筆記型電腦代工產業之競爭策略、行銷策略與關鍵成功因素之分析－以C公司為例

陳建良(Chien-liang Chen)

指導教授 ： 李小梅

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2011年)

摘要

筆記型電腦發展自1985年至2010年，已成為普遍且多功能的產品，其銷售目標市場包括商務用途(B2B)和消費型零售(B2C)。由於攜帶的便利性，並且實現了人們對高科技的期待;這項符合使用者的應用，使得現有的個人電腦(PC)市場逐漸以筆記型電腦為最主要的產品。而筆記型電腦功能的持續創新，多年來需求量歷久不衰，2006-2012仍每年近20%的成長。電子產業供應鏈包括上中下游企業廠商，正是以筆記型電腦產業為其產品主要應用的營收來源。
本研究選擇筆記型電腦為研究產品，探討該產業的整機設計生產服務代工企業ODM(Original Design Manufacturer)在全球市占率的變動及其相關的影響因素， 外部的環境景氣循環、競爭者的價格策略、品牌客戶的市場策略、代工廠ODM / EMS（廣達、緯創、和碩、鴻海、偉創力）之產品定位與生產產品的佈局與計畫等方面，分析其市場排名的關鍵成功因素為何。
本研究採用個案分析法，透過與高階主管的訪談，並進行相關文獻及次級資料的蒐集與分析。根據研究結果本研究獲得三項結論。首先，個案公司為了因應產業環境之變遷，領先同業積極進行內部制度改革與研擬競爭策略，以維持公司之競爭優勢。再者，個案公司運用多元化之行銷策略，包括產品策略、通路策略、價格策略與推廣策略，帶領個案公司渡過金融危機。最後，個案公司藉由找出關鍵成功因素，創造出其獨特的競爭優勢，以持續地穩定發展，不被競爭愈來愈激烈之產業環境所淘汰，進而邁向永續經營之目標。

關鍵字

關鍵成功因素 ； 產業分析 ； 行銷策略 ； 競爭策略 ； 筆記型電腦代工產業

並列摘要

Notebook PC developed since 20th century (1985-2010) till now, it has been gradually become a popular & multiple functions product, its sales target markets including both “Commercial Application (Business to business)” and “Consumer Application(Business to Consumer)”; due to it was convenient for users by its portable mobility, Besides, it realized people’s expectation in life for high technology; NB PCs’ invention were in keeping with the aspiration of users, it also leads NB PC gradually be major product in personal computer market field.
Then NB PC industry plentiful characters enrich created long lasting legend by many years (By Year to Year approximately average more than 20% growth during 2006-2012), Many suppliers and corporations treated NB PC related product as major revenue income in the Electronic Industry Supply Chain. Our Investigation approaches the NB industry subject from the NB PC whole units ODM (Original Design Manufacturer)corporations’ Key Success Factors in world wide market share number one.
Depression cycle in external environment, Competitor’s Pricing strategies, PC Brand customers’ market strategies (HP, acer, Dell, Lenovo, Asus, apple, Toshiba, Samsung, Sony ,Fujitsu…), ODM/EMS corporations’ product segments(Quanta ,Compal, Wistron, Inventec ,Pegatron, Hon Hai[Foxconn], Flextronic…), Layout & long term plan for production base & products….to discuss which make market ranking Key Successful Factors. Eventually, according to investigation result hereunder to summary conclusion as below:

1. In order to keep corp competitive superior points. Corp. should adopt proactive fine tune for internal rules & research competitive strategies. 2. Take multiple Marketing strategies to overcome financial tsunami. 3. Recognized Key Successful Factors then toward to sustaining excellent operation forever.

並列關鍵字

NB PC ODM、Competitive Strategy、Marketing Strateg

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