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    Title: 達芙妮從代工到品牌其資源與營運範疇之研究
    A study of resource and operation scope from OEM to OBM: Daphne
    Authors: 陳賢民
    Chen, Hsien Min
    Contributors: 彭朱如
    Peng, Tzu-Ju Ann
    陳賢民
    Chen, Hsien Min
    Keywords: 資源基礎觀點
    交易成本理論
    資源依賴觀點
    Resource Based View
    Transaction Cost Theory
    Resource Dependence Perspective
    Date: 2012
    Issue Date: 2013-07-11 17:05:40 (UTC+8)
    Abstract: 自從1990年代開始，陸陸續續有許多以代工為主的廠商進入大陸市場，試圖利用大陸市場充沛且低廉的勞力延續代工的利潤，然而這樣的營運模式隨著大陸平均所得的提升、消費意識的抬頭、以及品牌母廠間彼此採用價格競爭的策略方式而逐漸壓縮專業代工廠的獲利空間，因此許多代工廠便開始思索從如何維持訂單來源到透過投入更多附加價值活動(設計、研發)以維持競爭力，而這些高附加價值活動中又以自創品牌的營運模式最受到青睞。因此近年來「如何從代工走向品牌」遂成為熱門的研究題目，而本研究延續此研究議題，以達芙妮為例，探討達芙妮企業從過去代工製造轉型為自創品牌的過程中，其資源與營運範疇之變化與其間的關係，期能在實務上提供相關企業作為從代工走向自創品牌之參考。
    Many OEM suppliers entered into Mainland China since early 1990s, seeking for the advantages of abundant workforce and lower labor costs. However, with the increase of average income, the rise of consumer awareness, and price competition among brand-owned companies, the OEM suppliers have been encountered with the difficulty of losing profits. This forced them to think how they can not only maintain business as OEM suppliers but also conduct more value-added activities, such as design, R&D, or brand, in order to remain competitive advantages. One of the most favored strategy of integrating high value-added activities is to become OBM (original brand manufacturing). Therefore, “how to move from an OEM supplier to an OBM?” has recently become a popular topic both in practice and in research. This study focuses on this research topic by exploring a case company, Daphne, which is one of the leading brands in woman shoes in Mainland China market. The findings of this study regarding to the resources and the change of operation scope in the case company contribute to more understanding and suggestions for the practice of moving from OEM supplying strategy to OBM strategy.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    100932038
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100932038
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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