由消費型電子製造者轉型到小量多樣的工商業領域 - 以佳世達為例

From Consumer Electronics Field to Commercial & Industrial Field : Qisda Corporation Case Study

10.6342/NTU201700379

黃文芳

麥肯錫7S 模型 ； 長尾理論 ； 生命週期 ； 轉型 ； Mckinsey 7 S Model ； The Long Tail ； Life-cycle ； Transformation

國立臺灣大學碩士在職專班商學組學位論文

2017年

碩士

黃崇興

繁體中文

台灣資訊電子業自1970 年代後期開始發展,經歷桌上型電腦在1980 年代的成長, 隨著1990個人電腦的日漸普及,更是經歷了快速蓬勃發展，成功在此領域嶄露頭角的消費型電子產品公司, 都在台灣當時獎勵高科技投資的政策下, 享受到了碩大的財務果實. 也因此持續吸引許多高素質人才的群聚, 經歷了快速發展而繁榮的時代. 然而隨著價格競爭及市場飽和,台灣消費型電子公司利潤開始落入低毛利的局面. 另一方面, 在原來的消費型產品的經濟規模競爭中落後,或選擇小量利基市場的工商業(IPC) 領域的公司, 以今日來看,毛利率以及淨利率卻普遍優於消費型電子公司.於是乎消費型電子產業開始高喊轉型, 如轉往小量多樣的工商業領域. 本論文以佳世達科技股份有限公司的轉型為例, 希望找出一個消費型電子公司進入工商業領域, 跨產品線可通用的生意模式.也藉由個案探討人與組織在轉型期間的影響, 最後企圖與公司轉型理論, 長尾理論以及麥肯錫7S 模型比對驗證, 希望找出一個企業能參考的轉型模式.

Taiwan’s personal computer (PC) industry started in the late 1970s. The industry was subsequently boosted by 1980s’ desktop PC and peripherals’ growth. From 1990s, following PC ‘s boom, Taiwan PC manufacturers rapidly grew business and agreesively expanded for gaining economic scale benefits. However, from 2010s, due to the stiff cost competition from China makers and the market saturation, Taiwan’s cunsumer electronics companies are facing low gross margin situation. On the other hand, the commercial & industrial field electronics companies, which failed in 1990s’ scale competition or chose to stay with niche market, are with high gross margin ratio and better net profit ratio as well . A lot of Taiwan consumer electronics companies start to aim for transforming into commercial and industrial field. This thesis aims to analyze, by the case study of Qisda Corporation, whether there is an unsatisfied demand from commercial and industrial customers? And whether consumer electronics companies could find a business model, cross product lines, to fit into commercial & industrial field? How does the people and system influence the transformation? Finally, this research cross check this case with the theories, including Transformation, The Long Tail and Mckinsey 7 S Model , aiming to provide a reference process for those companies target to transform.

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