本研究旨在探討現今專業電子代工產業（EMS）在極速發展後面臨激烈競爭造成毛利急速萎縮下欲思之轉型為擁有豐厚利潤的自有品牌商所需勾勒的策略行為與方向為何？ 因此本研究的研究目的將由了解EMS的經營模式開始，再分析EMS本身及轉型品牌的優劣勢，最後勾勒出可行之策略行為與方向並解釋之。 而研究設計將以全球前四大EMS廠做為研究對象，並蒐集西元2000至2007年間之相關初級及次級資料參考且分析之。 由於策略的構思許多時候需仰賴構思者正確的觀念，邏輯與創意方能有正確的分析與判斷，而司徒教授的策略矩陣分析法係以策略形態的架構為基礎，並結合產業價值鏈的概念，是一種條理分明可結合理論與實務又能包容大部分策略理論的觀念架構與思考程序，故本研究中將使用司徒達賢教授的策略矩陣工具來作為研究方法。 而研究結果將講述依轉型目標下該有的策略行為及這樣的行為會與EMS的優劣勢有何衝突並依結果來建議可行的方向。 在本研究的最後並將做出結論與建議。 ;The research purpose of the thesis is mainly on studying the strategic action and direction of EMS(Electronic Manufacturing Service) business model which’s gross profit is getting downward due to the market competition and is thinking to transform the business model into OBM(Own Branding & Manufacturing) which is gaining the high profit in the market. Thus, the research will be firstly trying to understanding the business model of EMS, and analyze the business model’s strength and weakness on transforming to OBM, the feasible strategic action and direction will be generated at last and explained. The research design is to pick the worldwide Top-4 EMS as the object of study and collect the related primary and secondary information during 2000~2007 for reference and analysis. Since a correct analysis and determination of strategic design is mostly to rely on the correct concept, logic and originality of the designer, the research is going to use the tool of Strategic Matrix Analysis which’s developed by Dr.SiTu-DaXian and based on the concept of combining the strategic posture and industrial valued chain, that’s a thinking process to connect the theory and reality and able to cover most of the strategic theories. The research result will describe the strategic actions in detail per the target of transformation and what conflicts between the action and EMS business model’s strength/weakness would be, and propose the feasible direction at last. In the end of the research, the conclusion and suggestions will be raised.