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題名 從顧客觀點探討製造業服務化:從OEM/ODM到OBM
The servitization process from OEM/ODM to OBM: The customer perspective
作者 孫婉柔
Sun, Yuan Jou
貢獻者 羅明琇
Lo, Sonia M.
孫婉柔
Sun, Yuan Jou
關鍵詞 製造業服務化
自有品牌
代工
Servitization
OBM
OEM/ODM
日期 2013
上傳時間 25-Aug-2014 15:13:23 (UTC+8)
摘要 從顧客觀點探討製造業服務化:從OEM/ODM到OBM
If we look back at the history of Taiwan’s industry, the main characteristic of its development over the past 60 years has been the appearance of OEM / ODMs. However, due to the shrinking profits of OEM / ODMs, manufacturers are seeking new ways to transform themselves. Therefore further research into the increasingly blurred boundaries between manufacturing and services and the concept of “servitization” is essential. Some companies in Taiwan have successfully transformed from a low-profit path by following a value-added path and transforming themselves from OEM/ODM to OBM. This paper focuses on a study of three OBM companies who were once OEM/ODM manufacturers, but expanded into the role of “customer-oriented services” and explored their capability to transition between OEM/ODM and OBM.
This paper uses a case study methodology and research on these three OBM companies. It will investigate two findings. Firstly, when transforming from OEM/ODM into OBM the process of servitization, is made up of four stages that represent the different roles of the end customers in the process of servitization. Roles like imitation, exploration, inspiration, and aspiration. Secondly, when transforming from OEM/ODM into OBM in the process of servitization, there are four main capabilities needed to develop; customization capability, new value proposition, organization redesign, and new trading norms.
This thesis seeks to make two specific contributions to the discussion of servitization. Firstly, this research will concentrate on consumer goods, rather then capital goods like with previous literature concerning servitization and focusing less on the changes from products to “Back-end services”. Secondly, it will seek to give manufacturers with a desire to develop into an OBM company clear paths to follow. So manufacturers can adjust their own strategies to the specific situation and environment they face.
參考文獻 林子正(2005)。OEM/ODM廠商轉型自有品牌經營之行銷通路建構歷程研究-以明基電通為例(碩士論文)，政治大學科技管理研究所。
葉貞秀(2014)。前瞻2014年台灣筆記型電腦產業發展趨勢，MIC AISP情報顧問服務。
李豫伯(2012)。製造業服務化：量表建構及其對績效影響之實證(碩士論文)，長榮大學研究所。
陳賢民(2012)。達芙妮從代工到品牌其資源與營運範疇之研究(碩士論文)，政治大學經營管理碩士學程EMBA學位論文。
袁方編(2002)。社會研究方法，臺北：五南。
周海濤譯(2009)。個案研究設計與方法，臺北市：五南。
劉名崇(1989)。我國電子產品外銷競爭力與發展機會之研究-已電子計算器與有線電話機二產業為例(碩士論文)，交通大學管理科學研究所碩士論文。
范航秉(2006)。製造業附加價值構成分析，台經院，ITIS產業資訊服務http://www.itis.org.tw/rptDetailFree.screen?rptidno=C9938B55F01D152F48257
1FB00176E8A，下載日期 2006/11/3。
許志仁(2006)。綜觀產業發展與品牌創新，2006 年台灣年鑑。
http://www.gov.tw/EBOOKS/TAIWANNUAL/show_book.php？path=8_006
_002，下載日期:2006/10/30。
薛立敏、承立平、杜英儀、張維倫(2003)。台灣知識密集服務業發展策略，《二○一○台灣》，行政院研究發展考核委員會。
紡織業發展 http://www.ndc.gov.tw/m1.aspx?sNo=0017803
施振榮(1996)。再造宏碁，民85年5月30日。取自(http://51xtw.com/article/book_view.aspx?siteid=1000&classid=15709&id=238937&lpage=1&sid=-2-0-1-0-480)
華碩電腦歷史發展。
(http://wiki.mbalib.com/zh-tw/%E5%8D%8E%E7%A1%95%E7%94%B5%E8%84%91%E9%9B%86%E5%9B%A2)
華碩電腦官方網站。
(http://www.Asus.com/tw/)
聯瑩國際專業行李箱官方網站。
(http://www.ly1688.com/)
達芙妮官方網站。
(http://www.buy.daphne.cn/)
2013臺灣國際品牌調查。
(http://www.bnext.com.tw/article/view/id/30241)
Arnold, T. (2004), “Eight types of product-service system: eight ways to sustainability? Experiences from suspronet”, Business Strategy and the Environment, Vol.13, pp.246-260.
Baines T.S., Lightfoot H.W., Benedettini O. and Kay J.M. (2008), “ The servitization
of manufacturing :A review of literature and reflection on future challenges”, Journal of Manufacturing Technology Management ,Vol. 20, No. 5, pp. 547-567
Brax, S. (2005), “A manufacturer becoming service provider – challenges and paradox”,
Manufacturing Service Quality, Vol. 15.
Chase, R.B. (1981), “The customer contact approach to services: theoretical bases and practical extensions”, Operations Research, Vol. 29, No. 4, pp. 698-706.
Davies, A., P. Tang, M. Hobday, T. Brady, H. Rush and D. Gann (2001), “Integrated solutions: The New Economy between Manufacturing and Services”, Brighton: SPRU-CENTRIM.
Davies, A. (2004), “Moving base into high-value integrated solutions: a value stream approach”,Industrial and Corporate Change”, Vol. 13, No. 5, pp. 727-56.
Frambach, R., Wels-Lips, I. and Gu ¨ndlach, A. (1997), “Proactive product service strategies – an application in the European health market”, Industrial Marketing Management, Vol. 26,pp. 341-52.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal(1991), “The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, Vol.28, pp.307-319.
Gebauer, H. and Friedli, T. (2005), “Behavioural implications of the transition process from products to services”, Journal of Business & Industrial Marketing, Vol. 20, No. 2, pp. 70-80.
Gebauer, H., Friedli, T. and Fleisch, E. (2006), “Success factors for achieving high service revenues in manufacturing companies”, Benchmarking: An International Journal, Vol. 13, No. 3, pp. 374-86.
Gebauer, H. and Fleisch, E. (2007), “An investigation of the relationship between behavioural processes, motivation, investments in the service business and service revenue”, Industrial Marketing Management, Vol. 36, pp. 337-48.
Gebauer, H., Ren, G. -J., Valtakoski, A., & Reynoso, J. (2011), “Service-driven manufacturing:Provision, evolution and financial impact of services in industrial firms. Journal of Service Management” , Vol.23,No.1, pp.120–136.
Hutt. M., and Speh, T.(1992), “Business Marketing Management.” , Dryden
Press, New York, p. 5.
Hobday, M. (1995), “Innovation in East Aisa: The challenge to Japan, Edward Elgar.
Kim, P. (1990), “A Perspective on Brands. The Journal of Consumer Marketing” , Vol.7, pp.63-67.
Joshua M. (2014). “Taiwan’s Economic opportunities and challenges and the importance of the trans-pacific partnership”, East Asia policy paper, Vol.2
Levitt, T. (1983), “After the sale is over”, Harvard Business Review, Vol. 61, No. 5, pp. 87-93.
Lewis, M., Portioli Staudacher, A. and Slack, N. (2004), “Beyond products and services: opportunities and threats in servitization”, paper presented at IMS Intl. Forum, Italy.
McTarish, E., and Maitland, A.(1980), “Industrial Marketing.” Macmillan Press
Ltd., London,pp. 76.
Mathe, H. and Shapiro, R. (1993), “Integrating Service Strategy in the Manufacturing Company”,Chapman and Hall, London.
Mathieu, V. (2001b), “Service strategies within the manufacturing sector: benefits, costs and partnership”, International Journal of Service Industry Management, Vol. 12, No. 5,
pp. 451-75.
Mathe, H. and Stuadacher, R. (2004), “Innovative services that reinvent manufacturing”,paper presented at IMS International Forum, Cernobbio.
Malleret, V. (2006), “Value creation through service offers”, European Management Journal,Vol. 24, No. 1, pp. 106-160.
Mathe, H. and Shapiro, R. (1993), “Integrating Service Strategy in the Manufacturing Company”,Chapman & Hall, London.
Miller, D., Hope, Q., Eisenstat, R., Foote, N. and Galbraith, J. (2002), “The problem of solutions:balancing clients and capabilities”, Business Horizons, pp. 3-12.
Oliva, R. and Kallenberg, R. (2003), “Managing the transition from products to services”,International Journal of service Industry Management, Vol. 14, No. 2, pp. 1-10.
Quinn, J. B. and Hilmer, F.G., Summer(1994), “Strategic outsourcing,” Sloan Management Review, Vol.41, pp9-21.
Malleret, V. (2006), “Value creation through service offers”, European Management Journal, Vol.24, No. 1, pp. 106-16.
Tellus Institute (1999), “Servicizing: The Quiet Transition to Extended Product Responsibility” ,Tellus Institute, Boston, MA.
Vandermerwe, S. and Rada, J. (1988), “Servitization of business: adding value by adding services”, European Management Journal, Vol. 6, No. 4, p.314-324.
Vandermerwe S. and Rada J. (1988), noted that “the increased additional and value-adding offering of fuller market packages or ‘bundles’ of customer focused combinations of goods, services, support, self-service and knowledge in order to add value to core product offerings” (1988, p.316).
Verstrepen, S. and van Den Berg, R. (1999), “Servitization in the automotive sector: creating value and competitive advantage through service after sales”, Global Production Management, Kluwer Publishers, London, pp. 538-45.
Ren, G. and Gregory, M. (2007), “Servitization in manufacturing companies”, paper presented at 16th Frontiers in Service Conference, San Francisco, CA.
Robinson, T., Clarke-Hill, C.M. and Clarkson, R. (2002), “Differentiation through service: a perspective from the commodity chemicals sector”, Service Industries Journal, Vol. 22 No. 3,pp. 149-66.
Womack, J. P. and D.T. Jones (1996), “Lean Thinking: Banish Waste and Create Wealth in Your Corporation”, Simon & Schuster: New York.
Wise, R. and Baumgartner, P. (1999), “Go downstream: the new profit imperative in
manufacturing”, Harvard Business Review.
Ward, Y. and Graves, A. (2005), “Through-life management: the provision of integrated customer solutions by aerospace manufacturers”, working paper, University of Bath, Bath.
Yin, R.K. (1994), “Case study research : design and methods”, Robert K. Yin.
Yin, R.K. (2003), “Case study research : design and methods”,Robert K. Yin.
描述 碩士
國立政治大學
企業管理研究所
101355051
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1013550511
資料類型 thesis
dc.contributor.advisor 羅明琇zh_TW
dc.contributor.advisor Lo, Sonia M.en_US
dc.contributor.author (Authors) 孫婉柔zh_TW
dc.contributor.author (Authors) Sun, Yuan Jouen_US
dc.creator (作者) 孫婉柔zh_TW
dc.creator (作者) Sun, Yuan Jouen_US
dc.date (日期) 2013en_US
dc.date.accessioned 25-Aug-2014 15:13:23 (UTC+8)-
dc.date.available 25-Aug-2014 15:13:23 (UTC+8)-
dc.date.issued (上傳時間) 25-Aug-2014 15:13:23 (UTC+8)-
dc.identifier (Other Identifiers) G1013550511en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/69178-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 101355051zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 從顧客觀點探討製造業服務化:從OEM/ODM到OBMzh_TW
dc.description.abstract (摘要) If we look back at the history of Taiwan’s industry, the main characteristic of its development over the past 60 years has been the appearance of OEM / ODMs. However, due to the shrinking profits of OEM / ODMs, manufacturers are seeking new ways to transform themselves. Therefore further research into the increasingly blurred boundaries between manufacturing and services and the concept of “servitization” is essential. Some companies in Taiwan have successfully transformed from a low-profit path by following a value-added path and transforming themselves from OEM/ODM to OBM. This paper focuses on a study of three OBM companies who were once OEM/ODM manufacturers, but expanded into the role of “customer-oriented services” and explored their capability to transition between OEM/ODM and OBM.
This paper uses a case study methodology and research on these three OBM companies. It will investigate two findings. Firstly, when transforming from OEM/ODM into OBM the process of servitization, is made up of four stages that represent the different roles of the end customers in the process of servitization. Roles like imitation, exploration, inspiration, and aspiration. Secondly, when transforming from OEM/ODM into OBM in the process of servitization, there are four main capabilities needed to develop; customization capability, new value proposition, organization redesign, and new trading norms.
This thesis seeks to make two specific contributions to the discussion of servitization. Firstly, this research will concentrate on consumer goods, rather then capital goods like with previous literature concerning servitization and focusing less on the changes from products to “Back-end services”. Secondly, it will seek to give manufacturers with a desire to develop into an OBM company clear paths to follow. So manufacturers can adjust their own strategies to the specific situation and environment they face.		en_US
dc.description.tableofcontents Outline
1. Introduction 9
1.1 Research motivation 9
1.2 Research objectives 11
1.3 Research procedure 12
2. Research Review 14
2.1 Definition of “servitization” 14
2.2 The motivations of “servitization” 16
2.3 The role of end customers in servitization 17
2.4 The process of “servitization” 18
2.4 The value stream from OEM/ODM to OBM 23
2.4.1 The Value differences between OEM/ODM and OBM 24
3.Field study – methodology 26
3.1 Case study methodology 26
3.2 In-depth interview 26
3.3 Research subject 27
3.3.1 Lian Yin 29
3.3.2 DAPHNE 29
3.3.3 ASUS 30
3.4 Case study design 31
3.4.1 Interview respondents 32
3.4.2 Interview principle 33
4. Case Analysis 34
4.1. The servitization process of Lian Yin international 34
4.2 The servitization process of DAPHNE 36
4.3The servitization process of ASUS 38
4.4 Cross-case analysis 41
4.4.1 The role of customer in each stage 42
4.4.2 The resource and capability needed to reach OBM 46
5. Conclusion and future research 51
5.1 Theory and practice contribution 53
5.1.2 Practical contribution 54
5.2 Limitation and Future development 54
5.2.1 Limitation 54
5.2.2 Future development 54
References 56

 		zh_TW
dc.format.extent 1350565 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/#G1013550511en_US
dc.subject (關鍵詞) 製造業服務化zh_TW
dc.subject (關鍵詞) 自有品牌zh_TW
dc.subject (關鍵詞) 代工zh_TW
dc.subject (關鍵詞) Servitizationen_US
dc.subject (關鍵詞) OBMen_US
dc.subject (關鍵詞) OEM/ODMen_US
dc.title (題名) 從顧客觀點探討製造業服務化:從OEM/ODM到OBMzh_TW
dc.title (題名) The servitization process from OEM/ODM to OBM: The customer perspectiveen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 林子正(2005)。OEM/ODM廠商轉型自有品牌經營之行銷通路建構歷程研究-以明基電通為例(碩士論文)，政治大學科技管理研究所。
葉貞秀(2014)。前瞻2014年台灣筆記型電腦產業發展趨勢，MIC AISP情報顧問服務。
李豫伯(2012)。製造業服務化：量表建構及其對績效影響之實證(碩士論文)，長榮大學研究所。
陳賢民(2012)。達芙妮從代工到品牌其資源與營運範疇之研究(碩士論文)，政治大學經營管理碩士學程EMBA學位論文。
袁方編(2002)。社會研究方法，臺北：五南。
周海濤譯(2009)。個案研究設計與方法，臺北市：五南。
劉名崇(1989)。我國電子產品外銷競爭力與發展機會之研究-已電子計算器與有線電話機二產業為例(碩士論文)，交通大學管理科學研究所碩士論文。
范航秉(2006)。製造業附加價值構成分析，台經院，ITIS產業資訊服務http://www.itis.org.tw/rptDetailFree.screen?rptidno=C9938B55F01D152F48257
1FB00176E8A，下載日期 2006/11/3。
許志仁(2006)。綜觀產業發展與品牌創新，2006 年台灣年鑑。
http://www.gov.tw/EBOOKS/TAIWANNUAL/show_book.php？path=8_006
_002，下載日期:2006/10/30。
薛立敏、承立平、杜英儀、張維倫(2003)。台灣知識密集服務業發展策略，《二○一○台灣》，行政院研究發展考核委員會。
紡織業發展 http://www.ndc.gov.tw/m1.aspx?sNo=0017803
施振榮(1996)。再造宏碁，民85年5月30日。取自(http://51xtw.com/article/book_view.aspx?siteid=1000&classid=15709&id=238937&lpage=1&sid=-2-0-1-0-480)
華碩電腦歷史發展。
(http://wiki.mbalib.com/zh-tw/%E5%8D%8E%E7%A1%95%E7%94%B5%E8%84%91%E9%9B%86%E5%9B%A2)
華碩電腦官方網站。
(http://www.Asus.com/tw/)
聯瑩國際專業行李箱官方網站。
(http://www.ly1688.com/)
達芙妮官方網站。
(http://www.buy.daphne.cn/)
2013臺灣國際品牌調查。
(http://www.bnext.com.tw/article/view/id/30241)
Arnold, T. (2004), “Eight types of product-service system: eight ways to sustainability? Experiences from suspronet”, Business Strategy and the Environment, Vol.13, pp.246-260.
Baines T.S., Lightfoot H.W., Benedettini O. and Kay J.M. (2008), “ The servitization
of manufacturing :A review of literature and reflection on future challenges”, Journal of Manufacturing Technology Management ,Vol. 20, No. 5, pp. 547-567
Brax, S. (2005), “A manufacturer becoming service provider – challenges and paradox”,
Manufacturing Service Quality, Vol. 15.
Chase, R.B. (1981), “The customer contact approach to services: theoretical bases and practical extensions”, Operations Research, Vol. 29, No. 4, pp. 698-706.
Davies, A., P. Tang, M. Hobday, T. Brady, H. Rush and D. Gann (2001), “Integrated solutions: The New Economy between Manufacturing and Services”, Brighton: SPRU-CENTRIM.
Davies, A. (2004), “Moving base into high-value integrated solutions: a value stream approach”,Industrial and Corporate Change”, Vol. 13, No. 5, pp. 727-56.
Frambach, R., Wels-Lips, I. and Gu ¨ndlach, A. (1997), “Proactive product service strategies – an application in the European health market”, Industrial Marketing Management, Vol. 26,pp. 341-52.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal(1991), “The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, Vol.28, pp.307-319.
Gebauer, H. and Friedli, T. (2005), “Behavioural implications of the transition process from products to services”, Journal of Business & Industrial Marketing, Vol. 20, No. 2, pp. 70-80.
Gebauer, H., Friedli, T. and Fleisch, E. (2006), “Success factors for achieving high service revenues in manufacturing companies”, Benchmarking: An International Journal, Vol. 13, No. 3, pp. 374-86.
Gebauer, H. and Fleisch, E. (2007), “An investigation of the relationship between behavioural processes, motivation, investments in the service business and service revenue”, Industrial Marketing Management, Vol. 36, pp. 337-48.
Gebauer, H., Ren, G. -J., Valtakoski, A., & Reynoso, J. (2011), “Service-driven manufacturing:Provision, evolution and financial impact of services in industrial firms. Journal of Service Management” , Vol.23,No.1, pp.120–136.
Hutt. M., and Speh, T.(1992), “Business Marketing Management.” , Dryden
Press, New York, p. 5.
Hobday, M. (1995), “Innovation in East Aisa: The challenge to Japan, Edward Elgar.
Kim, P. (1990), “A Perspective on Brands. The Journal of Consumer Marketing” , Vol.7, pp.63-67.
Joshua M. (2014). “Taiwan’s Economic opportunities and challenges and the importance of the trans-pacific partnership”, East Asia policy paper, Vol.2
Levitt, T. (1983), “After the sale is over”, Harvard Business Review, Vol. 61, No. 5, pp. 87-93.
Lewis, M., Portioli Staudacher, A. and Slack, N. (2004), “Beyond products and services: opportunities and threats in servitization”, paper presented at IMS Intl. Forum, Italy.
McTarish, E., and Maitland, A.(1980), “Industrial Marketing.” Macmillan Press
Ltd., London,pp. 76.
Mathe, H. and Shapiro, R. (1993), “Integrating Service Strategy in the Manufacturing Company”,Chapman and Hall, London.
Mathieu, V. (2001b), “Service strategies within the manufacturing sector: benefits, costs and partnership”, International Journal of Service Industry Management, Vol. 12, No. 5,
pp. 451-75.
Mathe, H. and Stuadacher, R. (2004), “Innovative services that reinvent manufacturing”,paper presented at IMS International Forum, Cernobbio.
Malleret, V. (2006), “Value creation through service offers”, European Management Journal,Vol. 24, No. 1, pp. 106-160.
Mathe, H. and Shapiro, R. (1993), “Integrating Service Strategy in the Manufacturing Company”,Chapman & Hall, London.
Miller, D., Hope, Q., Eisenstat, R., Foote, N. and Galbraith, J. (2002), “The problem of solutions:balancing clients and capabilities”, Business Horizons, pp. 3-12.
Oliva, R. and Kallenberg, R. (2003), “Managing the transition from products to services”,International Journal of service Industry Management, Vol. 14, No. 2, pp. 1-10.
Quinn, J. B. and Hilmer, F.G., Summer(1994), “Strategic outsourcing,” Sloan Management Review, Vol.41, pp9-21.
Malleret, V. (2006), “Value creation through service offers”, European Management Journal, Vol.24, No. 1, pp. 106-16.
Tellus Institute (1999), “Servicizing: The Quiet Transition to Extended Product Responsibility” ,Tellus Institute, Boston, MA.
Vandermerwe, S. and Rada, J. (1988), “Servitization of business: adding value by adding services”, European Management Journal, Vol. 6, No. 4, p.314-324.
Vandermerwe S. and Rada J. (1988), noted that “the increased additional and value-adding offering of fuller market packages or ‘bundles’ of customer focused combinations of goods, services, support, self-service and knowledge in order to add value to core product offerings” (1988, p.316).
Verstrepen, S. and van Den Berg, R. (1999), “Servitization in the automotive sector: creating value and competitive advantage through service after sales”, Global Production Management, Kluwer Publishers, London, pp. 538-45.
Ren, G. and Gregory, M. (2007), “Servitization in manufacturing companies”, paper presented at 16th Frontiers in Service Conference, San Francisco, CA.
Robinson, T., Clarke-Hill, C.M. and Clarkson, R. (2002), “Differentiation through service: a perspective from the commodity chemicals sector”, Service Industries Journal, Vol. 22 No. 3,pp. 149-66.
Womack, J. P. and D.T. Jones (1996), “Lean Thinking: Banish Waste and Create Wealth in Your Corporation”, Simon & Schuster: New York.
Wise, R. and Baumgartner, P. (1999), “Go downstream: the new profit imperative in
manufacturing”, Harvard Business Review.
Ward, Y. and Graves, A. (2005), “Through-life management: the provision of integrated customer solutions by aerospace manufacturers”, working paper, University of Bath, Bath.
Yin, R.K. (1994), “Case study research : design and methods”, Robert K. Yin.
Yin, R.K. (2003), “Case study research : design and methods”,Robert K. Yin.		zh_TW