|摘要: ||台灣企業一直是以OEM (Original Equipment Manufacturer)與ODM (Original Design Manufacturer)模式發展。然而，目前台灣企業面臨來自於全球各地的競爭更是日趨激烈，新興發展國家以更低廉的生產成本來瓜分了臺灣企業原有市場。在代工市場利潤降低的情形下，品牌經營能獲得較高利潤，是適合全球經濟整合的發展模式。台灣企業受限於資源不足與本國市場小等問題，在發展品牌時充滿限制；但是，台灣與大陸地區一直存在者特殊的關係，因此擁有廣大市場規模大陸地區，對於想要發展品牌的臺灣企業是一個良好機會。|
Taiwan businesses have been progressed by acting as OEM(Original Equipment Manufacturer) and ODM (Original Design Manufacturer) for a long time. However, Taiwan businesses currently are facing a progressively worse environment from the challenge. A good evidence for this issue is, developing countries are divvying Taiwan’s market orders by providing products of lower cost to the market. Thus, the profit of OEMs and ODMs is going from bad to worse. In the meantime, brand management stands out in the market, and become a trendy economic module which suits for global economic integration. Basically, However, by penetrating Mainland China’s potential in large-scale market, Taiwan businesses can take good advantage on the special relationship between Taiwan and Mainland China, that’ll be a good chance for them to develop their own brands.
Based on the brand identity and brand strategy, this study was doing the case study by focusing on Ting Hsin international group which is developing in Mainland China. Via in-depth interviews with the prime managers, we gain enough primary data collection for representing its brand identity and brand strategy, and would be able to give further suggestions to our case company.
The finding of the study show that：
1. While Ting Hsin developing the brand, they need to consider the consumer behavior, market scale and market share in China market.
2. In the beginning, in order to develop its own brand, Ting Hsin focused on the original market and the brand extension strategy.
3. Even when Ting Hsin enters different product markets or new businesses, its main brand should still maintain its brand identity on every growing stage.
4. When trying to launch to a new product market, and the new product image is different from Ting Hsin’s main brand identity, Ting Hsin should execute multi-brading strategy.