| Summary: | 碩士 === 國立臺灣大學 === 高階公共管理組 === 99 === This thesis aims to analyze the current notebook computer industry with the competitiveness of firms: due to decreasing profit in Notebook(NB) industry, how to respond to and reduce the impact of economic changes and how to respond the continuous scaling ; Considering multiple complex factors such as the potential competitors as well as EMS manufacturers craving the market and the entry/exit barriers built up by the existing notebook computers. How to find a solution and adjustment strategies for current NB ODMs, in addition to competition among ODMs and notebook computer brands in the battle, mergers and strategic alliances (vertical integration of upstream and downstream material manufacturers strategic alliances or co-investment) of action, has been in progress continuously. Every ODM/OEM has exhausted the various competing strategies to fight and expand the scale and market share to reduce the costs and increase profits.
This research discusses the key success factors in NB ODM industry, and adopts a co-competition strategy to review the ODMs and brand manufacturers, as well as the relationship between key components suppliers. Conclusions are made as the following by the game theory to review and verify ODMs in several aspects and game strategies:
1. To grasp the merits of competition among foundries and Marketing Strategy
2. Acquire new entrants'' (including large-scale EMS plants'') competitive advantages and disadvantages
3. Grasp the notebook computer market and consumer habits, and ability to design the new products of futureInnovative technology capabilities or key components of strategic alliance
4. To provide complete and innovative business manufacturing services (production and marketing in one)
5. Reduce the design and manufacturing costs (economies of scale)
6. Ensure the orders, the game rule, and the essence of the strategy to raise competition advantages
7. Bidding is not always the best game rule
Hopefully through the conclusions in this research, more directions of operation thinking will be provided to the current notebook OEM manufacturers, such as how to use such high-speed growth and competitive environment, ODMs ought to improve their competitiveness in order to seeking to provide customers more value-added services rather than to expand production capacity . With a variety of different business strategies, ODMs shall expect the production growth, which results in profit growth.
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