以「全球百大品牌價值」探討「台灣十大國際品牌」趨勢

The Application of 「Best Global Brands」to Explore the Trends of「Taiwan Top 10 Global Brands」

趙國隆(Kuo-Lung Chao)

指導教授 ： 邱垂昱

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2008年)

摘要

台灣產業的榮景，長期以來靠的是全球代工；尤其是中小企業所賴以維生的OEM或ODM經營模式。例如早期製造玩具、工具、藝品、運動用品、成衣，到現今的電機、半導體、3C電子消費產品等，而企業經營者所注重的是爭取量化規模和提高生產效率，以維繫企業有限利潤；似乎少有企業重視過品牌開創與經營。近年來面臨中國大陸與東南亞市場及其廉價勞工的低價競爭，國際品牌業者更逐步壓縮利潤空間。台灣中小企業已逐漸意識到惟有發展自有品牌，才能擴充營收與利潤，並確保企業之永續經營。所以本研究將從2003年到2007年的全球百大品牌價值企業排名，分別就其產業別與商品別來分析世界品牌發展趨勢。其次比較歷年來台灣前十大品牌價值與全球百大品牌價值，從中探討國內企業中，何種產業或商品較易進入全球前百大品牌價值。最後希望本研究結論能提供給有志投資開創品牌的國內中小企業業者，或是努力於推動國內品牌發展單位，一個客觀的比較參考。
本研究所述之品牌價值評估乃依Interbrand公司，自1987年以來一直沿用的品牌價值量化方法，其主要著眼於「以未來收益(而非成本或交易)為基礎評估品牌價值」，同時牽涉到「財務」、「市場」及「品牌強度」三方面的分析。而研究方法則是利用敘述統計方法及穩定性分析；敘述統計乃將全球百大品牌價值企業排名以及台灣前十大品牌價值企業分別依產業別和商品別做統計敘述分析，穩定性分析則是將全球百大品牌價值企業排名以及台灣前十大品牌價值企業分別用CAGR (Compound Annual Growth Rate)值之進化情形來推斷各產業的價值穩定性。
在全球百大品牌價值企業排名研究結果發現：若以產業別來分析，全球品牌係以資訊科技、食品飲料、運輸機械佔前三位，而時尚精品類成長力最強，媒體娛樂類衰退力最強。若以商品別來分析，成長最快速為Google，而，成長力最強應是Samsung。若以品牌價值成長率來做推論分析，則全球百大品牌是以時尚精品、金融服務、集團投資、運動休閒及運輸機械類等產業顯現較穩定的成長。
在台灣前十大品牌價值產業排名研究結果發現，發展趨勢不外資訊科技類、食品飲料類、運輸機械類。此與全球前百大品牌演進趨勢大致相仿。台灣前十大商品發展趨勢除了康師傅(Master Kong)，其餘為明基電通(BenQ)、宏基公司(acer)、華碩電腦(ASUS)等。而有趣的是，成長率較穩定的產業則是運動休閒類及運輸機械類。

關鍵字

全球百大品牌價值 ； 品牌價值評估 ； 台灣前十大品牌價值

並列摘要

The Taiwan industry glory scenery, has been depending on its global manufacturing / contracting for a long time. Particularly in mid- and small-scale enterprise depends on OEM or the ODM operation pattern. For example, from toy manufacturing, tool, artistic products, sports gear, clothing in the early age, to the electrical machinery, semiconductor, 3C electronic consumer products nowadays. And what the entrepreneur payed great attention to was the quantification of scale and the enhancement of production efficiency, at least to maintain the enterprise limited profit. Few of the enterprise focus on the brand excavation and its management. In recent years, Taiwan faced with competition of low labor cost of mainland China and the Southeast Asia. This, in the mean time, gradually compressed the profit space of the international brand industry. Mid- and small-scale enterprise in Taiwan have gradually acknowledged that to develope the brand of one’s own, is the only way to expand the revenue and the profit, and to guarantee enterprise’s eternal-run. Therefore this research will look up the global top 100 brands values enterprise from 2003 to 2007, based on its industry and commodities to analyze the world brand development tendency. Next is to compare the Taiwan top 10 brands value and the global top hundred brands value, to research what industry or commodity is the best solution for the domestic enterprise to enter the global top 100 brands value. Finally we hope this research conclusion can provide a valuable reference and a objective comparison for those mid- and small-scale entrepreneurs who are ambitious in brand excavation, or those units who exerted to promote domestic brands development.
The statement of brand evaluation in this research is according to Interbrand company, which has been continuously adopted the quantitative methodology since 1987. It was mainly focus on “the future income (but non- cost or transaction) as the foundation of brand evaluation", simultaneously involves in "the finance", "the market" and "the brand strength" three-aspect analyses. And the research methodology is to adopt the Descriptive Statistics and the Stable Analysis. By Descriptive Statistics, we using Top 100 Global brands value enterprise via Taiwan Top 10 Global brands value enterprise to analyze the trends of the industry and commodity respectively. As for the Inference Statistics, we refer CAGR (Compound Annual Growth Rate) to infer the stablity of all kinds of industries.
In the research of rank of top 100 global brands value enterprise, we found that in the category of the industry, the global top three industries are Information science and technology, Food & beverage, the Transportation machinery. But the growth of the Luxury goods is the strongest, the Media entertainment class decline badly and is the worst.
If we analyze by the commodity, the rapidest growth is by Google. But, the potential growth is belonged to Samsung. If we analyze it by infering the growth of brands values, then industries of Luxury goods, Financial services, Diversfied, Sporting goods and Transportation machinery are revealing a more stable status.
In the research of Taiwan top ten brand value enterprises, we found the developing trend of Taiwan top ten enterprises are not more than Information science & techonology, Food & beverage, Transportation & machinery. These are about the same as top 100 global brand values. And the trend of commodities of Taiwan top ten are: Master Kong, BenQ, acer, ASUS. More interestingly, by infering the growth of brands values, industries of Sporting goods and Transportation machinery are revealing a more stable status.

並列關鍵字

global top hundred brands value ； brand evaluation ； Taiwan top 10 brands value

參考文獻

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