| Summary: | 碩士 === 國立清華大學 === 科技管理研究所 === 100 === Taiwan's high-tech companies have mainly been based on OEM and ODM business models. Their high quality, efficiency, and flexibility are favored by major brand carriers in the world. Most OEM/ODM companies usually led to price competition, control cost and yearly gross profit decreases. Thus, many companies are interested in transforming into OBM business model for the higher profit margin.
Given this industry condition, academic and industrial filed are paying more attention to those issues about transformation from OEM/ODM to OBM. According to the literature and case study, we found that many these companies nearly follow the OEM-ODM-OBM growth path. In this study, we provide an analysis of Taiwan's high-tech companies, and their marketing activities taken to the open market, taking TSMC, Quanta, Compal, HTC Corp, ASUS, and Acer, as examples.
This research will, case by case, follow the process research method and analyze interaction and relationships between business models (OEM/ODM & OBM) and focus deeply on companies’ marketing activities by interviewing with personnel of case companies and reading secondary material about the case companies.
Research results discover that excellent manufacture and R&D capabilities are prerequisites in transformation from OEM/ODM to OBM business model and show the similarities of marketing activities among the OEM/ODM and OBM stage in these companies respectively. We hope this study could help the high-tech companies to succeed in the transformation from OEM/ODM to OBM.
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