A study on the management and marketing strategies of automotive component industry transforming from OEM to ODM : the case of T company

汽車零組件產業由OEM 轉型ODM 營銷策略之研究 以T 公司為例 黃雅

Name: Ya-Ting Huang

LCSH: Marketing research -- Case studies

LCSH: Automotive industry

LCSH: Marketing strategy

Abstract: This research is mainly to explore the management marketing strategy and business territory of the transformation and upgrading of the auto parts industry. From the perspective of industrial development history, it can be found that the development of the automobile industry is from the foundry components, research and development, design brand, and auxiliary power system to the entire complete industrial structure of this industry, but in terms of the trend of past development history, whether in that stage of evolution, organizations, operations, personnel, technology, and culture will face major reforms in organizational transformation and cultural shock to meet the requirements of different attributes of the market and customers. If it fails to make breakthroughs in technology and skill, it will easily fall into the bottleneck of low profit and business growth. How to pursue the space for continued growth, transformation and reform is a must for this industry. However, whether the threshold can be crossed will be an important key to determine the success of the transformation. The various tests and challenges of the transformation will be the direction of this research and drive the supply chain in the locality. This study conducted a qualitative research to examine the case study for T Company in the current development of automotive industry in Thailand. Through the analysis of SWOT, the five forces, and 4Ps of the case company, whether it is an ongoing or successfully transformed enterprise, find out the experience of success and failure as this purpose of the research. This research aims to propose a feasible future development model based on the core competitive capabilities and the changes in the industry, in order to sustainable development of enterprises

Abstract: 本研究主要為探討汽車零配件產業轉型升級之營銷策略與經營模式，從產 業發展史來看，就可以發現汽車產業發展是從代工零組件、研發、設計品牌、 附屬電能系統為這個產業的整個完整的產業結構，但是以過去發展史的趨勢來 看，不論是在那個階段的進化，在組織、營運、人員、技術、文化都會面臨組 織改造與文化衝擊的大改革來因應不同屬性的市場與客戶的要求。如無法在科 技與技術上有所突破，就容易陷入低獲利與營業成長的瓶頸，如何繼續追求成 長空間，轉型與改造是這個產業的必選之路，然而在其中的門檻是否可以跨越， 將是決定轉型成功與否的重要關鍵，對於轉型的種種考驗與挑戰，本研究將採 用SWOT、五力分析以及4P 來分析T 公司及同類型的企業之轉型營銷策略的方 向、並分析其差異性來提出策略建議，不論是正在進行或是已經成功轉型的企 業，找出其中成功與失敗的經驗作為此次研討的目的，來奠定該國在汽車產業 的根基，才能使企業永續經營。

Rangsit University Library

Address: Pathumthani

Email: rattanapornn@rsu.ac.th

Name: Wan Chun Duan

Role: Advisor

Created: 2018

Modified: 2023-11-15

Issued: 2020-01-21

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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