-

1 2

HTC ACER()

(DBTEL)

1
2


3 11 3

2011 3
68
57

90% 4

1990 2000

2006
70%(2008600)

1990

(2007)

2011 3 11

4
96 97

Acer

5
2001 5 30

ABW
AcerBenQWistron
ABW
7,500
( msi )

()

Schwinn
Schwinn

2007 9
BenQ

Dbtel

20
1990 Motorola
Motorola
Motorola

Interbrand 2003 2007

70% IT

20084
2009
401.53
389.32

2004 6
2005 6 2007 6
(2006/03/16)

DBTEL
http://homea.people.com.cn/GB/41392/4206515.html2011/7/25
5

(OBM)

Original Equipment ManufacturingOEM

minimum efficiency scale

1998

7
1960

(Electronics Manufacturing Service EMS)

EMS OEM
OEM (Own Designing &
ManufacturingODM) EMS (2006)

63 P14
7


OEM

2006

Schwinn
Schwinn 1992
Schwinn Schwinn
Schwinn OEM

(Own Designing & Manufacturing

ODM)(Own Branding & Manufacturing
OBM) OBM ODM
OBM
ODM OBM ODM
ODM
OBM


ODM OBM

OEM ODM
2003
OEM ODM OBM

2006OEM OEM
OEM ODM

OBM OBM

(MITMade in Taiwan )

MIT

2010

2011/06/06
9

2003/06/17, p3
10

1970

Pang1992

(Global
Production Network, GPN)
(Transnational
corporations, TNCs)

Henderson et al.2002
2007

20032006

11

2006 1
7

10

Think Bike! Think Taiwan

2008

Mores(1996)

10

-
http://brandingtaiwan.org/AboutUs/Detail/8bda272a-5313-473c-accf-217bacb35898
2011/8/3
12

2010

()

2010 345

Giant

2010 348
2007

2006

13

2011

11
lenovo

11

2010

2011/06/06
14

 12
1990
1992-1993
10%

12

1984
15

B2B
business-to-businessB2B

B2CBusiness-to-consumer
(Caterpillar)
B2B b2b brand
arrangement

Philip Kotler ,Waldemar Pfoertsch and Ines Michi ,2006

B2B
B2C
B2B B2C B2C

B2C
2009
2009
Interbrand

2009

401.53

399.87

396.89

389.32

296.47

16

136.35

111.53

84.68

82.64

10

71.98

Interbrand 2009

Acer
hTc

High Tech
Computer CorporationHTCAcer

PDA
PDA
04
2006

Acer 2007
1997
1976

17

hand-held device
PDA
smartconverged2007302003
smart phone FLYER

2005

2006
200727

Qtek
Qtek

13
QtekhTc()
hTc
2006

14

15
PDA 16
B2C

Dopod

hTc
13
14
15
16

(2004)
2006 6 15 HTC 2007p254
2006/12/12A3
iPAQ PDA 2000 2007
18


08

17

OEM

1992

17

http://www.acer.com.tw/ac/zh/TW/content/milestones
19

18

19

18

19

2011/4/20

20

21

8000 20
Colgate 50

21

20

http://www.chunguangfoodstuff.com/index.php 2011/8/9
21

http://www.ibingshuang.com.cn/ 2011/8/9
22

2011

2011 22

2011

23

24
22

2011 2011
http://www.masterkong.com.cn/ProductInformation/PromotionalActivities/2011more/
2011/8/12
23
2011
http://www.masterkong.com.cn/ 2011/8/12
24
http://www.want-want.com/product/mi.asp
23

3WTO

AC

2001 WTO

2009 2 26 2008

4,761 15,781
2008 8%
10 2015
6,00020,000

2011/8/12
24

 20 2008 2009
2 25
4

(
)

26

5Economic Cooperation Framework Agreement

Ecfa
2010 6
(ECFA)

ECFAECFA WTO
WTO
ECFA
95%

25

(2009/07/15) 199

26
(industrial design)

25

ECFA

2010

ECFA
ECFA

27

ECFA

2008

BenQ
27

2011 4 19 104
26

 28

28

2011/06/29
12

http://www.chinabiz.org.tw/focus/trademark.asp 2011/8/4
27

OBM
(Original
Equipment ManufacturingoemOEM(ODM)
OBM

2003

28

2011

(LG)

2008

29

(2008) 30

(2009/10/21)

http://www.bnext.com.tw/article/view/cid/0/id/12273
2011/7/19
(1998) : ? :

(2003)2003 2 362
(2010)-:
(2006/12/13)
HIGH
A3
(2007)
171-186
(2006/03/16)
DBTEL

http://homea.people.com.cn/GB/41392/4206515.html2011/7/25
(2007)-:
(2006/08/21) 978
(2008/5/15)

185

(2010) ECFA
http://tw.news.yahoo.com/article/url/d/a/101101/53/2g2bj.html
:2010 11 1
//(2004)-
:
(2009/07/15) 199

(1998/01/11)
(2010)ECFA :
(2006/03/02)

30

 B34 http://it.people.com.cn/GB/1068/42899/4156206.html
2011/7/26
(1999) :
(2008)
.
:

(2006/03/13)C5
(2008)
WTO/TRIPS

2007 WTO ()
42 6 58-77
(2003/06/17)

(2010)
-2010 9 27
(2004) : . :

(2008): OBM
? 600
(2003) :
(2006)
63
(2003)

(2004) :
(1994): :

31


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32

http://www.chinabiz.org.tw/focus/trademark.asp
http://www.dbtel.com.tw/
http://www.iek.itri.org.tw/index.jsp
http://www.want-want.com/
http://www.chunguangfoodstuff.com/index.php
http://www.iii.org.tw/Default.aspx
http://www.ibingshuang.com.cn/
http://www.masterkong.com.cn/
http://proj2.moeaidb.gov.tw/mit/index-03.php

33