主機板產業以客戶鏈作業參考模式轉換ODM客戶訂單活動之研究

The Research of Conversion ODM Customer Orders with Customer Chain Operations Reference Model in Motherboard Industry

陳銘崑(Ming-Kuen Chen) ； 白光華(Kuang-Hua Pai)

《科技管理學刊》 19卷3期 (2014/09) Pp. 63-94

摘要

資訊產業為因應產品生命週期短及供需市場瞬息萬變的特性，產業上下游供應鏈長期合作關係的建立越來越重要，協同商務模式運作之需求因應而生。資訊製造業經過2008年金融風暴的洗禮之後，品質與價格已經成為取得訂單之必要因素，而取得訂單的關鍵因素取決於速度。以原創設計製造模式（Original Design Manufacturer; ODM）為主的資訊製造業，在買方主導市場的情況下，為爭取客戶訂單，從建立客戶關係階段（Relate）、展現公司研發能力及運籌能力等的行銷過程（Sell）、到最後的簽約談定運送條件（Contract），一直沒有一套有效的作業準則以供依循，直到2004年供應鏈協會（SCC）制定了客戶鏈作業參考模式以供企業參考。本研究旨在探討主機板產業以買方主導的客戶鏈協同模式，分析以ODM製造模式為主的企業如何運用客戶鏈作業參考模式獲得客戶訂單。首先依據產業實務營連以代工代料的角度區分客戶不指定用料（Turnkey Parts）、客戶指定用料（Assign Parts）、及客戶提供用料（Consign Parts）等三種ODM模式型態。之後，連用客戶鏈作業參考模式（CCOR-Model）建立主機板產業客戶鏈協同作業模式及績效衡量指標。最後，以實務個案驗證客戶鏈在主機板產業協同作業模式之應用。

關鍵字

客戶鏈 ； 供應鏈 ； 德爾菲法 ； 主機板 ； 關鍵績效指標

並列摘要

In IT Industry, the long-term relationship with supply chain is getting more important due to the characteristics of short product Iifecycle and rapidly changing in market, and thus evokes the collaborative operation model. After the financial crisis in 2008, quality and price become the basic factor to get the order, and the key factor to win the order contributes to the speed of fulfillment. Until Supply Chain Council (SCC) defines the customer-chain operation reference model in 2004, there are no other effective operation model for enterprise to follow from the relate stage, sell stage of showing the R&D and Logistic abilities, to the contract stage of contracting and term setting in ODM-based IT industry. This study aims to the customer's chain collaboration model with buyer leading market situation in Mainboard Industry and analyze how to win the order using the customer's chain collaboration model in ODM-based IT industry. First, divide the ODM model into three types from material points of view: Turnkey-Parts type, Assign Parts type, and Consign Parts type. Second, apply the CCOR-Model by different type of ODM model and then creates the key performance indicators (KPI). Finally, use the real case in Mainboard Industry to verity the collaborative operation model.

並列關鍵字

CCOR ； Supply chain ； Delphi ； Mainboard ； KPI

參考文獻

中華徵信所(2011)，「代工 vs. 潮產--台灣代工邁入智造新時代」，http://alumni-voice.nctu.edu.tw/innovation/images_innova/2014taitra385_OEM001.pdf。

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(Supply-Chain Council (2002), Supply Chain Operation Reference Model, Supply-Chain Council.).

(Supply-Chain Council (2004), Customer Chain Operation Reference Model, Supply-Chain Council.).

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