筆記型電腦連接器產業之經營策略與價值分析-以宏致電子為例; The Business Valuation & Value-creating Strategies of Notebook Connector Industry - An Empirical Study of ACES

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题名:	筆記型電腦連接器產業之經營策略與價值分析-以宏致電子為例;The Business Valuation & Value-creating Strategies of Notebook Connector Industry - An Empirical Study of ACES
作者:	王郁婷;Yu-ting Wang
贡献者:	財務金融研究所
关键词:	波特五力分析;商業模式;SWOT分析;DCF模型;宏致電子;business model;SWOT analysis;DCF model;Porter five forces analysis;ACES
日期:	2011-07-07
上传时间:	2012-01-05 15:06:56 (UTC+8)
摘要:	筆記型電腦產業已無庸置疑是相當重要的產業，連接器是筆記型電腦不可或缺的一部分，但是隨著科技的進步、小筆電和平板電腦的推出，為筆記型電腦連接器廠商帶來重大的影響，對電腦連接器產業也產生極大的影響，本研究將探討筆電連接器產業及其代表廠商所受的衝擊改變，及建議商業模式的調整方向。本研究採質性研究，以深入觀察個案為主要研究方法，並佐以歷史文獻及數據資料的整理與分析，使本研究更客觀更具說服力；並對個案公司宏致電子的高階主管進行訪談，深入瞭解個案公司現況及面對產業變遷的應變態度。本研究依波特五力分析方法找出個案公司外部環境之機會與威脅，再以Osterwalder等人(2010)提出的商業模式九構面探悉個案公司之優勢劣勢，再以SWOT分析法導出宏致電子的價值創造策略。最後，以此策略為假設基礎，運用DCF評價模型評估策略價值。本研究認為宏致電子之機會為高階連接器需求增加與日廠的轉單。因新進廠商尚未有研發且量產高階連接器之能力，連接器替代品亦尚未出現，宏致電子可把握機會搶攻高階連接器的市占率。宏致電子的威脅在於競爭越趨激烈與陸資廠的興起，使產品產生削價競爭現象。而宏致電子的優勢在於穩定的技術與品質及擁有許多合作夥伴；劣勢在於宏致頻繁更換高階經理人且缺乏國際行銷能力。依據上述研究結果，本研究建議宏致電子可以下述四種方式增加競爭力：在海外設點，以增加與國外優質廠商與客戶之接觸；改善製程與良率，以降低生產成本；增加產品廣度，以分散風險；加強開發高階連接器，以開創藍海。預估此四策略將可使宏致之公司價值增加一倍以上。 NB industry is very important nowadays, and connector is indispensable to NB. As technology improving, NB industry as well as NB connector industry changed a lot. This study investigates the challenges that NB connector companies have been facing, and analyses ACES Corporation’s business model for the purpose of providing the firm some strategic suggestions on business model changes in order to be sustainable in the changing environment. This study uses Porter five forces analysis to find out target firm’s opportunities and threats, and uses the nine factor business model, proposed by Osterwalder et al. (2010), to find out target firm’s advantages and disadvantages. Then it uses the SWOT analysis to derive the value creating strategies. Finally, this study uses the DCF model to assess the potential value that the target firm might create based on those strategies.. The results of this study show that the ACES Corporation’s opportunities are the increasing need of high end connectors and the orders come from Japan, and its threats are the fierce completion and the increasing numbers local competitors in China. ACES Corporation’s advantages are its products’ quality and its key partners, however, its disadvantage are it less stable management team and lack of international marketing capability. By implementing the suggested strategies of building oversea stronghold, improving production process and technology, and expanding its product lines, ACES Corporation’s could substantially increase in its firm value.
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