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论文编号：	6208
作者编号：	2120115018
上传时间：	2014/6/5 21:14:34
中文题目：	电子制造服务商营销策略研究--EMS企业技术服务营销模式之比较
英文题目：	Research on the EMS marketing strategy comparative study by EMS companies’ marketing module of technology services
指导老师：	许晖 教授
中文关键字：	技术服务创新，竞争优势，营销策略，多元化创新
英文关键字：	Technical Service Innovation, Competitive Advantage, Marketing Strategy, Enterprise Innovation
中文摘要：	在全球EMS行业高度发展的背后，电子制造服务商（EMS）在愈趋复杂的代工市场环境下，所要面对的是除了是客户的多样化需求外，企业该如何在技术快速变迁、开发周期急剧收短的竞争环境下，维持稳定的获利。因此代工企业无不希望透过组织变革、精简组织架构，藉由有效的节省策略来争取利润空间；而组织变革该如何持续、高效的快速反应及平和的过度变革期，成功的转型、升级，达成企业所预期的收效。 然而行业内竞争愈趋白热化，导致产业因过度竞争而愈发萧条。因此EMS企业开始意识到技术能力及组织架构升级的急迫性；便产生了技术服务创新模式，将原先单一的代工制造（OEM）逐渐转型参与方案的设计制造，最终过渡到自主品牌的建立。过程中，企业还需时刻注意竞争环境的变换，持续维持竞争优势的状态；还需注重代工品牌的营销策略的经营，以为企业在未来品牌的管理能力预作准备。 企业除了要奠定稳固且有效率的组织架构外，在其技术能力、开发平台及后台管理，也应当有所投入。透过多面向的改革举措，实现企业内部多元化创新的实际典范，逐步升级、深化改善对策的落实执行，促使企业朝向微笑曲线的两端迈进。 关键词：
英文摘要：	Behind of the development of the global EMS companies, electronics manufacturing services (EMS) in increasingly complex market environment, so they must facing the diversified request from customer. Enterprise how to in a rapidly changing technology, short development cycle closed sharply competitive environment, maintain a stable profit. So the EMS companies all hope through organizational reform, simplify organization, keep to winning profit space by effectively saving strategies; and organizational reform how to continue, highly effective and quick response. The key point is enterprise how can stable excessive change, transition and upgrade with success, to achieve enterprise expected target. Under increasingly white-hot competition, however, lead to companies increasingly depression due to excessive competition. So the EMS companies began to realize the technical ability and organization structure upgrade urgency. The technical service innovation model is produced, the original equipment manufacturing (OEM) gradually transition to participate in project design and manufacture, final transition to setting independent brand. In process, the enterprise will need to be aware of the competitive environment change, continue to keep the competitive advantage always; need to pay attention to the management of marketing strategy of OEM brand, provide enterprise in order to be prepared ability of brand management in the future. Enterprises in addition to lay down a stable and effective organizational structure, in the technical ability, development platform and backup management should be invested. Through the reform actions of how to implement practical example of diversity within the enterprise innovation, escalate and deepen the implementation of the improvement action, promote the enterprise towards the both ends of the smile curve.
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