| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 107 === This paper takes the optimal strategy of ODM transformation into OBM and the feasibility of over-pathway as the research motive. The research methods include literature review method and expert interview method. In the design of expert interviews, the interviews will be conducted by internal focus groups. The information of the project proposal is published in the original "Brand Value Matrix" of this study. The deep interviews are used to collect the opinions of external experts, evaluate the " the value of strategy " and feasibility of each strategy. Finally analyze the results and presentation with strategy map.
Any strategy can be fully described by the strategy map, but few literatures compare the plural strategies, especially the value comparison. In the course of the research, this study developed a strategic "two-stage" fast screening tool. First, from the evaluation method of brand equity and the whole life cycle, we found several strategic entry points for brand challenges and formed " Brand Strategy Matrix ", and then let the brand value evaluation three facets (finance, consumer, market influence) combined with value analysis, from the "brand value matrix" to position each strategy, and then make a horizontal comparison of the benefits, you can The three classifications of the strategy are initially screened, one is almost not worth performing, and the other is a feasibility strategy that needs to be closely calculated and the fastest can be screened out. This tool is suitable for occasions where SMEs challenge international large-scale brands, and cannot be used for mainstream brand valuation methods.
The research results show that in the transformation process of OEM/ODM manufacturers to build their own brands, the key strategy for brand-building is “Knowledge Economy”, including: defining key manpower, doing accurate recruitment, establishing development team, and using International employees, through data sharing, strengthen consumer insights, fully grasp consumer habits, build product advantages, and create R&D patents and other work projects. The two most appropriate paths for transformation are “Reverse Integration based on Knowledge Economy” and “Creative Demand based on Knowledge Economy”; therefore, it is recommended that case companies should have a good knowledge in the short-term process of transforming their own brands.
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