| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 101 === The development of Smartphone technology has changed the behavior model of Smartphone users worldwide and brought them the convenience of living and working, also creating numerous commercial possibilities for OEM and ODM in Taiwan’s high-tech industry. The rapid development of mobilphones and it’s component industries led the global related industries to a highly competitive market on the basis of Capital-intensive and Technology-intensive, and made technology companies in Taiwan, originally offering EMS and ODM services, seek for changes in operating model strategy in order to obtain an OEM opportunity. In the hope of facing the constantly change in the market, the operating model has transformed from OEM to ODM and OBM. By means of the transition into brand management and changing the operating model, in dynamic state, enterprises, under the fierce competition, with the expertise and advantage of R&;D and manufacturing find the most favorable positioning of competing and the dynamic business strategy. It is the urgent research issue that the majority of technology enterprises in Taiwan have to tackle.
In this study case, HTC Corporation has transformed its prior operating model OEM or ODM into Own Brand Management (OBM). HTC invested on R&;D and manufacturing earlier thanall the other competitors, and before the competitors could develop similar products, it is HTC that first presented a Smartphone built in Window-CE platform owing to the close cooperation between strong Research and Development department and supply chain. With the extraordinary accomplishment, HTC slid into European and American markets, quickly winning the larger market share. However, in the face of not only the strong product competitiveness of Apple and Samsung but also the threat of many a Smartphone company in China, HTC is losing ground in European and American markets. Due to a lack of a complete marketing channel plan, promotion and sales of HTC products are too difficult to keep the market share. HTC is forced to change its business strategy under the intense competitive pressure from the industry. I sincerely hope that this study on Smartphone industry in Taiwan will serve as a reference to a development strategy.
|
|---|
