Research On Notebook Personal Computer Supply Chain Selection For Consumer Market

On the supply chain of personal notebook computer industry, component manufactures, OEM/ODM manufactures along with brand makers and channel retailers all take their own role in delivering the value to the final customers. Competition between the brand makers has traformed into competition between supply chains. On the other hand, the consumers'need has been individualized. Annually rise in consumer market is very high up to 40%, which lead to vehement competition, and soon becomes the main source of company operations. Therfore, to win means to focus on personal consumers'demand.The author packed up cooralated literature about supply chain selection based on customer demand to find out factors influence supply chain decision. Considering individualized demand and segment variables to recognize consumer purchase behavior such as social and behavioral, the author designed questionnaire for reference to that from authoritative information technology websites.With SPSS analysis, the most reference factors in consumers decision making are quality, cost, brand, deploy and lead time. There is much similarity in their basic needs while great differences in their personal demand. Three categories were lined out in terms of individualized design such as consumers who want to design personally and pay high extra money for that privilege, consumers who don't want to individual design, consumers who want to take advantage of the privilege but pay a little sum of money for it. Different supply chains were sketched to satisfy the three distinguished consumers'demand according to supply chain selection theory based on product demand characteristics, customer order winner standard, and customer order decoupling point.This paper has drawn to these conclusions:(1) Consumers'demand is firstly considered in Supply chain selection and design. Supply chain selection based on product demand characteristics, customer order winner standard, and customer order decoupling point is coherent.(2) About 30.5 percent consumers want individual design and like to afford much more extra money. Their demand is of high uncertainty and lead time is the market winner element. Agile supply chain is the best choice to response quickly when the competition is stable.(3) About 34.1 percent consumers don't want individual design and tend to pay very little extra money because the option now is really abundant for them. Standard notebook can fulfill their needs, so sufficient storage and high quality with lower price will be the market winner element. Lean supply chain is the best choice under this situation.(4) About 35.4 percent consumers want individual design but they can't afford that much extra money. Leagile supply chain finds its place to fulfill requirements for quick logistics and low expenses with less cost than an aigle but faster than a lean one.(5) Now, the brand makers are paying more attention to consumer notbook market with individual products policy carrying out. But, actually there is no individual design yet. The change in supply chain oriented to consumer market is tough.