從分析行動通訊市場發現台灣智慧型手機公司的競爭優勢

Abstract

智慧型手機由於本身產品的生命週期短、技術淘汰率高、製程組裝不易、市場反應快速、原料價值變動大等特性，再加上網路及行動通訊的匯流，使得智慧型手機出現了難得的成長空間。台灣習慣於代工產業的模式，而手機代工產業的競爭相當激烈，對台灣來講是十分重要的產業。台灣OEM/ODM模式如何繼續生存，而OBM的模式如何能夠突破重圍，對台灣本身是事關重要，如何找到競爭優勢並永續經營是非常重要。

利用波特五力分析模式來定位台灣的競爭優勢，本研究以台灣的智慧型手機的OEM/ODM/OBM廠商為目標發現台灣智慧型手機產業的競爭優勢，如何建立差異化與進入障礙確保本身的競爭力。目前以鴻海為主的ODM/OEM廠商往微笑曲線的左端的零件前進，利用研發與專利建立廠商的進入障礙來保護自己的獲利模式，或者是宏達電往微笑曲線右邊前進，建立品牌利益，獲得更大的利益，這些是本文研究的重點。

The smartphone industry is with the characteristics of short life cycle, high technology, hard assembly, quick response and material price variability. Furthermore, with the convergency of the Internet and mobile, the smartphone industry has the chance to get a quick growth. Taiwan’s companies used to operate the OEM, ODM, and OBM business models, and these models’ competitions are furious; it is important for Taiwan’s companies to find an adventage to win a sustainable compentency.

In this thesis, Porter’s five forces analysis is used to discover Taiwan’s smartphone competitive adventages in OEM, ODM, and OBM areas. It is good idea for OEM and ODM manufactures, like Foxconn and compalcomm, to build intellectual property rights in critical components to push the company’s position to the left side in Smile Curve. On the contrast, the OBM companies go to the right side of the Smile Curve, they establish the brand to earn the profit.