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研究生:陳崇文
研究生(外文):Chen, Chung-Wen
論文名稱:The Analysis of Marketing Activities in Taiwan High-tech companies
指導教授:丘宏昌丘宏昌引用關係
指導教授(外文):Chiu, Hung-Chang
學位類別:碩士
校院名稱:國立清華大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
論文頁數:65
中文關鍵詞:代工品牌行銷活動台積電廣達仁寶宏達電華碩宏碁
外文關鍵詞:OEMODMOBMMarketing activitiesTSMCQuantaCompalASUSHTCAcer
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大部分台灣科技公司,早期以代工為主要的獲利模式,長期以來注重研發、擴大產能達到經濟規模並以降低成本為目標,創造出高品質的產品且具備高效率並具有彈性的生產流程,受到世界各大公司的青睞。但由於市場競爭過於激烈,代工廠商皆無法擺脫削價競爭的策略,使得毛利率越來越低,這些代工廠開始以不同的思維來思考,並將目前的經營模式改變,從產業的價值鏈及產品的獲利模式分析,發展自有品牌、掌握產品技術及規格的主導權,如此一來將能創造更多的利潤,讓公司永續發展。
有鑑於上述的產業發展現況,近年來學術界和產業界對於如何從代工轉變為自有品牌營運模式的研究也愈來愈重視。根據文獻回顧和個案分析發現,有許多科技公司遵循著從代工到品牌的成長路徑。本研究以六家具代表性之高科技公司為研究對象,分別為台積電、廣達、仁寶、宏達電、華碩、宏碁,針對其對於市場之行銷活動為分析的主題和目標。
本研究採用個案分析的方式,根據個案研究方法步驟分析各營運模式之交互作用和相互之關聯性,利用訪談獲取相關資料並輔以次級資料使研究內容更趨完善。研究結果指出,優異的代工和研發能力,對於企業從代工轉型為品牌的營運模式是不可或缺的核心能力。本研究更進一步將科技公司在代工和品牌階段之相似行銷活動進行比較,並找出其共同的特性,希望能藉由此研究,幫助台灣科技公司成功地從代工轉型為品牌的營運模式。
Taiwan's high-tech companies have mainly been based on OEM and ODM business models. Their high quality, efficiency, and flexibility are favored by major brand carriers in the world. Most OEM/ODM companies usually led to price competition, control cost and yearly gross profit decreases. Thus, many companies are interested in transforming into OBM business model for the higher profit margin.
Given this industry condition, academic and industrial filed are paying more attention to those issues about transformation from OEM/ODM to OBM. According to the literature and case study, we found that many these companies nearly follow the OEM-ODM-OBM growth path. In this study, we provide an analysis of Taiwan's high-tech companies, and their marketing activities taken to the open market, taking TSMC, Quanta, Compal, HTC Corp, ASUS, and Acer, as examples.
This research will, case by case, follow the process research method and analyze interaction and relationships between business models (OEM/ODM & OBM) and focus deeply on companies’ marketing activities by interviewing with personnel of case companies and reading secondary material about the case companies.
Research results discover that excellent manufacture and R&D capabilities are prerequisites in transformation from OEM/ODM to OBM business model and show the similarities of marketing activities among the OEM/ODM and OBM stage in these companies respectively. We hope this study could help the high-tech companies to succeed in the transformation from OEM/ODM to OBM.
CHAPTER 1: Introduction
1.1 Research Background
1.2 Research Questions
CHAPTER 2: Literature Review
2.1 OEM-ODM-OBM Model
2.2 Marketing Activities
CHAPTER 3: Research Methodology
3.1 Research Procedure
3.2 Case Selection
3.3 Data Collection
3.4 Research Limitation
CHAPTER 4: Analysis and Result
4.1 Case 1: TSMC
4.2 Case 2: Quanta
4.3 Case 3: Compal
4.4 Case 4: HTC
4.5 Case 5: ASUS
4.6 Case 6: ACER
CHAPTER 5: CROSS-CASE ANALYSIS
CHAPTER 6: Conclusion
CHAPTER 7: Reference
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