台灣IT製造業跨入消費性電子產業經營模式 改變之探討-以DVD錄放影機為例

Abstract

3C ( Consumer + Computer + Communication )的整合是目前市場最熱門的趨勢。越來越多的台灣IT製造大廠，想憑藉著過去在IT OEM代工龐大的生產規模與Cost Down的能力，要進入新興的消費性電子市場。然而在這轉型跨入消費性電子領域的過程中，會發生什麼樣的問題? 在過去夾帶著所向匹敵光環的IT製造大廠成功旳要素，套用在消費性電子領域是否同等重要? 亦或過去的經驗反為轉型期中的沉重包袱 ? 本研究所要探討的，就是以DVD 錄放影機的產業為例，試著以品牌策略， 通路分析，產品策略，成本結構，定價模式與財務分析模式等構面，去了解消費性電子的經營模式(Business Model)，再以兩個月的時間，深度訪談歐洲33家的大型零售通路商與經銷商作個案實証研究，去了解當地消費者的行為模式與購買決策，並作交叉分析以了解其相關性。之後再與IT製造業的Business Model作比較，觀察其差異性，並從價值鍊的角度指出轉型所面對的問題。 最後，本研究以綜合之結論提出建議 : 規劃出一家新興的消費性電子公司應發展的品牌策略，通路策略，產品策略，組織規劃以及定價模式。期望這些建議，對於從事相關產業的研究有所幫助。

3C (Consumer + Computer + Communication)’s convergence is the current market trend. More and more Taiwanese IT manufacturers intend to penetrate into this emerging CE market through the huge manufacturing capability and cost down productivity from the past successful IT OEM business. However, what will be the potential problems during this transaction from IT market to CE market? Are these key successful factors of IT business in the past going to have the same importance to consumer business? Or, will these successful experiences become the serious burden for future long-term growth in CE market? Taking emerging DVD recorder business as an example, this research is to analysis the business model of CE market through the following dimensions: Brand strategy, Channel strategy, Product strategy, Cost structure, Pricing model and Financial analysis model. In the meantime, fly to Europe to make an interview to 33 buyers of biggest retailer stores, distributors and OEM customers within two months period. These interviews are very helpful for this research to understand the local consumer behavior and buyer’s buying decision process. After then, the business model comparison chart between IT and CE market will be generated, and will point out the problem list of business model’s transaction from the value chain’s point of view. In the end, this research will make a suggestion according to the above conclusions. The aim is to work out a best business plan including Brand strategy, Channel strategy, Product strategy, and Organization and Pricing model for a new Taiwanese CE company. Highly expect these suggestion will be great helpful for future researches on this corresponding subjects.