手機品牌競爭模式之研究- 以 Nokia為例

Abstract

代工和品牌的經營模式貫穿許多產業供應鏈，然而兩者間的競合與矛盾關係卻深深地糾結著 — 品牌廠商一方面需要代工者的價值，再再也提防代工者涉入品牌裡，代工廠商則需要穩定大量訂單，通常卻無能力留下足夠利潤供公司未來發展。台灣許多代工公司正面對許多類似的困境。 本論文以個案方式研究Nokia在推展其全球化品牌過程，探討其策略如何形成及相關理論基礎，本研究最後歸納出Nokia創造相對競爭優勢的架構圖。本研究歸納之Nokia品牌與製造流程期可提供代工業者未來擬以自身設計、製造、運籌的能力為核心優勢而臻致區域或全球性品牌的策略參考。

The collaborative operations between ODM and brand firms are commonly observed among various industry supply chain. The cooperation/competition relationship of ODM and brand business is highly tangled. The brand company needs competitive cost and great quality provided by its ODM partners, but also needs to prevent the ODM partners from getting into brand business. ODM company needs stable and enormous orders to sustain ongoing operations, but generally is unable to make good profits for long term development. The purpose of this research is to explore how Nokia develops its underlying processes as a global brand player to facilitate its future strategy formulation. The study finally concludes Nokia’s unique processes to create value up and cost down its relatively competitive advantages. This finding could be used as a reference to pursue as a regional or global brand for an ODM company in developing their own design, manufacturing, and logistics capabilities.