人身保險產業，正處於一個市場環境、政府法令、高度資訊化等的產業轉型之際，面對如此變動的環境如何利用資訊科技的即時性、全面性、整合性與擴散性，不僅提供橫斷面的資訊蒐集更需要縱斷面的行為與趨勢分析，以期為決策制定者產生決策資訊之依據，而非只是資訊散亂的呈現。同時，企業為維持持續性的競爭優勢在於掌握對競爭環境及競爭對手狀態與動向的監控資訊，同時結合企業內部所處態勢與擁有能力，發展出適當的策略或戰術以因應外部快速變動之環境，即為競爭智慧系統所具備之特性及功能。 本研究即以個案公司作為產業落後者進行案例分析，探討在人身保險產業環境變動之下，個案公司應採取何種策略以因應市場環境及非市場環境下之激烈競爭，以及針對該種策略之實施，個案公司目前狀況與產業中之情況有何差距，並以核保流程為例說明施行該策略之效益與相關競爭智慧需求，最後基於該策略施行下所有相關使用情形、效益及契合度等資訊，設計一資料模型架構存儲相關有用資訊，以供決策之用。 研究結果發現，個案公司長期以來不擅於利用資訊科技輔助其營運流程及管理流程，並且對於資訊科技始終抱持保守心態以及沿襲低度投資之慣例，若能藉由建立競爭智慧系統掌握各家保險公司對於科技面之運行概況與方式，追蹤長期所產生之效益，並藉此評估自身競爭優勢，以提升企業競爭力，將有助於處於資訊科技落後之個案公司未來進行資訊科技決策時之參考依據。 / While life insurance industry is facing the revolution in not only the business environment but also regulations and highly informationization, how can firms use the immediateness, comprehensiveness, integration, and extension of information technology(IT) to provide cross-sectional data collection as well as longitudinal trend analysis to assist decision makers make decisions instead of presenting data in disorder. In the meanwhile, the essential factor in keeping continuous competitive advantage is to know well the environmental information, including competitive environment, competitors and strategies, and combine the firm’s strategic position, resources and capabilities together to develop the fit strategy or tactics to respond to the rapidly changing environment. That is exactly the characteristics and functions of competitive intelligence system. This research takes the case as a lagger for example to study what kind of strategy should the company adopt to face keen competition under market and non-market environment. With the implementation of strategy, what the gap between case and the industry is and take the policy-issuing for example to illustrate the benefits and competitive intelligence requirements related to the strategy. Last, based on all the information of that strategy implementation, benefits and alignment, design a conceptual data model to store all the useful information to provide integrated sources. The results show that the company hasn’t been good at utilizing the IT to assist their operating and management processes, and deeply held conservative attitude toward IT all the time. If they can know well the IT adoption and situation as well as track the benefits continuously in other life insurance companies through constructing competitive intelligence system, it’ll be helpful for company to evaluate their own competitive advantage comparing with others and provide useful references about IT decisions

半導體產業發展至今共經歷三個階段的變革，從70年代電腦元件的標準化、80年代ASIC技術的出現一直到90年代系統單晶片的設計方式興起，SIP產業也因而崛起。SIP使得IC設計分工更加專業與精細，然而，不同類型的SIP供應商有不同的核心能力，一家SIP供應商不可能滿足顧客對於SIP的所有需求，因此，整個SIP產業供應鏈的分工與串接變得十分複雜，廠商間彼此競爭又合作的關係使得各公司必須隨時調整以尋求最合適的經營模式。而在這樣變化快速的市場環境中，進而突顯了企業實施競爭智慧的重要性，競爭智慧能幫助企業蒐集並分析產業環境的相關資訊進而提供即時的決策分析與建議，以提昇企業的競爭優。而SIP重複使用的特色雖促成了新興的交易模式，但這也造成了SIP交易過程中最大的問題即是產品與技術的價值難以衡量。 本研究之個案公司同時面對市場變動快速及議價能力不足等問題，經本研究藉由文獻蒐集分析及個案實際深入訪談後，調查結果發現SIP鑑價之資訊需求來自於影響SIP價值之因素，故本研究關注於SIP價值影響因素，探討其影響原因及理由為何，並利用交易策略競爭智慧系統架構的建置，幫助個案公司能由價值影響因素的觀點出發，即時將資訊分析處理成為交易決策之依據。 本研究設計之交易策略競爭智慧系統架構共分為三個子系統，由資訊蒐集子系統根據SIP價值影響因素分為五個模組，各模組由各種內部及外部情報源收集所需資料，並依據各因素進行分類匯整後存入企業內部資料倉儲，再利用各種鑑價分析方法由資料倉儲內取得所需資訊進行SIP的綜合評價，最後配合交易模式的選擇提供企業在發展交易策略的依據。 / Since the standardization of computer components in 1970s, ASIC technology of the 1980s to the rise of System-on-Chip design in 1990s, the semiconductor industry has experienced three stages of transformation. It created a new business industry – SIP business. Because of SIP, IC design becomes more professional and precise division of labor. However, each SIP provider has different competence, and one SIP provider can’t meet all the customer needs. Therefore, the SIP industry supply chain becomes very complex. Mutual competitions between manufacturers and cooperative relations force the companies to adjust their strategies at any time to find the most appropriate business model. Rapid changes in the market environment underscore the needs of Competitive Intelligence. CI can help the companies to collect and analyze information related to the environment, provides real-time analysis and decision-making recommendations to enhance the competitive advantages. Although the reuse of SIP leads to the development of new transaction models, but also causes the problems of measuring the value of products and technologies. This case faces the problems of rapid changing market and low bargaining power. After investigating by documents collection and case interview, we find that the information needs of SIP valuation is the effect factors of SIP value. So this research focuses on the effect factors of SIP value and the reasons, and helps this case use real time information processing as the base of transaction strategy by transaction strategy competitive intelligence system from the perspective of the effect factors of SIP value. The design of the transaction strategy competitive intelligence system structure can be divided into three subsystems. Data collecting subsystem gathers the internal and external information for SIP transaction strategy made from every data sources, and saves into the enterprise data warehouse base on the classification of the factors. Then engage the comprehensive evaluation of the SIP by using every kind of valuation methods. At last, combines with the choices of transaction models to provide the foundation of transaction strategies. Keyword: SIP, Effect Factor of SIP Value, Competitive Intelligence, Competitive Intelligence System

在全球化市場及國際化競爭的環境中，企業需加強對競爭對手的瞭解、對整體市場變動的認知、致力於開發有特色的產品、開發多元的行銷通路以及提供創新服務；而透過競爭智慧系統(Competitive Intelligence System, CIS)提供企業做預警的準備，估計競爭者未來可能採取的策略和反應，以有效地制定企業自己的策略方向及策略措施，適時反應市場變化。 本研究以五力分析為基礎與PEST結合形成九力分析，藉此分析記憶體模組產業此九項作用力間的強弱關係，並以九力觀點針對個案公司進行深入探究，得知個案公司於「供應商議價能力」之作用力對其他威脅性較高之市場因素。並透過SWOT 分析協助個案公司知悉目前定位，本研究藉由九力分析結果結合SWOT策略矩陣，建議個案公司建置競爭智慧系統，協助尋找上下游競爭決策流程之關鍵智慧議題，並深入探討如何設計對於上游採購之流程與相關競爭智慧之動態需求，並建立概念資料模型以供決策之用。 研究結果發現，記憶體模組產業目前所面臨最大挑戰為記憶體顆粒市場變化劇烈，需隨時掌握記憶體價格波動情況，並隨時監控市場交易情況，藉由建置競爭智慧系統了解各家競爭公司對於供應商之合作關係，快速反應市場的變化，提供個案公司完整之資料來源和結構化資料，以便未來企業做為決策之依據並追求機會，以提升自身競爭優勢。 / In the globalization market and competitive environment, enterprises need to understand their competitors and changes of the globalization market, to develop unique products, to diversify marketing channels, and also to provide innovative services. Through Competitive Intelligence System (CIS), enterprises can predict competitors’ strategies and responses in the future develop their own business strategy and have quick response to the change of the globalization market. This study uses the nine forces to investigate the critical production factors that have great impacts on the memory module industry. By means of the SWOT cross-matrix analysis, the study forms find out, analyze, constructs the strength and weakness of the case in this industry. According to the analysis, the force of the supplier’s bargaining power has more influence than the other forces. Then, this study explores how to design the process for the upstream procurement and the dynamic needs of competitive intelligence. Finally, according to the result to identify the key intelligence topic of the competitive decision-making process and build conceptual data model for decisions. The results show that the biggest challenge of the memory module industry is the price of the DRAM in the market. Therefore, enterprises need to know the whole industry market conditions. By implementing the Competitive Intelligence System, it is easily to understand various competitors for the cooperation between suppliers, and to respond to market changes rapidly. Furthermore, CIS provides complete data sources and structured data to the enterprise as a basis for decision-making and help business to look for the opportunities to enhance their competitive advantage in the future.