- 學位論文
網路通訊ODM企業的競爭策略 — 以某公司區域網路產品中心為例
Networking ODM firm's Competition Strategy - A Study on One LAN Product Center
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摘要
網路通訊產業發展多年，受到市場需求的推擠而不斷發展，在速度、距離、安全及普及率等各個面向，都有長足的進步。 網路通訊產業早期都由歐美等先進國家所領導，但隨著產業競爭激烈，領導廠商為了降低成本先將生產基地外移，進而大量採用ODM (Original Design Manufacturer) 的模式，將製造及設計外包出去，台灣也因為政府的政策而大量進入各種資訊產品 (包含網路通訊產品) 的ODM製造行列。 但由於資訊產業朝品牌和ODM分工的模式持續發展，企業競爭已不僅限於品牌領導者之間的競爭，而ODM企業之間的競爭也愈趨激烈。有許多研究，從價格策略、產品組合策略、或供應鏈及價值鏈角度來分析通訊產業的競爭策略。大部分研究的分析對象則侷限於領導廠商間的競爭策略、領導廠商與後進者之間的競爭策略以及工廠營運效能的改善等等，然而有關網路通訊產業ODM企業間的競爭分析卻不多。網路通訊ODM企業，必須同時以製造規模取得成本的優勢，並且以技術能力和客製化來服務客戶。在面臨各方面壓力時，無法棄守低價的競爭，又必須整合多變的技術，網路通訊ODM企業如何找到適合的競爭策略，則是急切且重要的。 本研究以一個系統的架構將公司的產品線做分類，再以各個面向來分析其競爭力及所面臨的成長問題，進而從成本、差異化及焦點專注等三面向提出可能的建議策略。此架構可提供公司管理階層，尋找公司成長的瓶頸以及將來努力的方向。
並列摘要
Internetwork has been introduced for several years. It always migrates due to the market demands. For example, customer needs higher bandwidth, better data security, higher transmission rate, and longer transmission distance. As these improvements on improving customer’s need , the requirements keep growing now. Networking industry was led by American company. But due to the competition, those firms move the production line oversea to get cheaper labors. To get lower cost, they find contract manufactory to produce their designs. Moreover, when the price keeps dropping, they release those non-core-competency products to Original Design Manufacturer (ODM) firm. ODM firms get the product specifications from the brand name company and then provide services of design and production. For more and more ODM firms take the design and production, the competition is not only restricted among the brand companies but also among these ODM firms. However, most of the studies focus on the price war, product portfolio strategy, supply chain, and value chain. It’s hard to find studies on the competition strategy among ODM firms in networking industry. Networking ODM firms should improve their design and manufacturing skill to provide better services. They also have to lower their operation fee to compete each other. To get a proper analysis model and competition strategy for networking ODM firms is very important. This thesis tries to provide an algorithm for managers to get a systematic competition-strategy. We firstly classify the products into some groups. Then analyze the various competitive strengths for each group and find the growth obstacles. Finally, we provide the recommended strategies from the view of cost-deduction, differentiation and focus. This algorithm can help the managers finding out their bottlenecks and proper strategies.
參考文獻
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