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題名 達芙妮從代工到品牌其資源與營運範疇之研究
A study of resource and operation scope from OEM to OBM: Daphne
作者 陳賢民
Chen, Hsien Min
貢獻者 彭朱如
Peng, Tzu-Ju Ann
陳賢民
Chen, Hsien Min
關鍵詞 資源基礎觀點
交易成本理論
資源依賴觀點
Resource Based View
Transaction Cost Theory
Resource Dependence Perspective
日期 2012
上傳時間 11-Jul-2013 17:05:40 (UTC+8)
摘要 自從1990年代開始，陸陸續續有許多以代工為主的廠商進入大陸市場，試圖利用大陸市場充沛且低廉的勞力延續代工的利潤，然而這樣的營運模式隨著大陸平均所得的提升、消費意識的抬頭、以及品牌母廠間彼此採用價格競爭的策略方式而逐漸壓縮專業代工廠的獲利空間，因此許多代工廠便開始思索從如何維持訂單來源到透過投入更多附加價值活動(設計、研發)以維持競爭力，而這些高附加價值活動中又以自創品牌的營運模式最受到青睞。因此近年來「如何從代工走向品牌」遂成為熱門的研究題目，而本研究延續此研究議題，以達芙妮為例，探討達芙妮企業從過去代工製造轉型為自創品牌的過程中，其資源與營運範疇之變化與其間的關係，期能在實務上提供相關企業作為從代工走向自創品牌之參考。
Many OEM suppliers entered into Mainland China since early 1990s, seeking for the advantages of abundant workforce and lower labor costs. However, with the increase of average income, the rise of consumer awareness, and price competition among brand-owned companies, the OEM suppliers have been encountered with the difficulty of losing profits. This forced them to think how they can not only maintain business as OEM suppliers but also conduct more value-added activities, such as design, R&D, or brand, in order to remain competitive advantages. One of the most favored strategy of integrating high value-added activities is to become OBM (original brand manufacturing). Therefore, “how to move from an OEM supplier to an OBM?” has recently become a popular topic both in practice and in research. This study focuses on this research topic by exploring a case company, Daphne, which is one of the leading brands in woman shoes in Mainland China market. The findings of this study regarding to the resources and the change of operation scope in the case company contribute to more understanding and suggestions for the practice of moving from OEM supplying strategy to OBM strategy.
參考文獻 司徒達賢(2005)，策略管理新論 (第二版)。智勝文化: 台北。
康敏平(2006)，「不對稱組織間交易關係之統治」，國立政治大學企業管理研究所未出版之博士論文。
張朝清(2009)，「移動彈性與組之間關係策略之研究」，國立政治大學企業管理研究所未出版之博士論文。
許文宗(2003)，「代工範疇變化主動程度之研究--以台灣國際代工廠商為例」，國立政治大學企業管理研究所未出版之博士論文。
李山(2012)，「代工廠商自創品牌動態競合策略探討」，國立政治大學企業管理研究所未出版之博士論文。
謝其宏(2012)，「從代工至自創品牌之策略行銷分析：以達芙妮為例」，國立政治大學企業管理研究所未出版之碩士論文。
王政權(2012)，「代工轉品牌：外部環境、組織能力與供應商-買主關係對發展自有品牌績效之研究」，國立政治大學企業管理研究所未出版之碩士論文。
陳振祥(1997)，「ODM策略之理論架構與實證」，國立台灣大學商學研究所未出版博士論文。
陳振祥、李吉仁(1997)，「ODM的成因與策略運作－水平式產業下的策略聯盟型態」，中山管理評論，第5卷第3期，頁553-572。
黃銘章(2002)，「影響代工供應商與顧客間夥伴關係因素之研究-以台灣電子資訊產業為例」，國立政治大學企業管理研究所未出版之博士論文。
楊千、鄭淑文(2001)，「自有品牌與OEM的迷思-以宏碁為例」。中華科技管理學報，第四卷第一期，頁89-100。
趙郁文(1998)，「跨國委託製造對台灣資訊電子廠商營運能力之提升效果」，中山管理評論，第六卷第四期，頁1113-1136。
Amit, R. and Schoemaker, PJ. 1993. Strategic assets and organizational rent. Strategic Management Journal, 14: 33-46.
Amsden, AH. and Chu, WW. 2003. Beyond Late Development: Taiwan’s Upgrading Policies. MIT Press: Cambridge.
Arrunada, B. and Vazquez, XH. 2006. When your contract manufacturer becomes your competitor. Harvard Business Review, 84: 135-159.
Barney, JB. 1991. Firm resources and sustained competitive advantage. Journal of Management, 17: 99-120.
Barney, JB. 1999. How a firm’s capabilities affect boundary decisions. Sloan Management Review, 40: 137-145.
Bartlett, CA. and Ghoshal, S. 2000. Going global: Lessons from late movers. Harvard Business Review, 78: 132-142.
Bensaou, M. and Anderson, E. 1999. Buyer-supplier relations in industrial markets: when do buyers risk making idiosyncratic investments? Organization Science, 10: 460-481.
Capron, L. and Pistre, N. 2002. When do acquirers earn abnormal return? Strategic Management Journal, 23: 781-794.
Chen, SF. 2005. Extending internalization theory: a new perspective on international technology transfer and its generalization. Journal International Business Studies, 36: 231-245.
Chen, SF. 2010. A general TCE model of international business institution. Journal International Business Studies, 41: 935-959.
Chu, WW. 2009. Can Taiwan’s second movers upgrade via branding? Research Policy, 38: 1054-1065.
Cyert, R. and March, J. 1963. A Behavioral Theory of the Firm. Prentice Hall: Englewood Cliffs.
David, RJ. and Han, S-K. 2004. A systematic assessment of the empirical support for transaction cost economics. Strategic Management Journal, 25: 39-58.
Ernst, D. 2000. Inter-organizational knowledge outsourcing: what permits small Taiwanese firms to compete in the computer industry. Asia Pacific Journal of Management, 17: 223-255.
Ghosh, M. and John, G. 2009. When should original equipment manufacturers use branded component contracts with suppliers? Journal of Marketing Research, 46: 597-611.
Grant, RM. 1991. The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, 33(3): 114-135.
Hax, AC. and Majluf, NS. 1991. The Strategic Concept and Process, Prentice Hall: Englewood Cliffs.
Heide, JB. and John, G. 1990. Alliances in industrial purchasing: the determinants of joint action in buyer-seller relationships. Journal of Marketing Research, 27:24-36.
Hobday, M. 1995. East Asian latecomer firms: learning the technology of electronics. World Development, 23: 1171-1193.
Kang, MP., Mahoney, JT. and Tang, D. 2009. Why firms make unilateral investments specific to other firms: the case of OEM supplier. Strategic Management Journal, 30: 117-135.
Klein, B., Crawford, RG. and Alchian, AA. 1978. Vertical integration, appropriable rents, and the competitive contracting process. Journal of Law and Economics 21: 297-326.
Kotler, P. 1997. Marketing Management: Analysis, Planning, Implementation, and Control, Ninth Edition, Upper Saddle River. Prentice Hall: Englewood Cliffs.
Liu, FH., Liu, HY. and Lin. TL. 2008. The competence and constraints of brand building for contract manufacturers. Brand Management, 156: 412-432.
March, JG. and Simon, HA. 1958. Organizations. Wiley: New York.
Miller, D. and Friesen, PH. (1984). A longitudinal study of the corporate life cycle. Management Science, 30: 1161-1183.
Pfeffer, J. and Salancik, GR. 1978. The External Control of Organizations. Harper & Row: New York.
Porter, ME. 1980. Competitive Strategy. Free Press: New York.
Porter, ME. 1985. Competitive Advantage. Free Press: New York.
Quinn, JB. and Hilmer, FG. 1994. Strategic Outsourcing. Sloan Management Review, 35: 43-55.
Seth, A., Song, KP. and Pettit, RR. 2002. Value creation and destruction in cross-border acquisitions: an empirical analysis of foreign acquisitions of U.S. Firms. Strategic Management Journal, 23: 921-940.
Shook, CL., Adams, GL., Ketchen, D. and Craighead, C. 2009. Toward a “theoretical toolbox” for strategic sourcing, An International Journal of Supply Chain Management, 14: 3-10.
Teece, D. 1980. Economies of Scope and the Scope of Enterprise. Journal of Economic Behavior and Organizations, 1: 223-247.
Thompson, JD. 1967. Organizations in Actions. McGraw-Hill: New York.
Wernerfelt, B. 1984. A resource-based view of the firm. Strategic Management Journal, 5:171-180.
Williamson, OE. 1975. Markets and Hierarchies: Analysis and Antitrust Implication. The Free Press: New York.
Williamson, OE. 1979. Transaction-cost economics: the governance of contractual relations. Journal of Law and Economics, 22: 233-261.
Williamson, OE. 1983. Credible commitments: using hostage to support exchange. American Economic Review, 73: 519-540.
Williamson, OE. 1985. The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting. Free Press: New York.
Williamson, OE. 1991. Comparative economic organization: the analysis of discrete structural alternatives. Administrative Science Quarterly, 36: 269-296.
Williamson, OE. 2000. The new institutional economics: taking stock, looking ahead. Journal of Economic Literature, 38: 595-613.
Yu, J., Welford, R. and Hills, P. 2006. Industry responses to EU WEEE and ROHS directives: perspectives from China. Corporate Social Responsibility & Environment Management, 13: 286-299.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
100932038
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100932038
資料類型 thesis
dc.contributor.advisor 彭朱如zh_TW
dc.contributor.advisor Peng, Tzu-Ju Annen_US
dc.contributor.author (Authors) 陳賢民zh_TW
dc.contributor.author (Authors) Chen, Hsien Minen_US
dc.creator (作者) 陳賢民zh_TW
dc.creator (作者) Chen, Hsien Minen_US
dc.date (日期) 2012en_US
dc.date.accessioned 11-Jul-2013 17:05:40 (UTC+8)-
dc.date.available 11-Jul-2013 17:05:40 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2013 17:05:40 (UTC+8)-
dc.identifier (Other Identifiers) G0100932038en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58814-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 100932038zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 自從1990年代開始，陸陸續續有許多以代工為主的廠商進入大陸市場，試圖利用大陸市場充沛且低廉的勞力延續代工的利潤，然而這樣的營運模式隨著大陸平均所得的提升、消費意識的抬頭、以及品牌母廠間彼此採用價格競爭的策略方式而逐漸壓縮專業代工廠的獲利空間，因此許多代工廠便開始思索從如何維持訂單來源到透過投入更多附加價值活動(設計、研發)以維持競爭力，而這些高附加價值活動中又以自創品牌的營運模式最受到青睞。因此近年來「如何從代工走向品牌」遂成為熱門的研究題目，而本研究延續此研究議題，以達芙妮為例，探討達芙妮企業從過去代工製造轉型為自創品牌的過程中，其資源與營運範疇之變化與其間的關係，期能在實務上提供相關企業作為從代工走向自創品牌之參考。zh_TW
dc.description.abstract (摘要) Many OEM suppliers entered into Mainland China since early 1990s, seeking for the advantages of abundant workforce and lower labor costs. However, with the increase of average income, the rise of consumer awareness, and price competition among brand-owned companies, the OEM suppliers have been encountered with the difficulty of losing profits. This forced them to think how they can not only maintain business as OEM suppliers but also conduct more value-added activities, such as design, R&D, or brand, in order to remain competitive advantages. One of the most favored strategy of integrating high value-added activities is to become OBM (original brand manufacturing). Therefore, “how to move from an OEM supplier to an OBM?” has recently become a popular topic both in practice and in research. This study focuses on this research topic by exploring a case company, Daphne, which is one of the leading brands in woman shoes in Mainland China market. The findings of this study regarding to the resources and the change of operation scope in the case company contribute to more understanding and suggestions for the practice of moving from OEM supplying strategy to OBM strategy.en_US
dc.description.tableofcontents 第一章 緒論-----------------------------------------------------------------------------1
第一節 研究動機與目的-------------------------------------------------------1
第二節 研究流程---------------------------------------------------------------4
第二章 文獻探討----------------------------------------------------------------------6
第一節 相關理論的說明與比較---------------------------------------------6
第二節 企業由代工走向品牌的影響因素-------------------------------18
第三章 名詞定義與個案公司簡介----------------------------------------------24
第一節 名詞定義---------------------------------------------------------------24
第二節 個案公司介紹--------------------------------------------------------29
第四章 研究結果--------------------------------------------------------------------46
第一節 個案分析與研究發現-------------------------------------------46
第二節 研究結果與觀念性架構----------------------------------------53
第五章 結論與討論-----------------------------------------------------------------62
第一節 結論---------------------------------------------------------------------62
第二節 建議---------------------------------------------------------------------65
參考文獻-------------------------------------------------------------------------------67		zh_TW
dc.format.extent 2102589 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100932038en_US
dc.subject (關鍵詞) 資源基礎觀點zh_TW
dc.subject (關鍵詞) 交易成本理論zh_TW
dc.subject (關鍵詞) 資源依賴觀點zh_TW
dc.subject (關鍵詞) Resource Based Viewen_US
dc.subject (關鍵詞) Transaction Cost Theoryen_US
dc.subject (關鍵詞) Resource Dependence Perspectiveen_US
dc.title (題名) 達芙妮從代工到品牌其資源與營運範疇之研究zh_TW
dc.title (題名) A study of resource and operation scope from OEM to OBM: Daphneen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 司徒達賢(2005)，策略管理新論 (第二版)。智勝文化: 台北。
康敏平(2006)，「不對稱組織間交易關係之統治」，國立政治大學企業管理研究所未出版之博士論文。
張朝清(2009)，「移動彈性與組之間關係策略之研究」，國立政治大學企業管理研究所未出版之博士論文。
許文宗(2003)，「代工範疇變化主動程度之研究--以台灣國際代工廠商為例」，國立政治大學企業管理研究所未出版之博士論文。
李山(2012)，「代工廠商自創品牌動態競合策略探討」，國立政治大學企業管理研究所未出版之博士論文。
謝其宏(2012)，「從代工至自創品牌之策略行銷分析：以達芙妮為例」，國立政治大學企業管理研究所未出版之碩士論文。
王政權(2012)，「代工轉品牌：外部環境、組織能力與供應商-買主關係對發展自有品牌績效之研究」，國立政治大學企業管理研究所未出版之碩士論文。
陳振祥(1997)，「ODM策略之理論架構與實證」，國立台灣大學商學研究所未出版博士論文。
陳振祥、李吉仁(1997)，「ODM的成因與策略運作－水平式產業下的策略聯盟型態」，中山管理評論，第5卷第3期，頁553-572。
黃銘章(2002)，「影響代工供應商與顧客間夥伴關係因素之研究-以台灣電子資訊產業為例」，國立政治大學企業管理研究所未出版之博士論文。
楊千、鄭淑文(2001)，「自有品牌與OEM的迷思-以宏碁為例」。中華科技管理學報，第四卷第一期，頁89-100。
趙郁文(1998)，「跨國委託製造對台灣資訊電子廠商營運能力之提升效果」，中山管理評論，第六卷第四期，頁1113-1136。
Amit, R. and Schoemaker, PJ. 1993. Strategic assets and organizational rent. Strategic Management Journal, 14: 33-46.
Amsden, AH. and Chu, WW. 2003. Beyond Late Development: Taiwan’s Upgrading Policies. MIT Press: Cambridge.
Arrunada, B. and Vazquez, XH. 2006. When your contract manufacturer becomes your competitor. Harvard Business Review, 84: 135-159.
Barney, JB. 1991. Firm resources and sustained competitive advantage. Journal of Management, 17: 99-120.
Barney, JB. 1999. How a firm’s capabilities affect boundary decisions. Sloan Management Review, 40: 137-145.
Bartlett, CA. and Ghoshal, S. 2000. Going global: Lessons from late movers. Harvard Business Review, 78: 132-142.
Bensaou, M. and Anderson, E. 1999. Buyer-supplier relations in industrial markets: when do buyers risk making idiosyncratic investments? Organization Science, 10: 460-481.
Capron, L. and Pistre, N. 2002. When do acquirers earn abnormal return? Strategic Management Journal, 23: 781-794.
Chen, SF. 2005. Extending internalization theory: a new perspective on international technology transfer and its generalization. Journal International Business Studies, 36: 231-245.
Chen, SF. 2010. A general TCE model of international business institution. Journal International Business Studies, 41: 935-959.
Chu, WW. 2009. Can Taiwan’s second movers upgrade via branding? Research Policy, 38: 1054-1065.
Cyert, R. and March, J. 1963. A Behavioral Theory of the Firm. Prentice Hall: Englewood Cliffs.
David, RJ. and Han, S-K. 2004. A systematic assessment of the empirical support for transaction cost economics. Strategic Management Journal, 25: 39-58.
Ernst, D. 2000. Inter-organizational knowledge outsourcing: what permits small Taiwanese firms to compete in the computer industry. Asia Pacific Journal of Management, 17: 223-255.
Ghosh, M. and John, G. 2009. When should original equipment manufacturers use branded component contracts with suppliers? Journal of Marketing Research, 46: 597-611.
Grant, RM. 1991. The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, 33(3): 114-135.
Hax, AC. and Majluf, NS. 1991. The Strategic Concept and Process, Prentice Hall: Englewood Cliffs.
Heide, JB. and John, G. 1990. Alliances in industrial purchasing: the determinants of joint action in buyer-seller relationships. Journal of Marketing Research, 27:24-36.
Hobday, M. 1995. East Asian latecomer firms: learning the technology of electronics. World Development, 23: 1171-1193.
Kang, MP., Mahoney, JT. and Tang, D. 2009. Why firms make unilateral investments specific to other firms: the case of OEM supplier. Strategic Management Journal, 30: 117-135.
Klein, B., Crawford, RG. and Alchian, AA. 1978. Vertical integration, appropriable rents, and the competitive contracting process. Journal of Law and Economics 21: 297-326.
Kotler, P. 1997. Marketing Management: Analysis, Planning, Implementation, and Control, Ninth Edition, Upper Saddle River. Prentice Hall: Englewood Cliffs.
Liu, FH., Liu, HY. and Lin. TL. 2008. The competence and constraints of brand building for contract manufacturers. Brand Management, 156: 412-432.
March, JG. and Simon, HA. 1958. Organizations. Wiley: New York.
Miller, D. and Friesen, PH. (1984). A longitudinal study of the corporate life cycle. Management Science, 30: 1161-1183.
Pfeffer, J. and Salancik, GR. 1978. The External Control of Organizations. Harper & Row: New York.
Porter, ME. 1980. Competitive Strategy. Free Press: New York.
Porter, ME. 1985. Competitive Advantage. Free Press: New York.
Quinn, JB. and Hilmer, FG. 1994. Strategic Outsourcing. Sloan Management Review, 35: 43-55.
Seth, A., Song, KP. and Pettit, RR. 2002. Value creation and destruction in cross-border acquisitions: an empirical analysis of foreign acquisitions of U.S. Firms. Strategic Management Journal, 23: 921-940.
Shook, CL., Adams, GL., Ketchen, D. and Craighead, C. 2009. Toward a “theoretical toolbox” for strategic sourcing, An International Journal of Supply Chain Management, 14: 3-10.
Teece, D. 1980. Economies of Scope and the Scope of Enterprise. Journal of Economic Behavior and Organizations, 1: 223-247.
Thompson, JD. 1967. Organizations in Actions. McGraw-Hill: New York.
Wernerfelt, B. 1984. A resource-based view of the firm. Strategic Management Journal, 5:171-180.
Williamson, OE. 1975. Markets and Hierarchies: Analysis and Antitrust Implication. The Free Press: New York.
Williamson, OE. 1979. Transaction-cost economics: the governance of contractual relations. Journal of Law and Economics, 22: 233-261.
Williamson, OE. 1983. Credible commitments: using hostage to support exchange. American Economic Review, 73: 519-540.
Williamson, OE. 1985. The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting. Free Press: New York.
Williamson, OE. 1991. Comparative economic organization: the analysis of discrete structural alternatives. Administrative Science Quarterly, 36: 269-296.
Williamson, OE. 2000. The new institutional economics: taking stock, looking ahead. Journal of Economic Literature, 38: 595-613.
Yu, J., Welford, R. and Hills, P. 2006. Industry responses to EU WEEE and ROHS directives: perspectives from China. Corporate Social Responsibility & Environment Management, 13: 286-299.		zh_TW