台灣無線區域網路設備產業之競爭策略研究-以個案公司為例

Autor: Kuan-Ying Chu, 朱冠英
Rok vydání: 2008
Druh dokumentu: 學位論文 ; thesis
Popis: 96
Title of thesis: The competition strategy research of WLAN industry-Case Study Name of Institute:Graduate Institute of Management Fu Jen Catholic University Name of Student: Kuan-Ying Chu Advisor:Dr. Jen-Lung Kao Total page: 121 Keyword: WLAN, competition strategy, five forces analysis Abstract: This research investigates the competition strategy of WLAN through the external analysis(the key dimensions of external environment include the economic, political, legal, social and cultural,technology contexts,five forces analysis,competitor analysis etc.,)and internal analysis (comprise organization/core competency/value chain analysis etc.,) .Environmental factors internal to the firm can be identified as strength(S) or weakness(W) and those external to case company can be classified as opportunity(O) or threat(T).Herewith,this study contrive the feasible competition strategy and counsel for case company. The industry of WLAN is at the growth stage with 33.20% compound growth rate for the duration of 2005-2009 based on MIC survey. Meanwhile, industry environment transform rapidly, product life cycle(PLC) is curtailed, in addition the issues of rivalry imitation and price reduction, WLAN is instinct with uncertainty and hazard.Herewith, how’s the evolution of WLAN ?How to integrate resources to frame the unique,difficult to replicate,sustainable advantage and form the competition straegy to alter the position within industry, reap market power and keep stay ahead in the fiercely competitive marketplace? The external environment reveal the global economy will be depressed slightly in 2008;In administrative/legal aspect,Taiwan authority provide specific regulations and measures to urge enterprise to invest and retain the headquarter in Taiwan coutiniously; As to the social and cultural context,in virtue of the internet evolving expeditiously with the tendency of 3C convergence which will contribute to the expansion of WLAN application；Refer to the technological environment, 802.11n draft 4.0 released in 2008,wireless solution will cohere broadband and video to penetrate into each family and shape WLAN to be one of the cardinal platform for digital home epoch. Regarding the industry structure analysis, numerous studies have affirmed that different industries can sustain different levels of profitability,part of this difference is explained by industry structure.The intensity of buyer power and rivalry within WLAN are stronger than the rests. The intensity of buyer power measure by the indicators of buyer concentration ratio,product differentiation,switching cost,perfect knowledge etc.,which conduce the strong bargaining power of customer .As to the degree of rivalry, appraising the factors of firm number, market share,concentration ratio,product differentiation,barriers to entry,international trade,demand growth,buyer concentration,capacity expansion and barriers to exit,consequently the force of rivalry is significant. WLAN has been pervaded to consumer electronics due to mobility,expandability and easy of installation.In-Stat report speculate 700 million consumer electronics will be built-in WLAN module in 2011；Moreover, in view of the digital home tendency, WLAN will be the optimum solution to converge data,image and music with other household computers and entertainment equipment, thus will drive the massive business opportunity for WLAN；Besides,802.11n draft2.0 has been ratified and tested for interoperability, standards-based security protections and backward compatibility with 802.11a/b/g.2007 was the first year when 802.11n contributed sizable in the total Wi-Fi market, the penetration ratio augment to 20%, prognosing for 2010 are even more encouraging, 11n will dominate 60% market share according to IDC market analysis. Case company is the leading wireless solution provider worldwide with solid RD background.Ploughing the technique of RF/microwave, software, hardware, chipset,application program, relative platform and system；In addition,case company make the first launch for 802.11 a/b/g/n array on the planet and possess the long-term strategic relationship with global world-class accounts to clasp the WLAN evolving opportunity.After perceiving the vision of the case company，the external opportunity, threat and the internal strength and weakness,this study highly recommend that case company embrace the focus differentiation strategy.Concentrate limited resources in WLAN industry segment to meet this domain customers’ current and future demand via participating in industrial standard formulation；cogitating industry trend precisely；possessing chipset design to germinate the crucial product function and adopting first-mover strategy, also forging the different spec for different channel/account ；constructing a platform to preserve entrepreneur spirit and relentless innovation；moreover interlocking the value chain to create unique value.Hereupon,take advantage, grasp WLAN booming opportunity and dissolve threat in order to alter the position and market power within industry.
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