The Decision of OEM/ODM Companies in Transformation to OBM and Self-Owned Brand Management:A Case of Clothing Industry

• Main Authors: Yi-Ken Yeh, 葉怡懇
• Other Authors: Wang-Hui Weng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/kz827r

碩士 === 東吳大學 === 企業管理學系 === 96 === In 1970’s , OEM/ODM industry in Taiwan has begun to transform its style and extent its activities to downstream. Additionally, it is not only responsible for OEM, but also integrates the process of product design to become ODM. However, in order to make enterprises promoting additional value and to have initiative aggressiveness in the market, the enterprise must have their self-owned brand. This would prevent them being fluctuated due to external operating environment, and it would enable the enterprise more sustainable. Several years ago, many OEM/ODM factories try to build their self-owned brand. Today, there have been many successful cases of building self-owned brand. Many of the ten international brands in Taiwan in 2007 were started from OEM/ODM to OBM. Thus, it could be known that the OEM/ODM factories indeed have the opportunity to successfully establish their self-owned brand. There are many researches about how OEM/ODM industry setting up their self-owned brand, but the majority of researches focus on information industry. Therefore, this research attempt to discuss how clothing industry make decision to build its self-owned brand and how to manage it. This research provides recommendations for OEM/ODM factories who want to construct their self-owned brand. It uses the research method of case study. Tainan Enterprises and Makalot Industrial Company are selected objectives in this study. Industrial structure, the industrial life cycle, core competencies and strategy intent are chosen frameworks of the research, mainly to discuss the fundamentals of decision making of the two objectives setting up their self-owned brand. Finally, this research probes into self-owned brand management of two cases from brand positioning, marketing channel and OEM/ODM v.s OBM. From the case study, this research discovers that although industrial structure and the industrial life cycle of external environment factor can affect the establishment self-owned brand being successful or not, but can still improve the success rate of brands by choosing the niche market positioning. The brand development also can be smooth when product of brand correlate strongly with core competencies and enterprise has strategy intent. The two cases in this study have identical brand management: first, they both choose niche market. Secondly, most brands of theirs sell products through physical channel, only one brand use both physical channel and virtual channel. Finally, they manage OEM/ODM and brand through cutting apart clearly with brand and OEM/ODM. They both utilize steady profit-making source of OEM/ODM, and support the development of the brand.