我國網路通訊ODM/OEM廠商之營運策略-以ADSL CPE產業為例

Abstract

本研究探討我國網路通訊ODM/OEM廠商之營運策略，以ADSL CPE產業為研究之基礎，並探討個案廠商之藍海策略。對台灣的網路通訊產業而言，有兩大趨勢。其一是資訊產業透過併購網路通訊廠商做垂直整合，其目的是迅速取得技術、產品及擴大市場版圖，並藉由經濟規模降低成本。另一個趨勢，是品牌與代工之分工，可以更專注經營，達到各自成長之目的。 本研究採用五力分析，從產業發展現況及趨勢之分析，進而探討個案廠商之競爭策略及核心競爭力；從客戶觀點出發，提高對客戶之附加價值、對競爭者之障礙、並持續保持競爭優勢。藍海對網路通訊業而言，就是新技術、新應用或新市場。數位家庭結合電腦、電視、網路通訊、數位內容及服務產業，任何時間、任何地點、任何人都能夠透過網路享用數位內容與服務。從藍海策略之觀點及分析，數位家庭產業將帶來個案公司無限的商機，其引爆點是數位內容與服務之普及化。 個案ODM/OEM廠商最重要的競爭能力就是：創新、速度、成本與彈性。對客戶提供高附加價值：快速推出新產品，取得優勢；完整的網通產品線，一次購足，降低客戶之交易成本；運籌交期之彈性；高度客製化，創造差異化等。從藍海策略之分析結論：個案廠商應著重在研發創新之能力，快速客製化能力、數位家庭產品線完整及運籌彈性能力等。

With ADSL CPE industry as a baisis, the strategies of Taiwan networking ODM/OEM companies were studied and “Blue Ocean” strategies of case studying company were also addressed. There are two major trends for networking industry. One is IT companies merge networking companies to make products vertical integration. The purposes are to aquire technologies, products, markets share within short time and cost reduction when products reach economical volumes. The other trend is to separate the business into brand name and ODM/OEM business. It will make revenues of both companies growing up since more focus and dedication to their respective business. “Five forces analysis” method was adopted in this study. The competition strategies and core compentencies were addressed based on industry’s evolution status and trend analysis. Start from customers’ point of view, mark up add-on value for customers, impede competition from competitors, and sustain the competitive advantages. “Blue Ocean” for networking industry will be new technology, new application and new market. Digital home application combines PC, TV, networking, digital contents and services. Anywhere, anytime, and anyone can enjoy digital contents and services through network access. It brings potential immense business opportunities from blue ocean point of view and analysis. The explosive point is popularity of contents and services. The key competitive capabilities for ODM/OEM company are: innovation, speed, cost and flexibility. To creat value for customers: advantage on time-to market; complete product lines to reduce transaction cost by one stop shopping; the flexibility of logistics; highly customization and differentiation. The “Blue Ocean” strategies are RD’s innovation capability, fast mass-customization capability, the complete digital home products and flexibility of logistics.