自有品牌行銷與代工製造並行模式的關鍵資源：台灣傳統產業與資訊產業的比較

Exploring the Key Resources of the OBM/OEM Co-Existing Model: A Comparison between Traditional of IT industries in Taiwan

10.6338/JDA.200804_3(2).0003

黃俊閎(Chun-Hung Huang)；黃仁伯(Jen-Bor Huang)；李俊毅(Jun-Yi Li)；李坤祐(Kun-Yu Lee)

自有品牌 ； 代工製造 ； 資源基礎觀點 ； 模糊分析層級程序法 ； OEM ； OBM ； resource-base view ； FAHP

Journal of Data Analysis

3卷2期（2008 / 04 / 01）

49 - 76

繁體中文

在過去台灣企業的經營模式都主要以代工模式為主，充分地運用了低生產成本的優勢，伴隨著規模經濟效益，不僅為企業獲取了大量的利潤；同時也為台灣奠定了經濟的基礎。然而隨著環境的變遷與中國的興起，台灣的環境已經不適合代工製造經營式，再加上競爭激烈，使得代工廠商的生存空間不斷地被壓縮。儘管被譽為「品牌先生」的宏碁集團創辦人施振榮先生幾年前以微笑曲線來描述「製造」早已是產業價值鍊中最不具有附加價值的一環，台灣企業應該朝向曲線的兩端發展，特別是右端的行銷與品牌活動，才能創造企業未來的優勢地位，近年來更是大聲疾呼自創品牌的重要性與必要性。然而，自創品牌卻是一條艱辛的路，極有可能未蒙其利，卻先受其害，並非所有的代工製造企業都能夠安然無恙地移轉為品牌行銷的經營模式。在這種進退維谷的兩難困境下，選擇與品牌行銷並存的經營模式，似乎成為代工製造起家的企業的不得不然的唯一選擇。然而，在自有品牌與代工製造並行的模式下，除了會面臨到委託廠商的市場矛盾與衝突外；更嚴重的問題，在於所倚賴的關鍵資源與能力的差異。基於上述觀點，由於企業無法有效瞭解在本身有限的條件下發展出併行模式的關鍵資源究竟為何，更遑論其最適配置。因此本研究擬找出自有品牌與代工製造模式並存的重要資源，並分析其相對權重。本研究將就國內目前以代工製造貣家，並且同時經營自有品牌有成的企業為分析範圍，採質量並用的方法，解答本研究的問題。同時試圖從資源基礎觀點去探討兩種模式成功併行時所倚賴的關鍵性資源，讓欲採用相同模式的企業做為在資源優先順序發展的參考。期望可以為國內欲跨足到自有品牌行銷經營模式的代工製造企業找出並存模式的關鍵資源，並依據研究結果進一步提出其研究意涵，以及對實務的策略建議。

As a result of the successive and aggressive changes of OEM, the manufacturers not only have to decrease the costs of production to compete with rivals but also reduce the profits. According to the competitive environment, some manufacturers of OEM are getting lost their competitive advantages. Therefore, many scholars and business leaders suggest that the firms of OEM should adopt the strategy of the OBM-OEM simultaneous Model.There are many scholars who believe that there is a close relationship between a manufacturer's competitive advantages and its resources. Hence, we try to adopt the resource-base view to examine that domestic (Taiwan-based) enterprises successfully adopt this strategy of OBM-OEM simultaneous Model. And attempt to find out what the critical resources are. Besides, we will arrange the critical resources in an order that according to the weight value of each resource which is calculated by FAHP. We hope the results can be regarded as the basis of consulting and more efficient forecasting by some enterprises that adopt such a strategy of this coexisten.

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