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Author: 陳重位
Chung-Wei Chen
Thesis Title: 品牌轉型的延伸與管理- 以成功電子競技品牌為例
The Management and Extension of Brand Transformation A case study of successful e-sports brand
Advisor: 陳正綱
Cheng-Kang Chen
Committee: 欒斌
Pin Luarn
葉穎蓉
Ying-Jung Yeh
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2019
Graduation Academic Year: 107
Language: 中文
Pages: 64
Keywords (in Chinese): 企業轉型自有品牌代工電子競技商業模式五力分析
Keywords (in other languages): Enterprise Transforming, OEM/ODM, OBM, Electronic Sports, Business Model Canvas, Five Force Analysis
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  • 國際間諸多知名的品牌的產品是委由代工生產製造,就產業價值鏈而言,代工廠商所獲的利潤相對有限。而近幾年來,在軟體與硬體等科技的進步與資訊快速的取得,加上智慧型手機、平板電腦等攜帶式裝置的崛起,經由隨處可見的攜帶式裝置吸收新資訊、新知識與重要訊息,在其便利性是傳統PC所無法比擬的環境下,取代了低價低效能的電腦,造成全球PC市場嚴重衰退,因此在電腦代工廠商所能獲得的利潤則變得相對有限,因此為了維持市場競爭力,則需要階段性地企業轉型改變營運策略方向以提升產業競爭力。
    本研究將藉由專家訪談以質化分析方法透過商業模式、五力分析,了解個案公司在面臨全球化電腦產業激烈競爭之下,其企業轉型的運作,雖然有將經營重心移至自有品牌,但初期並無太大的成效,雖有短期成長,卻不長久,但為何能再調整組織內部的架構及其品牌經營策略,建立以電子競技為其價值核心的品牌企業,並突破現行PC產業嚴重衰退,逆向成長,從以代工為重心的代工廠成功轉型為成功的品牌商,讓營業額再創佳績,本研究將探討瞭解企業欲轉型經營自有品牌,其關鍵因素與主要商業模式的改變,藉以提供有意轉型為自有品牌行銷的企業,能充份瞭解、塑造與經營品牌所需面臨的挑戰與應對策略,提升企業在國際市場上的競爭力,創造企業的長期利益。


    In worldwide there are many famous products which are made by Contract Manufacturers and for Industrial Value Chain Original Equipment Manufacturers obtain the limited profit. However, for the past few years along with the improvement of HW/SW technology, we can get the information so quickly. Besides, portable devices like mobile phones and tablets become popular and everyone can easily absorb new information, new knowledge, and important messages. The convenience of these portable devices is incomparable with the traditional PC and these portable devices replace the low-price computers. It causes the PC market to decline seriously globally so the profit that OEMs can get becomes limited. In order to maintain the competition in the market, we need to do periodical enterprise transformation and change operational strategy to enhance the industrial competition.
    This research will be done by expert interviews and qualitative analysis which go through business model and Porter five force analysis so we can understand the company of the case study faces the cutthroat competition in the globalized computer industry. Although the company transfers the business focus to the private brand with the operation of enterprise transforming, in the beginning, the effect is not significant. The performance grows up in short time but it’s not too long. However, how to adjust the corporate organization and brand management strategy becomes one of the most important tasks. Then the company builds eSports as the core value and breaks through the current decline of the PC industry to grow up rapidly so it transforms from OEM to private-brand corporate successfully and the revenue is getting better. In this research, we will deeply explore that the corporate would like to manage the private brand by enterprise transforming and it’s the key factor for changing the business model. I also provide the corporate which intends to transform the product to its private brand to fully understand all the challenges and deal with the strategies for creating and operating the brand in order to enhance the competition in the worldwide market and create the long-term profit for the enterprise.

    摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 VI 表目錄 VIII 第1章. 緒論 1 1.1. 研究背景與動機 1 1.2. 研究目的 3 第2章. 文獻探討 4 2.1. 企業轉型 4 2.2. 代工之經營模式 7 2.3. 品牌 9 2.4. 電子競技 16 第3章. 研究方法與研究架構 20 3.1. 研究方法 20 3.2. 研究架構 21 3.3. 商業模式 22 3.4. 五力分析 24 第4章. 個案分析 28 4.1. 個案公司分析 28 4.2. 電子競技產業分析 38 4.3. 專家訪談 41 第5章. 結論與建議 48 5.1. 結論 48 5.2. 建議 51 參考文獻 52

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