台灣企業的商業模式的近年來逐年從OEM朝ODM發展，並且進入了競爭激烈的微利潤時代，台灣的未來重新思考。 OEM與ODM的業務模式可以保持低成本競爭優勢不再，許多行業專家和學者開始向自有品牌製造（OBM）發展。韓國，一個與台灣有相似的經濟背景的國家。品牌發展已成為這幾年的重點，以這種方式，韓國更具有於策略區域內的競爭力，並進入世界市場。本論文探討三星品牌的價值建立及營造，並討論三星如何成為全球性的企業。同時，台資企業可以學習韓國企業。打造品牌並沒有捷徑，台灣公司需要不斷發展自己的品牌。基於台灣企業和企業家的“軟實力”基礎上，台灣品牌成功開發隨著時代的變遷面臨著新的挑戰。

Taiwan enterprises operate the business model of Original Equipment Manufacturing (OEMs) to Original Design Manufacturing (ODMs). Since it has entered the highly competitive and low-profit era, the future of this island has been rethinking. The business model of OEM and ODM can be no longer maintain the low-cost competitive advantages, many industry experts and scholars starts to develop toward the own brand manufacture (OBM). Korea, which has the similar economic background as Taiwan has been the same status in Asia. The focus on brand development has been developed these years. In this way, Korea has more competitive strategy within the region area and then entered into the world. The thesis studied the branding practices of Samsung. It focused on its company marketing strategy, the brand value and discussed how Samsung become the global enterprise these years; meanwhile, Taiwan enterprises can learn different experience from the Korean enterprises. There is no short cut to build the brand, Taiwanese company need to develop their brands for certain values and deliver it constantly. Based on the “soft power” of Taiwan enterprises and entrepreneurs, it’s believed Taiwanese brands shall be successfully developed and Taiwan enterprises may enhance the vitality as well as the potential of the enterprises while facing the new challenges.
Key words: Branding ,OEM, ODM, OBM, Samsung

CONTENTS
CHAPTER 1:Introduction..........................5
1.1 Research Background......................5
1.2 Research Questions.......................8
CHAPTER 2:Literature Review....................11
2.1 Brand and Branding......................11
2.2 Brand Equity............................13
2.3 Global Brand Strategy.....................17
2.4 Innovation Theory.........................18
2.5 Co Opetition Strategy.....................21
2.6 Blue Ocean Strategy.......................23
CHAPTER 3:Research Methodology.................24
3.1 Research Procedure......................24
3.2 Case Study and Data Collection..........28
3.3 Research Limitation.....................33
CHAPTER 4: Analysis and Result..............34
4.1 Samsung’s Legen.........................34
4.2 Samsung’s Company History...............35
4.2.1 The Start of The Business.............. 35
4.2.2 The Development at Home and Abroad..... 37
4.2.3 The New Management Era and The Crisis...38
4.2.4 The Global Development..................40
4.3 Analysis of Success......................41
CHAPTER 5:Conclusion and Suggestion.............51
CHAPTER 6:Reference.............................54

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