電子產業日益競爭下，個人電腦 (PC) 已走向一個成熟且低毛利率的產業。由於市場的成熟，廠商提供消費者多樣化的產品選擇，以致產品的生命週期愈趨縮短；產品的售價也因市場的過度競爭，而愈趨下跌。反觀產品供應鏈，原物料、人工成本以及原始設計製造 (ODM) 廠商的報價，卻是逐年上揚。因此對於一個國際品牌個人電腦廠商而言，如何提昇整體產品銷售組合的毛利率，已是攸關廠商生存的重要課題之一。
本研究著重在從財務管理的觀點探討，如何有以有效運用及控制公司內部研發資源為前提，建立並導出一適當的財務模型，提供最佳化的新產品獲利組合預測，增進公司整體之營運效益。並選擇某國際品牌高科技公司之消費性筆記型電腦部門為研究對象，對其新產品組合之獲利最佳化模式預測做整體性評估、驗證及可行性分析之探討。研究結果發現財務模型所提供之最佳化產品組合預測可提供產品銷售獲利最佳化預測資訊，然而除最佳獲利外，廠商實際上仍須考量維持市場佔有率以保持競爭力，經實務面的需求調整後，才為公司之最佳化產品組合。以此研究提供相關產業廠商未來發展之參考。 / Electronic industry has rapidly become more competitive, and personal computer is already in a sophisticated and low gross-margin market. Due to the sophistication, consumers face various product choices and hence the product life cycles are shorter. The product price is also decreasing because of severe competition. On the other side, product supply chain, including material price, labor cost, and the offer price of original design manufacturer, is escalating year over year. As a result, how to increase the gross margin of product portfolio is important to the company.
This thesis begins with a financial management view, based on the condition of effective resource use and control, to build an appropriate financial model which can forecast the optimal product portfolio and the return. Taking an international high-technology company as research object, we found that except the profit capability, market share is also a critical factor which should be concerned when building the portfolio in reality.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098932075 |
| Creators | 林薰薇 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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