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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/60291

    Title: iPad風潮下ODM大廠之差異化策略-以異業結盟為例
    The differentiation strategy of ODM firms under the wave of iPad - Taking the Cross-Industry Alliance as an example
    Authors: 崔國斌
    Contributors: 郭炳伸
    Keywords: 異業結盟
    Cross-Industry Alliance
    Differentiation Strategy
    Date: 2011
    Issue Date: 2013-09-05 14:00:41 (UTC+8)
    Abstract: 蘋果電腦從2010年3月發行iPad平板電腦不過才一年的時間就出貨了1500萬台,隨即又以更犀利的價格與更新穎規格宣布iPad2之發行,全年度出貨量上看3500萬台。這波快速成長的新市場對於以製造見長的ODM廠商而言,究竟是新的商品機會來提高自身獲利率或是下一個低毛利風險讓自身更受制於品牌廠商尚未有定論。不過從iPad系列銷售的業績與定價策略,過去熟稔的品牌PC廠商似乎很難在此競爭態勢下找到切入定位點,然而從價值鏈的分析中,又可以看到幾個不同於過去電腦銷售方式的新利基點。從下表可知若將蘋果iPad置於價值鏈中心,向上有因而受惠的電子媒體與硬體開發商,向下有開發軟體與電信營運商,左右也有可以整合應用的家電電器商,可以說是受惠良多的組合。

    1. 軟體開發商
    2. 硬體周邊開發商
    3. 電信營運商
    4. 電子媒體書籍出版社
    5. 家庭電器電視品牌製造商
    Apple Computer swamped the market with its iPad tablet PC at a 15,000,000 units shipment for the first year launched on March, 2010. Without leaving much chance and room for its competitors, Apple announced a newer version – iPad2 in March, 2011 with a more aggressive price and latest specification. The iPad2 is estimated to hit an annual shipment of 35,000,000 units worldwide.
    Is such a fast moving trend implying an opportunity for the ODM to improve its profit margin on new business growth or another vicious cycle of lower profit margin due to severe competition among the branded customers ? From the market price and innovative technology adopted by Apple, renowned PC brand makers may find it hard to compete in the retailing market but from the analysis of value chain it is observed several new opportunities different from the traditional PC category. By comparative analogy to Apple’s value chain several potential links available for the ODM’s collaboration can be identified as follows -
    1. S/W developer
    2. H/W peripheral developer
    3. Tel-com operator
    4. Publication firm with digital contents
    5. Home appliance brand manufacturer
    The aim of this thesis is to study from Apple’s success story and uprising mobility paradigm, to eliminate inferior strategic approach and traditional EMS / OEM operation, by replacing with a better margin, highly differentiative value propositon with unique customer links. By the strong R&D and manufacturing skills possessed by the ODM to align with new customer group and at the meantime, building up a barrier to defend competitor from getting in the ring. Expecting Taiwan’s industry can learn from proper strategy maneuver to change the competition map by improving add-on value on its core strength, to maintain its competiveness. Thus the thesis can serve its function not only for academic study, but also for a real business practice.
    Reference:  Porter, M. (1979) "How competitive forces shape strategy", Harvard Business Review, March/April 1979
     麥可‧波特著,周旭華譯(1998),《競爭策略》,台北:天下遠見。
     2010年11月17號日盛投顧 “2011年電子產業展望 – 無線智慧大成長,聚焦平板新商機”
     2011年1月12號 香港財經日報 “2010移動應用商店資料對比:Android增長544%” http://www.businesstimes.com.hk/
     2010年1 月Display research, “3D Display technology and forecast report”
     2010年9月24號,元大投顧 台灣NB近況分析 – iPad衝擊低價筆電銷售
     2011年1月27號,Digitimes 2010年整體及低價手機Android產業與市場回顧
     2010年2月,MIC 台灣 ”Impact of iPad on Taiwan’s Notebook PCs, Netbook PCs and Smart phone “
     2010年2月,MIC 台灣 ”The Apple iPad, Key APPs, Cooperation Strategies with Mobile Operators, Component Supply Chain”
     2010 年 10 月,Yankee Group Research, Focus Report “Rim’s Playbook aims to Win Over Developers, Enterprises and Consumers”
     2010 年 10 月,Yankee Group Research, Focus Report “2010 Global Mobile APP Forecast: Uncovering the hottest market”
     2011年2月,Yankee Group Research, Focus Report “Enterprise Tablets Need More Than Good Marketing”
     2010年5月,IDC Report, Worldwide and US Media Tablet 2010 – 2014 Forecast
     2011年3月27號,JP Morgan, Asia Pacific Equity Research “ Notebook PCs, Maintain Cautious Bias, Putting Forth Four Trading Ideas”
     2011年4月,AT&T, Online promotion program of iPad subsidy.
     2010年5月,Generator Research, Digital Media Insight, “Apple Ipad : 2010 to 2014 – A New Dawn For Portal Computing, or A Step Too Far”
     2010年12月,Digitimes,”Android 美國稱王,CDMA版手機嚴陣以待”
     2005年 林維偉撰筆記型電腦代工廠商競爭力分析 ,台灣大學 - p.15 、p.30 、p.31、p.33、p.36
     2004年 程淑貞撰”應用跨公司財務績效比較於尋找供應鏈改善機會之探索性研究 : 以臺灣大型筆記型電腦ODM廠為例 “ : the case of Taiwan large notebook computer odm companies , 東吳大學, p.9
     公開資訊觀測站(http://newmops.tse.com.tw/)
     廣達2382 (http://mops.tse.com.tw/server-java/t05st32?colorchg=1&off=1&TYPEK=sii&isnew=false&yearseason=9501&co_id=2382&)
     仁寶2324
     英業達2356
     緯創3231
     2006年12月7號 eMedia Asia (http://www.eettaiwan.com/ART_8800492398_876045_NT_15647618.htm)。
     2008年1月2日元富投顧訪談報告(緯創)(http://www11.masterlink.com.tw/Report/RA/6779.htm)。
     2006年4月24號金鼎證券吳龍凱。。(英業達)(http://www.tisc.com.tw/new/newreport/company/upload/m2356.pdf)
     2007年12月28號 電子時報陳彥廷(http://home.digitimes.com.tw/ShowNews.aspx?zNotesDocId=0000077436_B8T6QW59GA2XCXT7RUQUN)
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097932001
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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