With the growing trend of globalization, the local OEM businesses in Taiwan are facing challenges from their global counterparts. This is mainly because the globalization results in the international specialization in production. The operation model based on the large-scale production to reduce the unit cost has to change because OEM business face dropping profits year by year and the profit is far less than that from the OBM. In addition, the counterparts in China and the other Southeast Asia countries grab the OEM market share with the low labor cost advantage. To address these challenges, many OEM manufacturers establish subsidiary companies overseas to reduce the production costs.
Recent years, the information asymmetry between the customers and suppliers is on the decline due to the advance in Internet and information technology. As the OEM manufacturers can obtain the market information easily, the relationship among upper, middle and lower streams in the supply chain has also changed. The OEM manufacturers in Taiwan can try to set up a new business operation model and find out an optimum Internet marketing strategy in order to expand the market. New market can be created and new customers can be acquired through the Internet marketing.
This study focuses on a new operation model of the target company that sells custom sports goods to global market directly through the Internet platform, and also analyzes the strategy and outcomes of developing global market through Internet marketing. This study can provide a new way of thinking for the Taiwan OEM manufacturers about their first leap into global market.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0710108-145402 |
| Date | 10 July 2008 |
| Creators | Chen, Yi-mou |
| Contributors | Tu Yi-Min, Liu Pin¡VYang, Ho Chin¡VFu |
| 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-0710108-145402 |
| Rights | campus_withheld, Copyright information available at source archive |
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