近年來，智慧型手機、平板電腦、筆記型電腦、隨身多媒體播放器、車用資訊與娛樂系統、蘋果產品及各式各樣手持裝置蓬勃成長，連帶也帶動了周邊產業的發展。3C周邊產業的特性是產品包羅萬象，技術領域高度多樣化，一個以代工為基礎的廠商，較為穩健的成長策略應是以原本的核心技術為基礎，逐步向上下游佈局，此即是所謂的垂直成長。垂直成長策略最重要的參考依據是施振榮所提出的產業附加價值曲線。以3C產業而言，位於中心點的是製造代工，是附加價值較低的一環；創意、服務與設計位於微笑曲線的左端；行銷與品牌位於微笑曲線的右端。線型中間低兩側高，故又名微笑曲線。
本研究發現，以3C周邊產業為例，垂直發展向左側的方向，是以核心能力為主之關鍵組件的產品設計研發與製造。核心能力的深度與廣度會決定最終產品的競爭力，因此要發展並架構各種包含產品設計、塑膠、模具、五金、電子、包裝設計等等核心能力。針對這些差異性甚大的核心技術能力，企業的構建方式，是要有計畫地採用自行設廠生產、或是掌握設計但將生產外包、或是獨立新的事業單位、或是併購或合資的方式成立獨立單位來運作。都是向上游發展的策略方向。
向右的發展的主體是品牌及對應的品牌精神與品牌定位。品牌的精神是要整合創意及設計，並且要有行銷及通路佈局的能力。如果最終產品跨越不同的產品領域或是目標客戶群太過廣泛，就要做多品牌的切割。而行銷與通路經營則是在地化的服務，不同的地點或國家都需要有完整的行銷、客戶服務、庫存及後勤支援。
上述的發展不論是不同的生產能力或多品牌或各地通路，都要結合不同能力的個人及群體，要因應政治經濟環境的現實，以及要考量不同領域所需要的管理現實與企業文化的差異性，應將不同功能性的工作群體予以分拆，成為獨立的事業單位或子公司，較能發揮出較好的綜效及彈性。尤其是品牌事業，為了要避免與代工客戶競爭的疑慮，更應當用獨立公司來發展。而總公司應要統籌包含前瞻技術發展、財務管理、資訊管理、人力資源管理、智財與法務等共同的價值活動以求最大的綜效，如何做妥善的分工與規劃，這些都是採行垂直發展成長策略所要面對的挑戰。 / In recent years, Smartphone, tablet PCs, notebooks, MP3 / 4, GPS, mobile TV, car information and entertainment system, Apple products and all kinds of handheld devices have vigorous growth which also promotes the development of peripheral industries. However, the 3C industry itself and the techniques are with great diversity. An OEM/ODM based company should use “Vertical Integration” as its growth strategy, which emphasize the importance of core technology and develop gradually different companies in a supply chain. The smiling curve proposed by Stan Shih would be the most important reference. Take 3C industry as example, the middle of the smiling curve is the function of OEM, which creates the minimum value; the creativity, services and design are located at the left side of the curve, and the right side are the marketing and branding. The middle of the curve is lower while both sides are higher; that’s why we named it “Smiling Curve”.
We take 3C industry as example in this research. For 3C industry, the design, R&D and production will be the core competencies when developing up to the left side of the curve. These competencies include product design, plastic design, mold design, hardware design, electronics design, package design...etc. To build up these core competencies, establishing an own plant, taking the part of design then outsourcing the production, settling a new, independent business unit…etc could be directions when integrating the upstream of the industry.
On the right side of the curve will be the development of brand. The spirit of the brand is to integrate the originality and the design, and to have the ability of marketing and planning the layout of the channels. However, the marketing management and channels management provide localized services, which means that different places or countries should well supported with marketing strategy, customer services and stocks.
In the process of vertical integration mentioned above, in order to combine individuals and groups with different ability, to respond to the political and economic environments and to considerate the cultural divergence in different companies, the better way is to divide the different function group into an independent business unit or firm to ensure the synergistic effect and flexibility. Especially when building an own brand, to develop an independent company would be a better decision considering the concerns of the OEM/ODM customers. On the other hand, the headquarters should make overall arrangement to assure the synergistic effect of common value activities. All these are the challenge when using the vertical integration strategy.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098932068 |
| Creators | 劉恕偉 |
| 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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