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| Title: | 代工業者發展與推動自有品牌之研究
Transforming from OEM and ODM Models to OBM Models |
| Authors: | 劉恕偉
Liu, Su-Wei |
| Contributors: | 于卓民
彭朱如
Yu, Chwo-Ming
Peng, Tzu-Ju
劉恕偉
Liu, Su-Wei |
| Keywords: | 代工
品牌
轉型 |
| Date: | 2020 |
| Issue Date: | 2020-07-01 13:30:29 (UTC+8) |
| Abstract: | 代工業者的主要能力是設計與製造，如選擇發展自有品牌，其實並非原有能力之升級，而是代表選擇不同的經營模式，需要發展不同的資源與能力。本研究主要目的是探討代工業者如何推動自有品牌，主要議題包含：發展自有品牌之經營模式應要考慮哪些重點，需要發展哪些能力，這些能力應如何培養，如何在維繫代工客戶關係之下制定品牌發展策略，如何落實品牌策略並持續提升品牌能力。
本研究採用個案研究法，針對四個具一定規模並已有品牌國際化實績的台灣企業進行研究。研究結果發現，領導者發展品牌的企圖心是決定品牌發展的關鍵因素。品牌企圖心來自領導者的理想、期待或壓力，品牌企圖心會影響自有品牌推動時對相關資源的配置，進而影響品牌發展能力的發展。品牌發展在初期雖然主要藉助於代工所累積之資源與能力，但是與代工客戶之關係卻會弱化品牌企圖心。在這種矛盾之下發展自有品牌，為了避免與代工客戶之間產生衝突，可以在市場定位及市場進入策略上採取與代工客戶差異化之策略。在品牌策略執行面則應以產品與通路經營為主，從通路回饋的市場與行銷結果等資訊是修正品牌策略的重要依據，執行與回饋也是達成組織學習並累積品牌能力的過程，透過不斷執行、回饋與調整可以達到持續提升品牌績效之目的。除了研究發現與意涵之外，本研究也整理出完整的代工業者自有品牌發展架構圖供有意發展自有品牌之代工業者參考。
When firms transform from pursuing OEM or ODM models to creating their own brands, they are not only purely upgrading their capabilities in design and manufacturing but also developing different types of resources and capabilities.
The main purpose of this research is to investigate how OEM or ODM firms promote their own brands and the main issues addressed are: what are the important issues to consider when developing their own brands? What capabilities should firms possess and how to cultivate them? How do firms develop branding strategies while maintaining relationships with OEM/ODM clients? And how do firms implement branding development strategies and continuously building brand capabilities?
This research uses case study methodology, conducted towards the performance of four Taiwanese firms with a certain business scale. The research result shows that the leader`s ambition is a key factor in determining brand development. The brand’s ambition comes from the leader’s ideology, expectations, or pressure. Brand ambition influences the allocation of related resources while promoting the brand, which then affects the development of brand capabilities.
Although in the early stages, brand development mainly relies on the resources and capabilities of OEM or ODM itself, the relationship with OEM/ODM clients can weaken brand ambition. Under this contradicting situation, brands can adopt market positioning and market entry strategies that are different from their clients’ in order to avoid conflicts and continuously building brand capabilities.
In terms of brand strategy implementation, the products and channel operations should be the main focus. Information from the channels such as market conditions and marketing results, is an important basis for revising the brand strategies. Through continuous implementation, feedback, and adjustments, the objective of continuously improving brand performance can be achieved. In addition to the research findings and implications, this research also compiles a complete construct of brand developments for ODM or OEM firms who intend on developing their own brands to reference. |
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| Description: | 博士
國立政治大學
企業管理學系
105355503 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105355503 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000511 |
| Appears in Collections: | [Department of Business Administation] Theses
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