Within a highly competitive business environment of globalization, Taiwan's traditional
manufacturing OEM based mode of operation is gradually coming under threat. With
the convenience and rapid spread of information, the cost of the manufacturing sector is
gradually transparent. As a result, distributors and brands continue to review the cost
and using price comparison to get the low cost products. Lead to domestic
manufactures¡¦ price competition in order to gain the business.
Except the profits has been reduced and the trend of diversified products. The
manufacturers had to give way to foreign buyers, a highly customized products is sold
for affordable, not only have to increase production costs, must also be a compromise in
low profit environment.
Therefore, aim for running own brand business is one of options of way out; Own brand
business is popular now. Running own brand business is becoming increasingly
important; many manufacturers attempt to get rid of the OEM image and replace it with
the brand strategy planning and execution of the mode. How to develop a global
branding has become the focus of one of many Taiwanese business objectives.
Therefore, this dissertation will see Company X as a case study, to discuss the own
brand strategy planning and execution of the traditional industries. In this dissertation,
brand definition as the start then using five forces analysis and competitive analysis to
identify the so-called competitive advantage and core competencies, and then to
develop the own brand strategy. The results of this study will be able to reference and
basis for future implementation of own brand in company X.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0702112-211041 |
| Date | 02 July 2012 |
| Creators | Chen, Chun-yen |
| Contributors | Ping-Yi Chao, Cher-hung Tseng, Pei-how Huang, Cher-Min Fong |
| 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-0702112-211041 |
| Rights | user_define, Copyright information available at source archive |
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