Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/50977
|
| Title: | 由代工到自有品牌之路-以手機產業為例
Industrial firms` transformation process from OEM/ODM to OBM: mobile handset industry |
| Authors: | 林育澤
Lin, Eric YT |
| Contributors: | 吳文傑
Wu, Jack
林育澤
Lin, Eric YT |
| Keywords: | 代工
自有品牌
手機 |
| Date: | 2010 |
| Issue Date: | 2011-09-29 18:20:30 (UTC+8) |
| Abstract: | The case study (Industrial firms` Transformation process from OEM/ODM to OBM: Mobile Handset Industry ) provides an analysis of Taiwan OBM/ODM industrial environment, and their activities taken to the open market as well as even brand market, taking HTC Corp, Compalcomm Communications Inc., as examples.
The objective of this study is to analyze the reason for HTC to minimize their OEM/ODM business, adopt brand strategy, and how HTC transformed from OEM/ODM to own brand, and implements their brand strategy. Also listing the points HTC succeeds, and discuss if these points are suitable for other mobile OEM/ODM vendors such as Compalcomm.
In this study, it’s discussing the OEM/OEM and OBM business model, mobile phone industry, smartphone industry, and current major smartphone operating system. This study is also intruding HTC and CCI Company and their products as well as service. In the HTC success factors, it’s detailing how HTC was focus on the human centered user experience and fashion industry design thus appearing consumers to buy, also discussing how HTC is doing while competing with Apple iPhone. Some financial index are also compared during this study, and providing reference for those who would like to understand more about HTC and CCI which had similar revenue in 2005 but 20 times different now.
1. Introduction 1
1.1 Objective of the study 1
1.2 Research Methodology 1
1.3 Data Source 2
2. Literature Review 3
2.1 Product Cycle 3
2.1.1 Emerging industries characteristic 3
2.1.2 Mature industries characteristic 3
2.2 Brand and OEM 4
2.2.1 Brand definition 4
2.2.2 Brand history 4
2.2.3 Brand composition 5
2.3 OEM/ODM Definition 5
2.4 OBM Definition 7
3. Mobile Market Overview 8
3.1 Mobile Phone introduction 8
3.2 Smartphone and its market introduction: 10
3.3 Mobile Operation System Introduction 14
3.3.1 Mobile Operating System 14
3.3.2 Smartphone Operating System 14
4. Company Overview 22
4.1 HTC Introduction 22
4.1.1 Locations 22
4.1.2 HTC Affiliated companies chart: 23
4.1.3 Management Team 25
4.1.4 DIRECTORS AND SUPERVISORS 27
4.1.5 Organization 28
4.1.6 Organization Functions 28
4.1.7 Milestone 30
4.1.8 HTC Products 33
4.1.9 HTC 2011 device plan 38
4.2 CCI Introduction 39
4.2.1 History 39
4.2.2 Milestones 40
4.2.3 Organizations 44
4.2.4 Management 45
4.2.5 Products 45
5. Business Strategy Transformation 49
5.1 HTC’s OBM decision 49
5.2 HTC’s OBM way 50
5.3 Market Segment 56
5.3.1 Product Segment 56
5.3.2 Customer Segment 57
5.4 After sale service 57
5.5 HTC success factor and its strategy 59
5.5.1 Allied with Microsoft in early stage 59
5.5.2 Allied with Mobile Operators 60
5.5.3 Focus on User experience 62
5.5.4 Internationalization 63
5.5.5 HTC focus on Industry Design 63
5.5.6 Allied with Google Android 63
5.5.7 Advantage comparing with Apple 64
5.6 CCI open market model 67
5.7 HTC & CCI Financial comparison 74
5.7.1 Revenue and Gross Profit 74
5.7.2 Liquidity Ratio 76
5.7.3 Solvency Ratio 77
5.7.4 Asset Turnover 78
5.7.5 Profitability 80
5.7.6 R&D / Total Revenue comparison 82
6. Conclusion and Suggestion 83
6.1 Conclusion 83
6.2 Suggestion 84
7. Table and Figure List 87
7.1 List of Tables 87
7.2 List of Figures 89
8. Reference 92 |
| Reference: | Thesis, articles & Reports:
[1] Chi-Hau Chang. (2009). The Brand and Value Creation of the Enterprise: High Tech Computer Corporation (HTC)
[2] Ren-Lyu Huang. (2008). Acts of HTC in Branding: A Case Study
[3] Shen-Wen Chang (2006). Valuing Handset OEM/OBM Companies with DCF Model: Case Study of Compal Communication Inc.
[4] Chun-Che Wang. (2010).The HTC"S business model and enterprise value networks from 2006 to 2009
[5] Chi-Yun Liu. (2009). Impact of Business Model Chang on HTC Enterprise Value
[6] Pei-Tsen Tsai. (2009). An Analysis of Enterprise on Building Self-owned Brand Innovation in Taiwan and Impacting Factors – Case on Franz and HTC
[7] Chu-Yun Chu. (2007). Impact and Opportunity of International Corporate Social [8] Responsibility on Taiwan Multinational Enterprises—Citing the Handset ODM/OEM Industry as an Example
[9] Tin-Yen Chen. (2008). A research of business model (OEM/ODM/OBM) in Taiwan electronic industry - Cases for notebook and mobile phone industries
[10] Mei-Hsuan Lee. (2008). Can OEM/ODM and OBM co-exist? Case study on Network & Communication Industry and software company
[11] De-Fu Lei. (2007). The challenge of OEM to OBM Case study on Network & Communication Industry
[12] Chi-Cheng Lin. (2006). A STUDY ON MARKETING CHANNEL BUILDING PROCESS OF OEM/ODM COMPANIES IN TRANSFORMATION TO OBM
[13] Bin-Shu Tsai. (2007). Deciding the optimal separation time of OBM and OEM by the real options approach.
[14] Harvard Business Review. (2009). HTC Corp. in 2009
[15] Porter Michael E. Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press.
[16] W.Chan Kim . Renee Mauborgne. Blue Ocean Strategy: How to Create Uncontested Market space and Make the competition irrelevant.
[17] Gartner Report : Consumer Devices-A Story of Usability, Context & Ecosystem
[18] Gartner Report : Success Strategies in the Global Consumer Devices Market
[19] Luke Lin. HTC MWC 2011 new devices and HTC’s leadership with Google, DigiTimes.
[20] Mobile Device Trends. Charles Moon. (2010) Pyramid Research
[21] S.B Yang. (2011). The trend of 2011 leading mobile phone companies. Industrial Economics & Knowledge Center.
[22] HTC 封王之路. 數位時代 (Business Next) 199 期. 2010/12
[23]手機做到虧 華寶另起爐灶搏翻身. 商業周刊 1214 期. 2011/02
Websites:
HTC Corporate : http://www.htc.com/
Compalcomm Communications: http://www.compalcomm.com/
Bloomberg : http://www.bloomberg.com/
Yahoo Finance: http://finance.yahoo.com/
Wikipedia: http://www.wikipedia.org/ |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
92933022
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0929330221 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 507 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
