台灣光碟片工業由於適時掌握市場進入時機、充分擴充產能及不斷提昇生產技術與流程等各種因素，在過去十餘年中為台灣創造了另一個世界第一，但由於多年來經營策略上係採一般傳統產業之模式以代替世界知名廠商加工為主，故在國內外新經營者不斷加入的狀況下，遂步入大量生產、低價競爭之泥淖中。如何面對此一困境，並圖再創新局，實為我光碟業者釐定未來經營策略必須深思之最重要課題。鑒於近幾年來,台灣各產業之廠商,尤其是高科技產業均響起一片自創品牌之聲，以台灣光碟片業者長久以來OEM 之實力和能力，有無必要及是否能建立一個世界性知名品牌，或為深思此課題值得研究之方向。
產品和品牌是行銷人最基本的決策，行銷之經理人在了解以不同的方式區隔市場(Marketing Segmentation)選擇目標市場(Targeting Market)和定位產品(Marketing Positioning)之後，馬上面臨的問題就是產品和品牌決策的制定。
本文是針對以生產資本及生產技術密集較高的光碟片產業為對象，輔以行銷學之角度和探討光碟片產業品牌的建立及消費者人格特質：包含品牌信任、品牌情感、態度忠誠及購買忠誠等變數，進而分析品牌忠誠度建立的相關性，希望透過此研究能夠讓光碟片業者，或是有志於品牌建立等的其他產業做為行銷經理人之參考，使台灣產業的經營模式能夠進一步向上提升。

In the last decade, Taiwanese optical storage media industry takes the leading position in the world by catching the opportunity, expanding the production capacity and enhancing the production capability. However, Taiwanese manufacturers has been suffering from the situation of production capacity increase and pricing decrease due to more and more competitors joining in this industry while those manufacturers only remain and focus on traditional OEM for well-known worldwide brands.It becomes a serious issue that how Taiwanese manufacturers step further to next phase by solving current difficulties they are currently facing. One question remained, do OEM experienced Taiwanese manufacturers have the capability of promoting their worldwide well-known own brands?

Once the marketers figure out the Marketing Segmentation, Targeting market and Marketing positioning, the next step is to set up the strategies of products and branding. This thesis is to provide the suggestions to the markers by taking the example of Taiwanese optical storage media industry as an example, which is capital and high-tech intensive. Moreover, it is analyzed by the association between “branding establishment” and “ consumer’s characteristics” in marketing perspective, including the variables of trust of brand, motion of brand, royalty of attitude, and royalty of purchase.

It is hoped to provide the suggestions to either the marketers or those who are interested in branding establishment in optical storage media industry. Thus, they may lead the management of this industry to a new phase.

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