精密機械設備代工廠轉型自有品牌策略分析－以W公司為例

Abstract

本研究旨在針對精密機械設備代工產業轉型自有品牌的策略發展與過程進行討論，瞭解傳統精密機械設備代工企業在面臨國際政經發展改革及智慧製造轉型的壓力下，如何從夾縫中求得生存之道，成功轉型自有品牌。本研究採用個案研究法，以我國中小型精密機械設備代工企業為例，探討個案公司的企業資源及競爭力分析，並輔以訪談W個案公司發展過程中關鍵人物，運用歸納分析法深入討論個案公司從專業代工轉型OBM企業的關鍵因素與因應策略與手段，最後根據研究結果與發現提出具體的研究結論與建議。希望本研究結果及發現能有效提供未來學術研究、企業發展及政府相關管理單位擬訂政策之參考依據。

The purpose of this case study is to analysis the strategy development and process of the transformation of OEM (Original Equipment Manufacturer) to OBM (Original Brand Manufacturer) in the precision equipment manufacturing industry. This study takes a small and medium-sized precision equipment manufacturing enterprises in Taiwan as an example to discuss the case company's enterprise resources and competitiveness. Besides, this study conducts an interviews with key manager in the case company to further understand the key factors, strategies and implementations of the transformation from professional OEM to OBM strategy. This study hoped the results of this study can effectively provide a reference for future academic research, enterprise development, and policy makers by relevant government or management and authorization.