2006 至2009 年宏達國際電子(股)公司商業經營模式與品牌價值變化之研究 ; The HTC`S business model and enterprise value networks from 2006 to 2009

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题名:	2006 至2009 年宏達國際電子(股)公司商業經營模式與品牌價值變化之研究;The HTC`S business model and enterprise value networks from 2006 to 2009
作者:	王俊杰;Chun-Chieh Wang
贡献者:	財務金融學系碩士在職專班
关键词:	Hirose 品牌評價模式;商業模式;HTC;HTC;Hirose Brand Valuatino Model;Business model
日期:	2010-07-24
上传时间:	2010-12-08 14:52:33 (UTC+8)
出版者:	國立中央大學
摘要:	台灣電子廠商一直以來都以OEM 及ODM 代工的商業模式為主，而品質佳、效率快的生產流程與彈性，並且整合上中下游製造供應鏈等條件，都受到品牌大廠的青睞，這也是台灣電子廠商在業界獨佔鰲頭的原因之一，然而卻經常受到同業間的價格競爭以及來自委託代工顧客的成本控制，使得產品毛利率逐年下滑，所以宏達電有感於此，在2006年6 月進入「自有品牌」經營的領域。本研究中著重於宏達電智慧型手機之商業模式及品牌價值的探討，而商業模式方面採用中央大學鄭漢鐔教授所發表的「企業價值創造的田字訣」一文，作為探討宏達電2006年及2009年商業模式及企業價值網絡之方法，發現其商業模式主要為產品的客製化、差異化、新技術的創新研發以及與上游供應商的策略聯盟，再加上行銷通路方面則與全球電信業者的密切合作，造就宏達電成為全球前五大智慧型手機廠商的地位。而公司品牌價值探討方面則利用Hirose 品牌鑑價模式，計算其2006 至2009 年間的品牌價值，可以清楚得知2009 年之品牌價值的確高於2006 年成立品牌初期之價值，顯見公司在努力經營自有品牌「HTC」後，已有效讓價格溢酬、顧客的品牌忠誠度以及品牌擴張力等穩定提升，並且自有品牌商業模式的毛利率亦高於以往代工為主之商業模式，創造公司穩定的獲利。Taiwan's electronics manufacturers have mainly been based on OEM and ODM business models. Their high quality, efficiency, flexibility and fast production process and the integration of the middle and lower manufacturing and supply chain are favored by major brand carriers in the world. However, these business models usually led to price competition, control cost for sub-contract to OEM manufacturers, and yearly gross profit decreases. To cope with this trend, in July 2006, HTC entered the "own brand" business domain. This thesis examines the business model and brand value of HTC’s smart phone. We adapted the business model in "Enterprise Value Creation Field Tactics" published by Professor Hann-Tarn Jeng of National Central University. We examined the business model and enterprise value networks from 2006 to 2009. We further found that product customization and differentiation, development and innovation of new technology, strategic alliance with upper suppliers and close cooperation between marketing channels and global telecommunication industries make HTC the world's top five smart phone manufacturer. Using the Hirose brand valuation model, this thesis examined the brand valuation. By calculating the brand value from 2006 to 2009, we found that the brand value in 2009 was indeed higher than that in 2006 when the brand was initially established. Evidently the company’s own brand 「HTC」 has effectively and steadily created price elevation, customer loyalty, and brand popularity. The gross profits of company’s own brand business model are significantly higher than the contract manufacturing business model in the past, and also make stable profits for the company.
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