膠帶產業經營模式之探討－以手持式通訊產品為例

感壓膠帶(Pressure Sensitive Adhesive Tape 簡稱PSA Tape。意涵-施以壓力即發生暫時或永久黏著特性的膠帶)在手持通訊產品上，扮演極重要關鍵角色。近幾年美國Apple公司以創新經營模式，成功推出iPod、iPhone及iPad手持式通訊產品，產品開發過程若沒有膠帶廠配合研發，目前靈活功能的觸控螢幕(Touch Panel)難問世，Apple公司的品牌價值及藍海經營模式也不易成功。手持通訊產品不斷推陳出新、技術不斷創新的環境下，膠帶產業如何掌握手持通訊產品的市場趨勢、完整供應鏈及探討新經營模式。研究方法以個別專家訪談，釐清台灣膠帶業面臨之困境、透過文獻及焦點團體專家訪談結果，分析可行的經營模式。結論建議:培養「關鍵資源」的人力及智慧資源、執行以市場為導向的「價值鏈關鍵活動」、樹立價值驅動的「成本結構」觀念、建立協同開發產品的「顧客關係」、以競合方式做「關鍵合作夥伴」的策略聯盟、直銷與經銷並進的「通路型態」、以區隔化市場為「目標客層」，落實這一連串經營模式與策略方針，主要滿足「顧客價值主張」及創造企業的「利潤公式」。

關鍵字

手持式通訊產品；膠帶產業；經營模式

並列摘要

PSA Tape is abbreviated from the Pressure Sensitive Adhesive Tape. The definition of PSA Tape is the property of the tape that when pressure imposed on the tape, it will be stuck to the object temporarily or permanently. The PSA Tape is used on handheld communication devices and plays an important role on the products. Taking Apple Inc. for instance, the iPod, iPhone, and iPad would be difficult to launch into the market, if the manufacture of PSA Tape would not support the research and development. How to explore the sustainable business model of PSA Tape in Taiwan? Research methods: Firstly, to clarify the difficulties factors of the PSA Tape in Taiwan through individual expert interviews. Secondly, to analyze feasible business model through literature and the findings from the focus group interviews. Conclusions and Suggestions: to cultivate the human resource and intellectual resource of the ”Key Resources”、to implement the ”Value Chain Key Activities” with market-oriented、to establish the concept of value-driven in the “Cost Structure”、to establish the “Customer Relationships” with co-developing products、to make strategic alliances of the “Key Partnerships” with co-opetition、Both channel ways of direct sale and distribution outlet、to segment the market for the targeted “Customer Segments”、to execute these series of business models and strategic direction in order to meet the “Customer Value Propositions” and create the corporate’s “Profit Formula”.

並列關鍵字

Handheld Communication Device ； Pressure Sensitive Tape Industry ； Business Model

參考文獻

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膠帶產業經營模式之探討－以手持式通訊產品為例

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