從代工到品牌之創新創業策略:台灣生醫製藥產業隱形冠軍核心競爭力升級與創新商業模式之研究

For half a century, Taiwan's manufacturing industry has enjoyed a global reputation. Hidden champions (leading manufacturers) in conventional industries have been the pride of Taiwan. Under both threat of strong brands of developed countries such as Europe, The United States, Japan and Korea and low-cost manufacturing advantages of Asian countries, however, Taiwan's traditional industries are facing great pressure of transformation and upgrading. In the meantime, with the emergence of new high technology and cultural creative industry, the world is bringing about a global trend of new economic model. For example, in recent years, the booming cosmetic and health care market in the world led to huge market opportunities. Biomedical pharmaceutical industry in Taiwan also have related research and manufacturing capability. However, knowledge in product innovation, design, branding and channel management is relatively insufficient. Therefore, it is necessary for conventional industries to develop innovation and entrepreneurial strategies from the role of OEM. In order to achieve industrial upgrading. This study examines how hidden champions in biomedical industry improve both added value and core competence of enterprises. Finally, to achieve industrial upgrading by business diversification. In addition, we also examine how project team integrates innovation, entrepreneurship, product design, branding and commercialization of Chinese traditional herbal medicine. Both domestic and overseas market of cosmeceuticals and health care products were investigated. Also, we conduct an in-depth research on management model of international brand in markets of developed countries such as Europe, The United States and Pacific Asia We expect this research to combine POC/POS/POB verification method for counseling enterprises. And at last making innovation and entrepreneurial strategies for establishing innovative business models and achieve industrial upgrading for Taiwan's conventional industries on the basis of OEM.