本研究個案，乃處於電腦週邊產業環境巨變影響，持續成長失去動力，以及個案公司幾年前策略錯誤使成長停滯，陷入營運瓶頸，而個案公司在此環境前提下，如何運用豐富的資源要素，整合公司組織、能力、流程、資源以品牌及代工分進合擊，並在原個案公司獲利模式的組織架構下，研擬出七字訣的創新模式之成長策略，顧、能、組、流、通、資、利。
依環境條件目標前提下，資源發展應需要有創新模式：
1.對顧客的價值︰
品牌經營(OBM)以顧客需求為價值流程的主軸及起始，結合客戶市場訊
息，規劃做法以Push及Pull雙向意見提供品牌產品滿足通路需求，以鞏
固市佔率，隨時掌握市場訊息以動態調整市場策略。
代工業務(OEM)，整合品牌及代工研發及產品資源，探索顧客需求承接委
託代工訂單，提供滿足客戶的價值主張。
2.自我核心能力︰
檢視企業內部原已具備的核心能力，擴大發展相近產品線，使原有核心
能力藉由內部發展深耕技術，有利於個案公司持續成長。如未具備的核
心能力則以策略合作或合資方式取得，使核心技術由點的深耕形成面的
廣度擴大，才能在技術上居市場領先地位。
3.企業組織結構︰
配合環境、條件、目標前提下，滿足客戶需求建構的企業組織。
4.企業核心流程︰
強化原有自有品牌OBM核心流程，高度關聯性產品自行建構，委託代工
則以客戶及技術層面為策略成長方向。
5.通路調整管理︰
品牌通路管理強化經銷商的關係服務並設立產品經理管理及回饋當地營
運訊息，委託代工則以建立客戶關係管理，以服務客戶需求為首要。
6.關鍵資源種類︰
善用公司有形無形資源並擬定成熟及專業產品策略，採取散彈及集中策略
以提昇市佔率鞏固現有客戶，以符合快速成長目標。
7.獲利公式組合︰
區分品牌及委託代工二種獲利模式，品牌以創新開發新產品以鞏固現有客
戶並有效管理確保利潤，委託代工則以生產品質、成本管控、建立客戶關
係管理，以人工效率為主要獲利來源。
關鍵字：品牌經營，核心能力，企業核心流程。 / This case study is in that computer peripherals industry is subjected to huge environmental changes to lose growth momentum, and the case company a few years ago of tactical errors, economic stagnation, into operational bottlenecks, and the case company in this environment under the premise of how to use the rich resources of elements, integration organization of the company, capacity, processes, resources, brand and OEM coordinated attack, and the organizational structure of the company's revenue model of the original case, to develop the seven innovative model of growth strategy: customer, core value, organization, process, channel, critical resource, profit formula.
According to the target under the premise of environmental conditions, resource development should be the need for innovative models:
1.Value to the customer:
Brand management (OBM) to customer demand for the spindle and the start of the value process, combined with market information, planning practice to provide two-way views of brand products to meet the pathway needs to consolidate market share, and keep abreast of market information to dynamically adjust the marketing strategy.
OEM business, the integration of brand, ODM and product resources to explore customer needs to undertake commissioned OEM orders to meet customer value proposition.
2.Core competencies:
View within the enterprise already have the core competencies to expand the development of similar product lines, so that the original core competencies through internal development of roots in technology, and is conducive to the case company continues to grow. If not have core competencies while strategic partnerships or joint ventures to acquire, the formation of the breadth of the surface to expand the core technology from the point of deep plowing, to be technically the market leader.
3.Organizational structure of enterprises:
With the environment, conditions, and target under the premise of the construction business organizations to meet customer needs.
4.Core processes:
OBM core processes to strengthen the existing own-brand products of high correlation self-constructed, commissioned a foundry while customer and technical aspects for the strategic direction of growth.
5.Product channel adjustment:
Brand channel management to strengthen dealer relationships and the establishment of the management of the product manager and returned to the local operating messages, commissioned by the foundry while building customer relationship management, customer service needs paramount.
6.Types of critical resources:
Use of tangible and intangible resources and the development of a mature and professional product strategy, decentralized and centralized strategy to enhance market share to consolidate existing customers to meet the rapid growth objectives.
7.Portfolio of profit formula:
Distinguish between two kinds of the brand and contract manufacturing revenue model, the brand consolidate existing customers and effectively manage the development of innovative new products to ensure profits, commissioned by the foundry are produced quality, cost control, customer relationship management and labor efficiency as the main received profit source.
Keywords: brand management, core competencies, core processes.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099932418 |
| Creators | 劉復漢, Liu, Fu Han |
| 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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