A Study on a Firm’s Own Branding – A case study on footwear Industry in Taiwan

• Main Authors: Pei Ci Chen, 陳珮慈
• Other Authors: Iou-Ming Wang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/15995825292712101726

碩士 === 靜宜大學 === 國際企業學系 === 102 === Taiwan used to enjoy global standing in footwear OEM. As footwear industry is very labor intensive, the abundant labor force market in Taiwan attracted many foreign firms to invest in footwear plants. However, since 1987, the industrial changes, like the rising labor costs, lead to the flight of manufacturers to relatively low labor costs areas like China. The fierce competition between local and foreign brands and the dumping of low-price products made in China exacerbated the competition in the domestic market; Taiwan footwear OEM industry thus entered the recession phase. The footwear industry responded by endeavoring in building own brands and innovative RandD capacity to elevate product value and market share. Thus, this study takes Taiwan footwear manufacturers as the research subject. By employing case study, we explored the directions and strategies an enterprise needs in business transformation and brand building. The study found: 1.The major reason why a footwear OEM transforms to brand building often is because they are in short of negotiation capacity, which led to increased risk of losing orders. 2.When a footwear OEM undergoes business transformation, the branding success often is due to precise market positioning; thus the recognition to market information has significant impact on the OEM’s own brand building. 3.When a footwear OEM undergoes own brand operation, they must focus on the product design to elevate the product awareness and promote the success of brand management.