| Abstract: | 台灣企業長期以來為國際大廠代工，其核心價值在滿足國際大廠的需求。當全球化越趨競爭，台灣企業面臨營收趨緩、獲利下降的困境；因此不少企業意識到不能僅是專注在代工上而紛紛發展自有品牌，期望透過發展品牌帶動企業轉型成長，卻不了解企業本身是否適合發展自有品牌。而本研究旨在提供台灣衛浴產業的企業透過選擇模式決定代工或品牌策略。代工或品牌選擇模式中，領導者的特質與決心為重要影響因素之一，而影響選擇模式的因素有：在產業鏈中的位置、擁有的核心能力，符合或缺少的關鍵成功因素。從研究中歸納出台灣衛浴產業的關鍵成功因素為：品質、成本、生產技術、接觸顧客的能力、售後服務、品牌文化及創造獨特價值。本研究發現在衛浴產業中，若企業位處在中上游，如橋椿，主要產品為零組件，核心能力以製造技術為主，不具備有服務終端消費者的能力及產品時，較適合選擇專注代工；反之，企業位處在中下游，如成霖，產品為終端成品，核心能力為產品設計、市場行銷、通路經營等，且企業文化支持發展自有品牌時，可選擇發展自有品牌。
Taiwan enterprises provide manufacturing service for international enterprises for the long term. And, their core values are contented for international enterprises need. As the trade globalization is becoming more competitive, they realize that they must face revenue and profit continue to decline year by year. Hence, they are well aware that not only provide manufacturing service but also create own brand to drive new opportunity for growth. However, they do not know if it is fits to create and operate their own brand. This study is about how to choose on OEM or OBM in Kitchen and bath industry in Taiwan. In the model of choosing the OEM or OBM, the leader's personality and decision are one of the key factors that concern this model. And the model of choosing should include understanding where our position is in the industry and what Key Success Factors we match or lack. Also, check the core competencies we have now. This study induces the Key Success Factors of the OEM/OBM from kitchen and bath industry in Taiwan are Quality, Cost, Production technical, the competence of contact with the client, Service, Resource, the culture of the brand and Unique competence. If the enterprise is a manufacturer/supplier is like Sunspring Metal Corporation, whose major product will be the part/component and core competence will be production technical, this type of enterprise it could be suitable to choose focusing on OEM. Whereas, if the enterprise is a retailer/distributor, like Globe UNION industrial corporation, whose major product will be the final goods and core competencies will be the product design, marketing, retailer operation and the culture of support own brand. This type of enterprise is could be suitable to choose developing own brand. |
