A Study on the Value and the Logistics Models in the Notebook Computer Global Supply Chain with Greater China Focus

• Main Authors: Yu-Ting Chu, 朱育廷
• Other Authors: 蘇雄義
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/14495437345445165269

碩士 === 東吳大學 === 企業管理學系 === 92 === Abstract The notebook computer industry is one of the major high-tech industries in Taiwan. The challenge Taiwan notebook computer industry is facing is the intense international competition, and companies must cultivate global supply chain management competence to meet this challenge. However, to achieve superior global supply chain management performance, companies must construct a proper global supply chain structure and make it work to the world-class standards. With this background, we conducted this master thesis research. The research goal is to understand the structure and the operational model of the companies in the notebook computer global supply chain based in Greater China, construct the value and the transportation demand quantitative model to assess the economic scale and global supply chain characteristics, and provide an objective overall analysis. To better understand the relationship between the operational model and the supply chain value of the company, this research first chose the representative companies in the selected global supply chain. Then, analyzed its operational processes, and discussed the strategies and the attributes of the operational processes of companies on various tiers in the supply chain. This research selected the companies in notebook computer global supply chain as the research targets and the product delivered from Greater China to global markets as the research scope. Through the process and the quantitative model, we carried out the detailed analysis on the generalized supply chain with the supply flow and demand flow operational models and discussed the research results of the value chain analysis of the notebook computer global supply chain. According to the research purpose, this research classified the research targets into the first tier material suppliers (upstream), the ODM companies (middle stream), the brand name companies (downstream), the logistics service providers (support stream), and the reverse logistics service providers (support stream). The dynamic relationships and value-added events of the research targets in the supply chain were studied. And we developed several process and quantitative models to analyze the global supply chain structure, operational processes, and the value created from various tiers of the supply chain. Finally, we proposed suggestions on the strategies to the companies of each tier in the notebook computer global supply chain originated from Greater China. This research seeks to understand the operations of the notebook computer global supply chain based in Greater China. Comprehensive literature review and in-depth experts’ interview were first conducted. We then used ARIS toolset, process analysis software, to describe the operational processes of notebook computer global supply chain in Greater China. Each process was divided into the demand flow in which the customers ushered their needs to the suppliers and the supply flow in which the suppliers shipped the products or provided the services to the customers. This notebook computer supply chain process model enabled the researchers to gain a comprehensive knowledge of the notebook computer global supply chain based in Greater China and its dynamic relations, thus allowed our next research step to construct the quantitative supply chain value models. The quantitative models were built by MS Office Excel work sheet. The models analyzed the value of the Greater China notebook computer global supply chain, and calculated the value created subsequently by the original supplier, the ODM Company, the brand name company, logistics companies of various tiers, and the reverse logistics companies, and then analyzed the transportation demand in the supply chain. The research results are as follows： 1.The operational process model of the Greater China notebook computer global supply chain include two major types: One is the Direct Sale model where barebone notebook PCs (semi-finished NB) are manufactured in ODM factory, then shipped to the regional material hubs for the BTA（Build To Assembly）operation of the final products of the brand name companies. Dell Computer is the representative company; the other one is the Full-set Direct Ship model where full-set notebook computers (finished NB) are produced and shipped directly from ODM factory to the customers of the brand name companies, and HP is the representative company. 2.For various tier companies in the notebook computer supply chain, different supply chain models (barebone vs. direct-ship) will not only result in diverse operational processes and inter-modal operations but also the form of the value model and the scale of value created. 3.Although the ODM companies play a key role in global supply chain, their value creation proportion is relatively lower than the brand name companies and the key component suppliers in the global supply chain value chain. 4.The notebook computer shipping volumes from Greater China vary clearly between low and high seasons, and the proportions of the shipments in various global regions are also very different. Furthermore, the time-to-market requirement of NB computers is very short, thus the timeliness and the effectiveness of transportation are extremely important. This research is an exploratory study of the value and transportation demand of the notebook computer global supply chain originated from Greater China. The models constructed could be used in the business planning and the market analysis of the notebook computer industry or companies in Greater China. We also hope this research could become the foundation of the research area on the industry value and demand of the notebook computer supply chain.