The Taiwan information industry by the high quality technical manpower and the superior investment environment attract international factories investment, released the high gross margin of labor order form, also enabled Taiwan become the international famous Original Equipment Manufacturing (OEM), but as a result of the industrial competition, the OEM customer greatly chopped the OEM product unit price, enabled the OEM merchant only obtain the meager profit. Moreover, mainland China, Eastern Europe, India and so on have the high comparative advantage country spring up, also causes the Taiwan information merchant lose many OEM order forms, some of the merchant continues to be engaged in the great quantity and low cost OEM service. Another part, like the empirical study merchant: BenQ, ASUS, Accton, Optoma, they continued in the OEM experience by the past, after accumulated own R&D and the manufacturing capacity, in order to obtain incompletely restrained from the OEM customer's controlling force in the produce market, they chose the Ordnance Bench Mark (OBM) strategy to strengthen the merchant homemade brand.
The present thesis found that, when the industrial growth hastens, the technology slow tends to maturely, the low technical barrier phenomenon and so on, the OEM merchants in order to enhance the product competitive ability, they introduction advanced technology, emphatically to the new product technological innovation to take the competitive advantage. In order to continue the product technology superiority, grasps the new product design and development, invests the development emerging commodity and the new product technology, will positively develop the innate brand service in the new produce market domain. Merchant after the OEM times not only may obtain the OEM customer to provide the product specification design, the product quality stipulation, the system regulation standard as well as regarding the quality request, but also has help the merchant¡¦s change the resources ability. The merchant in order to conform to customer's requirement, the merchant must strengthen the original quality control concept, to promote the product manufacture quality. Also increases the buyer negotiations strength, becomes the international great merchant partner of the strategy alliance. Moreover, the OEM merchant also trades the OEM customer's product at the same time, enables the merchant have the ability to develop the market channel, in order to help reform to the Ordnance Bench Mark (OBM) merchant in the future.
However, establishes the brand is the kind of processes which communicate with the consumer, therefore besides establishes the successful brand, and also must invest the high quota massive funds and the manpower. But the Taiwan OEM merchant core competitive ability is in the product manufacture productivity, not above product marketing ability. Even though, the present thesis merchant still chose the OBM service condition, the main difference came from the merchant¡¦s OBM strategic intent, even though present stage merchant in marketing ability insufficiency, but the merchant OBM high strategic intent, gradually increased the customer oriented activities and slowly accumulated resources variations from the process to enhance the brand management ability.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624105-175428 |
| Date | 24 June 2005 |
| Creators | Cheng, Kai-chung |
| Contributors | Hsien-tang Tsai, Pei-how Huang, Huang,Jen-Jsung, Cher-Min Fong, Cher-Min Fong, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624105-175428 |
| Rights | not_available, Copyright information available at source archive |
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