台灣過去20餘年靠著茁壯的製造活動，造就許多世界級的代工公司，但今日世界經濟局勢變幻莫測，要在全球化競爭中突破困境，「建立品牌」是取得成功的關鍵之一。由於汽機車零配件產業為具高度安全保護性產品，所以目前台灣OEM與ODM廠商仍具品質上的優勢。然OEM與ODM 的代工利潤逐漸萎縮，使得愈來愈多的廠商不再只仰賴OEM/ODM的經營方式，而致力於建立自己的品牌。但是就汽機車零配件這種傳統產業來說，不管是建立品牌或是轉型為自有品牌，首先除了評估組織本身的核心能力以外 ，首當其衝的問題便是在此轉型的過程中，組織文化的問題。就汽機車零配件產業來說，其組織文化一般來說是較官僚型的，這樣的組織文化在組織建立自有品牌的過程中，對組織有絕對的衝擊與影響，而這卻也是相關文獻中較少探討之課題。本研究以此為研究動機，試圖由過去學者所提出的理論整理出核心能力與組織文化對建立自有品牌的影響，及二者對廠商績效影響之模型，配合實證的方式來驗證這些假設。
本研究的母體是以2006年「台北國際汽機車零配件展」之934家參展廠商為主要調查對象。本研究首先利用敘述統計分析方法對於樣本資料進行次數統計分析，說明樣本結構。然後針對本研究的研究構面「核心能力」、「組織文化」以及「廠商績效」，分別採用因素分析，以萃取主要的因素。接著探討核心能力、組織文化與績效之關聯採用複迴歸分析；而「核心能力」及「組織文化」對「建立自有品牌決策」之影響，採用Logistic 分析；最後「建立自有品牌決策」對「廠商績效」之影響則採用T 檢定。
研究結果發現核心能力及組織文化的確會對建立自有品牌決策及廠商績效產生影響；且建立自有品牌決策會產生部份較佳之廠商績效。鑑於此結果，本研究鼓勵台灣企業改變過去著眼於快速短期回收的經營模式，掌握自身的核心能力並發展出學習新能力的架構，建立與發展國際品牌，使台灣的企業在國際競爭中脫穎而出。

In recent 20 years, OEM is the most important drive for Taiwan Auto/Motorcycle Parts & Accessories industry developing in the world. However with the increase of production and labor cost, both advantages in Taiwan has been replaced by Mainland China and other countries in Southeast Asia. Therefore, in order to reduce the impact of environment changes and face this new challenge, Taiwan has to shift its attention and upgrade levels under different operating patterns. Building up brands is a good way. Besides continuing to OEM, companies in Taiwan try to creat their own brand-OBM.
But as a traditional industry like Taiwan Auto/Motorcycle Parts & Accessories one，no matter building a brand or turning the company from OEM/ODM to an OBM company, the biggest problem is to measure the core competence and the impact of the orgnization culture during the process! Although the increasing importance of the business branding decision, little has been done in the literature in examining the relationships among the core competence ，orgnization culture, the branding decisions, and the performance of the firms. Therefore, this study attempts to fill the gap in the literature by providing a research framework through extensive literature review to identify the two determinants and to examine the relationships among these determinants, the branding decision, and the performance of the firms. Based on resource-based perspective, hypotheses were proposed and then examined through an empirical study.
The population in the study is 934 exhibition firms from 2006 Taipei Int l Auto/Motorcycle Parts & Accessories Show. The major finding of this study includes: First, the results of regression analyses indicate that the organization culture, core competence has direct effects on the performances of the firms. Secondly, the results of the logistic analyses show support for the direct effects of organization culture, core competence, on the business branding decision. Finally, the results of the T-test suggest that the branding decision has partial impacts on the firms’ performance.

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