| Summary: | 碩士 === 東吳大學 === EMBA高階經營碩士在職專班 === 100 === Taiwan IT industry focus on OEM and ODM business model for many years, with high quality products, integration the middle and lower reaches of the manufacturing supply chain and production has been efficiency are praised by the affirmation of the international companies, however, intense competition between with competitor and cost control from commissioned foundry requirements, the original profit is not the foundry industry, the rate of worse compression, while the brand in the industry have mastered nearly 80% profit margins, businesses in Taiwan a meager gross profit, and not have their own brand name products for consumers around the world known to enter the field of its own brand of business in the 2006 HTC has been successfully pioneered the HTC brand, and its results are clearly visible.
This research according to HIROSE model, calculated the changes of the brand value in HTC from 2006 to 2010 and relation between with three composition factor, to investigate HTC brand strategy how to effect with brand value. It could be to a reference by the company that want to develop their brand, and initiate thinking, judgment and the correct action.
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