不斷電系統(UPS)應用層面十分廣泛,特別是在當今科技趨勢下,為許多
企業或者個人用戶提供可靠乾淨的備用電源,不斷電系統中電池佔據 2 成左右的成本,為最大的成本項目,因而電池挑選也成為許多廠商所重視的議題。目前主要的鉛酸電池及鋰電池,皆存在缺點而無法滿足所有市場,也有許多學者著手改良既有電池、或探討新型電池的使用,而個案中的 A 公司,便是新型鋁電池的技術擁有者,在面對這樣的看似激烈但還有許多發展機會的產業環境下,本研究將A 公司應該如何選擇出對其有利之 UPS 市場,發展進入策略。

本研究主要透過半結構式訪談方式,結合次級資料蒐集法,分析 A 公司所面臨的環境狀況作出適當的策略建議,產業面之資料主要來自於次級資料歸納而來,並透過五力分析及競爭者分析來歸納出 A 公司可行之市場區隔,並利用價值主張圖進一步的選擇市場,以及使用策略行銷架構發展 A 公司進入策略之建議。

根據研究之結果,本研究給予個案公司的策略建議有以下幾點:(1) 發展重視電池耐候性之戶外不斷電系統市場;(2) 應以低溫用為主,著重於溫帶、寒帶地區;(3) 除了降低外顯單位效益成本,及管理專屬陷入成本外,A 公司發展商規品後,應著重降低客戶的資訊蒐集成本,以吸引更多客戶聯繫,並降低道德危機成本,促成合約的簽訂。

Uninterruptible power systems (UPS) are widely used, especially under the current technological trend. They provides many companies or end users with reliable and clean backup power. The cost of batteries in uninterruptible systems is about 20%, which is the largest part of cost. However, the most widely used batteries, lead-acid batteries and lithium batteries, have shortcomings and cannot meet the various needs of markets. Many scholars have begun to improve existing batteries or testing some new batteries for UPS system. In the case, Company A owns the technology of new aluminum batteries. This study will show how company A should choose a favorable UPS market and develop its entry strategy when facing the fierce industrial environment.

This research mainly uses semi-structured interviews method and secondary data collection methods to analyze the environment faced by Company A , and give appropriate strategic suggestions. First, industrial information mainly comes from secondary data and is summarized through Five Force Analysis and competitor analysis in order to segment market for Company A. Then, value proposition canvas is used to
target the market. Last, the article introduces the “4Cs” (the cost of utility, information searching cost, the cost of moral hazard, and the cost of asset specificity) to develop entry strategy for Company A.

According to the results of the study, the strategy recommendations given to the case company include: (1) Company A can firstly enter the market which prefer battery with wide operating temperature range; (2) Company A can focus on regions in temperate or frigid zone; (3) In addition to reducing the cost of utility and managing the cost of asset specificity, after the Company A develops commercial product specifications, it should
focus more on reducing the customer’s information searching cost to attract more customer, and lower the cost of moral hazard to accelerate the contract signing process.

論文審定書...................................................................................................... i
誌謝...................................................................................................................ii
摘要..................................................................................................................iii
Abstract .......................................................................................................... iv
圖次................................................................................................................viii
表次................................................................................................................ ix
第一章、緒論.................................................................................................. 1
第一節 研究背景............................................................................................. 1
第二節 研究動機............................................................................................. 2
第三節 研究目的............................................................................................. 3
第四節 研究流程............................................................................................. 4
第二章、產業現況.......................................................................................... 5
第一節 全球不斷電系統產業概況..................................................................5
第二節 不斷電系統中電池發展概況........................................................... 11
第三節 新型電池—鋁電池發展概況............................................................17
第三章、文獻探討....................................................................................... 19
第一節 五力分析.......................................................................................... 19
第二節 價值主張.......................................................................................... 21
第三節 策略行銷分析.................................................................................. 24
第四章 研究方法.......................................................................................... 28
第一節 研究架構.......................................................................................... 28
第二節 研究方法.......................................................................................... 29
第五章 個案簡介.......................................................................................... 31
第一節 個案公司簡介.................................................................................. 31
第二節 全球不斷電系統的電池產業分析.................................................. 32
第三節 市場區隔與描繪.............................................................................. 39
第四節 目標市場選擇.................................................................................. 50
第五節 進入策略.......................................................................................... 57
第六章 結論與建議...................................................................................... 64
第一節 管理意涵.......................................................................................... 64
第二節 研究限制.......................................................................................... 66
第三節 未來建議.......................................................................................... 66
參考文獻....................................................................................................... 68
一、 英文文獻.............................................................................................. 68
二、 中文文獻.............................................................................................. 68
三、 網路資源.............................................................................................. 69
附錄:A 公司訪談紀錄................................................................................... 73

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Downes, L. (1997). Beyond Porter. Context Magazine.

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Lanning, M. J. (1998). Delivering profitable value. Cambridge: Perseus Books Group.

Schmidt, O., Hawkes, A., Gambhir, A., & Staffell, I. (2017). The future cost of electrical energy storage based on experience rates. Nature Energy, 2(8), 1-8.

Porter, M. E. (1979). How competitive forces shape strategy. Harvard Business Review, 57(2):137-145

Porter, M. E.(1980). Competitive strategy : techniques for analyzing industries and competitors. New York:Free Press.

Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 25-40.

Webster, F. E. (1994). Market-driven management: using the new marketing concept to create a customer-oriented company (Vol. 21). John Wiley & Sons.

Recklies, D. (2001). Beyond Porter: A critique of the critique of Porter, TheMan ager.org.

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李智明(2013),鉛酸電池之狀態診斷及其管理—以科技廠房不斷電系統為例, 東海大學高階經營管理碩士在職專班碩士學位論文。

林信孝(2016),智慧電網發展對不斷電系統廠商競爭策略影響 之探討:以不斷電系統供應商 S 公司為例,國立中央大學企業管理碩士學位論文。

吳思華(1997):〈波特的策略競爭理論〉,天下編輯著《波特解讀波特—輕鬆 與大師對話》一書序。台北:天下雜誌。

邱志聖 (2014),策略行銷分析 架構與實務應用 四版。台北市: 智勝文化。
季晶晶(譯)(2015)。價值主張年代:設計思考 X 顧客不可或缺的需求=成功商業模式的獲利核心(原作者:Osterwalder, A., Pigneur, Y., Smith, A., and
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Federal Aviation Administration, 2020, Events with Smoke, Fire, Extreme Heat,Or Explosion Involving Lithium Batteries , 原文網址 : https://www.faa.gov/hazmat/resources/lithium_batteries/media/Battery_incident_chart.pdf

Future Market Insights, 2017, Fiber To the Home Market, 原文網址:https://www.futuremarketinsights.com/reports/fiber-to-the-home-market

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Frost&Sullivan, 2019, Impending Deployment of 5G Boosts Demand for Data CenterTesting Equipment with Enhanced Monitoring Capabilities, 原文網址: https://ww2.frost.com/news/impending-deployment-of-5g-boosts-demand-for-data-center-testing-equipment-with-enhanced-monitoring-capabilities/

Gartner ,2019, Gartner Identifies the Top 10 Strategic Technology Trends for 2019, 原文網址:https://www.gartner.com/en/newsroom/press-releases/2018-10-15-gartner-identifies-the-top-10-strategic-technology-trends-for-2019

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