| 摘要(英) |
According to the rapidly development of the electronic industry and the growth of internet in these years, the market is turning to own-brand business from the three generations the traditional manufacturer in 1950s’, the product imitation in 1970s’ and ODM/OEM model in 1990s’. It is no doubt the improvement of electronic technology and the shift of social society have changed human’s life behavior alike TV. Right now, TV is appeared in each family and becomes the one of necessary in our spare time. In the current year, TV has been in emerging dramatically. But, its’ specification presents in differentiation by each country due to the national policy and regulation. As Taiwan is the giant of high-tech manufacturers in the world, around fifty percent TV are produced by Taiwan compared to the annual worldwide output at two-hundred million units. We estimate the production quantity will grow up to 20% in 2013.
As for China labor salary and welfare cost increasing, the entry level for making TV has become easing. No matter what strengths of Taiwan enterprises have as health electrical infrastructure or good production management, it is easily defeated by China and the South Korea enterprises which fully supported by the governments if our product and technical skill are not innovative. In the face of the poor profit margin in manufactory, more Taiwanese enterprises seeks the business transforming from ODM/OEM model to own-brand in stance of the self-value development. The era to start the branding promotion and marketing convicts self-developing zoom.
To see the ODM business is getting worse, the case we study is which company invests its’ self-branding for the Northern America market and to seek new business opportunity. After two-year effort, own-brand product shipment is top one in the Northern America in 2007, the market share is approximately 21%. Their market strategy is clear, good product quality with lower reselling price to end customers. From the result, it also proofs the fair price with good quality is the major market in the consumer field. According to that, a joint-venture company between this company and Korean enterprise is established in Suzhou in 2008. The purpose of this new company is to ensure the supply chain integration from up to downstream in order to ally "Just-in-Time" policy. Each link among supply chain can be also well-control.
This article is about the research and development control system through this company, and then to ensure the lifetime of core competency can be continuous. Moreover, to find out how to increase efficiency from the R&D model for enterprises’ reference. Come with stable and systematical management, it can shorten the R&D flow, speed up R&D developing duration, reliable product quality at stability level to meet customer need. Once issue happened at end market, the control system and feedback procedure, material supply on-time are vital for WIN-WIN mode between enterprise and customer.
Most company schedule delayed and product spec changed all the time, it caused trouble to company and customers For example, Market is brand company, Case enterprises is R&D office, factory is manufacturer, they need a system which coordinated researching and processing, make R&D management process has step-in breakthrough. Moreover, If integrate the production commonness, push and sell into market in time, it will bring greater prosperity and opportunity. |
| 參考文獻 |
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中文部份:
1. 徐林寬（民83），「新產品開發投資決策因素之探討以台灣地區高科技工業為例」，私立東吳大學管理研究所未出版碩士論文。
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8.平面電視機出貨量預估: Source : IHS iSuppli
9.北美市場TV前五大排名: http://www.displaysearch |
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