OEM/ODM 網通產業經營策略之探討-以A公司乙太網路交換器為例

On the Business Strategy of Networking OEMs/ODMs: The Case of Company A’s Ethernet Switch

林裕欽(Lin, Yu Chin)

指導教授 ： 林哲群 ； 黃裕烈

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2015年)

摘要

在網路普及盛行的時代中，市場需求變化快速，網路通訊相關產品日新月異，人們對網路頻寬有顯著的強勁需求。在經營環境劇烈變動，產業競爭全球化之下，除了台灣OEM/ODM 網通公司之間的激烈競爭外，大陸代工公司也如雨後春筍般的陸續加入戰局。網路交換器事業體若想要持續擁有強勁競爭力並追求成長，必須朝建構核心能力、提升價值主張等方向努力，必須做好產業之間上下游的聯結，讓整條價值鏈上相關企業團體合作順暢，相信可以在整個價值鏈中，爭取到自身的地位以及獲利空間。
本研究以整合上游芯片供應商與下游目標品牌客戶產品需求為主軸，研究網路交換器事業體在市場環境變動以及目標品牌客戶之產品需求中，如何建構核心競爭能力、提升價值主張？如何加速整合產品開發，讓目標品牌客戶之產品能快速上市取得最佳商機？事業體在營運的同時，如何找到適合的競爭經營策略，適時的調整資源與方向是非常重要的一項課題。
本論文偏重以質性研究的方式來進行，以網通產業發展現況做為基礎，以五力分析、SWOT以及產品生命週期等進行個案研究與探討。著重於分析個案核心競爭力、產業趨勢變化以推論可能之發展模式，從而引導出結論與建議。藉此以提供企業管理階層經營策略之參考，找尋企業將來努力發展的方向。

關鍵字

五力分析 ； 乙太網路交換器 ； 強弱危機分析 ； 安索夫矩陣

並列摘要

In the Internet era, demand of the market changes rapidly, new networking products are designed and launched ever so quickly, and people have a significantly stronger demand for bandwidth. With the drastic change in management environment and globalization of the industry, Taiwan’s networking OEMs and ODMs are facing competitions not only from domestic rivals but also from the mushrooming companies in China. In order to maintain competitive and continue to grow, network switch businesses must first strive to build core abilities as well as to enhance value proposition, and then connect all related groups of the upstream and downstream links in the value chain to ensure smooth cooperation, thus securing their own positions and profit margins.

This thesis, with a focus on integrating the demand of upstream chip suppliers and the product demand of downstream target brand customers, studies how network switch businesses build core abilities and enhance value proposition with the change of market environment and the product demand of target brand customers, as well as how to speed integrating product development so that target brand customers can launch their products fast enough to secure the best profit opportunities. For a business to find a proper competitive strategy, timely adjustment of resources and direction is an important issue.

This study, conducted mainly with the qualitative research method, examines the case in the current development of networking industry. Through the analysis of the five forces, SWOT, and product lifecycle, this thesis aims to design a feasible development model based on the core competitive abilities and the change in the industry trend in the hope that the conclusions and suggestions may serve as reference for management in finding future development direction.

並列關鍵字

Five Forces analysis ； Ethernet Switch ； SWOT analysis ； Ansoff Matrix

參考文獻

[16]Wiki百科全書，產品生命週期管理

[12]Igor Ansoff， http://en.wikipedia.org/wiki/Igor_Ansoff

[2]Michael Porter，Five Forces Model

worldwide acclaim" UNION-TRIBUNE San Diego

[30]Beecham Research Limited