在全球化高度競爭的環境下，台灣傳統製造代工生產為主的經營方式，漸受威脅。
隨著資訊傳播的便利與迅速，製造業的成本逐漸透明。也因此，國外通路買家與
品牌買家不斷檢視成本，開始以比價方式換取低製造成本的產品。導致國內同行
開始削價競爭，以便爭取量大的訂單。
除了利潤被壓縮外，且在產品有種類多元化的趨勢下。製造廠商不得不屈就於國
外買家的限制，高度客製化的產品線卻是以低廉的價格賣出，不但得提高生產相
關成本，也必須妥協於低利潤的環境。
也因此投入品牌自營也是傳統製造代工業尋求出路的選項之一，自我品牌推廣熱
潮正席捲而來。而自營品牌日益受到重視，許多企業企圖擺脫代工生產的形象，
取而代之的是品牌策略模式的規劃與執行。如何發展全球化品牌已成為台灣許多
企業經營目標的重點工作其中之一。
因此，本研究將以 X 公司為研究對象，探討傳統產業的自營品牌策略規劃與執行。
藉由本研究所作的品牌定義開始，利用五力分析與競爭力分析來找出所謂的競爭
優勢以及所謂的核心能力，進而去發展自營品牌的策略。本研究之成果與建議，
將可當作 X 公司未來執行自營品牌工作的參考與依據。

Within a highly competitive business environment of globalization, Taiwan's traditional
manufacturing OEM based mode of operation is gradually coming under threat. With
the convenience and rapid spread of information, the cost of the manufacturing sector is
gradually transparent. As a result, distributors and brands continue to review the cost
and using price comparison to get the low cost products. Lead to domestic
manufactures’ price competition in order to gain the business.
Except the profits has been reduced and the trend of diversified products. The
manufacturers had to give way to foreign buyers, a highly customized products is sold
for affordable, not only have to increase production costs, must also be a compromise in
low profit environment.
Therefore, aim for running own brand business is one of options of way out; Own brand
business is popular now. Running own brand business is becoming increasingly
important; many manufacturers attempt to get rid of the OEM image and replace it with
the brand strategy planning and execution of the mode. How to develop a global
branding has become the focus of one of many Taiwanese business objectives.
Therefore, this dissertation will see Company X as a case study, to discuss the own
brand strategy planning and execution of the traditional industries. In this dissertation,
brand definition as the start then using five forces analysis and competitive analysis to
identify the so-called competitive advantage and core competencies, and then to
develop the own brand strategy. The results of this study will be able to reference and
basis for future implementation of own brand in company X.

誌謝................................................................................................................................. ii
論文摘要......................................................................................................................... iii
Abstract........................................................................................................................... iv
目錄................................................................................................................................. v
圖次................................................................................................................................ vi
表次............................................................................................................................... vii
第一章緒論 .................................................................................................................... 1
第一節研究背景和動機....................................................................................... 1
第二節研究目的................................................................................................... 3
第三節論文架構................................................................................................... 4
第二章文獻探討 ............................................................................................................ 5
第一節品牌定義及介紹....................................................................................... 5
第二節五力分析................................................................................................... 7
第三節競爭力分析............................................................................................. 12
第四節競爭策略與競爭優勢............................................................................. 21
第五節品牌的定位策略..................................................................................... 28
第三章研究設計 .......................................................................................................... 33
第一節研究方法與流程..................................................................................... 33
第二節研究設計................................................................................................. 35
第三節研究範圍................................................................................................. 37
第四章個案研究 .......................................................................................................... 38
第一節扣件產品定義與螺絲產業的發展狀況................................................. 38
第二節個案研究 X 公司營運現況及介紹........................................................ 40
第三節個案 X 公司五力分析............................................................................ 49
第四節個案 X 公司SWOT 分析....................................................................... 53
第五節個案 X 公司自營品牌專案討論與分析................................................ 59
第五章研究結論與建議 .............................................................................................. 64
第一節研究結果................................................................................................. 64
第二節 X 公司未來營運方向建議..................................................................... 66
第三節對於同業的建議..................................................................................... 72
第四節研究限制................................................................................................. 74
參考文獻........................................................................................................................ 75

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