手機機殼廠商競爭策略之個案分析—以W公司為例

傅彥海(Yen-hai Fu)

指導教授 ： 王存國

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2011年)

摘要

行動電話產業在臺灣產業中屬於技術密集、知識密集以及附加價值高的產業。行動電話零組件產業供應鏈，依循PC產業的成功經驗模式，已形成「行動電話組裝」垂直供應鏈。因此臺灣已經成為全球主要行動電話品牌經營者及製造廠所倚賴的重要代工廠商及產品研發合作的夥伴 。
目前臺灣行動電話零組件產業供應鏈中，臺灣廠商有能力掌握生產的零組件包括充電器、通訊板、電池封裝、行動電話機殼、LCD、LED、受話器、按鍵及天線等。其中行動電話機殼產業是最容易被大家忽視，但卻是在手機供應鏈中不可缺少的零組件。且隨著行動電話功能的演變成智慧型多功能手機，行動電話機殼已由單純的功能性演變成機能性。
本研究採個案研究方式，藉由在國內智慧型手機市場上具有相當影響力公司其主要機殼供應廠商W為討論個案研究對象，將研討分析廠商如何在市場上產業環境變遷及其所面臨之內外部競爭考量下，建立其所需之發展策略。
在研究中發現，面對未來競爭機殼廠商應加強上、下游整合，除有效降低產品成本外更可縮短交期。另需橫向整合以面對不同需求。

關鍵字

發展策略 ； 機殼 ； 供應鏈 ； 行動電話

並列摘要

The mobile phone industry is an industry that is technology intensive, knowledge intensive and high value-added. The supply chain of mobile phone spare parts relies on the the successful experience of PC industry in Taiwan, having formed –“the vertical mobile phone assembly”- supply chain. Therefore, the major mobile phone brands all reply on the manufacturing and research and development capabilities of Taiwanese firms, making Taiwan their major OEM partner.
At present, with such supply chains of mobile phone spare parts, Taiwanese manufacturers have the ability to produce high quality spare parts, including battery charger, communication board, battery seal, mobile phone cabinet, LCD, LED, telephone receiver, pressed key, antenna and so on. Among them, the mobile phone cabinet industry can be easily neglected, but cabinet is in fact the essential part of handset. As the smart phone is gaining greater market shares, the function of the mobile phone cabinet also is demanded to be and has become versatile.
This research conducts a case study. By studying a major cabinet manufacturer for the smart phone in the domestic market, the study analyzes the technological and competitive environments and the capabilities of the company so as to construct it’s a strategic plan for the company for future development.
The findings of the research show that the case company should strengthen the integration of both the upstream and the downstream of the supply chain to deal with the future, more fierce competition. The cabinet manufacturer should focus not only on reducing the production cost but also on efficient delivery. Horizontal integration is also needed in order to fulfill the varied demands effectively.

並列關鍵字

Development Plan ； Cabinet ； Supply Chain ； Mobile Phone

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