台灣電子代工廠的競爭策略之研究 —以電子煙產品為例

Abstract

台灣的電子代工廠商發展從早期的電腦代工產業開始，以原廠委託代工（OEM/ODM）提供品牌廠商設計、製造與生產等相關服務，其後在多角化經營下，亦涉及到通訊產品(手機)、伺服器與消費性電子產品等等，電子代工廠以提供品牌廠商優良的設計與製造服務為主，因此除了追求優良的製造能力以外，亦須建立起研發與創新的設計能力以提昇代工附加價值並獲取更多的訂單。電子煙是近年來蓬勃發展的一項消費性電子產品之一，其最初的目的是取代日漸縮小的傳統捲菸市場，本研究藉由台灣專業電子代工廠之個案研究，探討電子煙產品與市場特性，以及各國相關法令等等，針對台灣電子代工產業進行外部分析、內部分析與SWOT分析，瞭解台灣電子代工廠如何在電子煙代工業務上制定正確的營運方針與優勢策略，發展更具優勢的競爭力，取得更多的代工訂單，在目前持續成長的全球電子煙代工市場中，取得更有利的發展。

Most of Electronic Manufacturing and Servicing companies in Taiwan are still focusing on the computer industry, providing services to the brand companies with design, manufacturing and production. Not only PC products, they also provide services for the Communication products (such as Mobile phones), Servers and Consumer electronics… etc., the companies mainly provide excellent design and manufacturing services for the brands under the diversification strategy. In addition to pursuing excellent manufacturing capabilities, it is also necessary to establish R&D and innovative design capabilities to enhance business. E-cigarette is one of the consumer electronics products that have flourished in recent years. Its original purpose is to replace the shrinking traditional cigarette market. This study explores the characteristics and market of e-cigarette products through case studies of Electronic Manufacturing and Servicing Companies in Taiwan with External analysis, Internal analysis and SWOT analysis. It is to understand how Taiwanese Electronic Manufacture companies developed stronger competitiveness in the e-cigarette foundry business, obtain more business, and how do they formulates correct operational policies and advantageous strategies to develop a relative implementation plan.