網通產業利基市場廠商品牌策略之研究

ABSTRACT
The business model of Taiwan IT industry focuses more on OEM (Original Equipment Manufacturing) than OBM (Own Brandname Manufacturing) business model. Profit margin of OEM business is getting worse year after year. Comparing to other IT industries in Taiwan, Networking industry has successfully developed many companies focusing on OBM business model. With the special environment and the past OEM experiences in the Networking industry, OBM business model is a relatively successful model comparing to other IT industry in Taiwan.

With the research objectives listed in this thesis, we analyzed the business environment of Networking industry and three individual cases which are all Taiwanese public companies focusing on OBM business model. The results are:

1. Taiwan is suitable for BOM business model in Networking industry.
2. We came out the KSF (Key Successful Factors) of Taiwanese Networking companies who has been very successful in OBM business model.

With the above results in mind, we also give feasible steps for those companies willing to spend resources to get into OBM business model from their current OEM business model.

The value of OBM is much more important than that of OEM in the value chain of IT industry. There will eventually be a limit to the “cost down” strategy used in OEM, while there is virtually no limit to the development of OBM business. We hope the OBM successful business model in Networking industry can be a good starting point for other IT industry to follow and reference so we can see more IT brand names from Taiwan IT industry.