根據PMA 公司2019 年的分析報告顯示，全球投影機整體銷售動能趨緩，加上內外環境夾擊衝擊下，個案投影機業績明顯急遽下滑，獲利大不如前，本文以個案研究方式並透過一系列的分析工具為當今投影機製造商所面臨的營運挑戰提出建議與因應對策。本研究；首先，掃描投影機製造商之總體營運環境(PEST )，分析市場的成長或衰退(PLC)與所處的情況、潛力與營運方向，並利用安索夫矩陣(Ansoff Matrix)及波士頓矩陣(BGC Matrix)檢視個案之既有的投影機產品能耐；其次，聚焦投影機主要之應用場域，並蒐集及彙整個案既有經銷商與系統集成商的初級資料，分析、歸納與預測在未來應用上備受關注的潛力焦點市場，及迫切需要被解決的技術缺口和機會；接著，利用技術研發藍圖(T-plan)規劃未來三年符合焦點應用的「沉浸式投影系統」產品組合方案之關鍵技術與發展策略，再將其產品組合方案，以「範疇、資源及網絡」三個構面進行個案營運現況檢討，擬定出各個方案最適化的執行戰略優先順序，並利用交叉優劣勢分析(Cross SWOT)，針對優先方案制定四個面向策略區塊，並且提供在企業策略，組織架構與行銷等領域的行動方案。針對上述個案研究結果，本文提出對實務運作的管理意涵與具體建議，以供實務運用與後續研究之參考。

According to PMA Research’s 2019 analysis report, The overall sales momentum of projectors worldwide has decreased. As a result of various internal and external environmental factors, sales of case projectors have dropped sharply and profits have declined. Using case studies and analytical tools in a series of four stages, this study provides recommendations and countermeasures for operational challenges today's projector manufacturers face. First, a PEST analysis (political, economic, socio-cultural, and technological) was performed in order to examine how various macro-economic factors influenced market growth and decline in product life cycles, business positions, and company operations. After, the Ansoff Matrix and BGC Matrix were used to review the capability of existing projector products. In the second stage, the study focused on the projector’s major fields of application. Primary data from existing distributors and system integrators were collected. This allowed for the analysis, induction, and prediction of untapped markets and technological deficits that must be addressed through innovative developments for future growth. The next stage used the Technology road mapping (T-plan) to outline key technological and developmental strategies of the "Immersive Projection System" product portfolio for the next three years. The final step reviewed the current operational status of each case in the product portfolio in three parts: Category, Resources and Network. Priorities of implementation strategies were then formulated for each case product. Through the use of Cross SWOT analysis, this study utilizes the aforementioned four areas of analysis in order to detail action plans with regards to business and marketing strategies for the prioritized case product. In light of the case study results, management implications and specific operational recommendations are proposed for reference in practical application and future research.

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