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    题名: 電源代工產業之R&D 4C行銷觀念建立
    The role of R&D in marketing strategy of power supply industry by case study of C company
    作者: 王洋
    Wang, Yang
    贡献者: 邱志聖
    Chiou, Jyh-Shen
    王洋
    Wang, Yang
    关键词: 新興電子
    4C研發
    ODM 電源
    Taiwan ODM
    4C theory marketing
    power adapter
    R&D
    日期: 2021
    上传时间: 2021-07-01 18:45:48 (UTC+8)
    摘要: 摘要
    近年來，個人電腦與通訊行動裝置市場趨於飽和且技術成熟的情形下，無論電子產品系統代工及電子產品之電源代工已逐漸成為難以獲利的產業，系統代工從2000年10%左右的毛利率到目前的3 ~4 %，台灣電子代工產業進入微利時代，加上中國廠商的崛起，並依靠政府補助下低價搶市，激烈的競爭程度可想而知。而近年來以IoT產品為代表的新興電子產品市場的出現為電子業帶來新的契機，這一兩年更與AI技術進行整合，是以AIoT為名，開發具人工智慧之各類用途產品而成為消費性電子業最新產業趨勢。該類產品與傳統的電子產品有較大的差異，著重於連網功能，即時回應、高度計算能力及軟硬體整合度。雖然目前大規模出貨的產品種類不多，但因其功能可提供人們改善生活上的不便，未來發展具備很高的潛力。
    除了產品上的差異，對於台灣ODM 廠商來說，新興電子產品客戶群也與傳統電子產品不同，商業模式與供應鏈管理與原有客戶差異很大，主要代表廠商為平台業者如Google，Amazon，Facebook等等，故傳統的ODM廠商如何運用適當的策略從眾多競爭對手中脫穎而出成為重要的議題。
    4C行銷架構為政治大學商學院邱志聖教授所創，以交換問題之宏觀分析為論述重點，將交換成本分成外顯單位效益成本及內隱交換成本，內隱交換成本又分為買者資訊搜尋成本，買者道德危機成本，以及買者專屬陷入成本，這就是4C所代表的4個交換成本，仔細檢視與思考，此4C觀念與電子代工業中R&D的活動有密切相關，非常適合應用於強化R&D人員的行銷觀念與能力。本論文以4C架構為基礎，嘗試為目前台灣電子代工產業中R&D 部門加入行銷觀念，使得R&D在組織內部與外部都能找到一個全新定位，協助組織在新興電子產業中的業務推行可以更加順利。
    Abstract
    During the past years, Taiwan accumulated many of designs, manufacturing experiences, engineering resources for ODM service to support the growth and high demand from worldwide brand customers. This becomes the core competitiveness of Taiwanese ODM companies with reduced learning curve on new device developments and manufacturing, more expedient response on process development and better supply chain management, which to provide customers higher standard OEM/ODM service.
    From new market development point of view, it is important task for Taiwan ODM companies on how to make adjustment in the organization to fulfill either traditional or ne emerged customer’s requirement on multiple direction and present themselves to the customer to be competitive on the selling of the service for brand companies in the new era of electronics industry.
    In the early stage, ODM companies (for both end product and power adapter) did not pay much attention on the marketing and sales, they only focus on technical, process and supply chain management. That was enough to maintain customer’s satisfaction with business. R&D team only need to focus on product development and new technology adoption, they just follow customer spec to finish the design within development schedule.
    This model worked well for the traditional PC customers. But customers from the new emerged market has different requirements, with quick product generation switch, higher specification on the products, the micromanagement of development all these differences made the working model different and make high tense on competition. Therefore, Taiwan ODM companies need to think about new marketing strategy to win the business from others.
    In an ODM company, R&D capability is always a key to win the business, credit and reputation, but they only play the role as product development in the past, to fulfill the high demands from the customer for the new market mentioned above. Can R&D department do things others than product development such as marketing and customer service to assist sales people for the business expanding?
    The 4C theory of strategy marketing was created by Dr. Chiu who is the professor of business school of NCCU, it focuses on how to reduce the cost of transaction, by using this theory, we can comprehensively understand what is the major concern of the customer and how to offer higher quality service, there are 4 major points from the theory as below:
    1. The ratio of the cost paid and the performance of the product. This cost needs to be as low as possible.
    2. The cost paid on the search and evaluation of the company and product. Needs to reduce the effort spent by customer before selected as ODM partner.
    3. The confident and credit build at customer side. Requires a long time to develop cooperation for the accumulation.
    4. The Stickiness relies on technical and emotional aspect relate to these 4 points.
    Even the theory is originally for marketing and sales, we can find R&D activities are highly related to it. As our expectation of R&D to contribute in business marketing, we propose the incorporation of this theory into R&D’s work to help the ODM companies provide better service on both traditional and new emerged market customers.
    參考文獻: 參考文獻
    書籍
    Roger_Everett M. (1962). Diffusion of innovation. New York: Free press of glencoe.
    Galloway. Scott. (2018). The four: the hidden DNA of Amazon, Apple, Facebook, and Google. USA: Portfolio
    司徒達賢，(2016)。策略管理新論：觀念架構與分析方法 (第三版)。台灣：元照出版。
    巫立宇，邱志聖，(2015)。銷售與顧客關係管理(初版)。台灣：新陸出版。
    邱志聖，(2017)。品牌策略與管理。台灣：智勝出版。
    邱志聖，(2020)。策略行銷分析：架構與實務應用(第五版)。台灣：元照出版。
    程天縱，(2020)。專業力：個人發展與企業競爭的究竟根本(初版)。台灣：商周出版。
    稻盛和夫，(2018)。阿米巴經營：實踐全員獨立核算收支損益(初版)。台灣：天下雜誌出版。
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    108932018
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108932018
    数据类型: thesis
    DOI: 10.6814/NCCU202100498
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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