電子書閱讀器OEM/ODM事業部計畫書 / This business plan is for an OEM/ODM company to launch a new eBook Reader Division targeting on emerging eBook reader OEM/ODM business. Since the success of Amazon Kindle eBook Reader, the industry expect significant growth after 2010 as the technology and platform are mature enough to provide a good feature product to meet consumer’s requirement in portable reading. The X Company is an OEM/ODM company with a lot of experience in 3C device design and manufacture. Its scale is medium size, much smaller than first tier OEM/ODM companies, like Foxconn and Wistron. However, it still have some bargaining power in some specific category. This business plan is to analysis the market opportunity and build competitive advantages for eBook reader OEM/ODM business. The plan starts from January 2010 and will create a team for eBook reader OEM/ODM business. With next 4 years, this business division’s target is to achieve 6% market share of global eBook OEM/ODM business and it will generate about 3.7 million USD Net Present Value.

台灣的電子產業向來以產品研發專長為主，但在缺乏產品出海口的經驗與實際的資源不足下，我們時常發現產品的優勢並未完成如買家所接受而轉換成為價值，導致業者時常以為貨品單價為唯一的購買因素。 本研究之個案「高階工程投影機ODM經營策略之研究」主要針對投影產品中的成長最快且運用最廣的工程投影機產業，分析並瞭解其市場特性後發現其中的交易行為不只考慮貨品單價而已，也包含其他心理面的重要因素，遂擬以4C行銷策略架構為研究基礎，針對個案-「高階工程投影機ODM經營策略之研究」進行的分析，從品牌業者與ODM製造商兩者買賣雙方的交換行為中，如何透過外顯單位效益成本、資訊搜尋成本、道德危機成本，以及專屬陷入成本中找出影響交易的總成本。 4C的框架來分析買者與廠商間的成本，在工程機的生意模式中以A廠商為例，希望能以買者觀點來看如何進行策略行銷，台灣的ODM廠商能夠倚靠產品技術力的優勢外，若利用框架的方式進行分析以決定資本與資源的投入方向，當能產生更大的綜效。 / Taiwan's electronics industry has been always focused on our product development and research as our core competence. Nevertheless, due to insufficient exporting field experience and limited resource, we found some of the product with advantage but can not be entirely converted to the value added by buyers, so this situation is misleading to the results that the goods unit price is the only factor due to our enterprise often thought . The research case "A study of ODM Business Strategy for high-end projectors " focused on higher growing of market size also wider application at the projection products to analyze and understand the market situation and its trading behavior , we found that the rule of transaction change not only to consider the trading behavior of commodity price only, but also contains other psychological important factor, try to apply “4C marketing strategy framework” methodology as the research base for the case - " A study of ODM Business Strategy for high-end projectors " to find the key factor that will impact the transaction costs by “the Cost of Utility”, “Buyer cost of Information Searching” , “Buyer cost of Moral Hazard”, and “ Buyer cost of holdup”, Adopting the 4C framework, we can analyze the cost between buyers and vendors, which take A vendor’s business model of large venue market for example, hoping to see how to execute the market strategy from consumer’s point of view. Basically, Taiwan's ODM manufacturers can not only take the advantage of product technology , but also can use a more logical manner to make the analysis to determine the direction for capital’s and resource’s inputs in order to generate a greater overall profits

Since 2001 the top international Notebook PC brand firm, Dell, established their Research and Development Center (R&D Center), or called TDC (Taiwan Design Center), in Taiwan, other Notebook PC firms also set up R&D Centers in Taiwan to work closely with Taiwan Notebook PC ODMs. In 2006, Dell has already handed over all the consumer Notebook R&D teams to TDC in Taiwan. Hewlett-Packard (HP) established R&D center in Taiwan in 2002, it is called Product Development Center (PDC) and now has thousands of engineers. The major responsibility of R&D Centers in Taiwan is to cooperate with Notebook PC ODMs to develop and manufacture Notebook PCs. The purpose of this study is to understand how the R&D Center evaluates Notebook PC ODMs and what the key factors are for evaluation from the R&D perspective. This study is taken by the depth of literature review and expert interviews and used AHP to develop a model of the evaluation to select a Notebook PC ODM as the partner to develop a new Notebook PC and mass-produce the products after complete development and validation. On the other hand, it helps Notebook PC ODMs to understand the client's selection criteria and know what the weaknesses are to improve accordingly.

In the smiling curve theory, many enterprises in Taiwan product merchandise by OEM (Original Equipment Manufacturing) model become the one which has lowest additional value. It seems that there is no future of Taiwan's OEM industry. It suggests that the enterprises in Taiwan should make the transition to the research or own brands. But, Can the smiling curve theory be really suitable for the industries of OEM unconditionally? ODM (Own Designing and Manufacturing) should subdivide into two models, passive ODM and active ODM. Passive ODM is receiving requirements of brand owners and then designs detail functions of product and processes of manufacture. Active ODM is made a product of open model and provides it for brand owners. When the product of open model is accepted by customer, the manufacturer can deliver the product with little lead time. In Passive ODM model, the brand owner should take the risk of marketing. But in active ODM model, the manufacturer takes marketing risk, too. It is more difficult for manufacturer to know the market rather than to manufacture. By using simulation gets two results: 1.When the manufacturer doesn't know the market, it is high risk to make the transition to active ODM or OBM (Own Branding and Manufacturing). 2.It is more safety to make the transition to passive ODM and the manufacturer still can shorten the cycle of new product development, get more orders and improve the ability of the enterprise.

The mostly of electronics companies, which contribute the majority of revenues in Taiwan, are mostly positioned as the OEM/OEM business model. Small or medium-sized OEM/ODM companies face much pressure from both price competition of large-sized OEM/ODM companies and variation of consumer markets. In order to take advantage of the synergy of complementary resources, small or medium-sized companies need not only to enhance theirs capabilities and build up the core competence, but also to seek the cooperative opportunities with other companies. All of these could make up for their inability and upgrade their competitiveness. This research analyzes, under the frame of competitive situation, the possible strategies for competition or cooperation. We also discuss from the viewpoints of economics what cooperative strategies or models the small or medium-sized companies will take. This research will analyze what is the most appropriate strategy between companies with the method of ¡§Game theory¡¨ which is the popular theory in organization fields. By this theory, we will discuss the possibility of stable cooperative relationship in the strategic alliance between the small or medium-sized companies. The conclusion of this research depicts that some companies will chase its short-term profits and go into price war in one game. But for a long-term development, some companies will consider their lasting profits and total return, and that is why mutual cooperation will appear. In this research, we solve the core problem- benefits distribution by ¡§Shapley¡¨ method of the game theory.

Online Oil Debris Monitors (ODM) provide a direct, effective and reliable approach to machinery condition monitoring. ODM can be used to monitor the condition of complex machines, such as airplane engines, electric generators, wind turbines, or other machines with oil circulation systems. The principle of the sensor is to detect the quantity and the size of metal particles in the flowing oil. The current available ODM sensors suffer from sensitivity to vibrations, as their electromagnetic response is largely affected by interfering vibrations. This thesis presents a novel structure and algorithms to separate and eliminate the vibration interference. In the new structure, a dual channel system is designed as opposed to previous single channel systems. Three signal processing algorithms have been developed and tested using experimental data from a prototype. They have shown to be effective, as detailed in the thesis.

Online Oil Debris Monitors (ODM) provide a direct, effective and reliable approach to machinery condition monitoring. ODM can be used to monitor the condition of complex machines, such as airplane engines, electric generators, wind turbines, or other machines with oil circulation systems. The principle of the sensor is to detect the quantity and the size of metal particles in the flowing oil. The current available ODM sensors suffer from sensitivity to vibrations, as their electromagnetic response is largely affected by interfering vibrations. This thesis presents a novel structure and algorithms to separate and eliminate the vibration interference. In the new structure, a dual channel system is designed as opposed to previous single channel systems. Three signal processing algorithms have been developed and tested using experimental data from a prototype. They have shown to be effective, as detailed in the thesis.

Taiwanese businesses assumed an important role in global supply chain after World War II. But numerous Taiwanese enterprises turn themselves into ODM-oriented ones for more profit because OEM only generates micro profit after companies from China and other developing countries have forged into this market since 1990s. The key to successful transformation lies in capability of independent design and development product. Therefore, developing and improving the capability of R&D talent is the priority to transformation into ODM-oriented company and critical for Taiwan to replay a major role in global supply chain. Therefore, based on competency, we adopted Fuzzy Delphi Method and Analytic Network Process (ANP) to design expert questionnaire and invited R&D experts in ODM-oriented companies to provide advice. The aim was to discover the necessary competencies of R&D employees and weight of each competency in order to construct a competency selection model for R&D employees in ODM-oriented companies and to serve as a reference point for more efficient selection and development of R&D workers. 1.Applying Fuzzy Delphi Method to find out critical competency indicators that is the source of constructing competency selection hierarchy. 2.Applying ANP which is characterized by analysis dependence on or feedback of each indicator to calculate the weight of each competency indicator and constuct a weighted competency selection model for R&D employees in ODM-oriented companies. 3.Confirming that dependence on or feedback of each indicator influences the weight of each indicator. 4.Proving that competency selection model for R&D employees effectively select qualified employees.

Nowadays, companies of emerging countries have started to compete with Taiwanese companies with the same OEM/ODM business model. This trend has made the advantages of manufacturing of Taiwanese companies disappeared. So the growth of Taiwanese economy that depends on exporting companies¡¦ products has suffered severe threats. Therefore, Taiwanese industries and government have struggled to transform into the field of OBM. They hope it can make more added values from OBM. This research studied on Taiwanese companies that have made some achievement in OBM field in the international base on resources-based view. This research studied on how they created and operated their own brands and how they planned their own international strategies of OBM, tried to find out the differences between OEM/ODM and OBM in nature, resources and abilities, and found out the main dimensions that how companies met the gap existing in resources and abilities. This study also tried to figure out the processes how companies with brands built up their OBM business in European markets, and then this study wanted to build a conceptual structure about how a business model transformed from OEM/ODM into OBM. Finally, the study found out another company that is a novice in building international OBM business, and did some analysis and suggestions for it based on the conceptual structure to verify the feasibility of the conceptual structure. The sources of the research data are from second-hand data and from interviewing with the studied companies. I hope the study can be a reference for any companies which want to build their business model of OBM. The results of this study showed that there is indeed a gap between OEM/ODM and OBM in respects of essence and the needed resources and capabilities. And the studied cases which have their own brands had an extent of similarity in building their OBM business in European markets. Therefore, this study tried to divide the processes of how the studied cases that built their OBM business in European markets into five stages, and every stage has different features and needed resources as well as capabilities. And then did some analysis and suggestions for the case which is a novice in building international OBM business. This study found out that the studied findings had an extent of feasibility and credibility.

This study uses the case study method to investigate how a start-up company in industrial PC ODM field makes the product line decision when the outcome does not meet the expectation on funding. Since the company A corp. which was formly a software company in Netword Attached Storage field merged a communication appliance business unit from a industrial PC manufactoror, it was expected to leverage the resources of both joint venture parties to create synergy in competing with the existing competitors. It is two years after funding the management is about to review the product lines ¡V hardware manufacture and storage system, to make the go/no go decision on the storage system product line. Regarding to the business factor, the case is described in terms of value propostion, value network, and resource and process of the company; For the business competition, competitors in both product lines are stated; And respective operation records are provided in making the decision.