電子代工廠商發展自有品牌的經營策略之研究
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2010
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本研究是以電子代工廠商發展自有品牌的經營策略為主題，根據研究目的，整理分析個案廠商由代工模式轉型發展自有品牌的議題：（1）發展品牌的時機（2）品牌經營管理的策略（3）品牌國際化的策略（4）如何面對品牌與代工之間的衝突等四大範疇為題，透過個案分析，以文件分析及深度訪談的方式進行研究。
研究對象係根據研究動機中所述，以2009年「品牌臺灣」評鑑前二十大國際品牌公司，其原為代工製造廠商，進而轉型發展自有品牌且目前仍兼營代工事業的電子產業廠商；再根據文獻為基礎，定義各項研究議題內容並擬定訪談大綱，針對已選出之三間個案廠商進行深度訪談。
研究發現個案公司都有相同的經營理念，就是積極提升研發與創新的能力。研究議題的部分，發現產業的技術生命週期與轉型發展品牌的時機有密切關係；而電子產業廠商的品牌經營策略其實就是產品發展的策略，著眼在創新、設計、品質、速度；另外發現三間個案廠商都是先在海外發展品牌後才回臺灣發展，因此都具有靈活又有效率的國際化發展策略；最後發現三間個案廠商目前都以品牌與代工事業共營而且相輔相成。
最後提出本研究結論：（1）歐洲市場為臺灣發展國際品牌的發源地（2）創新及研發能力是發展自有品牌的關鍵（3）品牌發展需要領導階層的堅持（4）品牌與代工是可以共營的（5）國際化是必然的發展（6）企業社會責任提升品牌價值及企業形象。
This study is the development of OEM to OBM of business strategy theme：According to research purposes, Analyzed by the OEM manufacturer of cases the development of own-brand model transformation issues：（1）the timing of the development of brand（2）brand management strategy（3）international brand strategy（4）how to face the conflict between the brand and OEM, the theme of the four areas, through case study research, to document analysis and depth interviews to study. The subjects are described in the light of the motivation, in 2009, "Branding Taiwan" evaluation prior to 20 major international brands, the original OEM manufacturer and transformation to the development of own brand and is still the cause of the electronics industry concurrently OEM manufacturers, according to the literature-based define the content of the research issues and draft the interview outline, for the three cases have been selected for in-depth interviews with vendors. Study found that companies have the same philosophy, Is actively enhancing the capacity of R& D and innovation. Some research issues, Found that the technology industry, the development of the brand life cycle and the timing of transition is closely related to. And the electronics industry's brand management strategy is in fact product development strategy, focus on innovation, design, quality and speed. Also found in three cases, manufacturers are developing the first brand in the overseas back to Taiwan after the development of, so have a flexible and efficient international development strategy. Finally found three cases of companies are currently the cause of the brand and OEM business and complement each other. Finally, the study concluded：（1）the European market for the birthplace of Taiwan's development of international brands（2）innovation and R& D capabilities is the key to the development of brand（3）brand insistence of the leadership development needs（4）OEM & OBM can be of the camp（5）internationalization is the inevitable development（6） CSR to increase brand and corporate image.
This study is the development of OEM to OBM of business strategy theme：According to research purposes, Analyzed by the OEM manufacturer of cases the development of own-brand model transformation issues：（1）the timing of the development of brand（2）brand management strategy（3）international brand strategy（4）how to face the conflict between the brand and OEM, the theme of the four areas, through case study research, to document analysis and depth interviews to study. The subjects are described in the light of the motivation, in 2009, "Branding Taiwan" evaluation prior to 20 major international brands, the original OEM manufacturer and transformation to the development of own brand and is still the cause of the electronics industry concurrently OEM manufacturers, according to the literature-based define the content of the research issues and draft the interview outline, for the three cases have been selected for in-depth interviews with vendors. Study found that companies have the same philosophy, Is actively enhancing the capacity of R& D and innovation. Some research issues, Found that the technology industry, the development of the brand life cycle and the timing of transition is closely related to. And the electronics industry's brand management strategy is in fact product development strategy, focus on innovation, design, quality and speed. Also found in three cases, manufacturers are developing the first brand in the overseas back to Taiwan after the development of, so have a flexible and efficient international development strategy. Finally found three cases of companies are currently the cause of the brand and OEM business and complement each other. Finally, the study concluded：（1）the European market for the birthplace of Taiwan's development of international brands（2）innovation and R& D capabilities is the key to the development of brand（3）brand insistence of the leadership development needs（4）OEM & OBM can be of the camp（5）internationalization is the inevitable development（6） CSR to increase brand and corporate image.
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電子代工, 自有品牌, 品牌策略, OEM, OBM, brand strategy