第一組宏碁微笑曲線

Acersmilecurve

*AbriefintroductionofAcer

Acerwasfoundedin1976,istheworld'sfourth-largestPCbrand,hasinternationaloperationsmanagementteam,mainlyengagedinown-brandlaptops,desktops,LCDmonitors,servers,anddigitalhomesuchasproductdevelopment,design,marketingandservices,continuestoprovideconsumersworldwideuse,reliableinformationproducts.Currentlytheproductsaresoldinmorethan100countries.

Acer'suniquenewdistributionmodel,aswellasrepresentativesofthecaretechnologyandacaringculture,hassuccessfullyAcerbrandexcellenthighquality,easytouse,reliable,trustworthyimageofthewidespreadanddeeplyrootedinthemindsofconsumersworldwide.

*SmilingCurveAdditionalvalueIPBrand/serviceresearchmanufacturemarketing

*Theoriginalofsmilingcurve

Importanttechnologyindustry,AcerfounderStanShih,Mr.,in1992asthe"recyclingAcer"made

famous"smilecurve"theory,asAcer'sstrategicdirection.Sofarmorethanadecadetodate,Mr.Shihwill"smilecurve"tobeamended,introducedaso-calledAmur"industrialsmilecurve",asthedirectionoflong-termdevelopmentstrategiesofvariousindustriesinTaiwan.

重要科技業(yè)者宏碁集團(tuán)創(chuàng)辦人施振榮先生，在1992年為「再造宏碁」提出了有名的“微笑曲線”（SmilingCurve）理論，以作為宏碁的策略方向。經(jīng)歷了十年多以迄今日，施振榮先生將"微笑曲線"加以修正，推出了所謂施氏“產(chǎn)業(yè)微笑曲線”，以作為臺(tái)灣各種產(chǎn)業(yè)的中長(zhǎng)期發(fā)展策略之方向。

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Smilecurvetheoryissimple,verypracticalpointoutthestrategicdirectionoffutureeffortsofTaiwan'sindustry.Undertheguidanceoftheconceptofvalue-added,corporatebodiesonlycontinuetomoveblockswithhighaddedvalueandpositioning,tosustainabledevelopmentandsustainabledevelopment.Althoughtheconstructionindustryisoneofthelocomotiveindustry,butinamatureindustry,marketsaturation,andonlypayattentiontotheconstructionoftraditionallowvalue-addedmanufacturingengineeringfield,hasexperiencedadecadeofeconomicslowdown.Smilingcurvetheoryprovidesanewdirectionofthinking.微笑曲線理論雖然簡(jiǎn)單，卻很務(wù)實(shí)的指出臺(tái)灣產(chǎn)業(yè)未來(lái)努力的策略方向。在附加價(jià)值的觀念指導(dǎo)下，企業(yè)體只有不斷往附加價(jià)值高的區(qū)塊移動(dòng)與定位，才能持續(xù)發(fā)展與永續(xù)經(jīng)營(yíng)。營(yíng)建業(yè)雖是火車頭產(chǎn)業(yè)之一，但在產(chǎn)業(yè)成熟化、市場(chǎng)飽和，及傳統(tǒng)只重視工程施工制造的低附加價(jià)值領(lǐng)域里，已經(jīng)歷了十多年的景氣低迷。微笑曲線的理論提供一個(gè)了新的思考方向。

*ThedefinitionofthesmilingcurveSmilinglipsofacurveendsupintheindustrialchain,addedmorereflectedatbothends,designandsales,manufacturingvalueaddedinthemiddlepartoftheminimum.微笑嘴型的一條曲線,兩端朝上，在產(chǎn)業(yè)鏈中，附加值更多體現(xiàn)在兩端，設(shè)計(jì)和銷售，處于中間環(huán)節(jié)的制造附加值最低。Smilingmiddlecurveismanufactured;leftisR&D,isaglobalcompetition;rightisthemarketing,mainlyoflocalcompetition.Thecurrentmanufacturingprofitsgeneratedislow,globalmanufacturinghasalsobeenanoversupply.微笑曲線中間是制造；左邊是研發(fā)，屬于全球性的競(jìng)爭(zhēng)；右邊是營(yíng)銷，主要是當(dāng)?shù)匦缘母?jìng)爭(zhēng)。當(dāng)前制造產(chǎn)生的利潤(rùn)低，全球制造也已供過(guò)于求。

*Thehighvalue-addedR&Dandmarketing,sothefutureshouldbetowardtheendsofthesmilecurvedevelopmentofindustry,thatistotheleftofstrengtheningintellectualpropertyresearchanddevelopmenttocreateandstrengthencustomerorientationontherightmarketingandservice.研發(fā)與營(yíng)銷的附加價(jià)值高，因此產(chǎn)業(yè)未來(lái)應(yīng)朝微笑曲線的兩端發(fā)展，也就是在左邊加強(qiáng)研展創(chuàng)造智慧財(cái)產(chǎn)權(quán)，在右邊加強(qiáng)客戶導(dǎo)向的營(yíng)銷與服務(wù)。如下圖所示：

Smilecurvehastwopoints,thefirstoneiswhereyoucanfindtheaddedvalue,andthesecondisaboutthecompetitivetype.微笑曲線有兩個(gè)要點(diǎn),第一個(gè)是可以找出附加價(jià)值在哪里,第二個(gè)是關(guān)于競(jìng)爭(zhēng)的型態(tài)。Thedefinitionofthesmilingcurve

*Thebreedingofsmilingcurve1Competitivepressuresofglobalization2Pressureoftheproductlifecycle3Pressureofbusinesssurvival4Pressureofvalueadded5Trendsinindustrialdevelopment6Needsofindustrydevelopmentenvironment

*Thebreedingofsmilingcurve2、Pressureoftheproductlifecycle

Thehigh-techproducts,unlessthemasterkeytechnology(Know-how)orcomponents,intheproductmarket,becausethetechnologydevelopedrapidly,fashionchangesveryquickly,theproductlifecycleischangingsofast,theso-callednicheproducts,sometimesseveralyearsintowoolinterestrateofonlyafew%oflowmarginproducts,andgreatpressureonbusiness.高科技產(chǎn)品，除非掌握關(guān)鍵之技術(shù)(Know-how)或零組件，在成品的市場(chǎng)，因?yàn)榧夹g(shù)開發(fā)的速度極快，時(shí)尚的變化也很快，產(chǎn)品壽命周期也變化的很快，所謂利基產(chǎn)品，有時(shí)數(shù)年間就變成毛利率只剩幾個(gè)百分點(diǎn)的微利產(chǎn)品，而對(duì)企業(yè)經(jīng)營(yíng)產(chǎn)生極大之壓力。

*Thebreedingofsmilingcurve1、Competitivepressuresofglobalization

Underthetrendofglobalizationofhigh-techproductmarkets,competitivepressuresoftheindustry,youcanuse"chase,catch,run,jump,hit"fivewordstodescribe.Competitiveenterprisescontinuetocatchup,readytocatchupwiththeleadingcompanies,theleadingcompanieshavecontinuedtorunforward,inordertostayaheadofdistance,obstaclesorbottlenecksencounteredandfindingmethodstojumpover,putthesameproductsbusinesstoomuchsaturatedthemarketonlygoaboutdoingpricecompetition,evenbloodycompetition.Thisisthefateofglobalcompetition,onlythefittestsurvive.

在高科技產(chǎn)品市場(chǎng)的全球化趨勢(shì)下，業(yè)界的競(jìng)爭(zhēng)壓力，可以用「追、趕、跑、跳、碰」五個(gè)字來(lái)形容。有競(jìng)爭(zhēng)力的企業(yè)不斷往上追，準(zhǔn)備隨時(shí)趕上領(lǐng)先之企業(yè)，已領(lǐng)先的企業(yè)不斷往前跑，以保持領(lǐng)先距離，碰到障礙或技術(shù)瓶頸就要想方法跳躍過(guò)去，投入相同產(chǎn)品的企業(yè)太多了，市場(chǎng)趨于飽和了就只有硬碰硬，做殺價(jià)競(jìng)爭(zhēng)，甚至流血競(jìng)爭(zhēng)。這是全球化競(jìng)爭(zhēng)的宿命，只有適者能生存。

*Thebreedingofsmilingcurve3、Pressureofbusinesssurvival

Inthepressure,ifnotincrease,strategyisnotleading,inalowprofitstatus,mayturnintolosses,serious,evenaffectthesurvivaloftheenterprise.在前述的壓力下，如果技術(shù)不能一直提升，策略不能領(lǐng)先，則在微利的狀況下，可能轉(zhuǎn)變成虧損，嚴(yán)重的話，甚至逐漸影響到企業(yè)的生存。

*Thebreedingofsmilingcurve4、PressureofvalueaddedTheaddedvalueofanenterprisecanbesaidthatthepotentialprofit.Maturetechnology,theentrythresholdislow,generalizedtechniqueisveryeasytobecomeso-called"low-profit"enterprise,whichistheso-calledlow-value-addedindustries.Generalmanufacturing,assemblyenterpriseiscalledlow-value-addedindustries,inordertosurvive,onlytocontinuetoexpandourproductioncapacitytomaintainprofitability.Butaslongasthemarketisshrinking,productprices,productsalesarenolongergrowing,businessoperationsimmediatelyfacedacrisis.附加價(jià)值可以說(shuō)是一種企業(yè)獲利的潛力。技術(shù)成熟、進(jìn)入門坎低，普遍化的技術(shù)都很容易成為所謂的「微利」企業(yè)，也就是所謂的低附加價(jià)值產(chǎn)業(yè)。一般的制造、組裝的企業(yè)就是所謂的低附加價(jià)值產(chǎn)業(yè)，為了維持生存，只能不斷地?cái)U(kuò)充產(chǎn)能，維持獲利。但是只要市場(chǎng)萎縮、產(chǎn)品價(jià)格下降、產(chǎn)品銷售不再成長(zhǎng)，企業(yè)馬上面臨經(jīng)營(yíng)危機(jī)。

*Thebreedingofsmilingcurve5、Trendsinindustrialdevelopment

Inordertoovercomethepressureislowvalue-added,thecompanyhasonlytothinkofthehighvalueattachedtoblockthedevelopmenttrendoftheindustrytomove.Intheindustrymasteredthekeytechnologyandkeycomponentsofhighvalue-added;generallymanufacturedorOEMisalowaddedvalue;productintegrationservices,asacombinationofalotofaddedvalueandbecomeanotherblockwithhighaddedvalue.為了克服低附加價(jià)值的壓力，企業(yè)只有思考往產(chǎn)業(yè)發(fā)展趨勢(shì)中之高附加價(jià)值之區(qū)塊來(lái)移動(dòng)。在產(chǎn)業(yè)中掌握了關(guān)鍵技術(shù)及關(guān)鍵零組件是高附加價(jià)值；一般制造或代工是低附加價(jià)值；產(chǎn)品整合性的服務(wù)，因?yàn)榻Y(jié)合了許多的附加價(jià)值而變成另一高附加價(jià)值的區(qū)塊。

*Thebreedingofsmilingcurve6、Needsofindustrydevelopmentenvironment

Inablockofhighaddedvalue,thekeytechnologiesandkeycomponents,maybesoldtotherespectiveneedsoftheworldmarket;Butintegratedservices,butitistohaveanappropriatearea,andtheentireindustryinthisregionisalsohasreachedaconsiderabledevelopment,suitableasanintegratedserviceexcellenceblock.在高附加價(jià)值的區(qū)塊中，關(guān)鍵技術(shù)及關(guān)鍵零組件，也許可以銷售到世界各需要之市場(chǎng)；但是整合性的服務(wù)，卻是要有一個(gè)恰當(dāng)?shù)膮^(qū)域，而整個(gè)產(chǎn)業(yè)發(fā)展在此區(qū)域內(nèi)也已達(dá)到相當(dāng)?shù)陌l(fā)展，適合作為整合性卓越服務(wù)的區(qū)塊。

*ThebreedingofsmilingcurveConclusion1、Anenterprise'sproductsandserviceshavetheaddedvalueofpersistence(surplus)tobeabletosurvive.2、thedirectionofhighvalue-addedproductsandservices,inordertohaveahighpotentialforprofitinordertoensurebusinesscontinuity.1．企業(yè)之產(chǎn)品與服務(wù)要有持續(xù)性的附加價(jià)值(盈余)，才能夠生存下去。2．高附加價(jià)值的產(chǎn)品方向與服務(wù)，才能有高獲利的潛力，方能確保企業(yè)的永續(xù)經(jīng)營(yíng)。

*Applicationofthesmilecurverevelation

Theexperiencecurveisastaticrepresentation,throughthesmilecurve,canbeexpressedinadynamicside,andtobreakthroughthebottleneckexperiencedrapidimplicitknowledgeofexplicitknowledge.Howwillthedevelopment,production,marketingcombine,hasbeentalkingaboutbusinesstopics.Throughcognitivesmilecurve,youcanquicklyreachtheknowledgeneeds.經(jīng)驗(yàn)曲線是一種靜態(tài)表示，透過(guò)微笑曲線，可以表現(xiàn)動(dòng)態(tài)的一面，并能突破經(jīng)驗(yàn)瓶頸，迅速化內(nèi)隱知識(shí)為外顯知識(shí)。如何將研發(fā)、生產(chǎn)、營(yíng)銷結(jié)合，一直是企業(yè)談?wù)摰闹黝}。透過(guò)微笑曲線的認(rèn)知，可以很快達(dá)到需求的知識(shí)。

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Forbusinesses,itshouldaccelerateindustrialupgradingandtransformation,asfaraspossibletooccupyafavorablepositionintheglobalindustrialchaindivision"smilecurve"in.1、productupgradesorproductdown,productupgradesreferstotheproductfromtheoriginallow-endmid-range,mid-rangetohigh-endwaytogo,andtheproductdown,notthepursuitofimprovingtheaddedvalue,buttocreateadifferentmarket,somarketingfixedcoststofall,creatingtheconceptofeconomiesofscale;產(chǎn)品升級(jí)或產(chǎn)品下移，產(chǎn)品升級(jí)指的是產(chǎn)品從原來(lái)低檔往中檔、中檔往高檔走的辦法，而產(chǎn)品下移，追求的不是提高附加價(jià)值，而是創(chuàng)造不同的市場(chǎng)，讓營(yíng)銷固定成本往下降，創(chuàng)造規(guī)模經(jīng)濟(jì)的概念；2、verticalintegration,includingtheintegrationandupstreamanddownstreamofthewhole,and;垂直整合，包括向上游