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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63679


    Title: 代工廠自創品牌之動態競爭策略
    Competitive Dynamic Strategies of OEM Manufacturers Brand Development
    Authors: 劉哲瑋
    Contributors: 彭朱如
    劉哲瑋
    Keywords: 代工廠
    自創品牌
    動態競爭
    Date: 2013
    Issue Date: 2014-02-10 14:51:14 (UTC+8)
    Abstract: 身為台灣上個世紀經濟發展的基石之一,代工模式功不可沒,但沒有自主品牌的模式使終缺乏走向國際的競爭力。然而隨著時代的變化,代工模式本身也不斷向前發展,已從早期簡單的純生産製造式的代工發展到今天研發,設計,生産的一體化代工。企業在代工中也可以發展新技術知識壯大自己,甚至發展出自己的品牌,然而在轉型過程中必會遭到原有客戶的反擊。

    本研究採用AMC (Awareness – Motivation – Capability) 架構探討代工廠在轉型品牌過程之中與原品牌客戶之間的動態競爭策略,並研究四個問題: 1.代工廠從代工至自創品牌過程中的轉型策略如何影響品牌商反擊行動之可能性? 2.代工廠本身之能力如何影響代工廠自創品牌策略進而降低品牌商反擊之可能性? 3.品牌商之能力會如何影響代工廠之自創品牌策略? 4.代工廠與品牌商之互動關係會如何影響代工廠自創品牌策略?

    本研究挑選三家已在國際市場上創立品牌之台灣企業,分別為喬山健康科技股份有限公司、萬國通路股份有限公司及成霖企業股份有限公司,以初級資料為主,次級資料為輔,包括與企業主之面對面訪談、網站資訊、報章報導及公司簡介等。

    本研究結果發現,針對問題1,代工廠運用主動告知、產品及市場區隔、及利用品牌商優越感以積極發展自身技術三種策略,以降低品牌商之反擊動機。針對問題2 & 3,代工廠會分為生產、設計、垂直整合零組件優勢及整合供應鏈兩階段培養並積極發展自身能力,以增加品牌商對代工廠之依賴。針對問題4,面對代工廠及品牌商密切之互動關係,代工廠則傾向採取避免衝突的策略以求生存。
    Reference: 司徒達賢 (2005),策略管理新論 (第二版),台北:智勝文化。

    陳明哲 (2010),動態競爭 (第二版),台北:智勝文化。

    陳明哲 (2012),國際管理大師論壇,台灣企業策略轉型之路,台北。http://www.hbrtaiwan.com/event/sell_201212masterforum/page_02.html

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    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    101380010
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101380010
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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