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As "MIT" image has relatively poor reputation on the
international market, Taiwan''s cooperates usually avoid using
"MIT" as marketing strategy while naming their products or
making marketing plans. According to the research report
"Upgrading Taiwan''s Product Image" by The Research Institute of
Taiwan Economy in 1994, Taiwan''s cooperates do not feel
comfortable with the "MIT" image. This research comprises two
stages. First, factors influencing product image-shaping
including corporate markets strategy and product design strategy
were realized through depth interviews with the corporations
that had won the " Gold award of Taiwan''s Best Products ". In
the second stage, questionnaire compiled from results of the
depth interviews was used to analyze the product image-shaping
strategy of computer manufacturers that had won the "Symbol of
Excellence". The results of the depth interview and the
questionnaire can be summarized as following：1. As the
marketing and sale style is unique Computer manufacturers have
low proportion in OBM volumes. Some Computer manufacturers
would choose to be sole OEM or partly ODM rather than OBM
oriented. The accumulation of manufacturing expertise plus
emerging such manufacturers gained more profits than those OBM''
s. Therefore, right business type and right brand positioning
is the guaranty for right profit.2. Six dimensions and eighteen
factors were used to construct product image-shaping model.
Among the eighteen factors, six were found the most important
ones, including ： brand policy, cooperate image, technology
innovation, function, consumer relation management, and quality
assurance.3. For computer manufacturers, the design strategy for
totally new products is emphasize on its image identify； and
focuses on mechanical or manufacturing improvements for existing
products instead.4. The need to establish another product-image
evaluation or award system for computer related products in
order to batter promote of Taiwan''s information product.
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