中国城市道路的巨大变化带动了消费者导航服务需求的迅速增长，车载GPS、PND、GPS手机等产品的出现为大家的生活带来了巨大便利。作为GPS导航设备的核心部分，中国电子导航地图市场近年来发展迅速，2008年销售额已经达到6.8亿元。
由于市场需求潜力巨大，赛迪顾问认为这一市场规模在未来很长一段时间内依然会以较快的速度增长。
近日，全国地理信息应用成果及地图展览会在北京展览馆开幕，记者观看到了国内众多地理行业相关企业及部门展示的最新成果。而这其中，以集上游图商、软件商以及产品终端硬件商为一体的导航产业尤为瞩目。看来，在3G乘上快车道、汽车行业平稳发展的行业大背景下，导航产业已经逐渐变为继互联网产业和移动通信产业之后最重要的ＩＴ经济增长点。而在构成这个行业支架的因素中，除了终端硬件商、先进的软件商外更不能缺少产业源头——导航电子地图的一席之地。
据赛迪顾问数据显示，在2008年中，我国导航电子地图行业成爆炸式增长，其中后装导航地图软件销量高达3G等越来越多的新兴产业出现，使得导航电子地图在今后5年内还会呈直线增长，而行业内易图通、四维图新等图商也是跃跃欲试。
数据显示，在促使导航电子地图飞速发展的众多诱因中，汽车与手机通讯成为助推力量。据国家汽车工业协会资料显示，2008年，我国汽车保有量达到1.49亿辆，其中私家小轿车保有量达到4000万辆，汽车导航设备保有量约为680万台。而2008年，我国汽车导航市场渗透率仅为4.56%，相对于欧美20%—30%的导航装配率以及日本60%的导航装配率，我国汽车导航市场需求远没被开发，众图商都翘首企盼更大的增长空间。
而手机通讯作为推动行业快速发展的另一诱因，也发挥着重大作用。据市场调查数据显示，目前全球手机用户已经达到20多亿个，而到2010年，全球使用导航电子地图的手机用户也将过亿。与此同时，手机制造行业也纷纷行动，与导航电子地图商合作，到目前为止，诺基亚、摩托罗拉、多普达等多个品牌的多款型号已经载入导航电子地图，实现了手持导航的功能。
在以上众多外部因素的催化下，导航电子地图自身也开始进行创新与改进。在此次展会上，记者看到了图商推出的各种新品，特别是易图通推出的动态三维实景导航电子地图，可以算是在导航地图技术上引领了3D之风。据悉，目前众图商已经开始了导航电子地图三维化进程，但由于此项服务涉及门槛较高、投入人力物力较大，国内只有易图通实现了三维实景导航的动态化，并于去年年底推出了国内首个应用在手持导航仪中的路口三维实景导航地图。
其实，导航地图的最基本用途是“导航”，其次是各种附加的服务，只有按照最终用户的消费需求去生产的导航地图才能被市场所接受。据易图通科技（北京）有限公司董事长王志钢介绍，动态三维实景导航地图的出现，最大限度地解决了在复杂道路情况下，如何更清晰导航和提高驾驶安全的问题。
“其实，在整个导航产业链中，导航电子地图的市场规模只占据了10%到15%，在有限的产业占有率中并不可能像其他快速消费行业一般，挤进大量生产商。所以，目前市场上的品牌地图商急需不断创新。”王志钢说，在创新大潮中，创造个性化、有差异、更舒适的导航体验以及人性化服务理念必将成为未来竞争的焦点。
但由于地图测绘涉及到国家机密，在中国从事导航仪地图相关的测量、制作及销售业务全部要在国家测绘法的许可下才能开展，为市场的进入设置了很高的准入壁垒，使得国外厂商很难直接进入市场，同时电子导航地图较强的“专业性”也为其他进入者设置了较高的技术门槛。目前，获得许可的厂商只有11家，但实际上在制作、销售地图数据的只有高德、四维图新、长地友好、灵图、凯立德、易图通6家。
但是，产品同质化严重的市场特点，加大了市场的竞争程度，同时电子导航地图制作和数据维护更新的投入也很大。对此，有业内专家分析认为，国内电子导航地图市场将遵循“强者更强”的游戏规则，逐渐和国外市场一样走向集中，而最终只有少数企业能够笑到最后。
China's urban road led to the tremendous changes in the consumer navigation of the rapidly growing demand for services, car GPS, PND, GPS mobile phone products such as the emergence of life for all brought great convenience. GPS navigation equipment as the core of the electronic navigation map market in China developed rapidly in recent years, 2008 has reached 680 million yuan in annual sales.
Great potential because of market demand, CCID Consulting believes that the size of this market in the future a long time will continue to grow faster.
Recently, the application of the results of the national geographic information and map the opening of the exhibition in the Beijing Exhibition Center, this reporter to watch the large number of geographical sectors of the domestic enterprises and departments related to the latest results show. And this one to set upper reaches of the map, software, and terminal hardware products to the navigation industry as a whole, especially attention. It seems that 3G take on the fast track, the smooth development of the automotive industry sector background, the navigation industry has gradually changed following the Internet industry and mobile communications industry the most important economic growth point of IT. The stent in the composition of the factors in this industry, in addition to terminal hardware, advanced software providers can not the source of the lack of industry - navigation electronic map of the place.
According to CCID Consulting's data show that in 2008, our navigation electronic map industry into explosive growth, after which the navigation map software installed 3G sales as high as more and more of the emergence of new industries, making navigation electronic map in the next 5 years growth will be linear, and the industry easy to map pass, four-dimensional map to the new plans are also eager.
Data shows that in promoting the rapid development of navigation electronic map of the many incentives, car and cell phone communications as a propellant force. According to the National Association of Automobile Manufacturers show that in 2008, China's cars to reach 149 million, of which maintain the volume of private cars reached 40 million, car navigation equipment to maintain about 680 million units. 2008, China's car navigation market penetration is only 4.56%, compared to Europe and the United States 20% -30% of the navigation as well as the assembly rate of 60 percent of Japan's navigation assembly rate, China's market demand for car navigation has not been much development, public plans are eagerly look forward to more room for growth.
And mobile communications industry as to promote the rapid development of the other incentives also play an important role. According to market research data show that the current global mobile phone users has reached more than 20 million by 2010, global navigation electronic map using the mobile phone users will also be billions of dollars. At the same time, mobile phone manufacturing industry have operations, and navigation electronic map to co-operate, so far, Nokia, Motorola, Dopod and other brands have been included in several models of navigation electronic map, to achieve the functions of the handheld navigation .
Large number of external factors in the above catalysts, the navigation electronic maps also to start their own innovation and improvement. In this exhibition, the reporter saw the introduction of a variety of map products, in particular, is easy to plan the introduction of Qualcomm's dynamic three-dimensional scene navigation electronic map in the navigation map can be regarded as the technical lead of the 3D wind. It is reported that many plans have already started a three-dimensional electronic map navigation process, but because of the service related to the threshold of higher human and material resources into the larger domestic only pass easily map a dynamic three-dimensional scene of navigation and the end of last year the introduction of the domestic application of the first handheld navigator in the navigation map at the junction of three-dimensional scene.
In fact, the navigation map is the most basic use of "navigation", followed by a variety of additional services, and only in accordance with consumer demand for end-users to produce the navigation map can be accepted by the market. It is easy to plan Technologies (Beijing) Co., Ltd. Wang Gang, the dynamic three-dimensional map of the emergence of real navigation as much as possible to resolve the complexity of the road, how to improve navigation and more clearly the issue of safe driving.
"In fact, the whole industry chain, navigation, navigation electronic map of the market accounted for only 10% to 15%, in a limited share in the industry may not be as rapid consumption of other sectors in general, into a large number of manufacturers. Therefore, brands on the market today are in urgent need of constant innovation map. "Gang Wang said that in the tide of innovation, and create personalized, there are differences in the navigation experience more comfortable and humane service idea will become the focus of the next competition.
However, due to mapping related to state secrets in China navigator map-related measurement, production and sales of all national surveying and mapping in law can be carried out under permit, in order to enter the market set a high entry barriers, making foreign difficult to directly enter the market makers, electronic navigation map at the same time more "professional" as well as other entrants set a high technical threshold. At present, only licensed 11 manufacturers, but in fact in the production and sale of map data, only the high moral, NavInfo long and friendly, Lingtu, Kay Lide and easy to pass 6 Fig.
However, the products of the same characteristics of a serious market, increased the degree of competition in the market, while the production of electronic navigation map data maintenance and update is also a great investment. In this regard, there are industry experts that the electronic navigation map of the domestic market will follow, "the strong stronger" rules of the game gradually and to focus on foreign markets, and eventually only a small number of businesses to the last laugh. |
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