在過去的三十年裡,中國大陸及台灣已發展成為全球製造及代工中心,憑藉著OEM為全球品牌製造產品的成功努力,但是在過去幾年中國大陸生產成本不斷上昇,使得中國製造的商業模式獲利不斷縮水,利潤及效率同時下降,因此越來越多的OEM企業想轉型為原始品牌製造商OBM並創立自有品牌,開始注重研發創新,設計品牌營銷和交流活動等,此份研究主要為了探討台達電子近50年的華人企業,由代工廠轉型做自有品牌當中的挑戰即現況。 過去40幾年中台達電子奠定了在全球主要能源供應商的重要角色,國際市場隨著經濟轉變,台達在2010年宣布公司將從代工生產轉型為自有品牌並主力於節能減碳愛地球的理念,朝著綠色企業的方向前進,靈活運用公司主要的能源技術來研發節能自動化系統,與綠建築等的技術來降低不必要的能源浪費,並達到有效的降低排碳的各項工廠與生活機能,企業同時成立CSR與台達電子文教基金會致力于回饋社會,並將台達電子的品牌曝光度由B2B增至B2C。 成熟的代工廠若想能夠永續經營,在現今便利的網路資訊與競爭者技術相近的市場,企業需發展自有品牌並著重提供整體解決方案與完善的服務,建立良好的客戶關係與忠誠度,才能走向企業永續經營的康莊大道。
ABSTRACT NAME:Sun, Sharon Tien Yuan MONTH/YEAR:July, 2018 ADVISER:Ruey-Shan Guo, Ph.D. TITLE:The transformation of an ODM company into an Eco Company – A case study of Delta Electronics In the past era, Taiwan has to grown into the world-manufacturing hub second to China. Thanks to OEM and ODM producing products for global bands. In the last few years, however, rising producing cost in Taiwan and China have made the manufacturing business model less profitable, offering lower margin, and decreasing productivities. As results more and more OEM companies are seeking to break down their sweat factories, by shifting into OBM and starting their own brands with great emphasis on R&D innovation, design, brand marketing and communication activities. In 2010, Delta announced the ODM company will shift to brand oriented company OBM, which I will be further discussed in this case study about some challenges and successes Delta facing in transformation.