淡江大學覺生紀念圖書館 (TKU Library)
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系統識別號 U0002-1707201414461400
中文論文名稱 電子產業演進與創新與商業模式探討
英文論文名稱 Business Model Innovation For Electronic Industry Development
校院名稱 淡江大學
系所名稱(中) 管理科學學系企業經營碩士在職專班
系所名稱(英) Executive Master’s Program of Business Administration(EMBA) in Management Sciences
學年度 102
學期 2
出版年 103
研究生中文姓名 張仕豪
研究生英文姓名 Shih-Hao Chang
學號 700620221
學位類別 碩士
語文別 中文
口試日期 2014-06-20
論文頁數 160頁
口試委員 指導教授-牛涵錚
委員-陳定國
委員-陳海鸣
中文關鍵字 創新  商業模式  創新商業模式 
英文關鍵字 Innovation  Business model  Business model innovation 
學科別分類
中文摘要 商業模式的概念是上世紀90年代後期才開始流行起來的,這是與IT和通信行業的服務價格迅速降低相聯繫的。它描述了公司所能為客戶提供的價值以及公司的內部結構、合作伙伴網路和關係資本等藉以實現(創造、推銷和交付)這一價值並產生可持續盈利收入的要素。也能幫助管理者了解企業的操作流程。
本研究採個案研究法,根據Eisenhardt (1989)提出的個案研究應以4到10件的個案為最佳之建議,以電子業上下游包含品牌系統廠、IC產業及ODM製造商共 6件個案為探討對象。並依據商業模式相關文獻,歸納出商業模式的主要八項元素,分別為價值網路、營收機制、核心策略、產品與服務、價值定位、組織設計、策略性資源、技術元件,作為探討商業模式的主要影響元素。
本研究經由文獻調查法及訪談法後,將商業模式八大元素結合司徒達賢(1995)所提出的策略矩陣分析法作為主要分析的方法,分析各產業下商業模式策略所運用的要素方式,並採用SWOT 分析為輔助分析工具,了解企業在面對內外環境下營運的規劃。最後,提出各產業下商業模式元素的重要性與整體環境下商業模式所具備的元素以及創新商業模式的運作策略,以提升企業競爭力,並達企業永續經營的目的。
英文摘要 A business model describes the rationale of how an organization creates, delivers, and captures value, in economic, social, cultural or other contexts. The process of business model construction is part of business strategy. Business models are used to describe and classify businesses, especially in an entrepreneurial setting, but they are also used by managers inside companies to explore possibilities for future development. Well-known business models can operate as "recipes" for creative managers, Business models are also referred to in some instances within the context of accounting for purposes of public reporting.
According to Eisenhardt (1989), case study research may analyze data from four to ten. Therefore, this research explored six cases of electronic industry. Basis on literatures of Business models, this study figures out eight elements of business model are as follows: value network, revenue model, core strategy, products and services, value proposition, organization design, strategic resources, technology components. The eight elements of business model as the impact of business model elements. The method of this study was adopted literature review and interviews. This study combines the eight elements of siness model and Dah-Hsian
Seetoo (1995), “strategic matrix analysis”as the main analysis, to analysis the industry’s strategy under the elements of the business model. Assisted analysis using SWOT analysis tool to understand the business environment in the face of internal and external operations planning.In the end, the important of the industry’s business model elements, the overall environment’s business model elements and innovative business models operational strategies have been developed. It will enhance the competitiveness of the enterprises, and achieve business towards perpetual operation.
論文目次 目錄
第一章 緒論................................................................................................... 1
第一節 研究背景與動機 ...................................................................... 1
第二節 研究目的 .................................................................................. 2
第三節 研究流程 .................................................................................. 3
第二章 文獻探討 .......................................................................................... 5
第一節 創新 .......................................................................................... 5
第二節 商業模式 ................................................................................. 15
第三章 研究方法 ......................................................................................... 28
第一節 個案研究法……....................................................................... 28
第二節 分析工具………………........................................................... 31
第四章 個案研究 ......................................................................................... 33
第一節 華碩電腦 ................................................................................. 33
第二節 宏砦q腦 ................................................................................. 43
第三節 Qualcomm美國高通公司 ......................................................... 56
第四節 聯發科股份有限公司 ............................................................. 66
第五節 和碩聯合科技股份有限公司 ................................................. 75
第六節 廣達電腦股份有限公司 ......................................................... 85
第五章 個案分析與結果 ............................................................................. 91
第一節 華碩電腦個案分析 .......................................... ...................... 91
第二節 宏砦q腦個案分析 ................................................................. 99
第三節 Qualcomm美國高通公司個案分析 ....................................... 107
第四節 聯發科股份有限公司個案分析 ......................................... 115
第五節 和碩聯合科技股份有限公司個案分析................................. 123
第六節 廣達電腦股份有限公司個案分析 ....................................... 131
第六章 模式建構與建議 ........................................................................... 139
第一節 研究發現與模式建構 ........................................................... 139
第二節 研究貢獻 ............................................................................... 147
第三節 研究限制與後續研究建議 ................................................... 148
參 考 文 獻 ............................................................................................... 137
一、中文文獻 ....................................................................................... 150
二、英文文獻 ....................................................................................... 152
附錄 ............................................................................................................. 160
附錄一 專家訪談問卷........................................................................... 160

表目錄
表2-1 各學者對創新定義的看法 .................................................................. 8
表2-2 創新的分類 .......................................................................................... 11
表2-3 商業模式的定義 .................................................................................. 18
表2-4 商業模式的元素 .................................................................................. 21
表2-5 商業模式的要素 .................................................................................. 23
表2-6 商業模式八大元素及定義 .................................................................. 27
表3-1 個案研究受訪對象 ……….................................................................. 31
表4-1 2012年全球前十大半導體廠商營收 .................................................. 61
表5-1 華碩電腦SWOT 分析 ............................................................................ 98
表5-2 宏砦q腦SWOT 分析 ........................................................................... 106
表5-3 高通公司SWOT 分析 ........................................................................... 114
表5-4 聯發科SWOT 分析 ............................................................................... 122
表5-5 和碩聯合科技SWOT 分析 ................................................................... 130
表5-6 廣達電腦SWOT 分析 ........................................................................... 138
表6-1 各產業下商業模式元素的重要性 ..................................................... 139

圖目錄
圖1-1 研究流程圖 ............................................................................................ 4
圖2-1 創新雷達圖 .......................................................................................... 14
圖2-2 商業模式與NASDAQ 科技股的波動比較圖 ........................................ 16
圖2-3 商業模式元素統計 .............................................................................. 26
圖4-1 華碩各產品營收貢獻圖 ...................................................................... 35
圖4-2 華碩電腦組織圖 .................................................................................. 39
圖4-3 華碩電腦雷達圖 .................................................................................. 43
圖4-4 宏皉U產品營收貢獻圖 ...................................................................... 46
圖4-5 宏砦q腦組織圖 .................................................................................. 52
圖4-6 宏砦q腦雷達圖 .................................................................................. 55
圖4-7 高通集團腦組織圖 .............................................................................. 64
圖4-8 高通集團雷達圖 .................................................................................. 66
圖4-9 聯發科技腦組織圖 .............................................................................. 72
圖4-10 聯發科技雷達圖 ................................................................................ 75
圖4-11 和碩聯合科技組織圖 ........................................................................ 80
圖4-12 和碩聯合科技雷達圖 ........................................................................ 84
圖4-13 廣達電腦組織圖 ................................................................................ 88
圖4-14 廣達電腦雷達圖 ................................................................................ 90
圖5-1 華碩電腦產品廣度與特色 .................................................................. 91
圖5-2 華碩電腦目標市場區隔方式及選擇 .................................................. 93
圖5-3 華碩電腦垂直整合程度 ...................................................................... 94
圖5-4 華碩電腦相對規模與相對經濟 .......................................................... 95
圖5-5 華碩電腦地理涵蓋範圍 ...................................................................... 96
圖5-6 華碩電腦競爭優勢 .............................................................................. 97
圖5-7 宏祡I腦產品廣度與特色 .................................................................. 99
圖5-8 宏祡I腦目標市場區隔方式及選擇 ................................................. 100
圖5-9 宏祡I腦垂直整合程度 ..................................................................... 101
圖5-10 宏祡I腦相對規模與相對經濟 ....................................................... 103
圖5-11 宏祡I腦地理涵蓋範圍 ................................................................... 104
圖5-12 宏祡I腦競爭優勢 ........................................................................... 105
圖5-13 高通公司產品廣度與特色 ............................................................... 107
圖5-14 高通公司目標市場區隔方式及選擇 ............................................... 109
圖5-15 高通公司垂直整合程度 ................................................................... 110
圖5-16 高通公司相對規模與相對經濟 ....................................................... 111
圖5-17 高通公司地理涵蓋範圍 ................................................................... 112
圖5-18 高通公司競爭優勢 ........................................................................... 113
圖5-19 聯發科產品廣度與特色 ................................................................... 116
圖5-20 聯發科目標市場區隔方式及選擇 ................................................... 117
圖5-21 聯發科垂直整合程度 ....................................................................... 118
圖5-22 聯發科相對規模與相對經濟 ........................................................... 119
圖5-23 聯發科地理涵蓋範圍 ....................................................................... 120
圖5-24 聯發科競爭優勢 ............................................................................... 121
圖5-25 和碩聯合科技產品廣度與特色 ....................................................... 124
圖5-26 和碩聯合科技目標市場區隔方式及選擇 ....................................... 125
圖5-27 和碩聯合科技垂直整合程度 ........................................................... 126
圖5-28 和碩聯合科技相對規模與相對經濟 ............................................... 127
圖5-29 和碩聯合科技地理涵蓋範圍 ........................................................... 128
圖5-30 和碩聯合科技競爭優勢 ................................................................... 129
圖5-31 廣達電腦產品廣度與特色 ............................................................... 132
圖5-32 廣達電腦目標市場區隔方式及選擇 ............................................... 133
圖5-33 廣達電腦垂直整合程度 ................................................................... 134
圖5-34 廣達電腦相對規模與相對經濟 ....................................................... 135
圖5-35 廣達電腦地理涵蓋範圍 ................................................................... 136
圖5-36 廣達電腦競爭優勢 ........................................................................... 137
圖6-1 電腦科技產業創新商業模式策略地圖 ........................................... 141
圖6-2 IC設計產業創新商業模式策略地圖 ............................................... 142
圖6-3 一般化創新商業模式策略地圖 ....................................................... 146
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