| Abstract: | 台灣要以電子產品自創品牌有其難度，大都是單打獨鬥，台灣除了世界品牌的台積電是政府扶植產業外，其他耳熟能詳的企業如聯電、HTC、鴻海、華碩等等，後續雖都有優秀的研發團隊，亦自創自有品牌商品，但在世界品牌中卻只能以企業代工被全世界肯定與生存，那時的台灣企業只能是、也只會是代工的企業稱謂，跟自創世界品牌都搭不著邊，但因應全球化競爭加劇，技術更新，產品生命週期縮短，科技匯流及高研發成本，網路時代的來臨，交通、運輸便利，雖然還是有很多的企業無法突破和有效解決自有品牌國際化帶來的障礙。但國際化的商業模式和發展，正默默地耕植在全球各地的企業。
本研究是以個案研究為途徑，借鑒台灣公司在發展自有品牌國際化之經驗，瞭解企業在國際化經營過程中所會存在和需面對的諸多問題，尋找出最佳商業模式，以供台灣中小企業在獲取自有品牌國際化的環境中維持穩定地發展。
Since the advent of Taiwan's economic miracle, when it came to founding and creating its own brands, Taiwan treaded a lonely path. Other than the world-renowned, government-subsidized TSMC, there were also companies like UMC, HTC, Hon Hai, and Asustek with a fair amount of recognition. The latter companies, despite all possessing exceptional R&D departments, as well as each having their own brands and products, their values were only ever acknowledged through their OEMs, and continued to struggle to find a foothold among the global brands. Over time, with the arrival of the age of the internet, global competition intensified, technology improved and converged, product life cycle shortened, and R&D costs increased, but communications and logistics were streamlined.
In a rapidly globalizing world, many companies now find themselves unable to handle the obstacles brought to them by the sudden internationalization of their brands. Thankfully, this globalized market is silently nurturing all of its participants.
The purpose of this article is to use individual cases and experiences of Taiwan's domestic brands as research, in an attempt to understand the various issues that may arise during the process of globalization, and find the best-suited modes of operation to ensure a stable and continued growth of smaller companies in this increasingly connected world. |
