衡器業自有品牌發展策略之研究—以C公司為例

Study on The Weighing Industry Development Strategy of OBM -A Case Study of C Company

賴國隆(Kuo-Lung Lai)

指導教授 ： 孫德修

朝陽科技大學/理工學院/工業工程與管理系/碩士(2019年)

摘要

台灣的廠商，多以專業代工(OEM)起家，在累積了多年的專業代工經驗後，台灣廠商多以自有品牌為努力方向。本研究個案在累積多年專業代工經驗後，成功發展了自有品牌。在自有品牌和專業代工之間業務的發展，對於公司發展策略之影響為研究重點。
本研究主要在分析長期專業代工的能力對於自有品牌的發展間的關係，以專家訪談方式進行資料收集，輔以紮根理論進行分析，參考相關文獻資料，藉以歸納出該公司的發展策略方向，希望能為C公司未來的永續經營提供建議。
本研究之結論包括：
1. 在企業有限資源下，選擇擅長的領域有助於提昇績效。
2. 藉由專業代工與自有品牌之間不同業務型態的良性互動，提昇企業技術能力。
3. 企業應就專業代工與自有品牌間持續提昇產品功能及行銷的能力，以維持穩定的依存關係。

關鍵字

衡器 ； 發展策略 ； 自有品牌 ； 專業代工

並列摘要

Enterprises usually establish private brand in order to raise adding value of products. In this study, the case has many years' experiences of OEM and successful developed private brand.
Through investigating the main topics: key success factors of OBM, and the selection between OEM and OBM. Moreover, the ground Theory is applied in this research, and referring to relevant literature and materials. In order to obtain the business strategy of the manufacturer's brand, I hope to help C company to provide advice for the sustainable operation of its own brand in the future.
Through this study, the following conclusions can be drawn:
1. Under the limited resources of the company, choosing areas that are good at it can help improve performance.
2. Enhance the technical capabilities of the company through the benign interaction between OEMs and their own brands.
3. The company should maintain a stable interdependence relationship between OEM and its own brands to continuously enhance product functionality and marketing capabilities.

並列關鍵字

Scale ； Strategy ； OBM ； OEM

參考文獻

一、英文文獻：

1. Aaker, D. A. and Alexander Biel, eds., Brand Equity and Advertising: Advertising's Role in Building Strong Brands, HiIlsdale, NJ: Lawrence Erlbaum Associates. (1993).

2. Aaker, D. A. Managing Brand Equity. New York: The Free Press. (1991).

3. Aaker, D. A. Building Strong Brands. New York: The Free Press. (1996).

4. Aaker, D. A. Strategic market management. New York: John Wiley. (2001).