TFT-LCD產業號稱為台灣的第二大半導體產業,被列為二兆雙星的一兆產業,預估2008年會達成目標,現今台灣的市佔率約為全球的百分之四十。目前面板五虎均以代工生產為發展主軸,但面臨毛利率下降、國內競爭激烈又面臨日韓追趕的狀況下,廠商也紛紛思考提升自我價值的方式,有的選擇深耕原有代工業務,有的選擇自創品牌,有的選擇代工品牌並進。然而,各家自創品牌廠商的策略不一,究竟是什麼原因促使他們做這樣的決定,品牌策略儼然已成為廠商此時最重要的議題。 由於過去研究自創品牌相關文獻大多在探討代工與自有品牌之衝突及自創品牌之關鍵成功因素,極少文獻探討台灣高科技廠商的自創品牌策略,故本研究採取個案研究法,選定五家聞名的TFT-LCD代工廠商作為研究個案,並以深入訪談法取得關鍵資訊,搭配次級資料蒐集與分析,進行產業質化研究。 本研究針對台灣液晶面板廠商之自創品牌策略議題進行深入的研究與探討,並期望達成以下四項研究目的:1. 分析影響台灣TFT-LCD廠商自創品牌策略選擇的主要因素。2. 分析造成台灣TFT-LCD廠商自創品牌策略差異化的主要因素。3. 提出廠商OEM/ODM與自創品牌策略二者間的配適度。研究結果將以歸納出廠商OEM/ODM與自創品牌策略之間的配適,提供給欲踏入自創品牌的高科技代工廠作為自我檢視的考量,希望在擬定自創品牌策略之時思維能更加周詳與縝密,以邁向成功的品牌之路。
TFT-LCD industry, the second largest semi-conductor industry in Taiwan, is included in the well known Two-Trillion, Twin-Star Project. Now Taiwan is the largest country in terms of global large-sized TFT-LCD output. Facing the intensive competition and the decreased gross margin, some of the top five Taiwan TFT-LCD OEMs tended to develop their own brands in order to be positioned uniquely. Even though most of the past researches focused on OBMs’ KSFs (key successful factors) and potential conflict between OBMs and OEMs, few is focused on diversified branding strategies of OBM, this research concentrates on the OBM strategy of Taiwan high tech industry, especially of TFT-LCD industry. In order to explore such an undefined area of research on OBM strategy for Taiwanese high tech industry, this study applies the exploratory methodology of multiple cases study on five TFT-LCD companies. It is expected that the valuable information may be collected and analyzed through in-depth interviews and cross case validation. The research purposes of this study are as follows. First, identify the KSFs for Taiwan TFT-LCD companies to choose their own branding strategies in the market. Second, identify the key successful factor for different branding strategies. Third, provide suggestions to Taiwan OEMs/ODMs as to whether or not it is better off to develop their own brands and how to successfully position their own brands in the market. The contributions on academic research and business applications will be discussed in the end.