本研究以目前全球小型記憶卡市場佔有率最高的前三大公司為個案，透過次級資料蒐集了解個別廠商營運概況，彙整競爭現況與產業特色後，以波特的價值鏈為工具，分析記憶卡產業領導廠商之價值活動，並比較其成本優勢與差異化的來源，藉此推論領導廠商策略擬定以及產業未來發展的趨勢。
小型快閃記憶卡近年來隨著數位相機的需求成長下快速蓬勃發展，未來短小輕便的移動型儲存媒體仍將持續不斷的發展，以因應數位生活時代的多媒體環境來臨。然而目前市面上各種記憶卡規格林立、品牌眾多，本研究之目的在了解市場可能的變化，尋找引導變化的來源，並說明這些關鍵領導廠商具備的影響力，以及台灣在這個產業中具有什麼機會。
根據價值鏈的分析，記憶卡領導廠商主要的價值活動可以分為兩者，一是在設計上對記憶卡控制晶片技術的掌握能力，另一是記憶卡銷售通路控制與品牌的建立。兩者都因為先佔優勢與規模經濟而形成記憶卡產業的進入障礙，然而因為規格的競爭尚未明朗，領導廠商紛紛與對手採取聯盟合作，彼此的策略考量依其市場環境與競爭地位而有所不同，因此雖然可能會幫助競爭者或甚至吸引具有威脅的新對手進入市場，但是記憶卡產業中技術授權的情形還是屢見不鮮。
在競爭優勢的理論架構下，本研究推論小型記憶卡產業發展有幾個趨勢。產業龍頭的SanDisk將鞏固其高度的影響力，持續主宰記憶卡市場；Lexar則將專注於發展高階產品，並據以佔據特定市場；Memory Stick在SONY主導下必定成為主流規格之一，在各式應用商品中廣泛流通；由於規格的發展掌握在國際大廠手中，台灣不具有主導能力，不過台灣可以加強與關鍵廠商的合作關係，發揮製造端的量產能力或是代理亞洲通路，亦能在產業中佔有一席之地。

This study employs a case study approach to evaluate the three leading global memory card manufacturers’ competive situation and challenges. It also tries to explore their business strategies based on analyses of value chain and competitive advantage theories developed by Michael E. Porter. This study looks into SanDisk Corporation as a main case, and then compares it with other key players to realize their cost leadership, differentiation advantage and strategy selection.
During past years, there is a big change in the storage industry. The emergence of memory cards, a portable solid-state card to store all necessary information handily, results from information products and consumer electronic products emphasizing the multimedia needs of mobility and storage. The purpose of this thesis is to analyze and to study the competition of various standards of the flash memory card and to find out if there is any difference in bussiness strategy concerning the setting of standards between those most competitive key players. Furthermore, with the understanding that three global leaders will definite dictate the future of the trend development, this study tries to underscore how Taiwanese companies should respond to the challenge and potential prosperity of the flash memory card market.
Many flash memory card companies allocate resources to core competencies, and out-source the remaining business activities through strategic alliance. In this study, we find these leading firms make effort in two major value chain activities. First, designing memory card controller IC is the single most important thing for these key players. Second, they take a blobal view in their marketing strategy, thus consolidate global brands and manage world-wide market channels.
Under the framework of value chain regarding the trend of memory card industry, the conclusion of this research has been drawn as follows. SanDisk, the market leader, will go all out to keep their market position and dominative power. Lexar Medis have to develop their own niche technology not only for specific high price card market but also for increase brand awareness. SONY must focus on the adoption of the complementary competitors of all electronic products to spread their memory stick applications, to enhance the dimension of market acceptance and to be one of the dominant designer. While the standards of card format and controller technology of memory card are held by market leaders, Taiwanese companies still have chance to cooperate with key players counting on their mass production experience and convenient access to the Asian market.

中文部分
1林志鴻，小型記憶卡的未來與技術動向，數位視訊多媒體月刊2001年一月號，民國九十年一月。
2曾淑華，小型快閃記憶卡市場百花爭嗚，經濟部工業技術研究院經資中心ITIS計畫評析，民國九十二年。
3 Michael E. Porter著，Competitive Advantage，李明軒、邱如美譯，競爭優勢（上、下），天下遠見出版公司，民國八十八年。
4司徒達賢，策略管理，遠流出版社，民國八十四年。
5羅招龍，台灣Flash與Mask ROM產業競爭力之研究，國立交通大學科技管理研究所碩士論文，民國九十一年六月。
6張錫華，從DRAM產業發展經驗探討Flash Memory產業經營策略，元智大學資訊管理研究所碩士論文，民國九十一年六月。
7王董慧，小型記憶卡產業發展之研究，淡江大學國際貿易研究所碩士在職專班碩士論文，民國九十二年六月。
8張振欽，策略制定與策略執行之關聯性─以一家資訊家電產業週邊設備供應商為例，國立清華大學工業工程與工程管理研究所碩士論文，民國九十二年六月。
9謝文獻，快閃記憶體的特性、分析以及參數萃取，國立交通大學電子工程研究所碩士論文，民國九十年六月。
10洪鵬雲，行動裝置上的快閃記憶體儲存管理與清除策略的研究，國立暨南國際大學資訊管理學研究所碩士論文，民國九十年六月。
11曾淑華，新一代小型記憶卡之應用與發展，經濟部工業技術研究院，民國九十年十月。
12溫在昇，「閃耀光芒的明日之星－Flash Memory」，新電子科技雜誌vol.80，民國九十年三月。
13賴麗秋，連結各種平台溝通無障礙－小型儲存卡潛在商機無限，電子時報，民國九十一年八月。
14張芝榕，Flash Memory於行動電話之應用，經濟部工業技術研究院經資中心ITIS計畫評析，民國九十一年。
15曾淑華，小型快閃記憶卡之價格變動分析，經濟部工業技術研究院經資中心ITIS計畫評析，民國九十二年三月。
16 Michael E. Porter，Competitive strategy，周旭華譯，競爭策略－產業環境及競爭者分析著，天下遠見出版公司，民國八十七年。
17林瑞霖，高性能高密度快閃記憶體之研究，國立清華大學電機工程研究所博士論文，民國八十九年六月。
18陳宏銘，低腳數記憶卡的系統實現，國立清華大學電子工程研究所碩士論文，民國九十一年六月。
19唐群惠，國內積體電路產業之產業價值鏈分析，國立台灣大學會計學研究所碩士論文，民國九十年六月。
20彭茂榮、張芝榕，IA時代記憶體產業的新契機，經濟部工業技術研究院，民國九十年八月。
21李奉煦，Samsung Rising，楊純惠、黃蘭琇譯，三星秘笈，大塊文化，民國九十二年。
22彭茂榮，快閃記憶體產業未來趨勢，經濟部工業技術研究院，民國九十二年二月。
23洪嘉良，系統產品之架構競爭與擴散機制－以無線通訊系統為例，國立台灣大學商學研究所碩士論文，民國八十九年六月。

英文與網路部分
24 Renesas Technology Corporation, Flash Memory Technology Overview, http://www.renesas.com/eng/products/memory/fmemory/index.html, May 2004.
25 CompactFlash Association, http://www.compactflash.org/, February 2004.
26 Power Quotient International Co., PQI Flash Product Data Sheet, http://www.pqi.com.tw/eng/download/datasheet/datasheet/HITACHI-cf/FCXXX.XH7%20datasheet.pdf, May 2002.
27 SSFDC Forum, http://www.ssfdc.or.jp/english/index.htm, February 2004.
28 Toshiba Corporation, SmartMedia TC58NS100DC product datasheet, http://www.toshiba.com/taec/components/Datasheet/TC58NS100DC_030312.pdf, March 2003.
29 MultiMedia Card Association, http://www.mmca.org/, February 2004.
30 SanDisk Corporation, MultiMedia Card Product Manual Rev. 5.2, http://www.sandisk.com/pdf/oem/ProdManualMMCv5.2.pdf, March 2003.
31 Sony Corporation, http://www.sony.net/Products/MS/, February 2004.
32 Memory Stick Developers’ Site Office, ‘What Is Memory Stick’, http://www.memorystick.org/eng/aboutms/index.html, February 2004.
33 SD Card Association, http://www.sdcard.org/, February 2004.
34 Matsushita Electric Corporation of America, ‘SD Technology Explained’, http://www.panasonic.com/consumer_electronics/sd/sd_explained.asp, February 2004.
35 Fuji Photo Film U.S.A. Inc., Press Release, http://www.fujifilm.com/JSP/fuji/epartners/PRNewsDetail.jsp?DBID=NEWS_499702, July 2002.
36 Olympus America Inc., Press Release, http://www.olympusamerica.com/cpg_section/cpg_pressDetails.asp?pressNo=192, July 2002.
37 http://www.idc.com
38 SanDisk Corporation, http://www.sandisk.com, February 2004.
39 SanDisk Corporation, SanDisk Corporation 2002 Annual Report, http://www.corporate-ir.net/ireye/ir_site.zhtml?ticker=SNDK&script=10903&layout=-6&item_id='http://media.corporate-ir.net/media_files/NSD/SNDK/reports/ar2002t.pdf', April 2003.
40 Lexar Media Corporation, http://www.lexarmedia.com, February 2004.
41 SanDisk Corporation, JP Morgan 32nd Annual Technology & Telecom Conference Presentation, http://media.corporate-ir.net/media_files/NSD/SNDK/ presentations/jpmorgan050604.pdf, Feb 2004.
42 http://www.memorystick.com