白牌手機微企業模型分析-以中國市場為例

Abstract

本論文以觀察近年中國白牌手機成功崛起之現象，對中國白牌手機之供需產業鏈及開發流程進行探討，以期將此產銷模型進行定義，並期許此產銷模型能實際複製應用到其他開發中國家。 由於大陸白牌體系與國際大廠手機開發流程截然不同，且白牌手機業者係以中小型公司一個個串連起來，為以最快速度搶得市場先機，在取得公板後以最簡單流程進行開發量產，亦不再投入時間更改設計或進行優化，故在產品的質量及智權上引起爭議及討論；此論文內容研究範疇自2007年到2011年Q1針對白牌手機規格變化、銷售轉型及市場需求的演變進行探討整理，接以進行該模型定義並對後續中國白牌手機產品發展的趨勢進行預測之探討。

The aim of this paper is to give a survey on the phenomenon of the success rise of China's non-brand cell phone in recent years. Its supply chain, development process and sales patterns are analyzed to attempt to define this marketing model, and to discuss the tendency of the development of China's non-brand cell phone. The processes of product development between China's non-brand cell phone makers and the international cell phone companies are totally different. In addition, most of non-brand cell phone makers are small and medium companies. In order to get the market share in the shortest time, these phone makers are always to develop products by the easiest process after obtaining the reference board. When the products appear on the market, they do not do any design change but only product optimization. Therefore, the quality and Intellectual Property Rights of the products are often argued and disputed. The analyzed data in this thesis is collected from 2007 to 2011 including the price advantage for non-brand cell phones, specification changes, sales transformation and the evolution of market demand. The discussion focuses on the definition of the market model and the future tendency of product development.