自1990年代開始，因應眾多新崛起的開發中國家以低廉人力成本優勢切入代工業務及產業中更激烈的價格競爭，台灣產業開始思考如何從過去在代工業務的製造優勢轉投入更高附加價值的活動以維持競爭力，而擁有高利潤率的自有品牌模式成為最受注目的方式，使「代工轉品牌」成為熱門議題。然而自有品牌與製造代工業務是截然不同的商業模式，如何從代工成功轉型經營品牌的關鍵因素持續被關注。本研究即欲透過實證研究，了解從代工轉營品牌績效較佳的廠商當時在外部產業環境、內部組織能力和供應商-買主關係等三方面的獨到之處。 為了透過分析大量的台灣代工轉品牌案例獲得實證結果，本研究採取量化方法，並以判斷抽樣的方式進行全國性問卷調查。透過回收74份有效的台灣案例廠商樣本，分析案例廠商當時在產業及組織的內外部情形對日後發展自有品牌績效的影響。在外部環境上，探討市場異質性、產品生命週期、產業集中度與技術動態性；內部組織能力上，了解代工廠商的行銷能力與動態能力程度；供應商-買主關係方面，則討論品牌業務的差異性及在代工業務上對客戶的依賴性。 研究結果顯示，代工廠商能長期經營自有品牌績效較佳者，當初品牌選擇的產業及市場具備有低度市場異質性與高度技術動態性的特徵；然而對於科技業來說，高度的技術動態性並不利於品牌的初期發展；而代工時期組織內部的行銷能力、動態能力對於轉營品牌的績效皆沒有顯著的影響性；在供應商-買者關係方面，代工廠商的自有品牌若能與客戶的品牌創造業務差異性，以避免利益衝突，的確可能讓轉營自有品牌初期的績效較佳。本研究結果對於台灣欲從代工轉品牌的廠商具有實務參考性，也在缺乏量化研究的此學術領域提供重要的研究成果。 / Since 1990, facing the increasingly intensive price competition from newly developing countries with lower labor and land costs, Taiwan’s firms have begun to consider using advantage of manufacturing from OEM/ODM to other value-added activities in order to be more competitive. Building a brand, which is a high-margin business, becomes the most noticeable fashion, making “from contract manufacturing to own branding” a hot issue. However, brand-building and contract-manufacturing are two totally different business models. The key success factors of transformation are continually studied. This research attempts to understand the key external and internal conditions of the companies who did such the transformation successfully. To meet empirical investigation by analyzing numerous sample firms from of OEM/ODM to OBM, this research applies quantitative research by using questionnaire survey, with the judging sampling method. After gathering 74 effective samples of qualified companies in Taiwan, this research analyzed the effect of external environment, organizational capabilities and supplier-buyer relationship on own-brand performance. In external environment, “market heterogeneity”, “product life cycle”, “industrial concentration rate” and “technological turbulence” are explored in this research, while “marketing capability” and “dynamic capability” are included as organizational capabilities. I also include the “differentiation degree of own-brand compared to OEM/ODM buyers’ brands” and” the dependence degree on OEM/ODM buyers” as supplier-buyer relationship. According to the empirical results, the company who chose the target market with lower market heterogeneity and higher technological turbulence can get better performance in OBM in a long run. However, in the high-tech industry, the higher degree of technological turbulence is not beneficial for doing OBM business. In the suppler-buyer relationship, companies are more possible to get better performance in OBM business if they can make higher differentiation of their own-brand compared to their OEM/ODM buyers’ brands. The results of this research could be the reference for future business practice as well as provide significant insight to the academic research.

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.