To analyze possible impact on the right of global accounts as the OEM factories develop own-brand business

• Main Authors: Wan-Ping Hsu, 徐婉萍
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/20735365474768399468

碩士 === 東吳大學 === 國際貿易學系 === 93 === Taiwanese Electric industry started to develop from the beginning of 1980. The government implemented favorable policies and sponsored basic research. With the cooperation from the private enterprises, it grew rapidly. However, with the trend of low cost PC started in 1997, it reduced OEM factories’ margin gradually. OEM factories also faced the risk as the global accounts switch supply of OEM factories frequently. Some OEM factories started to create their own-brand business with the hope to gain more profit and reduce the selection risk out of global accounts’ changes. The purpose of this study is to analyze possible impact on the right of global accounts as the OEM factories develop own-brand business. When OEM factories developed their own brand business, they may influence the right of global accounts. From reviewing the pervious studies and researches, we learn that there is no conflict between OEM business and OBM business. There are few studies to analyze the right of global accounts, not to mention when OEM factory create their own brand business. This study will clarify if the OEM and OBM business will influence the customer right or not. By conducting enterprises interviews, we wish to clarify the exact influence of global accounts’ rights out of OBM business, not only including the relationship between them but also the effect on the global accounts to maintain their advantage. Thus, this study focus on the right of global account affected by product position and strategy development of OEM factories. To set up an example, Acer and BenQ changed their business type in the past three years. Acer had adapted both OEM and OBM business from the beginning and focused on OBM business after 2001. BenQ changed from OEM business type alone to add in OBM business. We realize that there are problems and conflicts between OEM and OBM business out of their development experience. This study will offer some guidelines to OEM factories management team on their strategies making. This impact on the right of global accounts customers might possibly limit the development of Taiwan IT industry. OEM factories and the global accounts both agree on OBM influences the “Core Competence” and don’t influence the “Industrial Property Rights”. Moreover, the OEM factories and global accounts’ have different view points on “Market Power”、”Brand Value” and “Market Complementary”. The research findings are the following: 1. OEM factories think that there is no influence on the global accounts’ customer rights in market power. The global accounts think the opposite. 2. OEM factories think that there is no influence on the global accounts’ customer rights in brand value. The global accounts think the opposite. 3. OEM factories think that there is no influence on the global accounts’ customer rights in market complementary. But, the global accounts think the opposite. 4. OEM factories and the global accounts both agree that OBM influence the global accounts’ customer rights in core competence. 5. OEM factories and the global accounts both agree that OEM factories don’t influence the global accounts’ customer rights in industrial property right.