The Innovation and Brand Development of Saxophone Industry in Houlis, Taiwan

• Main Authors: Ching-Wen Chang, 張慶文
• Other Authors: Li-Yueh, Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/14652718737777217743

碩士 === 明道大學 === 產業創新與經營學系碩士班 === 99 === In the age of the competitive globalization to knowledge and web economics, the innovation theory is an important focus of the global issues of common interest in this century, innovation and development is a very important part of both the industry or the country's competitiveness is , are an important factor in national economic development. In thinking about the future of Industrial development, and create high value-added innovation is sustainable of direction; it is the government to enhance national competitiveness in an important issue can not be ignored. mostly small and medium enterprises of Taiwan, to create economic miracle from the past of OEM with the globalization of competition, contract manufacturing (OEM) is no longer the advantage of the strengths of Taiwan, Industrials in Taiwan not only facing the industrial innovation issue, but also facing to change business type from OEM to ODM, even begun to OBM, "brand" has become an important development in today's business strategies and goals. So far Taiwan's industrial has a good constitution for development, the weakness part is innovation and establish own brand to increase global competitiveness. Now days, the Houlis saxophone industries have been developed after six decades, they faced a bottleneck and crisis, coupled with the coming ECFA, industry competitors face to all kinds of challenges, how to create more competitive advantage, and internationalization, its a very important issue to innovation and create their own brand. The study been counseled by the Industrial Development Bureau, it based on Porter diamond model, innovation and brand development theory as a research tool, through practical examples to explore the specific meaning and industrial development model, and to analysis the key point to effect the Houlis saxophone industries by innovative theoretical point of view. The study found that Industrial Development Bureau of the counseling program to solve the dilemma of industrial innovation, The industries which have sustaining innovation, so far retain the basic advantages at present, but the future prospects look bleak, although in future because the future has been the industry towards the development of disruptive innovation, industry already has a competitive advantage to face global competition. The study also finger out the small enterprises, if you can control the brand strategy and direction well, you can also do a good job with limited resources, the brand of products and services, there is still have opportunity to develop into a "small but beautiful" brand.