資訊品牌價值鏈整體效能改善之研究-以AG Neovo為例

Abstract

自從施振榮(1992)發表微笑曲線後，品牌成為資訊產業顯學。隨著品牌概念的實踐，台灣過去以代工為核心的產業價值鏈直接受到衝擊。隨著市場競爭環境的日益嚴苛，為確保品牌長期競爭力，品牌商除了致力於品牌本身附加值之提升，藉由整體價值鏈效能改善的營運模式導入似乎更能展現價值創新的成效。 偉聯科技股份有限公司之AG Neovo品牌(平面液晶顯示器/ TFT LCD Monitors)在1999年誕生，除了日常性的品牌建置與維護作業，品牌價值鏈整體效能之改善實為其營運管理之核心策略思維。在此策略導引下，偉聯科技戮力於重整其產業價值鏈上下游夥伴之合作關係，MP-LC-LR這種打破傳統買賣關係的新的營運模式隱然成型，整體價值鏈的效能也開始浮現。 本研究所得到的結論如下: 一、價值創新不只限於產品及服務的創新，營運模式創新所顯現的經營績效或更加顯 著。 二、傳統資訊品牌價值鏈中的買賣關係隱藏著許多零和的衝突，這些利益上的衝突是導致價值鏈運作效能不彰的主因。經由有效的協同作業，不但這些隱藏的零和的衝突可以消弭，價值鏈的效能也能因而大幅提升。 三、經由實務運作，AG Neovo所導入的MP-LC-LR創新營運模式展現了優越的營運成果，也證實了資訊品牌價值鏈效能改善的可行性及方向。 四、創新營運模式的發展與實踐源自於價值創新的策略思維及執行力。

The manufacturing oriented industry of information technology at Taiwan has been facing the severe challenge of thin gross margin for years. In addition to further expanding the size of operation to be in a more economic size as well as trying hard to squeeze and low down the operating cost, branding turns to be a new focus of IT industry especially right after the invention “Smiling Curve” of Mr. Stan Shih, the founder of Acer in 1992. Unfortunately, branding itself does not mean higher profit is guaranteed. In the traditional buy-and-sell business model, the zero-sum conflict is always there and needs to be resolved to achieve better effectiveness of industry value chain. In this case study, AG Neovo develops its business model into an MP-LC-LR way that makes the best use of collaboration among partners in its value chain and demonstrates an outstanding result. We can conclude from the case study on AG Neovo: 1.Value innovation is not limited to the products and services. It can be originated from the innovation of new business development. 2. Some zero-sum conflicts exist in the traditional value chain of IT industry that bring down the total effectiveness of subject value chain. Effective collaboration among partners in the value chain is the best way to have these conflicts eliminated while the value chain effectiveness can therefore be improved at the same time. 3. MP-LC-LR way developed and implemented by AG Neovo shows the outstanding effectiveness of value chain management. It further proves that the improvement of current value chain in IT industry is feasible and possible. 4.The development and implementation of a new business model is originated from the strategic thinking and capability of execution in value innovation.