本研究旨在研究台灣企業如何由製造代工（OEM）/設計委託（ODM）代工階段走上自創品牌，以本研究架構為分析基礎，探討不同產業下自創品牌成功企業之案例，進而發現或歸納影響其自創品牌成功之主要因素為何，提供給目前身處於OEM或ODM企業在有心轉往自有品牌發展時，在擬訂未來經營策略時，能有所依循方向。 本研究以定性方法進行個案研究分析，透過次級資料的整理與個案訪談完成撰寫內容，個案訪談公司共計兩家，依序為法藍瓷與宏達電。依據文獻探討與個案訪談結果，整理出四項研究分析構面，解構個案公司自創品牌成功之影響因素，此四構面為產業環境、營運範疇、事業網路與核心資源，透過四構面的整理分析，能有助於外界對於企業自創品牌決策背後之組織核心能耐，能有著更深入的瞭解。 本研究發現成功企業於自創品牌之歷程中，共同存在著某些影響因素，有心自創品牌之企業可參照下述要項進行衡量： 一、分析產業之特性並隨時衡量企業所處產業價值鏈之位置 二、描繪自身產業網路進而分析自身事業網路之優劣 三、與產業內關鍵事業夥伴結盟與合作，建構專屬核心資源 四、積極延伸企業價值活動組合之服務，如往上游研發設計或下游行銷通路 五、衡量企業代工產品於市場上競爭強度如何，例如藉由在指標性市場之銷售量分析 / The goal of this research is to study how corporations in Taiwan transform original equipment manufacturer (OEM) / original design manufacturer (ODM) into the development of their own brands. In this thesis, the research approach is to analyze and discuss successful cases in different industry sectors and evaluate the critical factors that contribute to the successes. The results can serve as a strategic guideline for companies that are seeking to develop new and innovative brands. In this research, qualitative approaches are applied to case examinations through secondary data analysis and case interviews. There are two companies in the case study: Franz and hTC. The results are organized into four categories corresponding to four major contributing factors for brand value development. These factors include industry environment, business scope, relationship network, and core resources. Through the analysis of these four categories, the logistics for success in brand development can be well understood. During the study, it is shown that there are common points which influence whether the corporations can overcome challenges involved in brand development. The intended managers can refer to the following points as guidelines: 1.Analyze the industry trait and evaluate the company’s positioning in the value chain constantly. 2.Describe its own industry network and analyze the strengths and weaknesses 3.Develop strategy alliances and cooperate with key players in the industry; build and acquire specific core resources 4.Progressively make decisions based on successes from other companies such as backward integration toward research& development, or forward integration toward marketing distribution 5.Evaluate the competitive strength of the contract manufacturing products on the market by analyzing the sales figures of the key-index markets.