從合同製造代工到品牌—台灣自有品牌個案研究

From Original Equipment Manufacturer to Brand: A Case Study of an OBM in Taiwan

郭中村(Chung-Tsun Kuo)

指導教授 ： 廖咸興 ； 郭瑞祥

國立臺灣大學/管理學院/財務金融組/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00799

摘要

本論文”從合同製造代工到品牌—台灣自有品牌個案研究”，探討了一家合同製造代工公司和其建立自有品牌之過程，兩者的關係，且著眼於品牌創建和品牌權益。這方面的研究的重要性是可以提供給合同製造代工公司從價格競爭的代工，轉換到建立自有品牌時一個有用的見解。本研究使用多種研究方法，包括了演繹法、推斷法、比較分析法和個案討論。本研究旨在回答當合同製造代工公司要建立其自有品牌時，需要什麼因子。

從這研究結果發現有許多過渡階段過程的挑戰要面對，同時也需要有品牌知識，來結合成紮實的全面性的策略、品牌辨識和管理。研究發現進一步提供了證明，如果合同製造代工公司自創品牌，而且能創造附加價值給消費者和創造其差異化，合同製造代工公司是能夠從其中獲得利益的。

我們的研究結果表明，合同製造代工公司可以建立一個強大的品牌，但也警告在創建品牌之前，要有細緻的思考和清晰的把握品牌化所需的知識技能。本研究也草擬了一些建議給經理人和給未來研究的建議。

關鍵字

合同製造代工 ； 自有品牌 ； 差異化 ； 品牌創建 ； 品牌權益

並列摘要

This thesis, “From Original Equipment Manufacturer to Brand: A Case Study of an OBM in Taiwan” explores the relationship between an original equipment manufacturer and the process of creating its own brand, focusing on brand building and brand equity. This area of study is important to provide OEM companies practical insight into brand building as an alternative to low cost manufacturing. Using a multiple methodological approach, that includes deductive, extrapolation and a case study; this thesis aims to answer what factors need to be address when building a brand by an original equipment manufacturer.

The findings from this research highlights the many transitional challenged faced and also the need for branding knowledge that incorporates a sound holistic strategy, identity and management. The findings further provide evidence that OEM’s can benefit from creating their own brands’ if they can create value and differentiation. Our findings suggests an OEM can build a strong brand, but cautions that meticulous reflection and a clear grasp of branding is needed prior to creating a brand. Some recommendations for managers are drawn and recommendations are made for future research.

並列關鍵字

OEM ； OBM Taiwan ； Differentiation ； Brand Building ； Brand Equity

參考文獻

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