品牌經營績效分析─以某電子公司為例

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/60076

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题名:	品牌經營績效分析─以某電子公司為例
作者:	曾歆惟;Tseng,Hsin-wei
贡献者:	高階主管企管碩士班
关键词:	代工;自有品牌;產業經濟學;結構－行為－績效;工業自動化;ODM;OEM;OBM;industry economics;structure-conduct-performance;industrial automation
日期:	2013-06-28
上传时间:	2013-07-10 12:03:51 (UTC+8)
出版者:	國立中央大學
摘要:	台灣產業向來以代工模式OEM 與ODM為主，但隨著代工製造與設計的利潤微利化的情況下，部分台灣廠商以發展自有品牌(OBM)為企業經營模式進行轉型，以提高企業價值與營業利潤。本研究主要探討品牌與代工兩種不同營運模式之下的績效表現之差異，採用產業經濟學上的「結構－行為－績效」架構搭配個案分析模式，以台灣工業自動化產業中A公司的OEM/ODM與OBM營運模式兩事業群為研究對象，了解工業自動化產業的市場結構、廠商行為與其經營績效三者之間的相互關係。經由分析A公司兩事業群在市場結構、廠商行為與經營績效後，研究結果顯示OBM為主確實能比OEM/ODM為主的事業群在企業績效與財務上有更好的表現，包含營收成長率、營業毛利率、營運利益率與營業淨利率等。 The manufacturing industry of Taiwan had been focusing on OEM/ODM business for very long time, however, the ODM and OEM suppliers of Taiwan face the awkward situation of meager profit, to cope with that problem, some of the ODM/OEM suppliers started their business transforming, from OEM/ODM to OBM business model to improve the value of their enterprise as well as operation profit. This thesis is probing into the performance differentiation between brand business and OEM/ODM business, adapting Structure-Conduct-Performance Model research of industrial economics, along with case study research, investigates two business groups of A company, one is focusing on OEM/ODM and the other is developing OBM business, to find out the relationship among the industry structure, conduct and performance of industrial automation industry. By way of analyzing the industry structure, conduct and performance of the two business groups of A company, the research result shows the business group which focus on OBM business is more capable to achieve better performance and better financial figures, including sales growth rate, operating gross profit and net margin.
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