由白牌手機發展脈絡探究白牌平板電腦之競爭模式

Abstract

本論文以探討中國白牌手機發展的歷程為基礎，進而對近年崛起的白牌平板電腦做七力分析，並對其提出策略建議，以期未來能夠繼續成長，同時文末也對台灣平板電腦廠商提出建議。 由於白牌手機的生產體系已發展很長一段時間，相對地相關零組件、供應鏈、通路都已相當成熟，在生產體系相似的情情下，也造就白牌平板電腦能夠快速崛起的原因。然而在白牌平板產業，供應商以及購買者的議價力大、產業內現有競爭程度高、潛在競爭者的威脅大，政府政策沒有太大助益，唯有替代品的威脅度偏低、策略夥伴及網路通路的幫助大。面對如此困境，本論文建議白牌平板業者應朝向特定行業需求訂製平板，以及鎖定非一級城市的消費者市場，以求在利基市場穩定成長後，再擴大發展規模。

The thesis is aimed at discussing the development of Chinese white box cell phone industry to analyze Chinese white box tablet pc industry by Lee and Yu’s 7 Forces Model and making suggestions to white box tablet pc companies and Taiwanese tablet pc companies. Chinese white box cell phone industry has developed many years, therefore its components, supply chain, channels and so on are all equipped. And this gives Chinese white box tablet pc to rise for their production systems are almost the same. However, in this industry, bargaining power of suppliers and customers are strong, intensity of competitive rivalry and threat of new competition are high, and government policy does not support. Only threat of substitute products is low, and strategy partners and Internet sales channel are helpful. In the difficult position, the thesis suggests that Chinese whit box tablet pc companies should produce products for demands of specific business or industry and target at customers of non-first tier cities. In this way, they can grow on the niche markets and expand to other markets gradually.

Keywords: white box cell phone, white box tablet pc, 7 forces model