| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 106 === Since the 1980s, this model has originated from the ambitions of Acer and Giant Industrial changing their corporate strategy to profit more than before. SMEs (Small and Medium Enterprises, SME) in Taiwan are facing the transformation from OEM to international private brands.
In this study, Pacific Cycles Inc. is similar to the general transformation procession of SMEs. Pacific Cycles Inc. is basically the same as other SMEs development path from the OEM to ODM, and finally OBM. However, in the ODM process, the Pacific has uniquely evolved a special model of “shared brands” with their customers. This special business model is unique among SMEs development path.
Based on the company''s secondary data collection, industry-related information, field interviews, and resource-based perspectives, the study integrates data and literature into the analysis results of this study. These results can explain the resources of the case company the way it turns into the company''s current competitive advantage. More profoundly, how can these competitive advantages reach the quality that can maintain sustainability?
In the end, the weakness in the digital marketing of the Pacific was gave specific recommendations in the conclusions. And this study found that the establishment of a digital marketing environment was a structural issue. Therefore, it gave overall strategic advice to the Combination of Industry, Official and University.
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