| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 106 === Along with the development of Internet and wireless communication, almost everything can be incorporated and put into use with wifi Internet, making the Internet of Things (IoT) an on going trend. People’s demand and reliance on the use of wifi have grown even more, broadening the application of wifi. Antenna is an indispensible medium to wireless transmission.
How will the wireless communication antenna industry survive when it suffers from price war involving Chinese suppliers, and faces a rapidly changing electronic product market? This research discusses what, under the severe industry competition and the pressure of globalization, are the possible competitive strategies that the local suppliers of wireless communication antenna can take to maintain their competitiveness.
This study adopts the case study method to analyze Company A. Michael Porter's Five Forces Model and SWOT analysis model are applied to developing the company’s operational strategies. Moreover, by collecting and examining secondary data resources, this study analyzes the company’s target customers and trends of technology development, and discusses the direction of operational strategy within the competitive environment. Furthermore, based on the result of the case study, this study suggests possible prescriptive operational strategies and execution plans for the company studied and other wireless communication antenna related companies.
1. The operational strategy of Company A is to specialize in industrial control systems, and target at medical related customer base. Also, the company has to develop toward high customization and better service to expand its market share in the industrial control system and medical service market. To confront with the price war and economic movement in the consumer electronic market, the company needs collaboration with more cost-effective manufacturers to lower production cost and meet the needs of the development of consumer industry. The overall production can adopt an industrial alliance strategy - outsourcing production to lower cost to enhance competitiveness before achieving the economies of scale.
2. The rise of the Chinese suppliers is unstoppable in the wireless communication antenna industry. How to collaborate or compete with the Chinese suppliers is a question that cannot be overlooked by the electronic industry, including the wireless communication antenna industry. Furthermore, developing special field antenna for specific product segments, closely following the new specifications and technology developments in the communication field, and developing industrial alliance will enhance the enterprise operational sustainability.
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