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研究生(外文):Chun-Yi Wu
論文名稱:台灣代工企業轉型自有品牌策略研究 – 以太平洋自行車股份有限公司為例
論文名稱(外文):A Study on the Transformation Strategy of OEMs to Self-Brands - A Case of Pacific Cycles Inc.
指導教授(外文):Cher-Min FongChih-Hung Tseng
外文關鍵詞:OEMSMEcompetitive advantageOBMbicycles
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Since the 1980s, this model has originated from the ambitions of Acer and Giant Industrial changing their corporate strategy to profit more than before. SMEs (Small and Medium Enterprises, SME) in Taiwan are facing the transformation from OEM to international private brands.
In this study, Pacific Cycles Inc. is similar to the general transformation procession of SMEs. Pacific Cycles Inc. is basically the same as other SMEs development path from the OEM to ODM, and finally OBM. However, in the ODM process, the Pacific has uniquely evolved a special model of “shared brands” with their customers. This special business model is unique among SMEs development path.
Based on the company''s secondary data collection, industry-related information, field interviews, and resource-based perspectives, the study integrates data and literature into the analysis results of this study. These results can explain the resources of the case company the way it turns into the company''s current competitive advantage. More profoundly, how can these competitive advantages reach the quality that can maintain sustainability?
In the end, the weakness in the digital marketing of the Pacific was gave specific recommendations in the conclusions. And this study found that the establishment of a digital marketing environment was a structural issue. Therefore, it gave overall strategic advice to the Combination of Industry, Official and University.
論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖 次 vii
表 次 viii
第一章 緒論 1
第一節 研究背景動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 3
第一節 品牌的定義與意義 3
第二節 品牌權益 4
第三節 資源基礎觀點 5
第四節 企業的競爭優勢 10
第三章 研究設計 18
第一節 研究結構 18
第二節 研究方法 19
第三節 資料蒐集 21
第四章 個案分析 22
第一節 產業介紹 22
第二節 企業介紹 29
第三節 國際市場競爭概況 35
第五章 品牌策略的經營歷程 40
第一節 OEM代工時期、轉型過程 40
第二節 轉型過渡期間,累積十年的設計價值 43
第三節 轉型後ODM、OBM的獨特經營模式 45
第四節 持續性的競爭優勢來源分析 47
第五節 結論 50
第六章 結論與建議 53
參考文獻 59
一、英文 59
二、中文 61
三、網路 61
附件一:太平洋自行車股份有限公司訪談大綱 62
附件二:太平洋自行車股份有限公司訪談完整逐字稿 63
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