台灣安全鞋知名品牌之品牌識別初探

由於國人工安觀念不足，加上業界不重視以及政府未積極宣導的關係，我國全產業職災統計中，足部受傷的案例正逐年上升，造成相當大的社會負擔。因此推動安全鞋使用概念是最佳的解決途徑，也是未來發展的趨勢。其次，台灣鞋業曾是舉世聞名的代工王國，面臨產業外移與世界競爭，尋求利基突破現況，是個刻不容緩的問題。而目前國內安全鞋的現況，進口安全鞋品牌價格偏高，而國內自有品牌價格偏低，兩者落差甚大，其中潛藏的因素值得深入探討，而國內安全鞋市場一直缺少品牌識別形象之相關研究，此乃本研究的主要動機。針對上述議題，本研究透過資料收集分析，選擇國內安全鞋市場進口品牌（Red Wing Shoes, Timberland, CAT）與國內自有品牌帕瑪斯等，就其品牌識別藉符號學概念與視覺元素、意象產生之原理，將其圖像構成進行分析比較，得到下列結果：（1）安全鞋已從實用性功能進化到具時尚風格（2）足部安全的理念推展，將帶動台灣及其他新興國家的市場需求（3）三大進口安全鞋品牌識別之視覺構成能具體傳達各品牌文化（4）由國外品牌成功之經驗了解策略應用的重要性能掌握市場契機，盼台灣品牌能藉由自身之高品質的技術加上品牌形象之建立，以期進軍國際。以上結果希望能提供相關產學領域之參考。

關鍵字

安全鞋；工作鞋；品牌識別；品牌形象

並列摘要

Because of the insufficient understanding of Industrial Safety, coupled with the industry's lack of emphasis and the government's lack of active propaganda, the number of foot injury cases is increasing every year in our whole industrial occupational accident statistics, and causes considerable social costs. Therefore the best solution and the future development trend are to promote the concept of using safety shoes. In addition, Taiwanese shoe industry was once the world-famous OEM kingdom, so facing the flight of industry and world competition, it is urgent to seek a niche to break through the current situation. As to the current situation of the domestic safety shoes, the prices of imported brands are high but the prices of domestic brands are low; there is a very large gap between them, and the underlying factors are worthy of further exploration. The domestic safety shoe market has been a lack of related research about brand identity image. The above is the motive of this study.For above topics, through data collection and analysis, this study chose the imported brands in the domestic safety shoe market, red wing shoes, timberland, cat, and the domestic brand, Parmashta, etc., and according to their concepts of brand identity symbols and the principles of their visual elements and imagery arising, compared and analyzed the composition of their visual images, then got the following results: (1) safety shoes have been evolving from practical functions into fashion styles (2) the promotion of the concept of foot safety will drive the market demands of Taiwan and other emerging countries (3) The composition of visual images of the brand identities of the three imported safety shoes brands can specifically convey their each brand culture.(4) The importance of the application of brand strategy for the establishment of Taiwanese private brand images can grasp the opportunities of emerging markets and progress internationally. Hopefully, these results could be offered to relevant areas of production and study for reference.