本研究主要在探討企業主的策略意圖如何影響企業轉型之作為,以及了解代工廠商如何發展品牌及其經營過程中之事件行銷對其經營績效之影響。本研究採個案訪談方法,以歐都納公司為樣本進行企業轉型之相關研究。研究結果發現:企業主之個人特質除了主導企業品牌策略發展之外,其品牌策略亦隨著創業家敏銳的洞察力及獨特的經營理念,影響企業發展;企業經營者之策略敏銳度與經營態度,亦將主導企業轉型與行銷策略成功與否。而個案中程董事長本身對運動休閒活動的愛好,為支持企業轉型與投入事件行銷所帶來的附加效果,亦為提高營運績效之主要原因。本研究之結果將可提供未來有興趣進行品牌轉型經營之企業作為借鏡及參考。
This study mainly explore how entrepreneurial strategic intent impact business transformation, and how to build and promote business brand, and observe the influence of event marketing on business performance. Methodology of case study is adopted and research sample is ATUNAS company. Through case study analysis, the study finds: entrepreneurial personality and business operational vision will impact business brand strategy development and guide business transformation and marketing strategy. Overall, the study induce the result and provide some brand management and event marketing suggestions for companies to gain best further performance management.