台灣智能手機代工產業之發展困境與轉型挑戰 以鴻海公司代工蘋果手機為例

Abstract

蘋果公司2007年推出第一代iPhone智能手機，開啟了智能手機蓬勃發展的時代，也為蘋果公司帶來巨大的獲利，並推升蘋果公司成為全球市值最高的公司；台灣的鴻海及和碩兩家公司，承接所有蘋果公司智能手機iPhone的全球組裝訂單，每年2億台以上的智能手機組裝訂單，雖然為兩家公司帶來龐大的營收，但代工組裝的利潤卻非常低；本研究將探討： (一) 蘋果到底甜不甜? (蘋果智能手機組裝代工訂單是不是好生意？) (二) 台灣的蘋果供應鏈如何從蘋果公司獲取更多利潤? (三) 蘋果策略選擇二家組裝供應商互相競爭的情況下，如何打敗競爭對手，獲取組裝代工的絶大利潤? (四) 鴻海集團未來發展。 本研究經由五力分析及藍海策略的理論架構，探討鴻海公司如何從蘋果公司智能手機組裝代工產業的紅海，甩開競爭對手和碩公司尋找新的藍海。

Apple launched the first generation of iPhone in 2007, opening the era of smart phone boom. “iPhone” not only brings huge profits for Apple but also pushes up Apple to become the world's highest market value of the company. Taiwan's Hon-Hai and Pegatron two companies undertake all Apple's iPhone global assembly orders. More than 200 million units per year smart phone assembly orders brings huge revenue to two companies, but the profits of foundry assembly is very low. This study will discuss the following four topics. 1. Is Apple smart phone assembly OEM orders a good business? 2. How can Apple's supply chain in Taiwan get more profits from Apple? 3. Under Apple's policy choice two assembly suppliers compete with each other, how to beat competitors to obtain OEM assembly vast profits. 4. The future of Hon-Hai Group. This study is based on the five-force analysis and the blue-ocean strategy. To explore how Hon-Hai company faces the dilemma and throw off competitors to find a new blue-ocean.