台灣中小企業發展品牌與代工策略關係之研究－以自行車零組件廠商K公司為例

The Study on the Relationships between Brand Development and OEM Strategies of SME in Taiwan – A Case Study of K – Manufacture Company

陳昶名(Chang-Ming Chen)

指導教授 ： 劉子琦

亞洲大學/管理學院/國際企業學系碩士班/碩士(2010年)

摘要

近年來，自創品牌意識已在國內產、官、學各界發酵萌芽，進一步帶動了台灣產業升級、轉型，和發展品牌的風氣。自2003年台灣進行國際品牌價值調查以來，到2009年為止，台灣前十大品牌總價值達到73.26億美元，較2003年的35.64億美元成長了105%，總體品牌價值的逐年攀升，顯示致力於品牌發展的台灣企業，在整體環境不景氣下仍能藉由品牌經營的模式突破重圍、逆勢成長。在這股風潮帶領下，都反映出台灣的產業不管是規模大小或是產業類別之不同，都在發展品牌與維持代工之間，尋找企業成長與存續之道。
然而品牌之路並非一蹴可幾，為探討台灣中小企業廠商在自創品牌過程中的機會與可能遭遇的阻礙，本研究將以質性研究為取向，透過文獻分析法與深入訪談法，選取一家OEM轉型成為OBM之自行車零組件廠商進行個案分析。經訪談分析歸納後，依據訪談內容，萃取出四項構面－「產業特性」、「政府角色」、「企業家精神」、「創新價值」來討論廠商如何在自創品牌與維繫代工關係之間，尋求平衡發展的支撐力。

關鍵字

自創品牌 ； 代工 ； 自行車

並列摘要

In recent years, awareness of brand development has taken root for manufacturers, government, and the academic community in Taiwan, and engendered climate of brand creation, and industrial upgrading and transformation at the same time. Since the year of 2003 to 2009, Taiwan government surveyed on the development of its international brands. The results showed that the total market values of the first ten big brand in Taiwan has accumulated to UDS$ 73.26 hundred million. The growth amount and relative rate of year 2009 (compared to 2003) is UDS$ 35.64 hundred million and 105%. The gradually increasing brand value demonstrates that Taiwan enterprises have effectively grown by focusing on the development of brands in order to breakout the contrary economical environment. It shows that all the Taiwan enterprises aim to find out a better way of development and survival through either creating brands or being OEM (Optical Equipment Manufacturing).
However, brand development is not an easy task. To explore the opportunities and challenges Taiwan small-and-medium-sized enterprises have confronted during the process of brand development, this study adopted literature review, in-depth interview, and qualitative research methods to carry out a case study. The sample object is a bicycle component manufacturer. After data analysis in accordance with the interviewing results, the author extracted four dimensions: industrial characteristics, the role of government, entrepreneurship, and innovative values, in order to examine how manufacturers create their own brands and still play a role as an OEM for supporting and balancing the function of brand development at the same time.

並列關鍵字

Brand development ； OEM ； Bicycle

參考文獻

林信昌(2009)。「品牌台灣」推動策略初探：以品牌創投基金個案為例談台灣企業國際品牌之路。台灣大學管理學院碩士在職專班商學組碩士論文。

黃心華(2009)。自行車風潮的崛起及後續因應。國家政策研究基金會。

曾漢壽(2008)。讓台灣品牌站上國際舞台-代工與品牌篇。經濟部國際貿易局。

楊千、鄭淑文(2003)。自有品牌與OEM的迷失-以宏碁為例。中華管理學報4卷1期89-100頁。

瞿宛文(2006)。台灣後起者能藉自創品牌升級嗎？。台灣社會研究季刊，第63輯，頁1-52。