Obtaining and sustaining of competitive advantage for hidden champions in Taiwan-A case of Cyberlink

2008年金融海嘯，我國、乃至全球產業大受衝擊，絕大多數企業面臨鉅額營運虧損，各國經濟成長率衰退。然而德國卻快速的在金融海嘯中站穩腳步、快速復甦；也因此，在歐債危機中扮演舉足輕重的角色，經濟影響力快速攀升。學者研究，將之歸咎於德國的中小企業；這些中小企業往往在全球各行業中的利基市場握有幾近獨佔的市占率、賺取極高的淨利率。德國學者赫曼．西蒙將之稱為隱形冠軍。在我國，也有一群這樣的企業；在利基市場中享有極高的市占率，並且長年賺取超額利潤。 隨著中國，乃至東南亞地區崛起，我國的成本領導競爭優勢不再，企業紛紛嘗試轉型；政府有感於此，於2012年開始推動卓越中堅企業，表揚這些在國際市場中極具競爭力的中小企業；並選出重點扶植之企業，期望藉此推動我國產業之轉型。 本研究欲以產業分析相關之理論，探討我國中堅企業競爭優勢的來源與維持方法。而卓越中堅企業中，訊連科技為我國極少數成功於國際市場中立足的軟體業者，故本次研究選擇訊連科技做為個案研究對象，，希望藉此為我國中小企業提供一發展之藍圖。During the Financial tsunami, most corporates around the world suffered huge loss. Countries’ economy stopped growing and even fell into recession. Most countries including the U.S.A took years to recover from the Financial tsunami. German, however, recovered from the recession with an incredibly fast speed and started to gain its’ importance in Euro zone. Some scholars attributed this phenomenon to the German’s SMEs, which Hermann Simon called “the hidden champions”. In Taiwan, there are also a group of SMEs that gain high market share in global niche market and enjoy abnormal profit. Taiwan now faces keen competition from China and south-east Asia countries like Vietnam, Indonesia, and Thailand, as our cost competitive advantage no longer existed. The government started to identify those hidden champions in order to push the transformation of the industries in Taiwan. This study tried to use theories in industrial analysis to analyze the obtaining and sustaining of competitive advantage of Taiwan’s hidden champions. The study took Cyberlink as a case since Cyberlink is one out of two corporates in Taiwan’s software industry that succeed in global software industry