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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/95115

    Title: 新產品概念產生階段的市場知識來源之研究-以神達電腦公司之掌上型電腦/PDA的發展為例
    The Sources of Market Knowledge at the Stage of New Product Concept Generation
    Authors: 曾齡瑩
    Contributors: 吳豐祥
    Keywords: 自有品牌
    Own Brand
    New Product Concept
    Market Knowledge
    MITAC international corp.
    Date: 2010
    Issue Date: 2016-05-09 15:08:42 (UTC+8)
    Abstract: 台灣高科技公司一直以來,在OEM/ODM領域有卓越的表現,隨著毛利逐步被壓縮之際,越來越多的我國廠商終於認知到,透過自有品牌(OBM)的建立是提升企業價值很重要的方式。但是,若要由OEM/ODM 跨入OBM,台灣廠商最缺乏的莫過於對「市場知識」的了解。本研究藉由對神達公司(近幾年內自有品牌Mio掌上型電腦/PDA上快速發展至全球前三大)的深入個案研究,探討「市場知識」的產生與能力建構之議題,並得到以下結論:






    Most of the high-tech corporations of Taiwan have remarkable performances in the OEM/ODM fields. Due to the compressing gross profit, more and more corporations realize that building own brand is a very important way to promote the enterprise value. However, if they want to make strides from OEM/ODM to OBM, the most deficient thing is the understanding of “Market Knowledge”. Through the case study of “MITAC international corp.”, we discuss the issue of the creation and the construction of ability of “Market Knowledge” and obtain the following conclusions.

    1、The sources of “Market Knowledge” are diversified and they can be obtained by many different ways. For the new entered corporations in the OBM field, their sources of “Market Knowledge” are less complete at the initial period stage.

    2、At the initial period stage of the OEM/ODM corporations in transformation to OBM, the factors which affect the sources of “Market Knowledge” are more affected and limited by the internal factors: the “Organizational Core Capabilities”.

    3、At the initial period stage of the OEM/ODM corporations in transformation to OBM, they have the hindrance of the thinking and operation of obtaining the complete “Market Knowledge”. But, the “Organizational Core Capabilities” still can give some help in getting partial “Market Knowledge”.

    4、In the process of obtaining “Market Knowledge” and establishing “Market Knowledge Capabilities”, there seems to be having some processes of “Learning”. And at the part of establishing “Market Knowledge Capabilities” and “Marketing Capabilities”, there seems to be having relationships with the senior managers’ attitudes and organizational management.

    5、In this research, we define the meaning of “Market Knowledge” as the systematical, meaningful and useful knowledge which is about the customers and competitors. But from the case study, we find that “Market Knowledge” is not only about the customers and competitors, other environment reasons also have important impacts on it: the restrain of the government, the tendency of the society culture and the changes of technology.

    6、If the OEM/ODM corporations can combine their hardware manufacturing capability with some contents of software, it seems a good way to them to create more values, more diversified products and more competition advantages.
    第一章 緒論
    第一節 研究背景---------------------------------------------8
    第二節 研究目的與問題----------------------------------------9
    第三節 研究流程--------------------------------------------11

    第二章 文獻探討
    第一節 新產品之重要性---------------------------------------12
    第二節 市場知識之重要性與來源--------------------------------20
    第三節 核心能耐--------------------------------------------34

    第三章 研究架構與方法
    第一節 研究架構------------------------------------49
    第二節 研究方法與研究對象---------------------------53

    第四章 個案描述
    第一節 神達電腦股份有限公司簡介------------------------------56
    第二節 神達營運模式的建置過程--------------------------------65
    第三節 神達掌上型電腦之發展歷史沿革---------------------------74

    第五章 研究發現與討論
    第一節 研究發現與討論--------------------------------------116

    第六章 結論與建議
    第一節 研究結論-------------------------------------------122
    第二節 實務上的建議----------------------------------------123
    第三節 後續研究建議----------------------------------------124

    Reference: 英文部份

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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923590172
    Data Type: thesis
    Appears in Collections:[科技管理研究所] 學位論文

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