過去台灣的高科技產業均以代工生產為其發展主軸，但隨著中國大陸、南韓與東南亞各國的經濟崛起，台灣的代工業務有逐漸被取代的趨勢。處於如此外在威脅下，台灣的高科技代工廠商如何決策未來的發展方向，是繼續深耕代工業務亦或是自創品牌，儼然已成為廠商未來最重要的決策議題。

由於過去研究代工廠商自創品牌之相關文獻並無一致性定論，且極少文獻探討台灣高科技代工廠商自創品牌的相關議題，故本研究採取探索性個案研究法，選定六家卓越的高科技代工廠商與自有品牌廠商作為研究個案，並以深入訪談法取得關鍵資訊，搭配次級資料蒐集與分析，進行台灣高科技產業的質化研究。

本研究針對台灣高科技代工廠商是否應自創品牌之相關議題進行深入的研究與探討，並期望達成以下三項研究目的：1. 分析台灣高科技代工廠商自創品牌的主要因素。2. 提出台灣高科技代工廠商與自創品牌廠商的關鍵成功因素。3. 對台灣高科技代工廠商是否應該自創品牌的決策議題提出建言。

研究結果提出一完整的觀念性思考架構，以提供台灣高科技代工廠商一套全面性的策略邏輯，於進行自創品牌決策時，思維能更加周詳與縝密，進而邁向成功。

In the past, original equipment manufactures (OEMs) and original design manufactures (ODMs) play important roles in Taiwanese high tech industry. But, recently, they encountered more intensive competition worldwide and tended to be overtaken by suppliers from China, Korea and Southeast Asia. To cope with the external competitors, Taiwanese high tech OEMs and ODMs have to revise their strategic positions in terms of enhancing competitive advantages not only in research and development, but also in marketing capability, especially the usually-ignored branding strategy.

So far, little research has been focused on the topic regarding OEMs and ODMs’ branding decisions in Taiwanese high tech industry, and therefore, there has been no consistent theory proposed as far as the literature was concerned. In order to better explore such an undefined area of research on branding decision for Taiwanese high tech industry, this study applies the exploratory methodology of multiple cases study on six companies in high tech industry. It is expected that the valuable information may be collected and analyzed through in-depth interviews and literature reviews.

This study focused on the investigation of branding strategy in Taiwanese high tech OEMs and ODMs, especially whether or not own brand manufactures (OBMs) are the inevitable business planning and the advantages and disadvantage of OEMs/OBMs. In addition, this study would examine the underlying factors that may explain why some OEMs or ODMs would like to be transformed to OBMs. Furthermore, the successful characteristics for Taiwanese ODMs and OBMs would be identified. Finally, a conceptual framework would be proposed in this study to facilitate OEMs and ODMs’ decision making as to whether or not they are better off by transforming to OBMs and how to transform to OBMs successfully by controlling some potentially important factors.

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