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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67113


    Title: 新產品組合之最佳獲利模式研究—以某高科技公司為例
    The optimized financial model for new develop product portfolio
    Authors: 林薰薇
    Contributors: 郭維裕
    林薰薇
    Keywords: 消費性筆記型電腦
    產品生命週期
    新產品組合
    獲利最佳化模型
    Date: 2011
    Issue Date: 2014-07-01 12:08:33 (UTC+8)
    Abstract: 電子產業日益競爭下，個人電腦 (PC) 已走向一個成熟且低毛利率的產業。由於市場的成熟，廠商提供消費者多樣化的產品選擇，以致產品的生命週期愈趨縮短；產品的售價也因市場的過度競爭，而愈趨下跌。反觀產品供應鏈，原物料、人工成本以及原始設計製造 (ODM) 廠商的報價，卻是逐年上揚。因此對於一個國際品牌個人電腦廠商而言，如何提昇整體產品銷售組合的毛利率，已是攸關廠商生存的重要課題之一。
    本研究著重在從財務管理的觀點探討，如何有以有效運用及控制公司內部研發資源為前提，建立並導出一適當的財務模型，提供最佳化的新產品獲利組合預測，增進公司整體之營運效益。並選擇某國際品牌高科技公司之消費性筆記型電腦部門為研究對象，對其新產品組合之獲利最佳化模式預測做整體性評估、驗證及可行性分析之探討。研究結果發現財務模型所提供之最佳化產品組合預測可提供產品銷售獲利最佳化預測資訊，然而除最佳獲利外，廠商實際上仍須考量維持市場佔有率以保持競爭力，經實務面的需求調整後，才為公司之最佳化產品組合。以此研究提供相關產業廠商未來發展之參考。
    Electronic industry has rapidly become more competitive, and personal computer is already in a sophisticated and low gross-margin market. Due to the sophistication, consumers face various product choices and hence the product life cycles are shorter. The product price is also decreasing because of severe competition. On the other side, product supply chain, including material price, labor cost, and the offer price of original design manufacturer, is escalating year over year. As a result, how to increase the gross margin of product portfolio is important to the company.
    This thesis begins with a financial management view, based on the condition of effective resource use and control, to build an appropriate financial model which can forecast the optimal product portfolio and the return. Taking an international high-technology company as research object, we found that except the profit capability, market share is also a critical factor which should be concerned when building the portfolio in reality.
    "第壹章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 2
    第三節 研究流程 3
    第貳章 文獻探討 4
    第一節 自由現金流 4
    一、 自由現金流的定義 4
    二、 自由現金流的計算 4
    三、 自由現金流作為企業價值評估指標的優點 5
    第二節 加權平均資金成本 5
    一、 加權平均資金成本之評估方法 5
    二、 加權平均資金成本於本研究之運用 6
    第三節 產品生命週期 6
    一、 產品生命週期的定義 7
    二、 產品生命週期的特性 8
    三、 產品生命週期管理 8
    第四節 產品組合管理 9
    一、 產品組合構面 9
    二、 產品組合之生命週期 9
    三、 產品組合管理之討論 10
    第參章 研究方法 12
    第一節 研究架構與變數說明 12
    一、 研究架構 12
    二、 歷史資料之收集 13
    三、 假設及變數之推論與預測 24
    第二節 新產品組合最佳獲利模式架構之建立—財務模型之建立與流程設計 39
    一、 新產品組合之財務預測 40
    二、 新產品組合之WACC折現現金流量分析 40
    二、 最佳獲利產品組合分析 41
    第三節 研究限制—估計與預測數值之準確性 43
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    謝劍平. (2009). 進階的評價方式，財務管理－新觀念與本土化 (第四版). 智勝文化.
    Andrew Delios and Paul W. Beamish.(2002) Geographic scope, product diversification and the corporate performance of Japanese firms.Working paper.Hong Kong University and University of Western Ontario. 2-3
    Blau, G. E., Pekny, J. F., Varma, V. A., & Bunch, P. (2004, 7 21). Managing a portfolio of interdependent new product candidates in the pharmaceutical industry. Journal of Product Innovation Management, pp. 227-245.
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    Fredrika, J. S. (2010). Product portfolio and brand extension effects of innovation: a diversification perspective on innovation`s ability to achieve new value. Working paper, Duke University, (p. 36).
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    Kotler, P. (1965, Dec. ). Competitive strategies for new product marketing over the life cycle. Management Science, 12(4).
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    Vernon, R. (1966, May). International investment and international trade in the product cycle. The Quarterly Journal of Economics, 80(2), pp. 190-207.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    98932075
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098932075
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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