專業代工廠商轉為自有品牌經營之關鍵成功因素研究 -以縫紉機製造公司為例

A Study of the Key Success Factors for Shifting OEM to OBM– A Case Study of A Sewing Machine Manufacturer

紀心怡(Hsin-Yi Chi)

指導教授 ： 周 中 理 ； 龔 昶 元

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

本研究旨在分析個案公司及其所處產業狀況，探討縫紉機產業發展自有品牌之關鍵成功因素，並且應用GM(0,N)模型分析探討個案公司建構自有品牌之核心競爭力發展與關鍵成功因素，分析出個案公司高階管理階層與職員之認知差異，以期未來能導向一致的發展方向，並進一步提出建議以做為個案公司未來經營策略之思考與執行方向。

綜合本研究之分析結果，認知有所差異之項目須更進一步透過客觀數據與資料之研究分析，重新嚴謹地被探討與調整，而分析結果顯示之認知一致的項目如下，應優先被發展。

1.高階管理階層與職員一致認為伸興核心競爭力在於「生產設備」與「知識管理」。
2.高階管理階層與職員一致認為伸興若要成功發展自有品牌，最有機會成功與最應優先發展的關鍵核心能力為「市場資訊掌握能力」。
3.高階經營者認為伸興應優先發展之能力為「人力資源」，這正是家用縫紉機廠商發展自有品牌之關鍵成功因素。

關鍵字

縫紉機 ； GM(0 ； 自有品牌 ； N) ； 關鍵成功因素

並列摘要

The study aims at analyzing the case company and its industry''s status. It probes into the key successful factors of a company which tends to develop its
own brand in the sewing machine industry and applies the GM (0, N) model to explore the core competency and key successful factors when building up its own brand. This study analyzes the similarity and difference of perspective
between high-management and employees, and looks forward to leading both toward consistent development for the future. The study further seeks to provide a strategic plan for future business operation and executive planning.
To integrate the analysis results, the different perspectives need to be studied further through more detailed objective figures and information, and serious re-investigation and adjustment.

These points have been identified through the study as important for both high-level management and employees:

1. Both high-level management and employees believe that the core competencies of the case company are “production equipment” and “knowledge management”.
2. Both high-level management and employees believe that the “market information control ability” is the highest potential core competency and needs to be developed in priority.
3. The high-level management believes that the case company should develop “human resources” as a priority, and this is also one of the key successful factors that has been identified for a household sewing machine manufacturer to develop its own brand.

並列關鍵字

sewing machine ； N) ； OBM ； GM(0 ； key successful factor

參考文獻

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