The future of branding in Taiwan: Lessons learned from ASUS, ACER, and HTC

台灣品牌之未來 - 以華碩,宏基,宏達電為例

鄭之傑

指導教授 ： 邱宏昌

國立清華大學/科技管理學院/國際專業管理碩士班/碩士(2010年)

https://doi.org/10.6843/NTHU.2010.00054

摘要

Taiwan has had to overcome numerous obstacles and challenges to reach its position and status today. Thanks to Taiwan, OEM/ODM has evolved into a very mature industry. However, despite its maturity, intense cutthroat competition still renders Taiwan to be a victim of the “smile curve” phenomenon. Amid all this competition, Taiwan needs to sit back and revisit the big picture again, and carefully decide the next step in Taiwan’s strategy for high tech companies. This thesis will outline three strategies for Taiwan’s next step, and will show that the third strategy (OBM) will be the ultimate step that is inevitable for most Taiwanese ODM companies. This thesis will also explain the reason why most companies have not yet made the step by exploring the difficulties of making the transition.

This thesis will investigate the cases of three Taiwanese companies who have successfully made the transition into a branding company: ASUS, Acer, and HTC, and seven key successful factors will be drawn from the three case studies.

關鍵字

台灣 ； 品牌 ； 未來 ； 華碩 ； 宏碁 ； 宏達電

並列摘要

無資料

並列關鍵字

Branding Marketing Taiwan ； ASUS ； ACER ； HTC

參考文獻

CHAPTER 6: REFERENCES

3. Matthews, John. Summer 1998. “A conversation with the Acer Group’s Stan Shih on global strategy and management.” Organizational Dynamics, p. 65-74.

15. Chu, Wan-wen. 2009. “Can Taiwan’s second-movers upgrade via branding?” Research Policy, 1054-1065.

一、English:

1. Einhorn, Bruce. May 17, 2004. "Acer: How Far Can It Ride This Hot Streak?" Business Week, p. 52.