Research On The Development Strategy For M Mobile Phone Project Under OEM Mode

As the development of the communication technology, Mobile phone is becomethe consumer goods for our life and work. It’s not only for the communication tool, butalso to become our right hand for mobile business and entertainment. Although thefunctions of the mobile phones become more and more, the price is normal, thesituation is determined by the more and more intense competition of the whole mobileindustry. The progress of the communication industry caused the technicalbarriers of mobile phone brands and handset manufacturers are getting smaller andsmaller, or even disappear. Handset manufacturers as to the downstream part of themobile phone industry, Brands just can provide limited profit margins to mobile phonemanufacturer under the hot competitive environment, and it’s become less and less.How to gain more under the reducing profit condition is become the new problem forhand phone manufacturer, and manufacturers have to face and solve the problem tokeep the company’s operating.F company MSE business division is one of the OEM for Motorola mobilephones. In this competitive environment, due to MSE didn’t adjust in time and findtheir own operation problems, The company suffered loss on loss in business manyyears. To reduce the production cost and eave the loss situation, M projectdevelopment strategy research is noted by company executives. They hope it canintroduction the method and idea of Lean Production and project management at NPIstage, through the persistent improving to reduce or eliminate the design defect,waiting, excess action, failure, scrap, etc at the development stage, so that it can avoid the waste and reduce the production cost at the mass production. And also, they hopeto spread the experience of M project and setup a standard operation and developmentprocedure to guide other new products.At the daily operations of the Company F MSE Division, Engineer will improvethe production problem to cost down, and the action it’s good for the company andencourage to spreading persistent to the whole factory, but unfortunately, the actiondidn’t improve the profit margins obviously. We found that the sporadic improvementis lack of direction and pertinence during M project cost analysis, It cannotreally grasp the key points to the high cost of mobile phone products. The thesis is foranalysis the hand phone’s cost structure base on M project, and know the OEM factoryhow to get the profit margin from its customer, From the comparison of quotation andthe production real cost, we get the key points for the high production cost are fromdirect labor cost, indirect labor cost and scrap cost. at the same time, decompositionthe three major issues to the detail mobile phone manufacturing processes, then get thespecific key points to be improved, which has targeted to reduce the production costand improve corporate profits.During the M project cost analysis, we found SMT and mobile phone fullassembly process’s cost issue is the main cause for M project within high productioncost level, in that case, The thesis mainly analysis the two processes with leanproduction methods, then improve the issues found in the two processes, setup theprocess and regulations of Design For Manufacture and Engineering FeasibilityEvaluation, and also, introduction the lean production and cost analysis theory in NPIstage, implement the cost improving from NPI stage so that reduce the production costand improve competitiveness of enterprises.