Author: |
吳雪如 Hsueh - Ju Wu |
---|---|
Thesis Title: |
發展品牌與代工左右開弓模式 Developing OBM and ODM Simultaneous Business Model |
Advisor: |
周子銓
Tzu-Chuan Chou |
Committee: |
李國光
none 黃世禎 none |
Degree: |
碩士 Master |
Department: |
管理學院 - 管理研究所 Graduate Institute of Management |
Thesis Publication Year: | 2013 |
Graduation Academic Year: | 101 |
Language: | 中文 |
Pages: | 53 |
Keywords (in Chinese): | 品牌 、代工 、企業核心能力 、資源配置 、左右開弓 |
Keywords (in other languages): | OBM, ODM, Core Competency, Resources Allocation, Ambidexterity Organization |
Reference times: | Clicks: 507 Downloads: 47 |
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代工毛利越來越微薄狀況下,大環境氛圍都是鼓勵廠商轉向經營自有品牌或提高產品或服務的附加價值,突破代工製造的低毛利窘境及強化企業的競爭力。然而本個案描述個案公司先發展自有品牌,因緣際會下投入到代工市場。在個案公司逆向操作投入代工製造時,其決策過程面臨到經營模式的改變、企業內部資源配置問題、企業核心能力再造等問題。
本個案之研究希望能藉由實際個案之發展經驗與理論之結合印證,提供企業在面臨國際經濟不穩定、產業競爭激烈之際,經營者面對越來越不確定的經營環境,如何因應變動的各個風險,掌握住外部的機會,同時提升組織內部優勢、改善劣勢,並適時調整組織結構,賦予不同的流程、制度、及管理,且保有彈性,創造能左右開弓的組織、並保持企業持續性的競爭力,以掌握新一波的成長契機。本個案可用於討論品牌、代工、企業核心能力、資源配置、左右開弓商業模式發展等相關議題。通過本個案的探討,將可以更了解資源配置與品牌與代工並容之商業模式設計。
As a result of low margins, many OEMs (original equipment manufacturers) tend to develop their own brands strategies in order to increase their competitiveness. In this thesis, the case company, PTC, is an own-brand company in Taiwan for years. In 2009, the company earned an unexpected opportunity to serve as an OEM for an international giant, GSC. PTC has confronted with several challenges such as business model transformation, resources allocation and core competency re-configuration.
This case describes how PTC develops an OBM and ODM simultaneous business model. Issues can be discussed in this case including the conflicts between OBM and ODM business models, the core competency development, the resource allocation strategy and the design and development of ambidextrous organization.
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