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研究生:米妮可
研究生(外文):Nicole Veronika Mierswa
論文名稱:From OEM to OBM - case study based on Taiwan functional textile OEMers
論文名稱(外文):From OEM to OBM - case study based on Taiwan functional textile OEMers
指導教授:蔡淑梨蔡淑梨引用關係
指導教授(外文):Su-Lee Tsai 
口試委員:鄭靜宜蔡淑梨林瓊菱蔡政安
口試委員(外文):Ching-Yi ChengSu-Lee Tsai Chyong-Ling LinCheng-An Tsai
口試日期:2017-05-18
學位類別:碩士
校院名稱:輔仁大學
系所名稱:品牌與時尚經營管理碩士學位學程
學門:設計學門
學類:綜合設計學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:131
中文關鍵詞:OBMOEM
外文關鍵詞:OBMOEM
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The transformation from OEM to OBM is the most difficult but rewarding step for businesses as it brings along greater value for each individual company. However, the phenomenon has been under researched, especially in the context of Taiwan`s textiles industry. Therefore, this research aim and solely purpose is in determining what strategic agenda individual companies need to obtain in order to increase their competitive advantage in the global value chain by transforming to OBM.
The transformation from OEM to OBM is the most difficult but rewarding step for businesses as it brings along greater value for each individual company. However, the phenomenon has been under researched, especially in the context of Taiwan`s textiles industry. Therefore, this research aim and solely purpose is in determining what strategic agenda individual companies need to obtain in order to increase their competitive advantage in the global value chain by transforming to OBM.
ABSTRACT iii
TABLE OF CONTENTS v
LIST OF TABLES vii
LIST OF FIGURES viii
INTRODUCTION 9
I. Research Background 9
II. Research Objectives and Questions 12
III. Structure of Thesis 13
LITERATURE REVIEW 16
I. The Evolution of Taiwan`s Textile Industry 16
1. Preliminary Stage (1950 – 74) 17
2. Growth Stage (1975 – 84) 17
3. Transitional Stage (1985 – 90) 18
4. Diversified Stage (1991- present) 21
II. Current Trends for OBM Implementation in Taiwan 23
III. Industry Development Theories 24
1. Asia Flying Geese Model 24
2. Global Commodity Model and Global Value Chain Model 25
IV. Industry Development Theories 27
1. Polar Diagram for Identification of Competitive Strategy 27
2. Strategic Agenda – The Delta Model 28
3. Development of Strategic Agenda 30
V. OEM, ODM and OBM Systems 31
1. Definitions 31
2. Similarities and Differences between OEM, ODM and OBM 32
3. Capabilities needed per System 34
RESEARCH METHODS 36
I. Research Flow 36
II. Research Methods 37
1. Research Nature and Choice 37
2. Researchers Philosophy 38
3. Researchers Objectives and Questions 39
III. Research Design 41
1. Multiple Cases 41
2. Implementation of Pilot Study 41
3. Sources and Collection of Data 41
4. Data Collection Protocol 42
5. Data Analysis and Interpretation 43
IV. Research of Data 44
1. Case Number and Case Selection 45
V. Conceptual Framework 47
1. Overview of Framework 47
PILOT CASE STUDY 52
I. Go Hiking 52
1. Company Profile 52
2. Company Prospects 53
3. OBM Development 54
II. Capabilities 57
III. Analysis and Interpretation 58
CASE STUDIES 67
A) Singtex 67
I. Company Profile 67
II. Capabilities 68
III. Analysis 70
IV. Interpretation 74
B) Makalot 75
I. Company Profile 75
II. Capabilities 77
III. Analysis 79
IV. Interpretation 82
C) Acotex 84
I. Company Profile 84
II. Capabilities 85
III. Analysis 87
IV. Interpretation 91
RESULTS 93
I. Capabilities Cross Case Analysis 93
1. Manufacturing 93
2. Design 95
3. Innovation and R&D 97
4. Marketing 98
5. Sales 100
6. Distribution and Finance 101
7. Customer Relationship and Product Excellence 103
II. Theoretical Results 104
1. Pilot Case 104
2. Singtex 106
3. Makalot 108
4. Acotex 109
5. Taiwan Functional Textiles OEMers 110
CONCLUSIONS 114
I. Conclusion 114
II. Suggestions for Further Research 116
1. Academic Recommendations 116
2. Industry Recommendations 116
III. Limitations of Research 118
LIST OF REFERENCES 120
APPENDICES 123
1. Appendices I - Interview Guide 123
2. Appendices II – Go Hiking Visual DNA And Social Media 124
3. Appendices III – Practical Results- Questionnaire Building Up 128

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