IP camera市場策略行銷分析-以V公司為例

• Main Authors: 陳建宏, Chen, Gen Hom
• Language: 中文
• Published: 國立政治大學
• Subjects: 網路攝影機
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0099932158%22.

在許多已開發的國家、開發中國家及新興國家都實施經濟自由化，貧富差距增加，社會犯罪事件頻傳，政府機關、私人企業、公共場所和人民住宅都開始有電子安全監控系統的設備架設，隨著市場需求增加和關鍵技術成熟，安全監控面臨網路化、數位化和開放式架構的發展趨勢， IP camera在這時期扮演一個重要產品的角色。 在2010年全球安防產品總產值186.7億美元，其中影像監控佔47.5%，按比例推估IP camera產值約30億美元，2012年預估會成長約20%，顯示這行業正在蓬勃發展，個案V公司為IP camera後進業者，在經歷數次研發失敗，仍在這龐大商機趨使下，在2011年，對研發部門做組織變革和購併相關產品業者，並計劃在2012年推出新的IP camera產品，期望搶佔IP camera 市場商機。 本研究是以個案V公司為例，探討V公司IP camera 產品在2011年前和後因研發組織變更、購併影像儲存設備公司和不同階段產品行銷策略產生的影響，並以國內IP camera領導廠商VI為標竿和競爭對手來做策略比較分析。經產業五力分析、公司核心競爭力分析，最後以「策略行銷-4C」對個案V公司提出以下五個建議：C1外顯效益成本：個案公司擁有被投資的日系零件供應商核心競爭力一同開發新產品和PCB模組化設計來降低買者成本；設計上克服熱當機、IVS(Intelligent Video System)和聲音傳輸品質等買者需求來增加買者效益。C2資訊搜尋成本：社群網站架設後，增加與買者互動的機制；產品定位清楚且長期一致，降低資訊搜尋成本。C3道德危機成本：保固期延長3年，甚至更長，降低道德危機成本。C4專屬陷入成本：在社群網站上放置IP camera影像錄製管理軟體教學影片；軟體的使用介面和使用方法設計與市佔率第一的品牌一樣，降低使用者移轉購買V公司產品成本。國際品牌建立：以利基市場為出發點，按品牌成本效益、品牌定位知曉、品牌信任、品牌專屬資產等步驟來建立良性品牌之輪循環。 === There are many developed countries、 developing countries and emerging nations that have already implemented economic liberalization. The gap between rich and poor increases. The social crime incident keeps pouring in. The governments 、 individual enterprises、public places and people's houses all begin to erect the apparatus with the surveillance system of electron. As market demand increases and key technology is ripe, the security system has been facing with networking, digitizing and development trend of open structure. IP camera acts an important product this period. The global output value of security products is US$18.67 billion in 2010. The surveillance camera system accounted for 47.5% and estimated about US$3 billion dollars of IP camera output value in proportion. It is estimated to grow up about 20% in 2012. It reveals this industry is growing vigorously. The case V Company is a later(second) mover in IP camera industry. It had got fail several times for IP camera research and development. It did R&D(Research and Design) department reorganization and merged a company of related products under this huge business opportunity hastened in 2011. And plan to put out new IP camera products in 2012. It is expected to catch the business opportunity of this IP camera market. This research takes V Company as an example, it probe into the marketing strategy difference before 2011 and after 2011 while V Company did R&D reorganization and a company of image storage equipment merger. And take internal IP camera leading manufacturer VI as benchmark and competitor to do strategy analysis. After five competitive forces analysis and corporate core competence analyze, finally propose five following suggestions on the case V company by“strategic marketing - 4C”: C1 Buyer cost/ Buyer utility: The case V company has core competence that Japanese parts supplier company develops new product together with and does PCB modularization design to reduce buyer's cost. It overcomes the system halted under high temperature、IVS (Intelligent Video System) and sound transmitted quality etc these buyer’s demands in the design to increase buyer's benefit. C2 Information searching cost: After social website setup, adds the mechanism of interacting with buyer. The product position is clear and identical for a long time, reduces information searching cost. C3 Moral hazard cost: The warranty is extended to 3 years or even longer, reduces the cost of moral hazard. C4 Asset specificity cost: Put IP camera CMS(Central Management System) software teaching films on social websites. The user interface and operation method of software are designed to like brand of the first market share, reduces the cost of users transfer and buy goods of V company. The international brand building: It regards niche market as the starting point, follows in steps such as the utility of brand cost、the awareness of brand position、the brand believing in, the asset specificity of brand to build up a benign circulation of the“brand wheel”.