本研究將闡述台灣原創生產品牌(OBM)邁向國際的困局，經由個案研究，從宏碁品牌價值 的衰退、總體營收的下降與股價的走跌。探討Apple於2010年發行iPad後，宏碁衰退的因素。藉由波特(Porter)的五力分析，從中了解，台灣的原創品牌生產(OBM)面臨了低利潤以及破壞式創新的威脅。更進一步的說，是低投資於研發，與只重視消費者原本的使用習慣。因而不可避免面地面臨破壞式創新的衝擊。

In this study, we’ll shed light on what predicament that OBM in Taiwan comes across as moving toward internationalization. Through the case study, Acer’s recession- the brand value declines, the total revenue falls, and the stock prices drops, we’ll discuss what sorts of reasons led Acer to experience recession after Apple launched iPad in 2010. With Porter’s five forces analysis, it demonstrates that OBM in Taiwan has the threat of low profitability and disruptive innovation. Furthermore, OBM in Taiwan has low investment on researching and designing; focusing on consumers’ traditional purchasing behavior. As a result, as moving toward internationalization, OBM in Taiwan will inevitably face with the impact of disruptive innovation.

摘要 i
Abstract ii
Acknowledgement iii
謝誌 iv
Content v
§Introduction 1
§Literature Review 2
-Brand 2
-Brand Equity 3
-OEM ODM OBM 4
-Disruptive Innovation 6
-Summary 7
§Methodology 8
-Methods: Qualitative Research, Case Study 8
-Research Purpose 8
-Procedure 9
-Case Study 10
-Analytic Tools- Porter’s Five Forces Analysis 12
-Analysis 13
-Summary 16
§Conclusion 18
§Implication 23
§Limitation 24
§Appendix 25
§References 28

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