| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 94 === Abstract:
The NB industry development history started from IBM developed the 1st laptop PC in 1986, Taiwan’s manufacturers started to develop, design and produce the notebooks was in 1990. Until now, the NB industry has been developed more than ten years and Taiwan’s manufacturers have already got an important position in the world. Especially, the NB output was the first in the world by OEM/ODM.
Recently, the trend of the NB development keeps on going at technology innovation and the function and performance more closed to the desktop. So, the NB development will be more advantage than the desktop. The NB industry development will be more mature in the design innovation and technology innovation, and it promotes the related components’ technology and function, too. Taiwan’s manufacturers already have been become the cooperative partners of the major brand companies after the NB industry kept developing and trend toward the professional divide the work . For all this, the manufactures still need to face the major brand companies take the rock-bottom price competitive strategies at the market, so, this caused the gross profit margin of the manufacturers to slide continually. In order to take the drastic industry competition and the small gross profit margin era, except that the NB manufacturers have transferred the factories to China, also the firms seek business strategies and transfer opportunities in the future.
We explore the NB manufacturers’ business strategies when the firms face the small profit era and the drastic industry competition, how to apply the firms’ competitive advantage by themselves to expand the business domain. Based on the study of the systematic analysis of macro and industrial environment, then quoted the analysis of five forces, the competitive advantage of nations, analysis of value chain and SWOT analysis, to search the competitive strategies of the case company by the SWOT (strength – weakness – opportunity - threat) analysis. In this case study, expected to provide the consultation and suggestion for the NB manufacturers to develop the firms’ competitive strategies and the case company’s development strategies in the future.
This study has below conclusions:
1. To avoid the rock-bottom price competition by OEM / ODM, enhanced the case company’s market share advantage at the clone market.
2. To promote the case company’s market share by BUYNOW.
3. Multi-product lines strategies, to reduce the risk of the single product.
4. The product strategies, to do the great effort to promote the products of the differentiation market and provide the customers with the best efficiency and the rock-bottom price products.
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