The hallenges 21世紀科技管理的挑戰

■ 陳敏祐（Albert Chen） "Change" is not merely a negligible amount, or money returned when the payment exceeds the amount due. "Change" – the process of transformation, a shift in thinking, has actually become essential in our rapidly changing business world. Unless we "change," we will receive no "change." The powerful and ubiquitous Internet, an agent without physical and geographical boundaries, of course, is seated at the center of this change and globalization, affecting consumers and retailers alike, and causing technology management in business to look to a new vision and new disciplines: 1.Move from a Producers' Market to a Buyers' Market To be successful and profitable in any product or service, creation and innovation should be based on the buyers' needs (through research) rather than management's ideas. Voicemail and SMS on mobile phones have helped service providers generate millions of dollars, becoming the cash cow for the unforeseeable future because of customers' demands. In contrast, Coca-Cola's New Coke, American Express' Blue Optima, and Webvan's online groceries failed because of a discrepancy between the buyers' and the producers' markets. 2.Leverage the Global Advantage Since the market demands a multifaceted drive for greater speed (speed to the market, more rapid product design, and a quicker inventory turnover), geographically positioning various corporate functions in relation to your customers is crucial. One can also take advantage of the regional knowledge base formation and capabilities. Silicon Valley in the U.S. concentrates on systems and chips architecture, global marketing and capital investment; Taiwan focuses on valued added IC design, productization and advance IC manufacturing; China is known for regional distribution and low-cost manufacturing; and India specializes in IT Software coding and development. 3.Manage Converging Technologies Most "smart" cell phones now have a bundle service (triple play: voice, data, and video combined), and no doubt utilizes new waves of innovation, combining information and communication technologies from the Internet, productivity tools, and even a service industry. And the convergence of biotechnology and information technology has also become a reality – through bioinformatics, biochips, biomaterials, and the commercialization of nanotechnologies – which means new training and new management skill sets are required in order to stay ahead in managing converging technologies. 4.Design "Made-to-Order" Applications The Internet keeps advancing the art of "mass customization"– from made-to-order Levi's jeans to Dell computers, with nearly all of their $47 billion in annual sales falling into this category. Experience the sophistication of the software application yourself by visiting www.mytwinn.com, www.nikeid.com, or www.chipndough.com. The technology trend for made-to-order possibilities on the web is truly limitless, indicating that the applications will extend from retailers and consumers to commercial and enterprises before too long. In conclusion, in the 21st century technology, management should pay attention to the buyers' market, and find out what they want and need to improve their life styles and productivity. To leverage global advantage and regional location, you need to understand the value-added activities that compose the global commodity chain. To manage converging technologies you need to pull together the disciplines of combined knowledge and capabilities. To design made-to-order applications, you need to meet and listen to the new Internet generation and to reduce the supply chain cost. Unless we "change," we will receive no "change." （Prof. in IMBA of NCCU, President & CEO of Telamon Corporation） 「Change」並不僅僅是無關緊要的小錢，或是付錢時找回的零錢而已；「Change」是轉變的過程、想法的轉移，而且已經硬生生地變成了我們迅速變遷的商業世界中的基本元素。除非我們學會改變，否則將無法獲得成長。 強而有力且普遍存在的網際網路就像是我們跨越形體及地理界線的代理人，理所當然的成為這波改變浪潮及全球化的核心，除了影響消費者及零售商外，一樣地也促使企業科技管理朝向一個新的視野及新的方法轉變： 1. 從生產者市場導向轉變為消費者市場導向 為了達到產品或服務的成功與獲利，根據研究顯示，創造及創新必須跳出管理階層的意見，而以買家的需求為最終基準。 由於消費市場的大量需求， 手機的語音留言和行動簡訊已幫業者賺了大筆的鈔票，出人意料的成為一隻金雞母。相反地，像是可口可樂新研發的可樂、美國運通的藍盒運顯卡以及美國大型網上百貨店Webvan都是因為產品不受到消費者的青睞，而終究導致失敗。 2. 利用全球化的優勢 因為市場需要一個多面的驅動力來擁有更快的速度(進入市場的速度，更快速的產品設計，以及更高的存貨迴轉率)，依照你的客戶特性，將不同的公司部門功能做區域性的定位是很重要的。 你也可以利用區域性的知識基礎結構與功能。 例如美國的矽谷專注於系統及晶片研發，全球行銷以及資本投資；台灣致力於高附加價值的IC設計、商品化以及高階IC製造；中國以區域分布以及低成本製造業聞名；印度專精於資訊科技軟體識別碼研究及發展。 3. 管理整合科技 許多「時髦的」手機現在都有一整組的服務(三重的功能：聲音，資料以及影像組合在一起)，而且毫無疑問地利用新的創新浪潮，結合來自網路的資訊及通訊科技、具有生產力的工具，甚至是某一個服務產業。而且生物科技以及資訊科技的結合已經變成一個事實—透過生物資訊學、生物晶片、生物物質以及微細科技的商品化—這意謂著需要新的訓練以及新的管理技巧，以期在管理結合性科技中保持領先。 4. 產品設計「客製化」 網際網路的發達使得傳統訂單式生產得以大量客製化，從Levi's牛仔褲到高科技的Dell電腦，每年有將近470億元投入於這個市場。若是想要多瞭解這項電腦科技，請檢閱網站：www.mytwinn.com, www.nikeid.com, www.chipn-dough.com. 研究指出，在網路上客製化的科技趨勢有無限發展的空間，其應用將從零售商、消費者延伸到消費市場和企業上。 總之，21世紀的管理應該多注意買方市場，找出消費者的需求，以提升他們的生活形態及生產力。為了利用全球化的優勢並且顧及區域特性，你必須要瞭解全球商品生產的每一個加值的環節；為了管理整合科技，你必須結合多方的知識和能力。若想要達成產品設計客製化，你必須傾聽新的網路世代的聲音，並降低供應鏈的成本。除非學會改變，否則將無法獲得成長。 （作者是政大IMBA兼任教授,Telamon公司董事長） 【2004/12/26 經濟日報】