台灣自行車產業發展至今，在國際市場中，以佔有重要的地位，其中知名的成車廠－巨大機械，不論是代工或者自有品牌的業務，表現都十分亮眼，並且成為全球知名自行車廠商之一。 有關廠商升級的理論中，提到若廠商欲進行轉型與升級時，則會遵循Hobday(1995)提出的OEM→ODM→OBM 所提出的升級路徑，但巨大機械在自創品牌後，仍持續保有代工業務，意謂OBM 並不是廠商升級的終點，若廠商欲保有持續競爭優勢，可以代工與品牌並行的業務模式持續營運，並且透過代工學習自身缺乏的資源與能力。 在資源基礎理論與動態能力理論中，強調了資源與能力之間的關係，且企業若要適應外部環境的變化，則必須透過利用、創造、獲取、釋放等方式，並且透過經營者對於資源的認知，改變企業的資源庫，不斷更新自身的資源與能力，因此企業能保有持續的競爭優勢。 本研究透過個案訪談並將實證結果進行分析與歸納，發現巨大在代工時期，積極的從企業外部獲取製造能力、行銷能力、研發能力；而在代工與品牌並行的時期，對於這三種能力也都有進行更新與修正。因為不斷的改善與調整自身的資源庫，使巨大能在國際市場中，佔有舉足輕重的地位。 Taiwan’s bicycle industry has an important position in the international market. Onewell-known bicycle OBM manufacturer-Giant, whether it business type is OEM/ODM orOBM, has good performance and becomes one of the world's leading bicyclemanufacturers. The theories of manufacturer upgrades refers to the manufacturer want to upgradewill follow the upgrades path proposed by Hobday(1995)- OEM→ODM→OBM. But afterthe Giant has its own brand, it still maintains the OEM/ODM business type. It means theOBM is not the end of upgrade of manufacturer. The manufacturer can use the parallelbusiness type-OEM/ODM and OBM- to maintain the sustainable competitive advantageand learn the resources and capabilities through OEM/ODM. In the resource-based theory and dynamic capabilities theory, emphasizing therelationship between resources and capabilities. If the enterprise wants to adapt the changesin the external environment, it must be through the leverage, create, access, release andthrough the managerial resource cognition to change the resource base, and constantlyupdate their resources and capabilities, so enterprise can maintain a sustainable competitiveadvantage. The study through interviews and analyzed and summarized the empirical of results. Thestudy found Giant was positive to access the manufacturing capabilities, marketingcapabilities, research and development capabilities in its OEM/ODM period. In OEM/ODMand OBM parallel period, Giant also update and modify these three capabilities. Due to theimprove and adjust its resource base, Giant plays an important role in the internationalmarket.
