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研究生： 鄭之傑
論文名稱： The future of branding in Taiwan: Lessons learned from ASUS, ACER, and HTC
台灣品牌之未來 - 以華碩,宏基,宏達電為例
指導教授： 邱宏昌
口試委員:
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 64
中文關鍵詞： 台灣 、品牌 、未來 、華碩 、宏□ 、宏達電
外文關鍵詞： Branding Marketing Taiwan, ASUS, ACER, HTC
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    • Taiwan has had to overcome numerous obstacles and challenges to reach its position and status today. Thanks to Taiwan, OEM/ODM has evolved into a very mature industry. However, despite its maturity, intense cutthroat competition still renders Taiwan to be a victim of the “smile curve” phenomenon. Amid all this competition, Taiwan needs to sit back and revisit the big picture again, and carefully decide the next step in Taiwan’s strategy for high tech companies. This thesis will outline three strategies for Taiwan’s next step, and will show that the third strategy (OBM) will be the ultimate step that is inevitable for most Taiwanese ODM companies. This thesis will also explain the reason why most companies have not yet made the step by exploring the difficulties of making the transition.

    This thesis will investigate the cases of three Taiwanese companies who have successfully made the transition into a branding company: ASUS, Acer, and HTC, and seven key successful factors will be drawn from the three case studies.

    Table of Contents CHAPTER 1 INTRODUCTION 4 1.1 Research Background 4 1.2 Research Motivation 6 1.3 Research Purpose 10 CHAPTER 2 LITERATURE REVIEW 11 2.1 Creating Brand Equity 11 2.2 Managing Brand Equity 11 2.3 Devising a Brand Strategy 11 CHAPTER 3 METHODOLOGY 19 3.1 Research Method 19 3.2 Research Process 26 3.3 Research Foundation 27 3.3 Research Limitations 28 CHAPTER 4 BRANDING IN TAIWAN + CASE STUDY RESEARCH 29 4.1 Overview of Branding in Taiwan 29 4.1.1 Defining the OEM-ODM-OBM path 29 4.1.2 Three strategies of latecomers like Taiwan 30 4.1.3 Technology history and trends of Taiwan 34 4.1.4 Future trends of Taiwanese firms 36 4.2 Case Studies of 3 successful Taiwanese Firms into OBM 38 4.2.1 ASUS 38 4.2.2 ACER 42 4.2.3 HTC 47 4.3 Lessons Learned from ASUS, ACER, HTC 52 4.3.1 Lessons learned from ASUS 52 4.3.2 Lessons learned from ACER 54 4.3.3 Lessons learned from HTC 55 CHAPTER 5 ANALYSIS AND CONCLUSION 58 5.1 Making the Transision from OEM/ODM to OBM 58 5.2 Conclusion 62 CHAPTER 6 REFERENCES 64

    CHAPTER 6: REFERENCES
    一、English:
    1. Einhorn, Bruce. May 17, 2004. "Acer: How Far Can It Ride This Hot Streak?" Business Week, p. 52.
    2. Kessler, Michelle. Aug 28, 2007. “Acer to buy Gateway for $710M and keep brand.” USA Today, Section: Money 1b.
    3. Matthews, John. Summer 1998. “A conversation with the Acer Group’s Stan Shih on global strategy and management.” Organizational Dynamics, p. 65-74.
    4. Spencer, Jane. Sep 20, 2007. “Asustek Steps Up Onto the Main Stage; Computer Firm Aims to Expand Reach With Own Laptop Brand.” Wall Street Journal, pB.3.
    5. Einhorn, Bruce. May 10, 2007. “Taiwan Phone Maker Seeks the Spotlight.” Business Week Online, p 26.
    6. Lim, Wei Yi . Jul 18, 2007. “Contract Makers Shift to Brand Building; Taiwan's Maturing Industry Aims to Boost Profits, Extend Reach.” Wall Street Journal. pB.9.
    7. Hille, Kathrin. Aug 20, 2007. “Taiwan's top companies try to break brand barrier.” Financial Times. p. 1.
    8. Carson, Phil. “Brightpoint signs HTC deal.” RCR Wireless News, Nov 5th, 2007, 26(42).
    9. Hille, Kathrin. Jun 22, 2006. “HTC hopes to allay fears over move to own brands.” Financial Times. p. 24.
    10. Koh, Damian. May 11, 2007. “Dopod to assume HTC name in July”. Cnet Asia.
    11. Carson, Phil. Oct 2, 2006. “HTC: Heading toward smart (phone) trends.” RCR Wireless News, 25(40).
    12. Carson, Phil. Apr 28, 2008. “HTC America: to know us is to love us.” RCR Wireless News, 27(12).
    13. Carson, Phil. Dec 8, 2008. “Designer duds.” RCR Wireless News, 27(39).
    14. Carson, Phil. Jun 19, 2006. “HTC trying it on its own.” RCR Wireless News, 25(25).
    15. Chu, Wan-wen. 2009. “Can Taiwan’s second-movers upgrade via branding?” Research Policy, 1054-1065.
    16. Hung-Chang, Chiu. July 9th, 2008. “ASUSTek Computer Inc. Eee PC.” Harvard Business Review, N9-609-011.

    二、Chinese:
    1. 丘宏昌、游剛維（民98），邁向品牌之路-以華碩電腦股份有限公司為例。
    三、Internet:
    1. ASUS Adds SED International as an Authorized Distributor: http://www.bsminfo.com/article.mvc/ASUS-Adds-SED-International-As-An-Authorized-0001
    2. HTC acquires design firm One & Co: http://www.engadget.com/2008/12/03/htc-acquires-design-firm-one-and-co/
    3. Wikipedia: http://www.wikipedia.org
    4. Brand Taiwan: http://www.brandingtaiwan.com.tw

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