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論文名稱 Title |
台灣代工企業轉型自有品牌策略研究 –
以太平洋自行車股份有限公司為例 A Study on the Transformation Strategy of OEMs to Self-Brands - A Case of Pacific Cycles Inc. |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
82 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2018-06-15 |
繳交日期 Date of Submission |
2018-07-24 |
關鍵字 Keywords |
自行車、代工、競爭優勢、中小企業、自有品牌 OEM, SME, competitive advantage, OBM, bicycles |
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統計 Statistics |
本論文已被瀏覽 5870 次,被下載 10 次 The thesis/dissertation has been browsed 5870 times, has been downloaded 10 times. |
中文摘要 |
台灣中小企業在面臨代工轉型到國際的自有品牌,從1980年代起這樣的模式起源於宏碁電腦(Acer)與巨大工業的捷安特自行車(Giant)對於公司強大的改變獲利的野心。本研究中的太平洋自行車公司,雖然也是與一般中小企業相同,基本上是與其他中小企業無異於由OEM至ODM再到OBM發展歷程。然而太平洋在ODM的過程內,卻與客戶獨特的演化出「共享品牌」互利共生的特殊模式,這樣的特殊經營模式是在中小企業內絕無僅有的。 本研究透過公司的次級資料收集、產業的相關資訊、實地訪談、結合資源基礎觀點的理論基礎上,用資料與文獻整合出本研究的分析成果,這些成果能去解釋該個案公司的資源,如何形成公司現在的競爭優勢。更深入的是,這些競爭優勢如何達到能保持持續性的品質。 本研究認為太平洋與客戶保持如此特異的互動模式,有很大的原因在於客戶與太平洋合作新產品開發時,因為太平洋憑藉本身高度差異化、客製化研發設計團隊,所以可以主導產品發展的方向,並且獲得各個合作品牌;於不同銷售區以客戶的產品品牌名進行區域銷售,同時卻還能保留住該產品修改的最終決定權力。 最後,太平洋在數位行銷上的弱點,本研究也在結論中給予具體的建議,同時也發現數位行銷環境的打造是結構性的問題,因此,給予產管學三界的總體策略建議。 |
Abstract |
Since the 1980s, this model has originated from the ambitions of Acer and Giant Industrial changing their corporate strategy to profit more than before. SMEs (Small and Medium Enterprises, SME) in Taiwan are facing the transformation from OEM to international private brands. In this study, Pacific Cycles Inc. is similar to the general transformation procession of SMEs. Pacific Cycles Inc. is basically the same as other SMEs development path from the OEM to ODM, and finally OBM. However, in the ODM process, the Pacific has uniquely evolved a special model of “shared brands” with their customers. This special business model is unique among SMEs development path. Based on the company's secondary data collection, industry-related information, field interviews, and resource-based perspectives, the study integrates data and literature into the analysis results of this study. These results can explain the resources of the case company the way it turns into the company's current competitive advantage. More profoundly, how can these competitive advantages reach the quality that can maintain sustainability? In the end, the weakness in the digital marketing of the Pacific was gave specific recommendations in the conclusions. And this study found that the establishment of a digital marketing environment was a structural issue. Therefore, it gave overall strategic advice to the Combination of Industry, Official and University. |
目次 Table of Contents |
論文審定書 i 誌 謝 ii 摘 要 iii Abstract iv 目 錄 v 圖 次 vii 表 次 viii 第一章 緒論 1 第一節 研究背景動機 1 第二節 研究目的 1 第三節 研究流程 2 第二章 文獻探討 3 第一節 品牌的定義與意義 3 第二節 品牌權益 4 第三節 資源基礎觀點 5 第四節 企業的競爭優勢 10 第三章 研究設計 18 第一節 研究結構 18 第二節 研究方法 19 第三節 資料蒐集 21 第四章 個案分析 22 第一節 產業介紹 22 第二節 企業介紹 29 第三節 國際市場競爭概況 35 第五章 品牌策略的經營歷程 40 第一節 OEM代工時期、轉型過程 40 第二節 轉型過渡期間,累積十年的設計價值 43 第三節 轉型後ODM、OBM的獨特經營模式 45 第四節 持續性的競爭優勢來源分析 47 第五節 結論 50 第六章 結論與建議 53 參考文獻 59 一、英文 59 二、中文 61 三、網路 61 附件一:太平洋自行車股份有限公司訪談大綱 62 附件二:太平洋自行車股份有限公司訪談完整逐字稿 63 |
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