隨時代快速變遷，科技發展越趨精緻多元，筆記型電腦產業也正式進入「後PC時代」，對針對品牌發展的品牌廠商(OBM)或是強調設計生產的代工廠商(ODM)而言，如何在變化快速的產品市場裡，透過不同商業模式之間的競爭或合作，在市場競賽中脫穎而出，邁向或保持產業龍頭的地位，成企業永續發展中一門新的課題。雖然過去筆記型電腦產業中，品牌廠與代工廠長期處於高度競爭的情形，然而面對市場的變化，品牌廠與代工廠之間也可能發展出另一種緊密的合作關係。本論文期望透過研究之個案品牌與代工公司在筆記型電腦產業中之現況及其策略，利用競合理論之PART分析，探討其兩間廠商之競爭與合作策略，並透過雙方競合關係之生命週期，與其競合關係之類型，提供未來產業內相關廠商競合策略之參考，與其它產業在面臨相似情況下之決策參考。 The Notebook industry is going into the “post-PC era” which means though NB will keep exist in our daily life but it will in multiple ways. Therefore, to NB OBM, Own Branding & Manufacturing, and ODM, Own Designing & Manufacturing, how to competition and cooperation with others in industry becomes a serious issue to study. The fact is even the OBM and ODM are highly competitive in past, to focus on currently NB industry market, they still can develop a close relationship on cooperation. This thesis is trying to base on the case study with PART analyst of Game Theory to find out the Co-opetition strategies between the OBM and ODM as a referenced to NB relative company or other industry company on similar situation.
