創業家精神、互補產業、國際市場機會與品牌建構之研究－以台灣運動休閒產業製造商個案爲例

A Study of Entrepreneurship, Complementary Industries, International Market Opportunities and Brand Building: Taiwan Sports, Recreation and Leisure Industry Case Manufacturers for Example

林婷鈴(Ting-Ling Lin) ； 謝美珍(Mei-Chen Hsieh) ； 劉恆逸(Heng-Yih Liu) ； 郭淑怡(Shu-I Kuo)

《輔仁管理評論》 17卷3期 (2010/09) Pp. 85-110

https://doi.org/10.29698/FJMR.201009.0004

摘要

本研究以四家運動休閒產業製造商爲對象，探討個案公司爲何(Why)要建構自有品牌？如何(How)運用所屬互補產業的條件，並藉由國際市場機會的開拓，進而自創品牌？成爲主要研究問題。研究方法利用多個案研究法，透過深度訪談與次級資料的比較分析，結果發現，個案公司在有限資源及能力下，能在不同發展階段，整合內外部資源與能力進而建構自有品牌，也發現創業家精神對品牌發展最具關鍵性的影響，並修正過去文獻中尚未深入探討的產業條件與國際市場機會對建構品牌的影響，相信此研究結果對正面臨經營困境的廠商，可提供實質的參考價值。

關鍵字

創業家精神 ； 互補產業 ； 國際市場機會 ； 品牌建構 ； 個案研究

並列摘要

Through the comparing and contrasting four manufacturers in the sports recreation and leisure industry in Taiwan, this study aims to answer the following research questions: Why the SMEs build their own brands? How can SMEs build own brand under the industry contexts? How can SMEs build own brand by exploring and cooperating with international networks under complementary industry conditions and international market opportunities? This study adopts multiple case method, conducts in-depth interviews and search secondary data from many sources. The results indicate that four case companies with limited resources and capabilities could build and manage own brands by integrating resources and adjusting capabilities under different growth stages. Furthermore, entrepreneurship plays the most crucial role during own brand-building process. The result also indicates that industry conditions and international market opportunities could affect own brand building process which is less explored in the previous studies. In addition, the results of this study can provide valuable suggestions to firms that are facing difficulties.

並列關鍵字

entrepreneurship ； complementary industries ； international market opportunities ； brand building ； case study

參考文獻

林房儹、劉秀端(2005)。運動休閒產業發展重要課題與策略。國民體育季刊。34(2)，18-23。

洪世章、蔡碧鳳(2006)。企業興業與成長：比較個案研究。中山管理評論。14(1)，79-117。

經濟部中小企業處(2009)。2009 年中小企業白皮書。台北:經濟部。

Aaker, D. A.(1996).Building Strong Brands.New York:Free Press.

Aaker, D. A.(1991).Management Brand Equity.New York:Free Press.