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    題名: 智慧型手機廠商進入平板電腦產業的策略分析
    Tablet industry entry strategies for smart phone makers
    作者: 曹英堃
    貢獻者: 郭炳伸
    Kuo, Biing Shen
    曹英堃
    關鍵詞: 平版電腦
    智慧型手機
    iPad
    Tablet
    Smart Phone
    iPad
    日期: 2010
    上傳時間: 2012-04-17 09:12:31 (UTC+8)
    摘要: 自iPad於2010年發表了以來、創造了一個介於智慧型手機與上網型小筆記型電腦的之間的平板電腦產品。這樣的新產品與新市場，對於智慧型手機與個人筆記型電腦廠商似乎是一個新的藍海。吸引兩方面的原有廠商宣布相繼投入。本文以波特的五力分析模型對此產業結構進行分析，解構平板電腦產業中廠商與上游的軟體與硬體商、下游的電信運營商與消費者、競爭的個人電腦廠商與幾種替代性新興電子產品等五種產業影響力量的討論。
    由於此產品的硬體結構與產業結構都與智慧型手機產業有很大的相似性。依據現有的智慧型手機領導廠商的現況，分別依照波特的成本領導、差異化與聚焦策略，討論Samsung、HTC、Motorola的可能策略。歸納發現， HTC, Motorola與Samsung可以運用差異化策略拉近與蘋果成本領導策略的差距。Samsung還可以運用成本領導策略與蘋果競爭。
    The birth of Apple iPad gives rise to not only a product segment between Smart Phone and Netbook PC, but also the tablet industry. The tablet industry attracts both smart phone makers and PC companies for good reasons. This thesis attempts to analyze the tablet industry by using the framework of five-force analysis of Porter (1979). We analyze the OEM relationship with chip makers, software vendors, Telcomm operators and end users, barriers of entry and competitions of the industry, and threats from substitute products.
    Feasible strategies for 3 leading smart phone companies (HTC, Motorola and Samsung) to enter the industry are analyzed and given as well. A close investigation suggests that to compete with Apple, Samsung may be the only one which is capable of adopting a cost leadership strategy for the time being. On the other hand, differentiation can apply to all the 3 smart phone makers.
    參考文獻: 中文部分
    1. 麥可波特, 1999,“競爭優勢”, 天下文化出版社
    2. 麥可波特, 1998,“競爭策略”, 天下文化出版社
    3. 麥可波特, 2001,“競爭論”, 天下文化出版社
    4. 吳思華, 2000,“策略九說”, 臉譜出版社
    5. 司徒達賢, 2004,“策略管理新論”, 智勝出版社
    6. 胡儀芳, 2010-09-14 ,“2010年上半日本PC市場觀察：iPad登場、Netbook退燒？”, 電子時報
    7. 彭建航, 2010-12-24,“Android美國稱王　CDMA版iPhone嚴陣以待”, 電子時報
    8.蕭錚浩, 2011-01-07,“Android陣營3強鼎立成形 宏達電不再獨霸”, 電子時報
    9. 沈勤譽, 2011-02-18, “HTC Flyer”,電子時報
    英文部分
    1. Michael Porter,1979-03, "How competitive forces shape strategy", Harvard Business Review.
    2. Andrew Sheehy, 2010-05-25,“Apple iPad: 2010 to 2014 - A New Dawn for Portable Computing, or a Step too Far?”, Digital Media Insight
    3. ----, 2010-02 ,“The Apple iPad: Product Positioning, Component Supply Chain, and Impact on PC Products and E-Reader”, MIC
    4. Ross Young, 2010-06-10,“Quarterly eBook and iPad Shipment and Forecast Service”, IMS Research
    5. Susan Kevorkian and Bob O’Donnell, 2010-05,“Worldwide and US Media Tablet 2010-2014 Forecast”, IDC
    6. ---- , 2010,“Tablet, Smartbooks and Cloudbooks – First battlefield in the PC Phone War Forecast to 2014”, Rethink Technology Research Ltd
    7. ----, 2010-02,“Impact of the Apple iPad on Notebook PCs, Netbook PCs, and Smartbooks”, MIC
    8. Jeff Orr, 2010-07-30,“Media Tablet Mid-Year 2010 Review: Hype, Half-truths, and the iPad”, ABIresearch
    9. Susan Kevorkian and Bob O’Donnell, 2010-07-10,“All Eyes on Media Tablets: Opportunities & Challenges for Device Vendors and Content Providers”,IDC
    10. ----, 2010-01,“Mobile Application Market Report”, Futuresource Consulting Ltd. ,
    11. ----, 2010,“Apple iPad 3G A1337 Tablet Computer (3G – 16GB)”, UBM LLC Publication
    12. ----, 2010,“Amazon Kindle (Model D00701) Wireless E-book Reader”, UBM LLC Publication
    13. Robert Chen, Henry King and Iris Wu, 2010-08-24,“Android tablet – reasons we believe it’s too early to challenge iPad”, The Goldman Sachs Group Inc.
    14. Chris Ambrosio, Peter King, Martin Bradley and Susan Welsh de Grimaldo, 2010-10,“Tapping the tablet opportunity”, Strategy Analytics
    15. Jeff Orr, Sam Lucero and Kevin Burden, 2010-08-30,“Fixed Wireless Terminals (FWT) and Cellular Routers - FWTs, 3G Routers, Network Back-up Cards, and Industrial Terminals, Gateways, and Routers”, ABIResearch
    16.---- ,2011-01-07, “Global Mobile Subscriber Database”, ABIReasearch
    網站部分
    1. Apple Website: http://www.apple.com/
    2. HTC Website: http://www.htc.com/tw/
    3. Samsung Website: http://www.samsung.com/
    4. Android Website, http://www.android.com/
    5. Wikipedia Android, http://zh.wikipedia.org/zh-tw/Android
    6. 公開資訊觀測站 http://mops.twse.com.tw/mops/web/index
    7. 董福興 ,2010-05-04,“深入分析：Flash vs. HTML5 網路影音格式落誰家？”, T客邦部落格: http://www.techbang.com.tw/posts/2416-in-depth-analysis-flash-vs-html5-internet-audio-and-video-formats-which-family
    8. Kely, 2010-11-08, “三星Galaxy Tab期望於2010年能賣出1百萬台”, STPI 科技產業資訊室: http://cdnet.stpi.org.tw/techroom/market/eecomputer/2010/eecomputer_10_038.htm
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    98932086
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098932086
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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