| Summary: | 碩士 === 國立臺灣大學 === 商學組 === 105 === “Branding is the key element to create high added value; whereas the branding development of Taiwan enterprise is also a essential element to uplift the competitiveness of Taiwan industry.“ - Taiwan MoEA (Ministry of Economic Affairs) clearly indicates in his “Branding Taiwan Campaign” program, to lead Taiwan enterprise to move away from low margin, no long-term stable profit OEM/ODM business, to a sustainable-management-capability equipped branding enterprise based on international marketas home market. However you can hardly find a branding company who can sustainably be listed in Top 20 Taiwan Branding Company list for past 10 years, and these top 20 companies spent couple decades of time and money to build global operation and global channel, but cannot compete at all while encountering even lower price competitors like China branding companies。
For new branding Companies to enter global market, they will face the dilemma whether to invest big amount of effort and time to establish global selling points, and the same time, they need to build high core competence barrial to prevent from low price competition from China Companies; which very likely ends up ODM/OEM business or only focus on few niche Countries. This research selects Networking equipment industy on SMB market whose demand charateristics are similar across the world, and choose a worldwide leading company – Cisco, a local leading company – D-Link, and a emerging global company – Ubiquiti, trying to find out a suitable business model for Taiwan branding Companies, based on Business model canvas Model by Osterwalder. Because this research focuses on global business model to see how different business model might affect the result, we neglect the product difference from these Companies, and for SMB market, the product difference is also minimal.
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