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標題: | 智慧型手機市場之競爭策略:
自有品牌與代工業務並行之個案研究 The Competition Strategy of Smartphone Market: A Case Study of Own brand and ODM Business |
作者: | Tiao-Hsing Tsai 蔡調興 |
指導教授: | 陳忠仁 |
關鍵字: | 智慧型手機,五力分析,價值鏈活動,競爭策略,品牌,代工, Smart Phone,Five Force Analysis,Value Chain,Brand,ODM, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 曾經,HTC和Samsung、Apple一樣,是高品質手機的代名詞,而且HTC是全球首支搭載Android作業系統的手機,現在,Android系統使用率高達85%,成為智慧型手機世界第一大,然而HTC不僅市占率退出十名外,而且如今還回到代工老路上,HTC代工Google的Pixel手機。究竟HTC為什麼要重回代工老路亦或是有其他的策略選項是本研究主要要探討的議題。
本研究架構採用波特五力來分析個案公司所屬產業間的競爭態勢,然後就各主要競爭者的現況與策略作比較,最終歸納出智慧型手機產業的關鍵成功因素有五項,分別是「差異化產品功能」、「品牌忠誠度」、「規模經濟,成本優勢」、「研發技術能力」與「高品質產品與營運能力」。 本研究將從個案公司現況與歷史,檢視其資源與能力在價值鏈活動上的優劣,並利用歸納出來的關鍵成功因素去比較現階段個案公司的策略行動。 本研究結果顯示,透過個案公司代工專案,無論從營運資源與市場產品布局方面去檢視都是有加成效果的,亦可以補足價值鏈活動中偏弱的「市場行銷與售後服務」,對於五個關鍵因素中的四項「差異化產品功能」、「研發技術能力」、「品牌忠誠度」與「規模經濟,成本優勢」都有加分效果,對個案公司來說是個不錯的策略。 HTC once, like Samsung and Apple, represented high-quality mobile phones company. HTC made the world's first mobile phone equipped with Android operating system. Now, the utilization of Android system reaches as high as 85%. Android system become the world's largest smartphone OS. HTC not only the market share out of ten, but also now returned to the ODM business, HTC manufacture Google's Pixel phone by ODM. Why HTC wants to return to ODM business? Does HTC have other strategic options? This thesis mainly wants to discuss these two topics. This thesis uses Porter's five forces to analyze the competitive situation among smartphone industries. After comparing the current industrial status and strategies of major competitors, this thesis concludes that there are five key success factors in the smartphone industry, namely ' Differentiated Product Functionality '、' Brand Loyalty '、' Economies of Scale, Cost Advantage '、' R&D Technical Capabilities 'and' High Quality Products and Operational Capabilities '. This study examines the current status and history of case study company, analyzes the advantages and disadvantages of their resources and capabilities from value chain activities point of view. And uses the summaried key successful factors from this study to compare the strategic actions of case study company. The results of this thesis show that through the strategy of ODM business, case study company can strengthen their resource and capabilities no matter from operational resources or product marketing strategy point of view. Through ODM business, they can also complement the weakness of 'marketing and after-sales service' in the value chain activities. Four of the five key successful factors, 'Differentiated Product Functionality'、 'R&D Technical Capability'、'Brand Loyalty' and 'Economies of Scale, and Cost Advantage', are better than original which is a good strategy for case study company. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20260 |
DOI: | 10.6342/NTU201800162 |
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顯示於系所單位: | 商學組 |
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