行動電話零組件廠商行銷策略之探討-以M公司為例

Abstract

著電信市場之自由化，通訊產業不斷地創新突破，行動電話已成為3C發展之主軸。2003年世界產量達5.16億支產值逾千億美元。而發展新興國家強列需求帶動之成長及已開發國家換機市場之維繫，使行動電話躍居全球最大之消費性產品。

本研究運用行銷策略、SWOT分析、客戶關係管理、技術產品生命週期等理論基礎以及透過專家訪談的研究方法，經由下游客戶、專家學者及美律經營團隊之對話–M公司為本研究之實証，透過M公司整體發展的背景及相關產業環境變動及策略的選擇，了解美律何以能成為台灣電聲界之領導廠商。

M公司以生產電聲零組件為主，經由串聯OBM、ODM、Design House及EMS工廠之四種客戶群配合彈性生產及放棄自我品牌之模式，在大陸低價廠商, 日本高品質形象及歐洲知名競爭者夾擊中，脫贏而出建立在全球市場電聲零組件之地位。

本研究希望藉著深入探討產業環境及理論基礎，讓M公司未來行銷策略與市場結合，繼續維持業績成長。本研究之成果是希望將美律如何掌握本身核心能力及分別就不同市場擬定不同行銷策略並獲致成功經驗供參考。藉此能提供其它零組件業者跨足行動電話產業上取得關鍵性突破之借鏡參考。

With the worldwide trend of privatization and deregulation, the cellular industry is able to continuously break-through its constraints and bottlenecks. Subsequently the cellular phone industry has become the main stream of 3C (communication, computer and consumer) convergence. The production quantity and value of cellular phone in year 2003 reached 516 Million pcs and more than USD $ 100 billion respectively.

Through the general strategic analyses, this study examines the strategic moves make by company M. The emphasis would be the explanation on how company M was able to rise to becoming the leader in acoustic component design and manufacturing in Taiwan.

Moreover, crucial interviews are conducted to summarize the explanations of industrial specialists, down stream customers and the top managers of Company M. Hopefully this study will uncover company M’s evolution and how it adapted to the changing environment , as it was sculpted by a series of strategic choices.

Company M core business is acoustic components for communication product. By combining different customer business types of OBM, ODM, design house & EMS factory, flexible production technology and sacrifice their own branding interest, Merry has established highly reputable image of acoustic component design and manufacturing among famous Handset players.

This study investigates the growth pattern of company M that benefit through its strategy. Particularly, this thesis reports how company M mastered its core competencies, in different segments and in concert with changes in the cellular phone industry.