| 摘要: | 台灣過去的企業以OEM為主，對於品牌的經營或開創薄弱且缺乏完整的競爭優勢，這幾年來開發中國家，不斷地掘起取代了台灣的OEM競爭力，如何讓台灣的企業在國際市場取得優勢並轉型成功，成為這幾年來企業思考的重點。 過去台灣市場的操作著重在金融商品或電子相關產業，但對生技產業或其他傳統產業都僅是短期經營為目標，然而隨著人類資源逐漸匱乏，國際文明逐漸進化，傳統產業又回到人類生存的重點，因此如何掌握時局，開創企業優勢競爭力，實為目前傳統企業的重要議題。 本論文如何透過企業優勢採藍海策略，在OEM及自我品牌雙軌下，建立自我的國際品牌，讓自我品牌能在日本及台灣市場同時上市，取得國際市場一席之地。當然競爭優勢文獻、消費者對商品特性的需求、商品市場定位、差異化策略等探討是建立品牌的主軸。 本論文是針對口腔市場及某一品牌商品，進行特徵需求分析，滿意度及競爭優勢分析，進而調整弱勢，掌握優勢切入市場行銷，創利經濟價值，建立自我品牌。Taiwan enterprises to OEM-based, business or create a weak and a complete lack of competitive advantage for the brand in recent years in developing countries continue to rise to replace the OEM competitiveness, how to make Taiwan's enterprises in the international market advantage and transformation into the past few years the focus of corporate thinking. The operation of the Taiwan market in the past focused on financial products or electronic related industries, but the biotech industry and other traditional industries are only a short-term business goal, however, the lack of human resources gradually, and the gradual evolution of international civilization, traditional industries back to human survival focus on how to grasp the current situation, create a corporate competitive advantage, in fact, the important issues of traditional enterprises. This thesis is how the corporate advantages of using blue ocean strategy, OEM and own brand names, double-track the establishment of an international brand of self, their own brand names listed at the same time in Japan and Taiwan, made the international market place. Of course, explore the competitive advantage literature, the demand for consumer goods characteristics, commodity market positioning and differentiation strategies is to build brand spindle. This paper is for the dental market and a brand characteristics demand, satisfaction and competitive advantage, and then adjust the disadvantaged, to grasp the advantage into the market marketing, the profit of the economic value of, the establishment of self-brand. |
