臺灣博碩士論文加值系統

本文從價值網絡理論、資源基礎理論、合作關係與關係品質等之論點，經由個案分析對個案公司進行實務訪談，以及次級資料的整理與分析。本文研究對象為「製造商轉型」的企業，將探討公司從過去的製造商轉向「品牌經營」時，公司於不同業務類型（自有品牌、設計代工）產品開發所扮演的角色為何？即是企業雙方之產銷分工策略與合作關係為何？本文經由個案分析獲得重要結論：一、企業經營重心在於產品代工時，產品開發將著重於產品製程與研發，進而促使雙方有更佳的關係品質（信任感及滿意度）；以及企業經營重心在品牌經營時，產品開發將著重於產品OBM，促使企業朝向「品牌形象與定位」的策略目標，但會影響雙方的關係品質（承諾）。二、企業雙方合作關係在於產品代工時，產品開發將著重於規模與垂直整合能力，進而會促使雙方有更佳的關係品質（信任感及滿意度）；以及企業經營重心在品牌經營時，產品開發將著重於致力於研發、設計及行銷，促使企業朝向自有品牌的策略目標，但會影響雙方的關係品質（承諾）。三、企業雙方之間合作關係的依賴關係端視資源重要性及可替代性而定，並經由雙方關係之不同均衡狀態而採取不同的合作關係，以及企業雙方合作關係採取產銷分工策略時，產品開發將著重於規模與垂直整合能力，進而會促使雙方有更佳的關係品質（信任感及承諾）。

This dissertation is based on the theories of value network、resources structure、cooperative relation and relationship quality, and the analysis of case study and secondary information.
The subjects of this case study are focused on transforming manufacturer business. Discussions are what roles the company plays in terms of product development towards different business types when transitting from manufacturing to branding management. What is the strategy for producing, distributing and cooperative relation between business?
The conclusions throughout analyzing the case study are: when the enterprise puts more focus on OEM, product research and development will be focused in order to improve the quality of the relationship (trust and satisfaction); when the enterprise puts more focus on OBM, it will put the business forward to the strategic goats of brand imagine and position.
The cooperative relationship between business depends on the important resources and substitution. The cooperative relationship between business will adopt different way through diversity balance situation. When the cooperative relationship between business adopts the strategy in producing and distributing differently, production development will focus on the ability of scale and vertical composition. It will promote better relationship quality to each other.

第一章 緒論

第一節 研究動機----------------------------------- 1
第二節 研究目的----------------------------------- 3
第三節 研究架構及步驟------------------------------ 3

第二章 文獻探討

第一節 價值網絡理論與產業聯結策略-------------------- 5
第二節 資源基礎理論-------------------------------- 12
第三節 合作關係與關係品質--------------------------- 15


第三章 研究方法

第一節 研究方法與資料蒐集--------------------------- 22
第二節 研究對象之產業特性介紹------------------------ 24


第四章 個案分析與命題發展


第一節 個案公司資料分析----------------------------- 28
第二節 命題發展------------------------------------ 35

第五章 結論與建議

第一節 研究結論------------------------------------ 49
第二節 研究建議------------------------------------ 52


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一、中文部分------------------------------------------ 54
二、英文部分------------------------------------------ 54

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