| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 97 === Abstract
Taiwan ODM firms face production advantages losing and low profit challenge With China rises. Additionally, companies are forced to transfer the business model to keep their competitive advantages and survival. “Own Brand” is the business model trend for hi-tech companies. However, there are many problems from ODM to OBM, such as the internal and external conflicts and capability gap. Perspective to the transferring process of ODM to OBM in Taiwan, there are adopted various business model according to the conflicts and capability gap. Consequently, this study will focus on analyzing the conflicts and capability gap of ODM transferring to OBM, and discuss further business model.
Acer, ASUS, D-Link, ZyXEL, BenQ, MERIDA, GIANT, JOHNSON and MAXXIS are taken as research cases. Analytic Hierarchy Process (AHP) method is adopted to analyze the critical conflict factor and improving strategy of capability gap in the transition process of the branding firms from ODM to Own-Brand. The hierarchical framework, including five conflict type and seven strategies to improving capability gap, is established with expert interview and reference collection. Furthermore, Statistics is adopted to analyze the source of conflict and capability gap. Finally, through the case study to analysis the actual situation of transition.
This research shows that the best way of business model is to apart from ODM and Own Brand. ODM would concern improving strategy to capability gap, and then secondly the type of conflicts with transferring process. The majority would take strategic alliance to improving capability gap of control new product standard and new product development. Merger and acquisition or set up the marketing department is secondary strategy for improving the ability of channel building. From the conflicts, the goal and profit conflicts are the critical issue for business model change. At goal conflicts, there are two kinds of problem between clearly and blurred goal. If company has clearly goal, the sources of conflict are intertype and multi-communication. There are international brand buyer and the organization members problems with blur goal. Firms would take the business model of separating Own brand and ODM to independent firms with the both goal and profit conflicts . To reach the branding is not only the capability gap of management but also improved the knowledge of branding such as the element of brand, packing of marketing, the brand imaging communication and the brand tale
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