English  |  正體中文  |  简体中文  |  Items with full text/Total items : 74010/74010 (100%)
Visitors : 24713314      Online Users : 343
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version

    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63793

    Title: 台灣資訊科技品牌在中國行銷策略的探討-以個案B公司為例
    Authors: 邱俊傑;Chiu,Chun-Chieh
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 委託代工;經營品牌;設計加工;資訊科技產業;OEM;information and technology industry;design
    Date: 2008-05-30
    Issue Date: 2014-05-08 15:31:32 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 台灣在全球代工的地位享譽國際,產品貼以MIT(Made in Taiwan; MIT)標籤,就是物美價廉的品質保證。台灣廠商早期在國際分工的角色大多是以扮演委託代工(Original Equipment Manufacturing; OEM)為主要的業務型態,運用充裕的低成本的勞動力提供給國際市場上所需的資訊科技產品的製造、組裝等委託代工服務。惟委託代工,生產的最大缺點在於訂單來源不穩定,產品行銷、設計階段的利潤無法掌握在自己的手裡,因此多數委託代工廠商隨著產品生產經驗的累積及新產品開發階段的資本投入,逐漸由委託代工轉型為設計加工(Own Designing Manufacturing; ODM)業務型態。
    ;Taiwan is renowned for its OEM (Original Equipment Manufacture) enterprises, and the products are all labeled MIT (Made in Taiwan), which assures low price and high quality. In the early stages of development, these enterprises mostly played a role of OEM as their main business in the international division of labor. By making use of the abundant and cheap labor, they provided OEM services for the making, assembling and the like of scientific and technological products needed in the international market. But the major disadvantages of this kind of business were its unstable order resource, as well as the benefits lost in the products marketing and designing stage. So with the growth of manufacturing experience and greater investments in exploiting new products, most enterprises later changed its business pattern from OEM to ODM (Own Designing Manufacturing).
    The manufacturing industry that Taiwan enterprises have taken pride in has long lost its competitive power due to the low labor costs in mainland China, but the intelligence information and technology industry as well as high-additional-value products offer these enterprises an opportunity that comes around once in a blue moon—the Chinese mainland will become the biggest market for all sorts of products in the world and with the changes in their marketing environment and values, Taiwan enterprises have started another form of development—running brand; but to establish brands requires the support of their own manufacturing industry and a vast market in China. Brand management offers great potential of autonomy. To make more profit, an enterprise can make plans in accordance with the needs of the market. The enterprise is no more running OEM, to which value is not added, but making full use of its creativity and knowledge for value-added products. Managing a brand is managing, creating and adding value.
    The enterprise this research was conducted on was not originally a brand enterprise, but one under the support of its powerful OEM manufacturer, after the success of its strategies, such as reduction of cost and diversification of products when its output had reached economy of scale. Although this enterprise has accomplished a lot in running brands in mainland China in recent years, sales of products were growing negatively or just remains retarded, and the profits were decreasing annually. Besides the competition among Taiwan enterprises of the same trade, it was enveloped under the pressure of the combination between local and international enterprises. How to strengthen its current advantages in the rapidly changing environment? How to rethink and adjust its marketing as well as enterprise strategy to meet the challenges of the future?
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

    Files in This Item:

    File Description SizeFormat

    All items in NCUIR are protected by copyright, with all rights reserved.

    社群 sharing

    ::: Copyright National Central University. | 國立中央大學圖書館版權所有 | 收藏本站 | 設為首頁 | 最佳瀏覽畫面: 1024*768 | 建站日期:8-24-2009 :::
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 隱私權政策聲明