跳到主要內容

臺灣博碩士論文加值系統

(34.204.180.223) 您好!臺灣時間:2021/07/31 17:26
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:徐小涵
研究生(外文):Hsiao-Han Hsu
論文名稱:蕙明企業股份有限公司OBM商業企劃書
論文名稱(外文):Own Branding and Manufacturing (OBM) Strategy for Unitedway Corporation
指導教授:許瑋元許瑋元引用關係
指導教授(外文):Carol Hsu
口試委員:陳俊忠余峻瑜
口試委員(外文):Chun-Chung ChenJiun-Yu Yu
口試日期:2015-07-27
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
論文頁數:71
中文關鍵詞:原廠委託製造原廠設計製造自有品牌製造策略整合供應鏈產業升級
外文關鍵詞:OEMODMOBM strategyintegrated supply chainupgrade
相關次數:
  • 被引用被引用:0
  • 點閱點閱:92
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
過去許多成功的台灣OEM與ODM企業,因外界環境的快速變遷,而著面臨各式各樣接踵而來的挑戰。因此,發展自有品牌事業 (OBM),成為許多企業嘗試提升企業價值的策略選擇之一。本文希望藉由蕙明企業股份有限公司之OBM產業升級計畫為例,探討許多台灣OEM與ODM企業共同面臨的問題,並提出如何利用既有OEM與ODM優勢,訂定發展自有品牌之市場及執行策略。

Due to fierce competition and dramatic changes in the external business environment, many of the Taiwanese OEM and ODM companies that had enjoyed great successes in the past are now facing challenges in various aspects. Therefore, developing their Own Branding and Manufacturing (OBM) business has become one of the strategic options for companies that are seeking for opportunity to increase their business value. This thesis will take the Unitedway Corporation, a houseware and giftware company as an example to examine the challenges that many of the OEM/ODM companies are facing, and discuss about developing the OBM strategies by taking the most of the companies’ current OEM/ODM advantages.

1 Executive Summary (1)
2 Company Introduction (4)
2.1 Company introduction and current situation (4)
2.2 The new brand – To Day’s (10)
3 Market Analysis (13)
3.1 Industry analysis (13)
3.2 Market segmentation analysis (17)
3.3 Competitive analysis (19)
3.4 SWOT analysis (26)
4 Business Model (31)
4.1 Target customer (31)
4.2 Value proposition (36)
4.3 Customer relationship (37)
4.4 Channel (38)
4.5 Revenue stream (40)
4.6 Key resources (40)
4.7 Key activities (41)
4.8 Key partners (42)
4.9 Cost structure (43)
5 Operation Plan (45)
5.1 Product (45)
5.2 Price (50)
5.3 Place (54)
5.4 Promotion (58)
5.5 Manufacture (59)
5.6 Shipping and delivery (61)
6 Financial structure (66)
7 Reference (69)


1.7-Eleven. (2014, 9 11). 交貨便>寄貨規範. Retrieved 7 8, 2015, from 7-Eleven: https://www.7-11.com.tw/service/accept.asp

2.Afternoon Tea Taiwan. (2013, 8 1). Brand Story. Retrieved 6 12, 2015, from Afternoon Tea Taiwan - official website: http://www.afternoon-tea.com.tw/brand/brandstory/

3.AGB Nielsen Media Research, Taiwan. (2012). 2011 & 2012 1H Life Index. Taipei: AGB Nielsen Media Research, Taiwan.

4.Chunghwa Post. (2013, 8 17). Postal Services > Domestic Parcel Post. Retrieved 7 8, 2015, from Chunghwa Post: http://www.post.gov.tw/post/internet/U_english/index.jsp?ID=24020602

5.Directorate-General of Budget, Accounting and Statistics, Exeutive Yuan, Republic of China. (2014). Report on the Survey of Family Income and Expenditure, 2013. Chinese Statistical Association.

6.Global Times. (2014, 11 4). Canton Fair sees orders drop. Retrieved 6 9, 2015, from Global Times: http://www.globaltimes.cn/content/890014.shtml

7.Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control; 8th edition. Chicago: Prentice Hall.

8.Ministry of the interior (Taiwan). (2015). 2014 Population structure analysis. Taipei: Department of Statistics.

9.National Development Council''. (2014). 家庭數位機會調查報告. Taipei: National Development Council.

10.On Table. (2015, 1 1). On Table 品牌故事. Retrieved 6 8, 2015, from On Table official website: http://www.ontable.com.tw

11.Philip Kotler, K. L. (2008). Marketing Management: An Asian Perspective(5th Edition). Chicago: Pearson Education.

12.Pinkoi. (2015, 1 1). About Pinkoi. Retrieved 6 28, 2015, from Pinkoi official website: http://en.pinkoi.com/about

13.Sootoo. (2015, 2 3). 2014年Q1中國B2B電子商務市場分析. Retrieved 6 9, 2015, from TMTBIB.NET: http://www.tmtbib.net/index.php?m=content&c=index&a=show&catid=114&id=726

14.Strategic Business Insights. (2015, 1 1). VALS Type. Retrieved 5 29, 2015, from Strategic Business Insights: http://www.strategicbusinessinsights.com/vals/ustypes.shtml

15.Taiwan Institute for Information Industry. (2014). Taiwan Ecommerce Yearbook. Taipei: Taiwan Institute for Information Industry.

16.Taiwan National Statistics. (2014). Gender analysis - human resource and labor participation. Taipei: Taiwan National Statistics.

17.The Boston Consulting Group. (2013, 9 19). Despite the Growing Economic Influence of Women, Many of Their Needs Remain Largely Unmet. Retrieved 5 22, 2015, from The Boston Consulting Group > Press Releases: http://www.bcg.be/media/PressReleaseDetails.aspx?id=tcm:103-144605

18.The European Central Bank. (2015, 7 8). Euro foreign exchange reference rates - USD. Retrieved 7 8, 2015, from The European Central Bank: https://www.ecb.europa.eu/stats/exchange/eurofxref/html/eurofxref-graph-usd.en.html

19.Trading Economics. (2015, 7 8). Taiwan Consumer Spending. Retrieved 7 8, 2015, from Trading Economics: http://www.tradingeconomics.com/taiwan/consumer-spending

20.Unity Marketing. (2014). Kitchenware, Cookware & Housewares Snapshop Report. Pennsylvania: Unity Marketing.

21.Xin Media. (2013, 6 5). 小器 創造幸福的生活道具小店. Retrieved 6 12, 2015, from Xin Media: http://solomo.xinmedia.com/gourmet/3189-thexiaoqi/1

22.Ye, Z. (2014, 4 14). No rise in deals expected at Candon Fair. Retrieved 6 9, 2015, from Global Times: http://www.globaltimes.cn/content/854557.shtml

23.王旭輝. (2007). 她世紀: 女性消費者的消費心理. Market Mobilization Business Journal.

24.邱啟紋. (2010, 9). 專製時代. 動腦 - 行銷創意雜誌 (Brain).


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關點閱論文