| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所 === 96 === In the competition transform of market, enterprise should evaluate the opportunity of external environmental market, and the capability of the enterprise itself, select the most appropriate branding strategy to enter into. And the establishment of enterprise branding would depend on industrial development cycle, and develop with key points of staging and attention to channels. This study probed into how to possess OEM and OBM in parallel, and used Wang-Chiang gas utilities and kitchen appliances company as an example, studied the challenges and difficulties faced by OEM and OBM in parrallel, including the layers of brand positioning level, the best management model of profit gaining, as well as setting up the resource allocation ratio between OEM and OBM.
Finally, concluded as summary：(1) for the individual industry cases of practical demonstration, if industrial life cycle is located in mature period, the success probability of adopting full OBM operational strategy is more little; (2) OBM and OEM manufacturing in parallel mode can be used as the less risky transform period before becoming full OBM in the future, the development of transform process is of more operational efficiency to surviving space; (3) the success of OBM can also lead OEM to produce superior quality and design, become the intention cooperation of OEM consigner rather than standing fully opposite to the competitor. Therefore, how to figure out the production and sales paradigm of OEM and OBM in parallel, while is in the presentation of results and achievements probing, can provide industrial related operational direction.
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