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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
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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.

    目錄IV 圖目錄V 表目錄VI 摘要VII ABSTRACTVIII 致謝IX 壹、個案本文(A)1 一、序場1 二、產業介紹2 三、個案公司簡介4 四、危機下的新機會5 五、當機會降臨6 六、合作契機10 七、阻礙與限制12 八、品牌發展的限制13 九、面臨抉擇15 貳、個案本文 (B)17 一、調整內部結構17 二、啟動新營運模式18 三、附件與圖19 參、教學指引25 一、個案總覽25 二、教學目標與適用課程26 三、學員課前討論27 四、學員課前準備28 五、個案背景28 六、個案分析31 七、教學建議48 八、板書規劃49 肆、參考文獻52 一、中文部分52 二、英文部分53

    一、中文部分
    1.MBAlib 智庫百科
    2.百度文庫
    3.高次軒-口述、陳慧玲-採訪整理(2006),打造全球第一品牌D-Link年年獲利的傳奇,商周出版。
    4.白地策略:打造無法模仿的市場新規則/馬克、強生(Mark Johnson)著;林麗冠譯。台北市:天下遠見,2010.11
    5.陳振祥(1997),ODM策略之理論架構與實證,國立台灣大學,博士論文。
    6.黃麗華(2000),國內資訊電子廠商核心能力、成長策略與經營績效之研究,私立中國文化大學商學院國際企業管理研究所,碩士論文。
    7.楊千、鄭淑文(2001),自有品牌與OEM的迷思-以宏碁為例,中華管理學報民國九十年。
    8.徐婉萍(2005),自有品牌開發對客戶權益的影響分析-以電腦代工業為例,東吳大學國際貿易學系碩士班,碩士論文。
    16.張孟潔(2006),台灣資訊電子產業之核心能力與經營績效之關聯分析,台灣科技大學企業管理碩士班,碩士論文。
    17.“企業核心能力”Hamel, G., & Prahalad, C.K.,HBR中文版,2007/03。
    18.“商業模式再創新”Mark W. Johnson,HBR 中文版,2008/12。
    19.任俞安(2008),台灣高科技產業核心能力對競爭優勢與經營績效之影響:以供應鏈為觀點,開南大學物流與航運管理學系,碩士論文。
    20.李美萱(2009),代工與品牌可否共存?以網通與軟體產業為例,國立政治大學管理碩士學程(AMBA),頁21-24。
    21.許恩得、陳遵行(2011),企業價值網整合:模型與經驗,中山管理評論,第十九卷第四期。
    22.曾冠堯(2012),解決ODM與OBM衝突探討:以台達電子為例,國立中央大學產業經濟研究所。
    二、英文部分
    1.Aaker, D. A. (1989), “Managing assets and skills: The key to sustainable competitive,” California Management Review, 18(1), 91-106.
    2.Barney, J. (1991), “Firm resources & sustained competitive advantage,” Journal of Management, 17(1), 99-120.
    3.Barney, J. (1997), “Gaining & Sustaining Competitive Advantage,” Addison-WesIey Publishing Company, pp.163.
    4.Grant, R. M (1991), “The Resource-Base Theory of Competitive Advantage: Implications for Strategy Formulation,” California Management Review, 33(3), pp. 114-13.
    5.Hamel, G. and Prahalad C.K. (1990), “The core competence of the corporation,” Harvard Business Review, 68(3), 79-91.
    6.Hamel, G. and Prahalad C.K. (1994), “The concept of core competence,” Competence-Based Competition, 5(1), 11-33.
    7.Hamel, G., & Prahalad C.K. (1994), “Strategy as a field of study: Why search for a new paradigm,” Strategic Management Journal, 15(1), 5-16.
    8.Hammer, M. and Champy J. ( 1993), “Reengineering the Corporation: A Manifesto for Business Revolution,” London: Nicholas Brealey.
    9.Hofer, C. W. and Schendel D. (1978), “Strategy Formulation: Analytical Concepts,” St. Paul, MN: West.
    10.Porter, M. E. (1980), “Competitive Strategy: Techniques for Analyzing Industry and Competitors,” New York: Free Press.
    11.Porter, M. E. (1985), “Competitive Advantage,” New York: Free Press.
    12.Tushman, M.E. and O’Reilly III. C. A. (1996), “Winning through Innovation: A Practical Guide to Leading Organizational Change and Renewal,”Boston: Harvard Business School Press.
    13.Tushman, M.L. and O’Reilly, III. C. A.(1996), “Ambidextrous Organizations: Managing Evolutionary and Revolutionary Change,” California Management Review, Vol. 38, No. 4, 1996, pp.8-30.

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