台灣網通產業品牌發展之研究 - 以合勤科技為例

Abstract

台灣整體通訊產業產值近一兆台幣，目前僅有少數系統廠仍堅持發展自有品牌，其中較具規模者僅友訊科技、合勤科技，然而近年來兩家公司都面臨了品牌價值下滑的困境。 隨著5G的快速發展，網通產業未來又具備極高的成長動能，電信領域的機會包含小型基地台、光纖接取設備、交換器，企業用戶領域的機會包含資訊安全、雲端整合、無線網路汰換等，雖然產業面臨許多中國公司的競爭，但也充滿機會。 個案公司成立迄今三十年，是一家極具研發能量的公司，海外通路布局也相當完整，曾經連續十四年入選台灣前二十大國際品牌，近年來透過控股公司的型態而非分家的方式，同時經營電信客戶品牌、企業通路品牌及代工業務。本研究根據產業現況、產業分析，探討網通產業未來發展的方向與機會，透過研究個案公司的發展歷程，了解其過去成功的關鍵因素及目前品牌發展的困境，藉由策略理論架構分析個案公司之現況，並提供未來發展之建議策略。 經由研究分析個案，歸納建議如下： 一、提升研發能量，發展核心產品。 二、善用台灣場域、強化服務整合。 三、深耕通路佈局、調整品牌定位。

The overall Telecom market in Taiwan is estimated to be one trillion NTD. There are a few OEM/OBM companies that still dedicate in cultivating their own brandings. ZYXEL and D-Link are those who are considerably large, but still facing the difficulties of declining brand value. The 5G wireless revolution is changing the world, and with this hype, network communication industry still holds growth momentum despite the competitions from China. The Telecom sector still has solid growth drivers in small cell, fiber optics equipment, switches; whereas the enterprise growth drivers are information securities, cloud integrations, and the renewal of Ethernet networks. The mentioned company, The Company, is established for 30 years. The Company focuses and emphasizes on its R&D competence and has built complete distribution sales channels around the globe over the years. It has been elected to be the top 20 international brands for 14 consecutive years. The Company is now operating in Holdings rather than separate companies having business in Telecom business, channel business and ODM business. The research is to investigate the overall opportunity of networking industry based on its current market status and trend. Through understanding The Company’s history, its background and the key factors for its success and dilemma, the research aims to provide recommended suggestions by using strategy theory framework. Suggestions listed below after analysis: A. Invest more in R&D, develop core products B. Cultivate Taiwan market, Strengthen its services and network integrations C. Cultivate channel development, emphasize on branding positioning