- 學位論文
網路通訊設備產業以自有品牌創業個案研究——以普萊德科技股份有限公司為例
AN ENTREPRENEURSHIP CASE STUDY OF OWNBRAND COMPANY IN TAIWAN NETWORKING COMMUNICATION INDUSTRY
摘要
本研究以「普萊德科技股份有限公司」為個案研究對象，探討我國網路通訊產業中以自有品牌成家之創業個案。 本研究以深度訪談，包括初級及次級資料蒐集，整理普萊德自創辦人陳清港先生一人獨資創業起，帶領公司發展、成功上櫃，發展迄今的歷程，並且蒐集普萊德與同類型上市櫃公司近五年之財務報表，分析普萊德在財務流動性、活動力、安定性、獲利性以及現金流量等之表現。 探討普萊德成功創業之關鍵，包括風格獨特的創業家、堅強且合作無間的創業團隊組織、在品牌、生產、研發、財務控管上正確的經營策略與方向，及帶著運氣的選對市場。普萊德以應變快速的系統整合能力為其一以貫之的核心競爭優勢，以嚴謹的財務控管避免了創業過程中可能的財務危機，展現穩定良好的經營能力。 本研究根據普萊德創業個案研究，提供三項建議給有意於網路通訊高科技產業中創業之創業家：一、自我創業特質檢視、二、資本額有限時，可考量以品牌模式創業；三、找尋利基市場以健壯公司體質，再行擴展。 普萊德公司創業的下一步，普萊德創業迄今一帆風順，目前正處於公司轉型的關鍵時刻，多年累積的營運現況優勢包括：品牌效益逐漸擴散、顧客關係穩定、組織成長穩定等，但亦面對擴展品牌知名度、開發新興市場、研發資源、接班人課題等課題，建議普萊德在未來發展上應更注重人才選用以及策略規劃。也建議後續研究針對創業廠商轉型進行研究。
並列摘要
This research takes a real entrepreneurship case, in which the entrepreneur built the company based upon an OBM (Own Brand Manufacturing) business model, of Taiwan Networking Communication industry for study. The local Taiwanese company, PLANET (Planet Technology Corporation), is taken as the object of this case study. By interviewing Mr. Jack Chen, the founder, Chairman and CEO of PLANET, the prominent figures of the team, and also the indirect collection of information, this research has made a thorough case study of the entrepreneurship history of PLANET, about how the founder commenced the company independently, how he led the company successfully achieved IPO (Initial public Offering), and the track of its development. The research collected the financial statements from year 2000 to 2005, and analyzed the financial performance of PLANET and another 6 networking communication companies in the open market. The research focuses on the keys to PLANET’s success, including an unique entrepreneur, a well organized team spirit, correct operation strategies in branding, outsourcing manufacturing, R&D investment and financial control, and a fortunate choice of a right market to enter. The ability of quick response and system integration is the core competence of PLANET. The strict financial control avoided the possible financial crisis during PLANET’s establishment and yielded a stabilized operation performance. Based on the case study of PLANT, the research concludes that for entrepreneurs who are interested in the high-tech Networking communication industry, shall review his own entrepreneur personality, consider building the company by OBM business model with limited capital, and find a niche market to commence the company, and expand the company while it is strong enough. Up until now, PLANET has proceeded smoothly without a hitch, while it is now standing at the turning point. Toward next phase, PLANET would surely rely on its competitive advantages achieved in preceding years, such as spreading brand benefit, well-established customer relationships and the stably growing organization. Nevertheless, PLANET also faces the challenges like expanding its brand awareness, developing new market, increasing research resource and to find an appropriate successor of Mr. Jack Chen. The research suggests PLANET focus on human resource management, the long term strategy planning and the follow up researches, which shall assist PLANET in analyzing all the possible way in the future