| Taiwanese business enterprise attends to international subcontracting over a long period of time, so they haven't built up a globalization business model as Europe and America, Japanese business enterprise. Meanwhile they lack the experience of brand strategy management. The establishment and implement of brand strategy not only need professionals, advanced foreign technology and management experience; but also need to pay an equal financial power, material resources and manpower. However, the small business enterprise in Taiwan starting by international subcontracting is not financially strong, usually less able to support large brand strategy budget as Europe and America, Japanese business enterprise. Moreover, some business enterprises even create brand, they usually have to face many kinds of limits, such as the head of the family business lacking of economic professional background and the experience of management. So the establishment and implement of brand strategy may get into a mess. In order to adjust to the increasingly international market competition, promote competition ability of Taiwanese business enterprise, and build up the competitive advantage, Taiwanese business enterprise should plan a long time brand strategy according to the condition of the target market or subdivide the market of exterior competition (threat or opportunity etc.) and the inner competition resources (competitive advantage and disadvantage), rely on its cost advantage or difference advantage, establish a brand core value, and promote the competition in the international market by using the brand strategy.Currently, the key problem is which strategy of competition and operation the OPPO Company should adopt to rise sharply in the healthcare market of brace on a high level and to form their own competition advantage. Therefore, according to the basic competitive strategy proposed by Michael Porter, this text analyses the international healthcare market of brace, OPPO's history and development, through carefully researching and SWOT analysis, the diversified competitive strategy is a scientific choice. This text also analyses the problems in OPPO's Brand Strategy and gives the improving suggestion of the author. |
