| 摘要: | iPhone售後維修服務營運成本與服務據點之便捷性，為Apple開展供應鏈創新主要驅動因素，更便宜、更方便的售後維修服務，乃Apple進行供應鏈創新變革之主要目的。本個案研究Apple進行iPhone維修服務供應鏈創新改革時，對於和碩iPhone維修中心之供應鏈角色地位影響，面臨iPhone整機維修組裝主營業務逐年衰退營運挑戰，推演可行之解決方案。
學術上針對售後服務維修供應鏈之創新研究，主要關注於觸發供應鏈創新之因素探討，例如：庫存成本因素或服務品質、服務效率…等等，或是，研究營運成本之解決方案，例如：售後保固方案授權外包第三方供應商、透過數學模型運算最佳備品庫存量，較缺乏供應鏈演變角度與供應鏈作業流程創新之分析。本研究個案由iPhone產品生產流程、產品迭代服務供應鏈設計、友善售後維修結構研發過程…等等方面著手，拆解Apple進行iPhone維修供應鏈創新時，從維修模式轉變說明維修服務供應鏈演變過程，探討梳理和碩iPhone維修中心業務內容演變過程與其處於供應鏈之中的角色轉變。
本研究發現破壞式創新(Disruptive Innovation)理論，同樣適用於供應鏈創新上商業模式演變之策略分析，不僅限於過往解釋中小型新創企業對於大型企業的商業模式衝擊。Apple採用新的iPhone售後維修服務模式，對於和碩iPhone維修中心相當於是一種破壞式創新。前段維修服務據點其更便宜更方便的快修模式，開展出嶄新地供應鏈價值網絡，創造新的供應鏈商業模式。研究個案營運數據說明，當供應商存在於不同價值網絡，其供應鏈角色同時發生改變，自然地供應商提供之服務或產品，應隨著商業模式創新而創新。;The operational costs of iPhone after-sales services and the convenience of service points are the primary driving factors for Apple to embark on supply chain innovation, lower cost and more convenient services as the main objective of innovation transformation. This case study examines the impact of Apple′s supply chain innovation reform on the role and status of the Pegatron iPhone repair center, facing operational challenges as the main business of iPhone whole unit repair and assembly declines year by year, and explores feasible solutions.
In academic research focusing on innovative studies of after-sales service supply chains, attention is primarily given to exploring factors triggering supply chain innovation, such as inventory cost factors, service quality, service efficiency, etc., or exploring solutions to operational costs, such as outsourcing third-party suppliers for after-sales warranty solutions, optimizing spare parts inventory through mathematical modeling, but there is a lack of analysis from the perspective of supply chain evolution and innovative analysis of supply chain operations. This study starts from aspects such as iPhone product manufacture processes, product iteration for service supply chain design, and user-friendly after-sales repair structure research and development, laying out Apple′s iPhone repair supply chain innovation process, explaining the evolution process of repair service supply chains, and discussing the evolution process of Pegatron iPhone repair center business content and its role change in the supply chain.
This study finds that the theory of disruptive innovation is also applicable to strategic analysis of business model evolution in supply chain innovation, not limited to explaining the impact of small startups on large enterprises′ business models as in the past. Apple′s adoption of a new iPhone after-sales repair service model is a form of disruptive innovation for the Pegatron iPhone repair center. The front-end repair service points with their lower cost and more convenient same unit repair model created a brand-new supply chain value network and business model. Operational data from the case study illustrates that when suppliers were in different value networks, their supply chain roles also change simultaneously, and the services or products provided by suppliers should innovate along with business model innovation. |
