3D電腦動畫產業代工模式供應體系之研究--以西基動畫公司為例

Abstract

台灣3D電腦動畫廠商目前以承接國外大廠動畫製作訂單為主要業務。但隨著3D動畫軟硬體設備成本的降低，人力成本低廉之開發中國家3D動畫廠商開始崛起，威脅到台灣3D動畫廠商的代工地位。解決此困境的策略有二：一是朝向內容原創價值活動方向發展，另一則是加強本身的代工競爭能力。\r\n 受限於市場及經驗不足等因素，台灣廠商欲發展原創能力還有很長遠的路要走，因此本研究著重於如何加強代工競爭能力。台灣許多產業都發展出優秀的代工模式廠商，而3D動畫產業則尚處於幼稚期，廠商接單後多半獨力完成所有製作工作。因此本研究以在代工模式上表現優異之台積電及廣達電腦為比較對象，並以國內最大3D動畫廠商西基動畫為個案研究對象，分析探討適合3D動畫廠商之「代工廠商供應模式」。\r\n本研究先歸納整理四個「垂直整合或委外生產決策」考慮因素構面，亦即成本構面、產品構面、技術構面以及供應商(產業)構面，利用此四個因素構面分析台積電、廣達之現有供應體系模式，然後比較西基與台積電、廣達在這四個構面上不同的條件及特色，最後分析出適合西基之代工廠商供應體系模式。

Receiving outsourcing project orders from foreign major companies is the primary business of the 3D Animation firms in Taiwan currently. However, since the cost of the infrastructure for animation production has reduced, it is easier for developing countries to enter this industry, where labor cost is lower. Accordingly, Taiwan’s position in the value chain of the animation industry is threatened. Two solutions have been proposed in order to solve this problem. First, animation firms in Taiwan should extend to the high value-added content developing activities. Second, Taiwanese animation firms should improve their capability and retain their competence.\r\n\r\n This research focuses on how to improve the capability of animation firms in Taiwan, since it is still immature for them to transform into content developers, owing to the lack of experience and limitation of market size. Animation industry in Taiwan is in its infancy: most of the animation firms finish project orders independently. On the contrary, many industries in Taiwan, such as the computer industry, have developed excellent OEM/ODM models. Therefore, this research adopts case study method, taking CGCG Interactive as target, and compares it with the models of TSMC and Quanta Computer to figure out a suitable OEM supplier’s model in 3D animation industry.\r\n\r\n This research first concludes that there are four dimensions concerning the decision making process on selecting vertical integration or outsourcing strategies. These dimensions are cost, product, technology, and supplier (industry). Then these dimensions are used to analyze the supply model of TSMC and Quanta Computer so as to propose an appropriate supply model CGCG Interactive.