The Marketing Activities of the OEM/ODM and OBM Companies in Taiwan

曹蘋文

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/科技管理研究所/碩士(2011年)

摘要

In recent years, Taiwanese OEM/ODM companies in ICT industries have tried to transform from subcontractors to buyers. These companies nearly follow the OEM-ODM-OBM growth path. However, to date, there has been relatively little research conducted on marketing activities of OEM/ODM and OBM model. Therefore, the aim of this article attempts to realize that how Taiwanese branding companies do the different marketing activities to success in the more competitive environment. We classify the marketing activities from theories into 14 categories, including product, services, relationship marketing, global marketing, etc. The method to carry out this study is using case study research. We review the history of three Taiwanese companies, including Quanta, ASUS, and HTC, and focus on their marketing activities.
Results of this study show the similarities of marketing activities among the OEM/ODM and OBM stage in these companies respectively. Moreover, we conclude three important suggesting implications in different stages for those OBM-to-be companies.

關鍵字

OEM-ODM-OBM ； 行銷活動 ； 廣達 ； 華碩 ； 宏達電

並列摘要

無資料

並列關鍵字

marketing activities ； Quanta ； ASUS ； HTC

參考文獻

周芳苑 (1999). 華碩傳奇: 施崇棠與華碩四傑創業兩千億紀事, 商訊文化事業股份有限公司.

洪清德 (2004). "使命感，客戶網路和供應商網路：影響我國電子資訊產業代工和自創品牌策略抉擇因素的探討." 管理學報 21(4): 451-476.

Borden, N. H. (1984). "The Concept of the Marketing Mix." Journal of Advertising Research 2: 7-12.

Dunn, M., S. Birley, et al. (1986). "The Marketing Concept and the Smaller Firm." Marketing Intelligence & Planning 4(3): 3-11.

Eisenhardt, K. M. (1989). "Building Theories from Case Study Research." The Academy of Management Review 14(4): 532-550.