第一组宏碁微笑曲线

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.

重要科技业者宏碁集团创办人施振荣先生，在1992年为「再造宏碁」提出了有名的“微笑曲线”（SmilingCurve）理论，以作为宏碁的策略方向。经历了十年多以迄今日，施振荣先生将"微笑曲线"加以修正，推出了所谓施氏“产业微笑曲线”，以作为台湾各种产业的中长期发展策略之方向。

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Smilecurvetheoryissimple,verypracticalpointoutthestrategicdirectionoffutureeffortsofTaiwan'sindustry.Undertheguidanceoftheconceptofvalue-added,corporatebodiesonlycontinuetomoveblockswithhighaddedvalueandpositioning,tosustainabledevelopmentandsustainabledevelopment.Althoughtheconstructionindustryisoneofthelocomotiveindustry,butinamatureindustry,marketsaturation,andonlypayattentiontotheconstructionoftraditionallowvalue-addedmanufacturingengineeringfield,hasexperiencedadecadeofeconomicslowdown.Smilingcurvetheoryprovidesanewdirectionofthinking.微笑曲线理论虽然简单，却很务实的指出台湾产业未来努力的策略方向。在附加价值的观念指导下，企业体只有不断往附加价值高的区块移动与定位，才能持续发展与永续经营。营建业虽是火车头产业之一，但在产业成熟化、市场饱和，及传统只重视工程施工制造的低附加价值领域里，已经历了十多年的景气低迷。微笑曲线的理论提供一个了新的思考方向。

*ThedefinitionofthesmilingcurveSmilinglipsofacurveendsupintheindustrialchain,addedmorereflectedatbothends,designandsales,manufacturingvalueaddedinthemiddlepartoftheminimum.微笑嘴型的一条曲线,两端朝上，在产业链中，附加值更多体现在两端，设计和销售，处于中间环节的制造附加值最低。Smilingmiddlecurveismanufactured;leftisR&D,isaglobalcompetition;rightisthemarketing,mainlyoflocalcompetition.Thecurrentmanufacturingprofitsgeneratedislow,globalmanufacturinghasalsobeenanoversupply.微笑曲线中间是制造；左边是研发，属于全球性的竞争；右边是营销，主要是当地性的竞争。当前制造产生的利润低，全球制造也已供过于求。

*Thehighvalue-addedR&Dandmarketing,sothefutureshouldbetowardtheendsofthesmilecurvedevelopmentofindustry,thatistotheleftofstrengtheningintellectualpropertyresearchanddevelopmenttocreateandstrengthencustomerorientationontherightmarketingandservice.研发与营销的附加价值高，因此产业未来应朝微笑曲线的两端发展，也就是在左边加强研展创造智慧财产权，在右边加强客户导向的营销与服务。如下图所示：

Smilecurvehastwopoints,thefirstoneiswhereyoucanfindtheaddedvalue,andthesecondisaboutthecompetitivetype.微笑曲线有两个要点,第一个是可以找出附加价值在哪里,第二个是关于竞争的型态。Thedefinitionofthesmilingcurve

*Thebreedingofsmilingcurve1Competitivepressuresofglobalization2Pressureoftheproductlifecycle3Pressureofbusinesssurvival4Pressureofvalueadded5Trendsinindustrialdevelopment6Needsofindustrydevelopmentenvironment

*Thebreedingofsmilingcurve2、Pressureoftheproductlifecycle

Thehigh-techproducts,unlessthemasterkeytechnology(Know-how)orcomponents,intheproductmarket,becausethetechnologydevelopedrapidly,fashionchangesveryquickly,theproductlifecycleischangingsofast,theso-callednicheproducts,sometimesseveralyearsintowoolinterestrateofonlyafew%oflowmarginproducts,andgreatpressureonbusiness.高科技产品，除非掌握关键之技术(Know-how)或零组件，在成品的市场，因为技术开发的速度极快，时尚的变化也很快，产品寿命周期也变化的很快，所谓利基产品，有时数年间就变成毛利率只剩几个百分点的微利产品，而对企业经营产生极大之压力。

*Thebreedingofsmilingcurve1、Competitivepressuresofglobalization

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

在高科技产品市场的全球化趋势下，业界的竞争压力，可以用「追、赶、跑、跳、碰」五个字来形容。有竞争力的企业不断往上追，准备随时赶上领先之企业，已领先的企业不断往前跑，以保持领先距离，碰到障碍或技术瓶颈就要想方法跳跃过去，投入相同产品的企业太多了，市场趋于饱和了就只有硬碰硬，做杀价竞争，甚至流血竞争。这是全球化竞争的宿命，只有适者能生存。

*Thebreedingofsmilingcurve3、Pressureofbusinesssurvival

Inthepressure,ifnotincrease,strategyisnotleading,inalowprofitstatus,mayturnintolosses,serious,evenaffectthesurvivaloftheenterprise.在前述的压力下，如果技术不能一直提升，策略不能领先，则在微利的状况下，可能转变成亏损，严重的话，甚至逐渐影响到企业的生存。

*Thebreedingofsmilingcurve4、PressureofvalueaddedTheaddedvalueofanenterprisecanbesaidthatthepotentialprofit.Maturetechnology,theentrythresholdislow,generalizedtechniqueisveryeasytobecomeso-called"low-profit"enterprise,whichistheso-calledlow-value-addedindustries.Generalmanufacturing,assemblyenterpriseiscalledlow-value-addedindustries,inordertosurvive,onlytocontinuetoexpandourproductioncapacitytomaintainprofitability.Butaslongasthemarketisshrinking,productprices,productsalesarenolongergrowing,businessoperationsimmediatelyfacedacrisis.附加价值可以说是一种企业获利的潜力。技术成熟、进入门坎低，普遍化的技术都很容易成为所谓的「微利」企业，也就是所谓的低附加价值产业。一般的制造、组装的企业就是所谓的低附加价值产业，为了维持生存，只能不断地扩充产能，维持获利。但是只要市场萎缩、产品价格下降、产品销售不再成长，企业马上面临经营危机。

*Thebreedingofsmilingcurve5、Trendsinindustrialdevelopment

Inordertoovercomethepressureislowvalue-added,thecompanyhasonlytothinkofthehighvalueattachedtoblockthedevelopmenttrendoftheindustrytomove.Intheindustrymasteredthekeytechnologyandkeycomponentsofhighvalue-added;generallymanufacturedorOEMisalowaddedvalue;productintegrationservices,asacombinationofalotofaddedvalueandbecomeanotherblockwithhighaddedvalue.为了克服低附加价值的压力，企业只有思考往产业发展趋势中之高附加价值之区块来移动。在产业中掌握了关键技术及关键零组件是高附加价值；一般制造或代工是低附加价值；产品整合性的服务，因为结合了许多的附加价值而变成另一高附加价值的区块。

*Thebreedingofsmilingcurve6、Needsofindustrydevelopmentenvironment

Inablockofhighaddedvalue,thekeytechnologiesandkeycomponents,maybesoldtotherespectiveneedsoftheworldmarket;Butintegratedservices,butitistohaveanappropriatearea,andtheentireindustryinthisregionisalsohasreachedaconsiderabledevelopment,suitableasanintegratedserviceexcellenceblock.在高附加价值的区块中，关键技术及关键零组件，也许可以销售到世界各需要之市场；但是整合性的服务，却是要有一个恰当的区域，而整个产业发展在此区域内也已达到相当的发展，适合作为整合性卓越服务的区块。

*ThebreedingofsmilingcurveConclusion1、Anenterprise'sproductsandserviceshavetheaddedvalueofpersistence(surplus)tobeabletosurvive.2、thedirectionofhighvalue-addedproductsandservices,inordertohaveahighpotentialforprofitinordertoensurebusinesscontinuity.1．企业之产品与服务要有持续性的附加价值(盈余)，才能够生存下去。2．高附加价值的产品方向与服务，才能有高获利的潜力，方能确保企业的永续经营。

*Applicationofthesmilecurverevelation

Theexperiencecurveisastaticrepresentation,throughthesmilecurve,canbeexpressedinadynamicside,andtobreakthroughthebottleneckexperiencedrapidimplicitknowledgeofexplicitknowledge.Howwillthedevelopment,production,marketingcombine,hasbeentalkingaboutbusinesstopics.Throughcognitivesmilecurve,youcanquicklyreachtheknowledgeneeds.经验曲线是一种静态表示，透过微笑曲线，可以表现动态的一面，并能突破经验瓶颈，迅速化内隐知识为外显知识。如何将研发、生产、营销结合，一直是企业谈论的主题。透过微笑曲线的认知，可以很快达到需求的知识。

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Forbusinesses,itshouldaccelerateindustrialupgradingandtransformation,asfaraspossibletooccupyafavorablepositionintheglobalindustrialchaindivision"smilecurve"in.1、productupgradesorproductdown,productupgradesreferstotheproductfromtheoriginallow-endmid-range,mid-rangetohigh-endwaytogo,andtheproductdown,notthepursuitofimprovingtheaddedvalue,buttocreateadifferentmarket,somarketingfixedcoststofall,creatingtheconceptofeconomiesofscale;产品升级或产品下移，产品升级指的是产品从原来低档往中档、中档往高档走的办法，而产品下移，追求的不是提高附加价值，而是创造不同的市场，让营销固定成本往下降，创造规模经济的概念；2、verticalintegration,includingtheintegrationandupstreamanddownstreamofthewhole,and;垂直整合，包括向上游