| dc.description.abstract | In 2008, worldwide is surrounded by the financial crisis, due to the uncertainty of the environment; it results in the rapid freezing of the buying market and these non-life necessities including consumer electronics products were all impacted by it. But cell phone shipments in China still could maintain positive growth in the crisis; the key factor is the rapid growth of private label mobile phone market. However, observations and researches form the recent market, including brand management and upgrade its own 3G business in China which developed the trends of the smart phone and the customized mobile phone, the original booming industrial environment of the China private label handset market occurrs some important changes and the development of its industry will be affects.
Purpose of this study is through a complete industry environmental analysis and a case study in LCD driver IC Company in China’s rapid changes to find out how to adjust the company’s role in the future to obtain a sustainable competitive advantage, and gets a further analysis related to the overall of environment, industry environment, and the status of the company itself.
This research is based on Teece et al. Dynamic capabilities theoretical architecture to investigate and confirm, the case study found that OT Company’s stratedy and business decisions is a high correlation with the development in the past. First of all, they learned the techniques and experiences from the initial cooperation with these international brand handset companys, and then the strategy position which is formed by the technical property, the complementary property, and the structural property to adjust the internal resources, they gradually stand firm by a surpass role in the industry. However, due to the vicious competition causes performances not as expected, the case company repositions to be the future role of the supply chain in the China private label handset industry, and uses its technological advantages developing toward the high-end products and makes positive plans to build long-term cooperations with the new brand customers in China, and then could create another blueocean strategy.
This study gives the following recommendations: 1. The case company should assign the Shenzhen are resident business, and build good customer relationship management and rapid response to market mechanisms through daily intensive visit. 2. The case company should devote more resources to organize a project team for the long-term strategic partnership with the customers whose new brand handset has the potential in China. 3. The case company based on existing technology base can focus on developing high-speed interfaces, high-resolution, 3D display, dynamic image processing, low-power and other new technical opportunities.
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