國際筆記型電腦產業價值鏈經營策略績效分析

Abstract

台灣筆記型電腦代工產業從早期藉由優越的代工製造技術及上游供應鏈整合能因此一開始發展得相當快速，然而整體筆記型電腦產業發展至今低價風潮競爭不只存在於品牌商，在代工商部份也以降低代工價格的方式爭奪代工訂單，導致獲利漸微的情況。本研究以各研究對象（品牌商與代工商）的經營策略輔以財務分析加以衡量經營策略的實行結果，並探討筆記型電腦產業是否正如微笑曲線所表現－在專注於行銷服務端的品牌商其獲利高於專注於製造端的代工商。最後再以韓國製造業在面對產業變化時的策略方向的轉變為借鏡來對現今台灣筆記型電腦代工商提出建議。 經過研究之後發現所選取之筆記型電腦代工商：廣達、仁寶及英業達在本業上的毛利率確實有下降的趨勢，並且其平均毛利率低於所選取之品牌商戴爾與惠普的平均毛利率。這便印證了微笑曲線所說專注在行銷服務端所能帶給企業的價值是高於專注於製造端的價值。最後本研究建議台灣筆記型電腦代工商應可繼續加強在提升自身產品品質方面及即時交貨方面等方面的努力。並且繼續在研究發展方面持續投入以使自身產品在功能或外觀上比其他競爭者不同來增強競爭力，並繼續維持在製造成本上的持續降低以提高獲利。另一方面藉由加強研究發展的投入來改良代工生產技術更可使微笑曲線中的研發及製造端相互結合為公司創造更高的價值。

Through superior manufacturing skills and the strong ability of integration with supply chain, the Taiwan laptop manufacturing industry has been rapidly developing in the past few years. However, with a result of corporations (Including ODM companies) in the industry conducting a low price strategy in an effort of increasing the quantity of sales recently, the gross profits of sales has also gradually decreased at the same time. In this article, I will be doing analysis of the researched companies’（Brand companies and ODM manufacturing companies in this industry）operating strategies and financial performance in order to measure the outcome of the strategies they have used. In addition, I will also be doing an analysis to test if the laptop industry applies to the smile curve theory that has been describes as: The Brand companies will focus on the right side of the curve’s (Marketing and service), which leads to more value compared with manufacturing companies that focus on the bottom of the curve (Manufacturing). I will be using an example on what Korea manufacturing companies did to correspond to the industry environment change in order to make suggestions on how Taiwan laptop manufacturing companies could mimic at the end of this article. After my research, I discovered that the laptop manufacturing companies that I chose (Quanta, Compal, and Inventec ) showed a downward trend of gross profit every year. Also, their average gross profit is lower compared with the laptop brand companies that I selected (Dell and HPQ). This result also indicates that the marketing and service activity at the right side of the smile curve can produce more value to corporations than the manufacturing activities which is located at the bottom of the laughing curve. At last, I will suggest Taiwan laptop manufacturing companies to keep on the improvement of product quality and also to seek for a development of a more effective product delivery method. Moreover, continuity of strong R&D investment to make their products’ differentiate from other competitors’ and also to keep manufacturing cost low to assure their sales can yield the profit. Thus, by strongly investing in R&D, companies can integrate the smile curve’s manufacturing side and R&D side which will lead to a much higher value for corporations.