業的發展趨勢分析裡，了解到它與「物聯網電子相關」領域的互動性，也領略出新世代創新事物進入市場的方式與過去成功模式之異同。本研究特別蒐集研究新的文獻資料，找出適合新世代創新事物的進入模式，提出具體可行方案，並找出相關的「新發展模式」。（請參考本論文章節4-4 and 5-1-2）。 最後，審視預判時勢的演變，以新世代新思維趨勢做新發展模式的建議，以便因應物聯網新時代的來臨，做“截長補短”的變革參考。（請參考本論文章節5-2）。 在這個新時代，大企業會因包袱太大無法彈性轉變而漸趨沈淪，新創小企業承接接棒成為明顯的趨勢。微型新創組織盛行，越來越多案例證明，他們已找到方法擊敗過去引導趨勢的大型組織。 在這樣的發展趨勢下，本論文研究除了找出傳統投影機市場走到十字路口時，如何找到新的發展趨勢，同時也對微型新創組織建議以歐洲市場為初始出海口，並提出進入歐洲市場的新發展模式。希望透過本論文之研究與探討，在激烈競爭環境下，能協助相關經營單位或個人作為市場開發的參考。

Taiwan-owned Electronic industry had built a very good foundation, which should be able to integrate “IoT electronics-related” fields and access to the European market as the main starting market entry territory.

In the past successful experience, I would like to take into account any changes in the direction of future industry trends, meta-analysis 'New key factors of the access to the European market”, to be a major motivation for this study. In this study, based on past personal experience about video projector business cases, to analyze through the discussion of the theoretical understanding and the status of industry, in order to identify key successful factors for such new business field. Furthermore, I am appreciated to invite Taiwan projector industry leader in major traders for the Semi-structure Interview, after the results of interview finishing, to do a comprehensive analysis to identify the 'key success factors' for the last projector manufacturers operating in Europe. Followed that, research related literature in order to explore the new trends of the industry and then recommend the development of key projects to related manufacturers (refer to section 4-1, 4-2 and 5-1-1). During this study, we understand the trend of Pico projector has the interaction with “IoT electronics-related” fields. I also explore a new generation of innovative manner and differences of the past successful models. Therefore, I propose the concrete and feasible new development model in the present study thesis (refer to section 4-4 and 5-1-2). Finally, looking to predict the evolution of the new age, the new generation of new ideas, I also recommend several proposed model to enter the European market (refer to 5-2). In this new era, the big companies will not be continue growing to too big because of the burden of current organization, taking over the newly created small enterprises become a clear trend. This paper explore out how to find new trends for traditional projector companies, and also propose to put the European market to be the initial development market, and to propose new development model into the European market. Through this research and discussion of this paper, I wish to assist the relevant business units or individuals to do the market development as a reference, in such a highly competitive environment.