The Investigation of a Competitive Strategy of Enterprises of Car Set-Top-Box -an Example as AVerMedia Technologies,inc.

• Main Authors: Tzung-Lin Lee, 李宗霖
• Other Authors: 李金連
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/2323md

碩士 === 國立臺北科技大學 === 光電工程系研究所 === 96 === Presently as the gross margin of electronic businesses has been kept decreasing. All the enterprises are working hard from their feasibilities to find a channel leading for augmenting their gross margin by a valued business category to make sure the industry will last in a long term planning. This study is to focus on an objective to understand a company mainly manufacturing TV tuner box and TV tuner card by using the opportunity from developing the automobile TV tuner box, in term of obtaining higher profit from entering the industry of automobile electronic devices. We are using surveying and enquiries to make the frame for this research. The focus group including AVerMedia, Panasonic, ASUS, car manufacturers and car driver, total of 218 people. The tools for this research including surveys on enterprise core competencies, customer needs and Key Success Factors (KSF). The results of study are: 1. In consider of productivity, AVerMedia is not competitive in capacity, components purchasing, supplier management, processing management and innovation. It is a must to maintain a good relation with suppliers, keep up the processing skills, and keep on cost down, it will then able to continue its competitiveness in automobile electronic device industry. 2. When touching the issues of product reliability and stability, due to the diversity of warranty and users environment from consuming electronic goods to the automobile electronic devices, which make reliability and stability matter. Warranty varies from 1-2 years for consuming electronic goods to 5-10 years of automobile electronic goods. As well as the temperature and humidity are out of scale where the products been used, it would therefore being necessary to match the possible environments, plus the modes of application to design, testing and producing the goods, and specifying the goods as automobile electronic device 3. As looking at the sales channels, due to all the channels of AVerMedia are mainly the 3C wholesales, and these wholesales are mainly selling computers and electrical devices for households, it would be necessary to penetrate the marketing pattern and channels in each whosales principally focusing on automobile utilities businesses. For example that Tsann-Kuen 3C has started to import few car used merchants, and this could be seen as a very positive thing of cooperation, as well as re-emphasize the relationship with major car utilities wholesale and well as material suppliers with the car goods, and that will help AVerMedia to establish its own sales channel.