原廠委託設計代工(ODM)產業轉型成解決方案導向產業並透過4C策略行銷方式建立

過去30 多年來台灣產業靠代工發展各項產業，從傳統OEM 走向ODM，近年來產業遇見成長瓶頸，不只競爭壓力大，產品差異越來越少，從降低成本Cost Down 的道路上越走越窄，桌上型桌機的全球出貨量也從上億台的全球出貨量，降至9千萬台，並以每年以2-3% 的速度在減少，需求轉向筆記型電腦與平板電腦等方便攜帶與居家的使用，因此產業轉型成為不可忽視並要加速執行的課題，因為”天下武功，唯快不破” 如何加速轉型配合產業與客戶的需求，提高產業價值，拉高毛利，創造差異化，尋找新的藍海是我們在此時此刻必須去蛻變的。在4C轉型的過程與結果上，採用5年 4階段規劃，逐步利用4C分析，把所有可能面對問題與方向一一釐清，在公司內的人員、機器、材料、法規、環境上做相對的應對，這些應對也配合產品策略發展從產品金字塔頂端產品先行開發，希望在規畫後續階段與步驟上能達到轉型最終目的。當然也希望透過這樣的過程與說明可以協助有意想轉型的產業一體適用，可以提供一個互相期勉與收斂的方向，未來在產業的轉型發展上提供一個參考。

關鍵字

產業轉型；原廠委託設計代工；解決方案導向； 4C策略行銷方式

並列摘要

In the past 30 years, Taiwan’s industries have relied on various industries from traditional OEM to ODM. In recent years, when the industry battles bottlenecks, not only the highly competition pressure but also the less product differences are getting tough from cost reduction. The global shipments by unit of desktop has also dropped from one hundreds of millions of global shipments to 90 million units or less that are decreasing at a rate of 2-3% year by year, and demand moves to laptops and tablets, etc. It is convenient to portable stuff and using at home, because of industrial migration, has become the subject that cannot be passed over and speed up. How to speed up migration to meet inquires of the industry and increasing value added, gross profit, differentiation, and generating a new blue ocean is what we need migrate shortly at this moment. In the process and results of the 4C transformation, a 5-year 4-stage plan is adopted, and the 4C analysis is gradually used to put all may face problems and directions to clarify one by one, in terms of personnel, machines, materials, regulations, and the environment in the company make relative responses. These responses also cooperate with the development of product strategy and develop products from the top of the product pyramid firstly. It is hoped that the ultimate goal of transformation can be achieved in planning the subsequent stages and steps. Of course, it is hoped that through such a process with the explanation, it can assist industries one-size-fits-all that want to transform, and can provide a direction of mutual encouragement and convergence. In the future, it provides a reference for the transformation and development of the industry.