以網絡關係理論探討台灣中小企業紡織廠代工轉品牌之經營要素

From OEM to OBM, The Influence of Network Relationships on Small and Medium Enterprise in Taiwan

楊偉顥(W.H. Yang)

《紡織綜合研究期刊》 31卷1期 (2021/01) Pp. 146-154

https://doi.org/10.6439/TTRJ.202101_31(1).0012

摘要

近年，由於總體經濟環境動盪，消費者需求變化快速等因素，一些以代工（OEM, ODM）業務為主的紡織公司，開始規劃朝創立自有品牌（OBM）的經營模式發展。然而，現有代工轉品牌經營的案例，常見多屬在產業中經濟規模較大，垂直整合製程技術完整的大企業，少有研究探討中小企業轉型自創品牌的經營要素。過去文獻指出建立自有品牌成功因素之一，即是行銷通路的開發。本研究訪問兩間台灣品牌公司，作為主要的研究對象，探討中小企業如何透過串聯自身產業鏈中的上下游協作廠商，以協作系統的網絡模型關係，新零售通路商角色模式，建立自有品牌。

關鍵字

代工轉品牌 ； 產業網絡 ； 個案研究

並列摘要

In recent years, because of the global economic environment is turbulent, consumer demand changes rapidly, some textile manufacturing companies began to establish their own brand (OBM) business model for increasing the capacity. However, the past literature in OEM to OBM more focus on the ease of the organization capability transformation, there are seldom research focus on what successes branding factors in small and medium enterprise. Besides the economic scale, vertical integration process integration can help a manufacturing company transfer to manage their own brand easier. This study argued industrials position of the company will influence the success rate and the middlemen company can easier to build the marketing channels network. This study interviewed two Taiwanese brand companies, as the main research object, to explore how small and medium-sized enterprises through the series of their own industrial chain in the upstream and downstream cooperation manufacturers, the collaborative system of network model relations to build a new own brand.

並列關鍵字

OEM ； OBM ； industrial network ； case study