筆記型電腦代工廠競爭力分析

Competitive analysis for notebook ODMs

林維偉(Wei-wei LIn)

指導教授 ： 巫和懋

國立臺灣大學/管理學院/國際企業學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.10397

摘要

本論文的主旨在探討筆記型電腦代工廠商的競爭力分析。過去幾年以來，在筆記型電腦品牌廠商的激戰中，合併及聯盟的動作，一直在持續的進行當中。每一家業者，都用盡了各種不同的行銷手法及各種不同型態的行銷通路，期望達到更高的市佔率。

在如此高速成長及競爭的環境中，代工廠除了產能的擴充以外 更需要提高自身的競爭力，以求為客戶作到更有附加價值的服務。藉由各種不同的經營策略，代工廠期望除了產量的成長以外，獲利也能隨之成長。

運用了競合策略，來檢視代工廠與品牌廠商，還有關鍵零組件供應商之間的關係。同時也由賽局理論的印證，對代工廠彼此之間的競爭，採取競價的方式並非最佳策略。代工廠除了價格以外，更應該以本身不同的競爭優勢來獲取新的生意。

關鍵字

賽局理論 ； 競合關係 ； 代工廠

並列摘要

We can learn from a lot of M&A activities in the notebook PC industry that the competitions became much stronger in the past few years. Every branded notebook PC supplier would think of any possible way to increase their market share.

Under such kind of competitive market, the notebook PC ODMs not only build up good manufacturing service but also need to be more competitive in this industry. Therefore, they have to provide a value added service to their customers In this study, we examined the competitiveness of the four major Taiwanese notebook PC ODMs by analyzing their value chains and strategies. ODMs not only look for high growth in production but also in profits.

This study used the co-opetition strategies to discuss the relationships between branded notebook suppliers, ODMs and key components suppliers. The ODMs should make good use of the co-opetition strategies to get more benefits from their business. We can also see that price competition is not the only way and it is also not an efficient way to get more business. ODMs should be more competitive by enhancing their their overall operations instead of low pricing strategy only.

並列關鍵字

Co-opetition ； Game theory ； ODM

參考文獻

16. 鄭名哲, “資訊收集與產業競爭動態分析－以台灣筆記型電腦代工產業為例” , 國立台灣大學國際企業學研究所碩士論文, 2001

2. Dell, Michael, “Direct from Dell-Strategies that revolutionized an industry” HarperCollins, 1999

5. Grandstrand, Ove, Pari Patel and Keith Pavitt , ”Multi-Technology Corporation：Why They Have “Distributed” rather than “Distinctive” Core Competence”, California Management Review, Vol.39, No 4, Summer，1997

8. Porter, Michael E., “The Competitive Advantage of Nations”, Free Press, 1998

9. Porter, Michael E., “Competitive Strategy: Techniques for Analyzing Industries and Competitors”, Free Press, 1998