光學鏡頭廠商經營發展策略分析-以C公司為例

Abstract

目前中國與台灣兩岸光學鏡頭廠在車用鏡頭及手機鏡頭市場的產值規模已經成為全球光學終端產品的主要供應來源，特別是中國光學產業的供應鏈逐漸趨於完整，搭配世界工廠及中國品牌崛起的優勢，眾多光學廠紛紛往前跨足參與相關光學影像產品與鏡頭模組的發展。 面對中國光學產業大者恆大的發展趨勢，本研究主要透過深入了解光學鏡頭產業的特性，以五力分析及SWOT分析、BCG矩陣為基礎工具，分析主要競爭對手的核心能力與競爭優勢，進一步探討個案C公司如何以現有規模與資源，強化公司的核心能力與競爭優勢。研究結果最終以差異化、目標集中、精銳化經營的三種交互運用的競爭策略，歸納為C公司中長期發展的經營策略，如果能夠搭配智慧化生產體系，將傳統大量依賴人力的光學元件及鏡頭製造方式，全面導入先進自動化生產設備以提升效率並大幅降低製造成本，並找尋資源能夠互補的中國或日本策略夥伴進行策略聯盟，台灣光學鏡頭產業在未來競爭激烈的新興應用領域市場，應該有機會以技術差異化繼續占有一席之地。

Currently, the optical lens firms of automobile and smartphone lens in both China and Taiwan have become the main suppliers for global optical end products. Specifically as the supply chain of optical industry has gradually completed, accompanying the world factory and the rise of Chinese brands; there are a great number of optical firms setting their foot in the development of optical imaging product and lens module. Facing the big gets bigger trend of Chinese optical industry, this research studied the characteristic of optical lens industry using Porter’s five forces analysis, SWOT analysis and BCG Matrix analyzing the core competitive capability and competitive advantage. Furthermore, investigate in how C Company can strengthen its core competitive capability and competitive advantage through existing scale and resource. The result of study inducted the mid to long term business strategy of C Company via interacting the three competitive strategies, Differentiation, Focus strategy and Sharpening strategy. The conclusion indicated that if the company is able to include smart manufacturing system into the optical component and lens production, which traditionally rely largely on labor, implementing advance automotive smart production equipment in order to significantly increase productivity and decrease production cost, and moreover, search for resource complementary partner from China or Japan and form strategic alliance, there will be a great opportunity for Taiwanese optical lens industry with technical differentiation to continue to remain a place in intensive competitive emerging application market in the future.