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研究生: 戴添福
Tien-Fu Tai
論文名稱: 系統組裝價值創新之研究-以國內專業代工產品路徑為對象
A value innovation case study of System assembly - The research for Professional ODM & EMS of product path
指導教授: 梁瓊如
Chiung-Ju Liang
口試委員: 紀佳芬
none
林盈利
Ying-Li Lin
學位類別: 碩士
Master
系所名稱: 管理學院 - 財務金融研究所
Graduate Institute of Finance
論文出版年: 2009
畢業學年度: 97
語文別: 中文
論文頁數: 125
中文關鍵詞: 核心競爭力價值-效益定位圖
外文關鍵詞: value–benefit positioning map, Core Competences Manufacturing Engineering
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面對全球金融風暴的影響所及,籠罩於詭譎多變的經濟環境下,國內3C產品生產銷售皆遭受到嚴厲的考驗,且內外面臨結構性改變之威脅,在過去既有的成功商業模式已無法適應此一快速之經濟環境變化,公司經營團隊仍以提高公司競爭力並同時模擬顧客心中產品,以降低創新產品製造中系統組裝成本,並戮力創造股東最大利益的核心價值,避免可能因新進入者或替代品之加入,而將陷公司於此波風暴失敗的風險中。
在國內系統組裝產業中,因國際客戶趨於保守穩健之預測終端產品銷售數量,過去以往以需求達經濟規模下系統組裝,現已無法依照遵循守成;且又面臨來自國內外先進廠商之系統組裝優勢競爭,使該系統組裝產業長期處於低成長與低獲利之拉鋸困境,為創造股東之最大價值而轉向組織與製程等核心創新研究經營,反而促使公司更暴露於不熟悉環境下,進行惡劣競爭,而遭淘汰消失之個案公司比比皆是。
本研究主要針對系統組裝產業於金融風暴下依市場趨勢與客戶銷售降低下,運用相關性製程技術與組織週期變革,進行整合研擬創新的產品。在ODM與EMS低價格與高效能系統組裝產出規格下,將個案公司重新塑造規劃成為具有轉換彈性差異化與符合客戶導向心理化的特性,相較於國內競爭者於既有系統組裝產品的市場策略中,個案公司可保持靈活性,繼續於詭譎多變的市場中求生存。
更能探討個案公司在金融風暴中產品路徑,如何投資以創造企業營運之穩健績效及獲利,企業又如何運用相同的技術觀念在不同的產品市場上運作,就是破壞性創新的開始,而將產品運用範圍在保有核心功能或符合顧客需求功能方面的篩選,就是屬於應用創新部份,當市場達到成熟期,必須運用創新使現階段剝離,進入另一增加附加功能,將客戶的方案有效且運用在價值鏈上的角色;複製其成功經驗,建立核心競爭力,重新開拓新市場,掌握產業演進之軌跡,促使個案公司能將平日汲汲營營的運作,導出從系統組裝產業中產品路徑的創新活動,可以歸納這些創新的實例,以做為日後對經濟環境驟變下,企業經營與策略規劃最好的參考,甚可建立一套符合兼顧組織、產品與客戶等多方有系統性的思維,避免背離演進法則,落入必然失敗之鴻溝。
在研究主題方面:
系統組裝產業因大環境之驟變,在全球金融風暴危機之嚴重威脅下,國內面臨此一威脅之對策,並研討個案公司在此一風暴下之危機及機會。
1. 國內各系統組裝產業經濟規模,以投入大量資源研發建立其有利創新優勢,個案公司如何重新建立最具競爭力之全球化系統組裝模式,以其有限資源投入-產出最大效益,以最經濟的成本,產出最佳效能。
2. 如何利用價值創造過程中,找出客戶價值創造之最佳產品位置,並預測產品演進及變化,在最適時機及地點投入資源,開拓穩固產業領先之地位。
3. 如何運用原有核心競爭優勢,從低獲利及高規模經濟需求中,於競爭的紅海中脫困。
4. 金融風暴下產品路徑之價值創新模式,適用於個案公司之核心競爭力策略,同時比較系統組裝之差異化,採行依不同產品組合之策略。


The face of global financial turmoil, I think, long hood in volatile economic environment, the domestic sales of 3C products are subjected to stringent tests, and internal and external threats facing the structural changes in the past success of the existing business model have been unable to adapt to a rapidly changing economic environment, the company management team still improve the competitiveness of the customer in mind at the same time, simulation products, manufacturing innovative products to reduce the assembly cost of the system and do my best to create the best interests of the shareholders of the core values, to avoid possible new entrants to join or substitute goods, and the settlement company will this wave of turmoil in the risk of failure.
Assembly industries in the domestic system as a result of prudent international customers tend to forecast the sales of end products, in the past the past, economies of scale to the needs of the assembly under the system now can not be built in accordance with the follow;且又manufacturers face competition from domestic and international advanced assembly of the system competitive advantage, so that assembly of the system at a low long-term industry growth and the see-saw of the plight of low-profit, in order to create maximum value for shareholders in favor of the organization and core processes, such as business innovation research, but more exposure to companies not familiar with the environment, for the poor competition, have been out of the disappearance of many of the cases the company.
In this study, the main assembly for the system under the financial turmoil in the industry according to market trends and customers to reduce, the use of the relevance of process technology cycles and organizational changes to integrate the development of innovative products. OEM and EMS in the low-cost assembly and high-performance system output specifications, the reshaping of the case companies planning to be a difference in the conversion of flexible customer-oriented and in line with the characteristics of the psychological, as compared to domestic competitors in the existing system of assembled products market strategy, the case company can maintain flexibility, continue to volatile markets in order to survive.
Investigate the case more financial turmoil in the product path, how to invest in order to create the sound business operations and profit performance, enterprise and how the concept of using the same technology in different markets operate, that is devastating the beginning of innovation, and will the use of a range of products to maintain the core functions or functions in line with customer demand for screening is part of belonging to the application of innovation and, when the market reached maturity, we must make use of innovative spin-off at this stage, the other to increase access to additional features, the program will be effective and customer used in the role of the value chain; copy its successful experience in the establishment of core competitiveness, opening up new markets to re-master the track of the evolution of industry, companies can make the case on weekdays precarious operation of campers, derived from the system path to the assembly of products in the industry innovative activities can be summed up in these examples of innovation to the future as a sudden change of economic environment, the business operations and strategic planning the best reference, even to establish a balance in line with the organization, products and customers, such as multi-systemic thinking to avoid a departure from the evolution of law, fall into the hands of the inevitable failure of the divide.
Theme in the study:
System assembly industry environment due to the sudden change in the global financial turmoil a serious threat to the crisis, the domestic face of this threat countermeasures, and discuss the case in such a turmoil of crisis and opportunity.
1. Domestic assembly industry economies of scale systems to inject substantial resources into research and development of innovation and the establishment of its advantages, how the company re-established cases of the most competitive system on the assembly model of globalization, with its limited resources into - the maximum output efficiency, the most economic costs, the best performance output.
2. How to make use of value-creation process, the creation of customer value to identify the best product position, and predict the evolution of products and changes in the optimum time and place to invest resources to develop a solid industry-leading position.
3. How to use the original core competitive advantages, from low profits and high demand in the economies of scale in the competitive difficulties of the Red Sea.
4. The financial turmoil of the value of the path of product innovation model, applicable to the case of the core competitiveness of the company strategy to assemble at the same time comparing the differences between systems, and adopt a different product mix in accordance with the strategy.

目 錄 中文摘要……………………………………………………………………………2 英文摘要……………………………………………………………………………4 誌謝……………………………………………………………………………………7 目錄……………………………………………………………………………………8 圖目錄………………………………………………………………………………10 表目錄………………………………………………………………………………15 第一章 緒論…………………………………………………………………………16 第一節 研究背景……………………………………………………………16 第二節 研究動機……………………………………………………………18 第三節 研究目的……………………………………………………………20 第四節 研究架構……………………………………………………………22 第二章 文獻探討……………………………………………………………………23 第一節 價值創新……………………………………………………………23 第二節 顧客價值管理創新…………………………………………………37 第三節 創新網路化新規則…………………………………………………40 第四節 核心競爭能力再創新………………………………………………46 第五節 微笑曲線……………………………………………………………64 第三章 研究架構與產業分析………………………………………………………69 第一節 全球代工製造產業發展趨勢…………………………………………69 第二節 國內代工產業版圖重大變革…………………………………………72 第三節 全球代工模式轉變與研究方向………………………………………81 第四章 個案公司研究………………………………………………………………87 第一節 個案公司介紹………………………………………………………87 第二節 New Kinpo Core Competences Manufacturing Engineering………91 第三節 專業代工系統組裝核心分解………………………………………106 第五章 價值創新-產品路徑………………………………………………………108 第一節 組織創新管理模式…………………………………………………108 第二節 業代工系統組裝價值創造過程……………………………………110 第三節 價值創新-產品路徑………………………………………………116 第六章 結論與未來課題…………………………………………………………120 第一節 研究結論……………………………………………………………120 第二節 未來課題……………………………………………………………121

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