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系統識別號 U0002-2206200618523600
中文論文名稱 台灣資訊產業中OEM/ODM代工定位之研究
英文論文名稱 Research of positioning of OEM/ODM in Taiwan Information Industry
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 94
學期 2
出版年 95
研究生中文姓名 周書賢
研究生英文姓名 Shu-Hsien Chou
學號 793400234
學位類別 碩士
語文別 英文
口試日期 2006-06-02
論文頁數 83頁
口試委員 指導教授-鮑世亨
委員-楊曉文
委員-蔡政言
中文關鍵字 原始設備製造商  原始設計製造廠商  蘭開斯特模型  資訊產業 
英文關鍵字 OEM  ODM  Lancaster Model  Information Industry 
學科別分類 學科別社會科學商學
中文摘要 影響著資訊產業兩個主要的潮流趨勢. 第一是愈來愈多的電子產品持續地被價格的壓力所影響. 第二就是中國與其他亞洲國家的崛起已經顯露出重要的影響力. 而這些國家在愈來愈激烈的利潤壓力下,儼然變成為低成本的生產製造中心的地區; 也變成為在成長中的亞洲區域電子市場裡,潛在的新市場機會.

因此, 增加銷售的數量與減少成本就成為資訊產業應對的方法. 所以愈來愈多的自有品牌電腦公司試著去尋找OEM/ODM代工夥伴去幫忙製造與設計產品. 這樣的話, 自有品牌的廠商就可以關注在行銷的策略上, 也可以獲得便宜又多樣的產品在市場上銷售.

我們將會使用消費者需求的Lancaster模型(Lancaster, 1966)去分析與檢驗在成本/品質, 研發速度/客製化, 與生產能力的方面上多種屬性的權數. 這篇論文的目的就是要去測試與證明在供應商自己所提供的產品與消費者所需求的產品之間相互的關係與程度上OEM/ODM供應商全部的能力. 然後, 分析供應商需改善的屬性並對其提出一些建議.

關鍵詞:原始設備製造商, 原始設計製造廠商, 蘭開斯特模型, 資訊產業
英文摘要 Two major trends are affecting the information industry. First, pricing pressure continues to affect more and more electronics-based products. Second, China and other Asian countries have emerged as crucial forces. First, these countries which intensify pressure on margins are as low-cost locations for manufacturing centers, and then, they are as potential new market opportunities in serving the growing Asian domestic electronics market.

Consequently, increasing the sales quantities and decreasing the cost are the corresponding methods of the companies in information industry. Therefore, more and more OBM computer companies try to search the OEM/ODM companies to help them to manufacture and design the product. They can focus on the marketing strategy, and get cheaper and diversified products for sale.

We will use the Lancaster model of consumer demand (Lancaster, 1966) to analyze and check the weight of multi-attributes such as Cost/Quality, Development speed / Customization, and Production ability. The purpose of this research is to test and verify on the total ability of OEM/ODM suppliers for the interrelations and levels between the products provided from supplier and the customer’s demands of the product. And then, analysis which attributes the supplier should to improve and give some suggestions.
論文目次 ACKNOWLEDGEMENT ...........................................................................................Ⅰ
ABSTRACT ................................................................................................................ II
CONTENTS IV
LIST OF FIGURES VII
LIST OF TABLES VIII

CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH OBJECTIVES AND METHODOLOGY 5
1.3 RESEARCH SCOPE 9
1.4 RESEARCH PROCESS AND STRUCTURE 11

CHAPTER 2 INTRODUCTION OF TRENDS IN INFORMATION INDUSTRY 12
2.1 THE DEFINITION OF OEM/ODM…………………………………….……12
2.2 INTRODUCTION OF FIRMS IN INFORMATION INDUSTRY……………14
2.2.1 US INFORMATION INDUSTRY 14
2.2.2 EUROPE INFORMATION INDUSTRY 20
2.2.3 ASIA INFORMATION INDUSTRY 30
2.2.3.1 THE POSITION OF ASIA PERSONAL COMPUTER RELATED INDUSTRIES (INFORMATION INDUSTRIES) RAISES IN THE WORLDWIDE DAY BY DAY………………………………………………...30
2.2.3.2 THE PLACE OF PERSONAL COMPUTER MARKET IN ASIA RISES IN THE WORLDWIDE DAY BY DAY………………….………..…..………31
2.3 ADVANTAGE OF TAIWANESE OEM/ODM FIRMS IN INFORMATION INDUSTRY ……………………………………………………………………….41

CHAPTER 3 RESEARCH METHODOLOGY………..……..……………………50
3.1 RESEARCH DESIGN 50
3.2 LANCASTER MODEL 51
3.3 QUESTIONNAIRE DESIGN 52

CHAPTER 4 RESEARCH RESULT 53
4.1 SECONDARY DATA COLLECTION AND LANCASTER MODEL…..……53
4.2 ANALYSIS WITH QUESTIONNAIRE DATA, AND TEST WITH LANCASTER MODEL……………………………………………………………57
4.2.1 SAMPLE DESCRIPTION……………………........…..…………………57
4.2.2 INTERSECTION ANALYSIS …………….………………..……………61
4.2.3 LANCASTER MODEL TEST……………………………………………63

CHAPTER 5 CONCLUSION AND SUGGESTION 65
5.1 CONCLUSION 65
5.2 MEANING OF THEORY AND EMPIRICAL 68
5.3 SUGGESTION 75

REFERENCE…..………………………………………………………………….…76
APPENDIX A 80

LIST OF FIGURES

Figure 1-1 A continuum of strategies…………………………………………………6
Figure 1-2 Research Process and Structure…………………………………………..11
Figure 2-1 Europe enterprise and home personal computer market growth rate…….21
Figure 2-2 1996 to 2002, the market scale of personal computer in the worldwide…32
Figure 4-1 IPO in Taiwan Main Functions………………………….……………..…54


LIST OF TABLES

Table 1-1 Information Industry (Hardware) Production Type/Ratios in Taiwan………3
Table 1-2 Comparison of the level of the product customization in Taiwan’s different business classifications…………………………………………………………………6
Table 2-1 Reason of Compaq try to carry out BTO……………..……………….……15
Table 2-2 ODM plan of Compaq’s content………….…………..…………….………16
Table 2-3 1997 the outputs of main personal computer in US……..………….………18
Table 2-4 1997 the market profile of personal computer in Europe.………….……….21
Table 2-5 `96/`97 the market profile of personal computer in Europe.………….…….23
Table 2-6 development situation of the personal computer marketing channel in Europe…………………………………………………………………………………24
Table 4-1 Comparison of IPO Main function and Major part…………………………54
Table 4-2 Major Product of your company……………………………………………57
Table 4-3 Business volume per year of your company……………………………..…58
Table 4-4 Business property of your company………………………………….…..…59
Table 4-5 Business property of your company intersection - OEM…………….…..…59
Table 4-6 Business property of your company intersection - ODM…………….…..…59
Table 4-7 Business property of your company intersection - OBM…………….…..…60
Table 4-8 Major job of interviewer…………………………………………….………60
Table 4-9 Major Product of your company * invested in overseas markets intersection...............................................................................................................…...61
Table 4-10 Major Product of your company * Business property of your company intersection……………………………………………………………………….…….61
Table 4-11 Invested in oversea markets intersection………………………….……….62
Table 4-12 Average value of each perspective………………………………….……...63
Table 4-13 Total utility for different business properties……………………….……...64
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