台灣經濟成長率,從2008年到2017年,除了2010年成長率為10.63%,其餘皆低於4.1%。台灣的核心競爭力是專業代工(ODM),在全球商品鏈分工下,台灣代工的困境為低毛利及削價競爭。企業若要有利潤的持續成長,需往高附加價值的自有品牌(OBM)發展。本研究建構出企業ODM到OBM轉變關鍵成功因素之準則架構,應用決策實驗室法與網路分析程序法確定ODM到OBM轉變關鍵因素,並且依據關鍵因素繪製出網絡圖,瞭解影響關聯性及重要程度。實證研究發現,「組織管理與學習能力」、「產業的競爭能力」、「核心能力的掌握與建構」、「環境反應能力」、「協調整合能力」、「全球運籌及支援能力」、「精實生產系統」,其中「組織管理與學習能力」為促使業ODM到OBM轉變中有效帶動其他關鍵因素的源頭。最後,本文根據研究結果提供後續研究者及產業界具體建議之參考。
The Taiwan economic growth rate, from 2008 to 2017, except 2010 the growth rate is 10.63%, other all are lower than 4.1%.Taiwan's core competitive power is OEM/ODM, under the global commodity chain division of labor, the Taiwan OEM/ODM faced dilemma and cuts prices for the low gross profit. If the enterprise has the profit continually growth, must toward the high additional value OBM development. This paper explores literature review and expert interviews to identify the criteria of key winning factors of the enterprise from ODM to OBM. Using DEMATEL and ANP process is utilized. As a result, key factors are organizational management and learning capabilities, industry competitiveness, mastery and construction of core competencies, environmental response capabilities, coordination and integration capabilities, global operations and support capabilities. Furthermore, among these key factors that Organization Management and Learning Capability are the sources that drive the other factors effectively drive from ODM to OBM. Finally, according to the result, recommendations and further research are discussed.