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Author: 張若堅
Jo-Chien Chang
Thesis Title: 相機模組產業的創新商業模式 – 以消費型3D 感測應用為例
The Innovative Business Model of the Camera Module Industry - 3D Sensing Approach
Advisor: 張順教
Shun-Chiao Chang
Committee: 周子銓
Tzu-Chuan Chou
賴法才
Fav-Tsoin Lai
鄭政秉
Cheng-Ping Cheng
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2019
Graduation Academic Year: 107
Language: 中文
Pages: 78
Keywords (in Chinese): 相機模組3D 感測五力分析產業生命週期結構光雙鏡頭
Keywords (in other languages): 3D sensing, Porter's Five Forces Model, Dual camera
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  • 近十年來由於智慧型手機的興起,使得相機模組產業整個呈現一個的蓬勃發展。而產業也由於近幾年來整個產業生命週期的高度成熟化,台廠由早期的市場主要供應者到近年來中國廠商崛起後,整個市場的競爭呈現一個敵長我消的態勢,使得台廠在此產業中需要尋求新的商機及機會。
    本研究即以近年來熱門的 3D 感測技術的應用,探討由技術到應用面來看相機模組產業在原有傳統 2D 模組外,對於 3D模組的開發所會面臨的挑戰及市場趨勢。並以五力分析及 SWOT 分析法來探討整個產業中除原有的商業模式外,尋求相機模組創新的商業模式以提高廠商自身的競爭力及技術門檻,讓處於過度價格競爭的相機模組廠商能有新的商機及解決方案來因應市場的需求及挑戰。


    The camera module industry has been booming as a result of the explosive growth of the smartphone demand in the past 10 years. However, as the 2D camera module industry and technology matures, the key Taiwanese players have lost their dominant market positions and market shares to the Chinese suppliers. Therefore, there is a pressing need for the Taiwanese suppliers to seek out for a new business model or opportunity to withstand the market competition.
    This study, focusing on the rising 3D sensing application and technology, intends to uncover the challenges of 3D camera module development and identify the future market trends. The study applies the Porter’s Five Forces and SWOT analysis, to explore innovative new business models and identify core technical competence the Taiwanese players will need to build up, in order to address the new market needs and adapt to this business model. The new business model can serve as a solution for the Taiwanese players to capture new business opportunity, as well as increasing barrier of entry for the Chinese competitors.

    摘要 i Abstract ii 誌謝 iii 目錄 iv 圖目錄 vi 表目錄 viii 第一章 緒論 1 1.1. 研究背景與動機 1 1.2. 研究目的 2 1.3. 研究限制 3 1.4. 研究流程 4 第二章 文獻探討 5 2.1. 產業生命週期 5 2.2. 商業模式 7 2.3. 五力分析 12 2.4. SWOT 分析 14 2.5. 次級資料 16 第三章 3D視覺感測產業簡介 18 3.1. 何謂 3D 感測 (3D Sensing) 18 3.1.1 3D 感測模組結構 18 3.2. 3D 視覺感測技術分析 19 3.2.1 立體雙鏡頭(Dual-Camera) 20 3.2.2 光源(Illumination) 22 3.2.3 結構光(Structured Light) 27 3.2.4 飛行測距 TOF(Time of Flight) 29 3.2.5 各項 3D 感測技術比較 30 3.3. 消費型市場應用 31 3.3.1 遊戲機(Gaming) 31 3.3.2 人臉辨識(Face ID) 33 3.3.3 擴增實境/混合實境 AR /MR 35 3.3.4 測距避障(Obstacle Avoidance) 39 第四章 台廠相機模組產業分析 42 4.1. 產業發展週期演進 42 4.2. 產業發展現況五力分析 45 4.3. 相機模組產業的 SWOT 分析 55 4.4. 相機模組之商業模式策略 59 第五章 結論與建議 64 參考文獻 67 英文部份 67 中文部份 67 網路連結 68

    英文部份
    1. "Time-of-Flight Camera – An Introduction " TI Technical White Paper, May. 2014.
    2. James E. Carey and Martin U. Pralle (2013), " NEXT-GENERATION DETECTORS: NIR imagers benefit from black silicon advances, " LaserFocusWorld.
    3. Jean-Francois Seurin, Delai Zhou, Guoyang Xu, Alexander Miglo, Daizong Li, Tong Chen, Baiming Guo, Chuni Ghosh (2016), "High-efficiency VCSEL arrays for illumination and sensing in consumer applications," Proc. SPIE 9766, Vertical-Cavity Surface-Emitting Lasers XX, 97660D.
    4. Johnson, Mark W., Clayton M. Christensen, and Henning Kagermann. "Reinventing Your Business Model. (2008). " Harvard Business Review 86, no. 12.
    5. Porter, M. E. (1980), "Competitive Strategy: Techniques for Analyzing Industries and Competitors, " New York: The Free Press.
    6. Roussel, P.A. (1991). "Technological Maturity Proves a Valid and Important Concept." Research Management.
    7. Timmers P. (1998) "Business models for electronic markets." Journal of Electronic Markets, 8(2): 3-8.
    8. Weihrich, H. (1982). "The TOWS Matrix-A Tool for Situational Analysis. " Long Rang Planning, 15 (2), 52-64.
    9. Yole développement. (2018). "From 2D to 3D: How Depth Sensing Will Shape the Future of Vision, " Embedded Vision Summit 2018.

    中文部份
    1. 2016-2020年全球及中國 COMS 相機系統產業研究報告。
    2. 4 大無人機避障技術分析 Intel RealSense•DJI Guidance優劣比較, DronesPlayer, Nov. 2016.
    3. AR應用與新商業模式, 拓墣產業研究所焦點報告, Jul. 2016
    4. 方志民和鐘憲瑞(2006)。策略管理:建立企業永續競爭力。新北市:前程文化。
    5. 張忠謀(2008)。2008 誰最創新。台北:遠見雜誌。
    6. 黃紹峰(2017)。「價值單元展開分析法與策略矩陣:以 3D 感測產業新創科技公司競爭策略為例」,國立政治大學企業管理研究所碩士論文
    7. 電子製造:3D識別到AR眼鏡,從輸入到輸出創新之路, 中國天風證券研究報告, Dec. 2017

    網路連結
    1. https:// www.yuneec.com
    2. https://www.apple.com/tw/iphone-xs/face-id/
    3. https://www.dji.com
    4. https://www.intel.com
    5. https://www.magicleap.com/magic-leap-one
    6. https://www.microsoft.com/en-us/hololens
    7. Rappa M. "Business Model on the Web. " http://digitalenterprise.org/models/models.html

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