探討宏達國際電子建構品牌之過程：一個個案研究

Acts of HTC in Branding: A Case Study

黃仁律(Ren-Lyu Huang)

指導教授 ： 洪世章

國立清華大學/科技管理學院/科技管理研究所/碩士(2008年)

摘要

從臺灣企業的發展中，不難看到同時兼做品牌與代工業務的型態。然而，品牌與代工並存走到後來的結果，便是公司面臨內部資源衝突的問題。而宏達電在在價值鏈上的什麼核心活動與眾不同創造了屬於它的一片藍海，從 2006年中，宏達電決定發展自有品牌，到翌年2007年整體營收較2006年成長接近20%，而2008年第一季較去年同季成長近40%，顯示推行自有品牌的成效良好。對我國資訊電子產業來說，過去大多數是以OEM／ODM為主要的經營型態，在不斷擴大產能，營收年年屢創新高的漂亮成績下，雖然讓臺灣在世界的舞臺上占有一席之地，但是在這些亮麗的數字背後，其實隱藏了值得注意的危機，那就是以大量製造為主的代工型態，是造成產業空洞化與外移的主因，未來代工微利化的趨勢已成必然，越來越多的廠商認知到，透過自有品牌（OBM）的建立是提升企業價值很重要的方式。而宏達電便是一個值得探討的標的。
本研究希望藉由個案研究配合個案訪談，以目前在自有品牌經營績效良好之宏達電其發展歷程的時間序列為經，事件記錄為緯，以敘事體的方式，歸納出個案企業在發展國際品牌的歷程中其成功因素，研究結果歸納出宏達電推廣品牌成功因素有五，分別為一、洞見產業先機，與微軟合作，率先採用Windows CE OS；二、與全球電信營運商建立合作網絡，奠定互利模式；三、客製化產品與品管能力；四、產品週期運轉快速；五、資訊系統架構完善，流程最佳化專案。

關鍵字

資源基礎觀點 ； 個案研究 ； 宏達國際電子

並列摘要

The topic of this research focus on finding out success factors of branding in HTC (High Tech Computer Corporation), which is the leading company in smart handheld device industry. We can easily find many cases in operating own branding and OEM in Corporation development in Taiwan. However, there must have conflicts between own branding and OEM finally base on many cases. But we can see HTC's total revenue and profits from 2006 to 2007 increase by more than 20%, which means HTC has remarkable achievement in developing own branding area. The information and engineering industry in Taiwan, most companies adopt OEM and ODM as the main forms. In this way, the advantage is production capability and total revenue increase year by year, but this also yield another issues: OEM forms will result in empty industry effect and OEM makes less and less profit under cutting price down. Many corporations realize OEM result in less profit can solve by construct own branding (OBM). High Tech Computer Corporation is a typical case to probe into deeply.
This research will using case study interview, HTC as a research goal, in narratives way to conclude the success factor of branding in HTC. The research indicates HTC promote own branding successfully for five factors: (1) cooperation with Microsoft: first adopt Microsoft CE OS; (2) building cooperation network with global telecommunication company;(3) customize device and quality control ability; (4) Time to market;(5) well-construct information system.

並列關鍵字

Resource-based view ； Case Study ； High Tech Computer Corporation (HTC)

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