| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 93 === This study as an exploratory research focuses on the driving force of branding and subcontracting business from the evolutionary perspective. From the evolutionary point of view, the firm will be the subcontractor to provide manufacturing service and cumulate related experience at the startup stage, and then transforming into branding business. But regarding to the resource constraint and lack of market awareness, the possibility to be a subcontractor is lower, and developing branding business is one of the strategic choices Therefore, the selection between branding and subcontracting business should be an evolutionary process.
The research conducted a case study to collect the firm’s evolutionary process which setup 18 years before and point out several propositions, as followed:
1. The choice between branding and subcontracting of SME will be constraint by internal and external environment, but if the firm insists to make some effort for branding activities, SME maybe own its brand.
2. Branding or subcontracting businesses are the strategic choice of the firm. The evolutionary process from purely branding business, mixing branding and subcontracting business, and then purely subcontracting business is not the necessary.
3. The brand image will be recognized by the customer, the possibility will be higher that to build the brand.
4. To build the brand of SME, the technical capability, product and process capability, capital investment, marketing capability, and etc, are the necessary, elements. Through new product and new market development for reinforcing product and market power is the foundation to build brand.
5. Subcontracting is the opportunity for growth especially for the firm who hasn’t market awareness. If the firm has product and process power, the firm has more opportunity to get the business. But if the firm more rely on the subcontracting business, the business will be higher.
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