臺灣博碩士論文加值系統

光學儲存媒體之品牌研究--以台灣廠商為例

Brands are more than just combined names and symbols. Brands represent more than a company, they represent a product and its consumers’ perceptions and feelings.
It is known that some analysts see brands as the major enduring assets of a company, outlasting the company’s specific products and facilities. In the last fifty years of Taiwan’s business development, original design manufacturing, also called ODM, has slowly transformed into original equipment manufacturing, also known as OEM. Surprisingly, relatively few Taiwanese entrepreneurs believe that the executing branding strategies and planning is a core competency.

Taiwan's manufacturers' success using the OEM (original equipment manufacturing) model may go against conventional wisdom and Western companies' emphasis on branding, but it has been the primary force behind the island's unstoppable growth over the years. By focusing on manufacturing, Taiwan's companies have been able to continuously improve their technology as well as the depth and variety of their offerings. Taiwan's unique relationship with mainland China has also allowed Taiwanese companies to take best advantage of inexpensive labor and factories there.
This study was written to better understand and analyze the development of branding, specifically among Taiwanese manufactures in the optical storage media industry over the past several years. This work attempts to address several questions:
1. What reasons would prompt optical storage media manufacturers to promote their own brands?
2. Is the profitability of OBM greater than that of OEM in the optical media industry?
3. Is there another alternative OBM model applied, for example, in optical storage media industry?
4. How can companies leverage their own brands while executing an OEM business model?

Through interviewing select companies in the optical media industry and with the use of qualitative methods, this study hopes to better understand and create a clear direction for managers devoted to brand development in the optical storage media industry of Taiwan.

List of Tables
List of Figures
Abstract

Chapter 1 Introduction
1.1 Research Background
1.2 Research Objective and Questions
1.3 Thesis structure

Chapter 2 Literature Review
2.1 Branding
2.1.1 Awareness
2.1.2 Interest
2.1.3 Understanding
2.1.4 Attitude
2.1.5 Buying Decision
2.2 Segmentation, Targeting, and Positioning (STP) and the Marketing Mix (4Ps)
2.2.1 Segmentation
2.2.2 Target Marketing
2.2.3 Positioning
2.3 Four Ps: Product, Price, Place, Promotion
2.4 Consumer Total Cost Rationality
2.5 Information searching cost
2.6 Moral hazard cost
2.7 Assets specificity cost

Chapter 3 The Overview of Optical Storage Media Industry
3.1 Demand (Market)
3.2 Supply (Manufacturing)
3.2.1 Optical Storage Media Worldwide Production
3.2.2 Compact Disk Recordable Media Production Share by Nation
3.2.3 Compact Disk Recordable Manufacturers by Production Share in 2004
3.2.4 Worldwide Single-Write Digital Video Disk Media Production
3.2.5 Write-Once Digital Video Disk Media Production Share by Nation
3.2.6 Write-Once Digital Video Disk Manufacturers Production Share

Chapter 4 Research Methodology
4.1 Research Procedure
4.2 Motivation
4.3 Preparation of Interview
4.4 Interview Sample Companies
4.5 Description of Variables:

Chapter 5 Summarize Interview Results
5.1 Collect Market Information of Branding
5.2 Select Sample Companies
5.3 Historical Pricing Development
5.3.1 Demand > Supply: Price increase from Q4/2002 to Q1/2004
5.3.2 Supply > Demand: Price drop from Q2/ 2004 to Q1/ 2005
5.4 Interviews of Distributors
5.4.1 The interview of TDK distributor
5.4.2 The interview of Imation distributor
5.4.3 The interview of Ridata distributor
5.4.4 The interview of Smartbuy and Digitank distributor
5.5 TDK Corporation
5.6 Imation Corporation
5.7 Ritek Corporation
5.8 CMC Magnetic Corporation

Chapter 6 Conclusion and Suggestions
6.1 Conclusion
6.2 Suggestions for Ritek Co. and CMC:
6.3 Limitations of the Research

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