本個案為代理商企圖轉型為自營品牌商之實例，描述個案主角Steven原在工業自動化控制系統三大品牌之一的Reliance代理商任職，讓該品牌市占率從30%攀升至80%，卻被原廠收回代理權並併購，被迫黯然離開。創立甲子公司後改代理競業品牌NUSCO，在短短三年內就讓大中國區的市佔率由原先的10%，快速成長至50%歷史最高峰。

因為先前的前車之鑑，所以甲子公司成立數年之後，就開始自己研發產品，希望發展自有品牌。然而，歷經七年卻仍於2016年宣告失敗的系統研發計畫，因此錯失主導市場主流產品的商機。2017年又面臨第三次經營危機，首度經營虧損。

面對代理品牌NUSCO的市占率逐年下滑、產品競爭力不足、合夥人經營理念不同、老臣安逸消極面對，中國大陸低階產品市場被瓜分、機械製造廠毀約、呆帳過高、惡性削價、二代接班人態度丕變..等內憂外患，只能孤軍奮戰的Steven是否應該繼續堅持發展自有品牌？

本論文是目前正在進行中的個案，對於台灣跨足海外(中國大陸)市場的中小型企業，面對轉型危機、技術快速整合壓力，以及日益複雜詭變的跨國競爭市場問題，有其深度探討價值。

關鍵字：工業自動化控制系統、代理商、商業模式、資源基礎理論。

This case is an example of an agent attempting to transform himself into a self-owned brand. It describes that the market share of the agent in the face of a declining share of the agency brand has been declining year by year. The products are not competitive enough, and their business philosophy is different, employees are not active. Coupled with in the china market, the manufacturers break the contract, more and more bad debt expense, price competition. Internal and external problems, can only stand-alone Steven should continue to develop its own brand?

Moreover, the case study in this thesis will address entrepreneurs’ conduct of strategies, including product strategy, self-branding, enterprise transformation, while encountering risks and challenges at every phase during business development. The conclusion of the thesis will provide possible solutions to operating in mainland China market Taiwan small and medium overseas enterprises that face both external and internal difficulties. Finally, the thesis would examine Factory Automation Control System, Agent Role, Business Model, Crisis Management and Resource-Based Theory.

Key words：Factory Automation Control System(FASC)、Agent role、Business Model、Resource-Based Theory

一、 中文文獻
1. Philip Kotler(1996),《行銷管理學》，方世榮譯(2000)，台北：東華書局。
2. Alexander Osterwalder & Yves Pigneur & Tim Clark(2012),《獲利世代》，尤傳莉譯，台北：早安財經文化。
3. 朱延智(2007)，《企業危機管理》，台北：五南圖書出版社。

二、 英文文獻
1. Otto, Lerbinger(1997), The crisis manager:Facing risk and responsibility, New Jersey:Lawrence Erlubaum Associates.
2. Barney, J.B. (1991), Resource and Sustained Competitive Advantage, Journal of management.
3. Penrose, Edith T. (1959), The theory ofGrowth of the Firm, Basil Blackwell Publisher, Oxford.
4. Berge, Dieudonn’ee ten (1988), The First 24 Fours:A Comprehensive Guide to Successful Crisis Communications, Cambridge, M.A.:Basil Blackwell.

三、 網站
1. 甲子機電實業股份有限公司 官方網站 (http://www.cmc-charger.com)
2. MBA智庫百科 (http://wiki.mbalib.com/zh-tw/MBA)
3. 痞客邦 (http://christie99.pixnet.net/blog/post/69370303)