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題名 | 超越代工困境:資訊產業之品牌OBM策略引領希望或幻影?=Beyond OEM Trap: OBM Strategy as a Lodestar or All Illusion? |
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作者姓名(中文) | 謝宏仁; 吳奎克; | 書刊名 | 遠東學報 |
卷期 | 25:4 2008.12[民97.12] |
頁次 | 頁595-607 |
分類號 | 484.53 |
關鍵詞 | 資訊產業; 代工; 品牌管理; 企業策略; OEM/ODM/OBM; Information technology; IT; High-tech industry; Brand management; Business strategy; |
語文 | 中文(Chinese) |
中文摘要 | 為實現台灣資訊產業的品牌夢,以及在功能性垂—製造、研發設計、品 牌行銷—佔據優勢地位,學者和官員多主張以大陸市場為練兵場,進而攻克 國際市場。但自創品牌運作時將遭遇的困難如,台灣資訊廠商核心能力的轉 換、寡佔市場特性的限制、代工的邏輯及台灣廠商自有品牌營運的長期趨勢 等,卻少有研究。在檢視品牌理論之外,筆者認為思考品牌策略時,必須以 更宏觀的角度分析上述被忽略的因素,以期了解自有品牌策略之困難。 研究發現,全球市場僅能容納少數國際品牌,其次,台灣所累積的設計 製造優勢正限制著廠商將之轉換成品牌能力,同樣地,代工的運作邏輯也阻 礙著自有品牌策略的運行,另外,整體而言,三大主力代工產業,桌上型、 筆記型電腦、主機板產業在自有品牌之營運比例長期以來逐年下降,而學者 和官員在鼓勵自創品牌的同時,卻忽略了這些事實。最後,除品牌策略之外, 本文建議廠商間合併與合作或許為較佳的策略選擇。 |
英文摘要 | To fulfill brand dream and to achieve a higher position in functional separation –production, R&D, marketing –in the global information technology market, Taiwanese scholars and officials suggest treating the Chinese market as a beachhead. While encouraging the strategy to create own brands, potential difficulties, such as accommodations of oligopolistic markets, limits of transferring existingabilities,logicofTaiwan’soperations,havebeenignored.Byanalyzing those obstacles from a macro perspective, this study aims to prove that brand strategy may not be a discreet thought. The study finds that only few brand giants are allowed to grow in an oligopolistic market. It is extremely difficult for Taiwan to shift the core capabilities that are hindering brand creation. Moreover, the long-term decline of brand activities on three major sectors, i.e. desktop, notebook computer, and motherboard, also depresses brand strategy |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。