資訊業代工轉型消費電子品牌過程之研究

A STUDY OF THE PROGRESS RESEARCH OF INFORMATION TECHNOLOGY TRANSFORMATION---FROM OEM/ODM TO CUMSUMER ELECTRONICS BRANDING (CASE STUDY BY LCDTV)

曾進重(Chin-Chung Tseng)

指導教授 ： 陳俊忠

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

無資料

關鍵字

消費電子 ； 品牌 ； 資訊業代工

並列摘要

Abstract
It is very tough to manage a worldwide brand. In IT industry, the well-known integration is HP announced the acquisition of Compaq, and Gateway quitted from Europe marketing. Lenovo Group bought IBM's personal computer business on 2004 December, and BenQ announced the acquisition of the Mobile Devices ("MD") business of Siemens AG on 2005 June. The integration between BenQ and Siemens’s mobile handset division has created a paradigm shift in Taiwan and the global market. The same integration story is repeatedly performed day after day, and we see some worldwide old brands are continuously vanished from the marketing. In this winner takes all business environment, companies that exist now are the minority that have survived in the global competition, whereas the majority of the companies have vanished. Especially in European Union and American marketing, it is very tough for new brand to succeed unless it takes outstanding business mode. How could Taiwan’s contract manufacturers have more opportunity to survive under worldwide brands and escape from the fortune of ODM/OEM then open new prospects ?

Brand management has been played a very important role in past traditional electrical home appliance, and the sales amount is related to if their brands are famous and popular. Compared to linear electrical home appliance, digital electrical home appliance will not monopolize the whole marketing by his distinctive technology and artwork manifestation. The function differentiation among digital electrical home appliance has been hugely reduced, and the entrance threshold is lower than ever before. Japan is the kingdom of linear technology expertise; however the consumer electronics market has a big change. Sony’s decline is the significant example. Taiwan is the world’s premier electronics factory, but the world doesn’t know it. It is a good opportunity for Taiwan contract manufacturers to develop their brands on the wave of digitization ear.

Talking about the evolution progress from OEM/ODM to OBM, Japan and Korea are started from manufacturing in Asia by means of getting the opportunity to cooperate with international major companies to redeem their insufficient key factor. So it is quite important to insist creating own brand, then it will be close to success.

Creating own brand must keep distinctive design, then can get the consistent image from marketing feedback. If the satisfaction of appliance impression can’t be upgraded after consumers’ application, then it is useless to spend more investment on advertisement.

The business mode for most of Taiwan contract manufacturers is to design and manufacture product first, then think about how to promote their product into marketing; however the business mode of branding companies is quite different from the former. Branding companies are prior to make product concept prototype, then study how to stimulate consumers’ buying desire. Design and promotion need to be complemented each other at the development stage. Delivering a wide spectrum of digital devices into market, marketing and RD departments need to fully understand end customers’ expectation and their individual aspects first, then offer a broad portfolio of technologies and products for RD, Manufacturing, Marketing and Engineering department to discuss product position, technology bottleneck, marketing feedback, production and channel operation to deliver solutions demanded by end customers. After fully discussion, then decide if the new product will be manufactured or not. B company adopts the theory and follows up their IT, C system, to make sure their new consumer electronic devices can be developed or not. The result proves B company gaining success from the marketing by the commitment and courage to do branding. However the business mode of consumer electronic devices is quite different from IT industry operation mode. Most Taiwan firms, however, still have a bad case of stage fright. Branding their own products means they may wind up competing with their multinational clients in some markets, which is a great way to alienate their best customers.

From the growing mode of high technology industry brand, we can find the trend of brand development can be translated to Bell curve vs. S-curve to describe the key factor of brand management such as promotion ability, patent technology (innovation ability), quality stability, brand revenue ratio … etc. and time axiel to the barrier brand management, trap, transition, competition to analyze the relative chain of the continuous growth or decline of eventual company brand management. From the interview conversation, we find some key factors or declined segments of the principle of brand management for Taiwan contract makers’ guide for a new direction to run their branded business then eventually gain a place in global market.

並列關鍵字

TRANSFORMATION ； CUMSUMER ELECTRONICS ； BRANDING

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