全球印表機市場除須因應環保意識高漲，無紙化趨勢，行動裝置盛行衝擊外，更要面對副廠耗材廠商提供低價耗材影響獲利，並須對應OA雷射影印機廠商透過數位影印機推廣辦公室集中列印，租賃節稅等方案侵蝕一般辦公室印表機銷售，進而造成印表機市場逐年下滑，本研究先利用五力分析以台灣印表機市場來探討個案公司在上下垂直供應鏈及內外競爭所面臨的問題，再以E公司個案對應上述問題所提出的新微噴影印機商品及市場行銷策略與三年的執行成效來檢視此策略執行成果，並為未來三到五年制訂下一階段策略藍圖以因應未來影印機產業競爭及發展,並藉此進而開創下一波業績成長引擎。

In addition to the environmental protection awareness, the paperless market trend, and the prevalence of mobile devices, the global printer market has to face the negative effects of low-cost consumables provided by the none-genuine consumable manufacturers. Copier vendor through Digital copier highly promote office centralized printing, leasing and tax saving program, it impacts sales of general office printers, which influences printers sales decline year-by-year in the printer market. This study first used Porter five forces analysis to analyze the case of companies at Taiwan printer market in the supply chain vertically integrated and faced by both internal and external competitions problems ,then it will review in the case of E company for above issues by their effectiveness of the new micro inkjet printer products and marketing strategies ,and examine three years results of this strategy, Try to find out the next phase of the strategy for copier industry competition and development for next three to Five years in near future,then find out the next wave of performance growth engines.

波特之五力分析
創新與創業精神