中國耳機製造大廠之經營策略分析

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题名:	中國耳機製造大廠之經營策略分析
作者:	林仲祥;Lin,Ching-Hsiang
贡献者:	高階主管企管碩士班
关键词:	耳機;經營策略;市場結構;廠商行為;經營績效;Headphone;Structure;Conduct;Performance
日期:	2016-07-11
上传时间:	2016-10-13 13:58:02 (UTC+8)
出版者:	國立中央大學
摘要:	自從移動通信誕生之日起，手機正在一步一步地改變著人們的生活，尤其是智慧型手機。手機廠商為搶占市場份額，將智慧型手機加入了音樂及多媒體撥放功能，為了讓消費者能同步使用智慧型手機強大影音及通話功能，有線免持式耳機便成為智慧型手機的基本配備。亞洲地區的知名耳機代工大廠生產基地位於中國，隨著中國生產要素的價格上漲、政策吸引力降低，部分企業將其在中國的製造成本加以分析後，認為中國製造業長期處於國際產業價值鏈的低端，隨著人民幣升值，人均薪資水準持續上升，人口老齡化提前到來，中國低成本優勢在過去的幾年正在不斷喪失，已有不少企業將生產基地陸續撤出中國，回到母國或其它成本更低的發展中國家。然而，隨著手機的市場需求激增，隨機配備的有線免持耳機需求量也日益劇增。有線免持耳機最大的製造生產基地位於中國，本研究採用產業組織理論中的『結構 - 行為 - 績效』分析架構，分析中國耳機製造大廠的組織特徵，將耳機製造業市場結構，以次級資料進行分析並探討市場內的定價策略與競爭模式，透過廠商行為來了解耳機製造業經營之現況與未來發展方向，另外，使用績效評估指標來衡量廠商經營績效。期望能探討整個耳機製造業的發展情形、相關企業經營策略方向以及影響業者績效之相互關係，並提出良好適切建議，作為耳機製造廠商未來判定政策之參考。從研究結果中發現，中國耳機製造企業發展初期規模不大，需長時間深耕經營方可達到規模經濟，從整體分析得知歌爾及瑞聲2家耳機業者，從2008 年金融危機後，受到中國政府扶植及補助下，全力投入自動化生產製造，營收及成長大幅提升。從四項獲利指標得知在2010年後台資耳機製造企業整體營收平平，獲利遠不及中國耳機製造企業，顯示台資企業總體獲利能力有逐年下降趨勢。以上種種情形將促使領先企業在目睹弱勢企業淘汰出局後，力爭市場上游而更新其產品線。並且憑藉於新產品及技術開發方面的專業知識，專注與具有強大潛力的企業開展合作的戰略。此外，管理層必須不斷監測發展趨勢及增強核心競爭力，並將趨勢轉化為具吸引力及盈利能力的產品。目前，隨著穿戴式智能裝置的問世，這也成為耳機產業將要發展的方向之一。鑒於無線藍牙裝置、主動式噪音消除及近距離無線通訊等各種技術的發展，耳機製造廠商在未來數年必須開拓穿戴式智能裝置業務，努力提高工程技術水準及開發更多專利的關鍵，才具有競爭優勢讓客戶及自身受惠。這有助耳機企業完善自有產品及鞏固行業地位，並為加強與主要客戶的業務關係帶來影響力，向選定客戶提供專利技術能夠增強互信及加快產品開發，從而提升企業聲譽及盈利。雖然耳機行業狀況依舊極其艱難，成本壓力更是雪上加霜，耳機製造廠商一定要提高自身競爭力及加強與現有頂尖客戶的業務關係邁步向前，相信，於經營環境轉好之時定能逐步重拾增長態勢。;Since people use telecommunications, the mobile phone changing people’s life gradually, especially smartphones. In order to get more market share, mobile phone manufacturers add more functionality, such as smartphone music and the media player functions, it’s enable to have consumers synchronize both functions of audio and call when use their smartphones. Hands-free wired headsets will become the basic equipped smartphone. In Asia area, most headphone manufactures are allocated in Mainland China, with the increasing cost such as production related cost, salary, exchange rate and government policy, some company move the manufacturing site to lower cost countries or their home country. China is losing the advance of low cost. However, with the surge in demand for mobile phone market, cable free headset demand is also increasing dramatically. Cable free headset largest manufacturing base in mainland China, this study of industrial organization theory "structure - conduct - performance" analytical framework (SCP), analysis the characteristics of China industrial free headset. By using the headset manufacturing market structure data to analyze pricing strategy and competition within the market model, through manufacture behavior to understand the status of the headset and the future direction of development and evaluate company performance. Hoping to explore the development headset industry, business strategy and business directions relationship affect industry performance, the relevance and made good recommendations. All of those will be for the reference to headset manufacture policies and decision in the future. From our study result, we found that the scale of Chinese headset is not big at beginning. It need long times to operate the business. In year 2008, there is economic crisis, both Chinese company Gae and Rex got the support from government, invest automatic manufacturing. Because of this, the sales big growth and income increased a lot also. Taiwan companies far behind Chinese companies and income decreased too. All these circumstances will cause leaders strive to upstream marketer and update their production line when some companies are eliminated. And by virtue of expertise in new product and technology development, with a focus on companies with strong potential for strategic cooperation. In addition, management must continually monitor trends and enhance core competitiveness, and trends into attractive and profitable products. Now, with the advent of wearable intelligent device, which has become one of the direction of the headset industry will be developed. In view of the wireless Bluetooth devices, active noise cancellation and a close development of wireless communications and other technologies, headset manufacturers in the coming years must be to develop a wearable smart devices business, and strive to improve the engineering technical standards and develop more critical patent before having competitive advantage allows customers and their own benefit. This will help enterprises to improve their own products and headphone consolidate the industry position and to strengthen business relationships with major customers to bring influence to selected customers with patented technology capable of enhancing mutual trust and accelerate product development, so as to enhance corporate reputation and profitability.
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