成衣業從專業代工邁向自創品牌之探討

The Study of the Development Process of Original Equipment Manufactures to Original Brand Manufacturing in the Ready-made Clothing Industry

徐秀如(H. J. Hsu) ； 周純雅(C. Y. Zhou) ； 施惠華(H. H. Shi)

《華岡紡織期刊》 13卷4期 (2006/12) Pp. 405-414

摘要

台灣經濟迅速發展導致代工環境變遷，造成所具備的優勢正在消逝。所以目前台灣中小企業紛紛建立自創品牌以尋求在代工業務外之出路。然而，從OEM到OBM過程中，少有相關文獻之探討。因此，本研究以此為問題意識形成，本研究採用質性之個案研究法進行。主要目的是期望能提供成衣服飾業者從OEM到OBM轉換過程中參考資料，使其企業單位能檢視自身所處的環境現況，以利決定建立自創品牌之途徑。另外可提供資料以彌補學術研究之不足。由本研究發現許多企業從專業代工走往轉型自創品牌之間，所經歷的過程略有不同。

關鍵字

專業代工 ； 自創品牌 ； 成衣業

並列摘要

Due to the rapidly economy development in Taiwan, the industry environment changes of original equipment manufactures have been losing the advantages as they had before. Therefore, lots of Taiwanese enterprises start to have both OEM and build their own brands at the same time in order to find a way for surviving. However, there are few studies that have been examined the development process of original equipment manufactures to original brand manufacturing. Thus, the development process of original equipment manufactures to original brand manufacturing is the form the research question consciousness for this study. The case study of quality research is used as a research method. The study, as a further purpose, intends to provide the information for guiding and assisting the enterprises to examine the current situation and help the way to build their own brands. Besides this, the results of this study may supplement for the need of academic circles. However, the development processes of original equipment manufactures to original brand manufacturing are different for each enterprise in the case study of this study.

並列關鍵字

original equipment manufactures ； original brand manufactures ； the ready-made clothing industry