台灣小型記憶卡廠商新進入者競爭策略之研究 : 以巨虹電子為例

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Title:	台灣小型記憶卡廠商新進入者競爭策略之研究 : 以巨虹電子為例
Other Titles:	a case study of new entrants on Taiwanese memory card firms competitive strategy : take CHIP HOPE CO. , LTD. for example 臺灣小型記憶卡廠商新進入者競爭策略之研究 : 以巨虹電子為例
Authors:	張建平;Chang, Chien-ping
Contributors:	淡江大學管理科學研究所企業經營碩士在職專班蔡信夫;Tsai, Hsin-fu
Keywords:	五力分析;新進入者;競爭策略;小型記憶卡;Five Force Analysis;, New Entrant;Competitive Strategy;, Flash Memory Card
Date:	2007
Issue Date:	2010-01-11 03:08:07 (UTC+8)
Abstract:	本論文以台灣小型記憶卡廠商新進入者為個案，目的在探討台灣小型記憶卡廠商在激烈的競爭下，仍不斷進入市場之新進入者，如何利用它的核心資源在小型記憶卡產業內發展競爭優勢，及在競爭市場中採取何種競爭策略。本研究透過次級資料蒐集了解個案廠商營運概況，彙整競爭現況與產業特色後，以Porter的五力分析作為產業環境分析的基礎，分析記憶卡產業新進入者之營業活動，進而對其競爭策略作一般性的分析及藉以推論產業未來發展的趨勢，並提出對台灣小型記憶卡廠商具有指標性與應用性建議方向。小型記憶卡近年來隨著數位相機及照相手機等需求成長下快速的蓬勃發展，未來輕薄短小的移動型儲存媒體仍將持續不斷的發展，以因應數位生活時代的多媒體環境來臨。在小型記憶卡產業進入成長期及製造之技術走向成熟期階段，市場前景看好的情況下，台灣記憶卡廠商在產品規格的制定上，沒有專利的支撐，只能藉由加入各個協會，採取生產授權策略進入國際市場，及發展記憶卡的組裝能力，以量產能力作為本身的競爭優勢，以利取得國外大廠的OEM訂單，期望能在市場找尋另一個發展的機會。在競爭優勢的理論架構下，利用產業分析、競爭策略形成架構與研究對象公司之個案分析後，依研究目的探討之結果，歸納並提出建議方向供將來台灣小型記憶卡產業在擬定競爭策略時參考。 This study employs a case study approach to evaluate the new entrants on Taiwanese memory card firms competitive strategy. It also tries to explore their business strategies based on analyses of Porter''s five force analysis and competitive advantage theories developed by Michael E. Porter. Having Porter''s five force analysis serve as the foundation of industry''s environmental analysis. The thesis research expects to find out how the new entrants in Taiwanese memory card firms take the core competence in the severely competitive market. The flash memory card industry has a rapid growth in recent year, results from information products and consumer electronic products ,for example, cameras and cell phones emphasizing the multimedia needs of mobility and storage. Which attracts lots of new entrants penetrate the market due to high profit attraction.It is clear that Taiwanese memory card firms have not developed any rights on related intellectual property, neither have done anything in determining the standards of card formats, they do not hold technical edge over competitors. This research shows that with mass production capability as their chief competitive advantage, they will obtain OEM orders and hopefully gain profit in the memory card market. This study tries to underscore how Taiwanese companies should respond to the challenge and potential prosperity of the flash memory card market based on industry''s environmental analysis. The developing of competitive strategy and case studies and come out suggestions for future entrant’s reference. And then an inference on the competitive strategies of new entrants on Taiwanese memory card firms is drawn based on our analysis.
Appears in Collections:	[Department of Management Sciences] Thesis

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