臺灣中小企業全面品牌管理之診斷指標建構研究

進入21世紀以來，各國對品牌愈加重視，品牌力即代表國力及文化影響力，更是經濟實力的展現。對臺灣近98%的中小企業而言，因缺乏資源而造成品牌管理上的諸多問題，無法進行品牌診斷的有效執行，故品牌管理上有迫切的需要。本研究基於品牌理論及品牌專家視角，擬建立一套全面品牌管理系統理論，並開發適用於臺灣中小企業的全面品牌管理診斷系統模式，以驅動品牌策略的發展，激發品牌創新活力，提升品牌價值。故本研究係針對經濟部工業局「臺灣品牌耀飛計畫」專家及顧問進行評測，藉由專家問卷及修正式德爾菲研究法DANP（DEMATEL-based ANP），萃取品牌管理層面的診斷構面及指標，以建立品牌診斷的方法，從初級資料調查中取得有效樣本，以確保研究信度與效度驗證之精確性。運用修正式德爾菲研究法與重要度績效分析IPA（Importance-Performance Analysis）建構臺灣中小企業品牌管理績效模型，完成全面品牌管理診斷績效系統藍圖。研究結果將提供臺灣中小企業建立全面品牌管理模型機制，可採與同業相互比較後分數進行評測或是透過內部績效與外部績效結果評測後再以平均值推算，產出落點分析視覺化圖表，作為日後品牌戰略方向之參考依據，強化品牌進入市場的成功機會。

關鍵字

中小企業；全面品牌管理；品牌診斷；關鍵指標；德爾菲實驗研究法

並列摘要

Since the beginning of the 21st century, each country has been increasingly paying more attention to branding, which represents the power and cultural influence of a nation, as well as its economic strength. For nearly 98% of small and medium enterprises in Taiwan, a lack of resources has created many problems in brand management and the inability of enterprises to implement effective brand diagnostics strategies, hence the urgent need for brand management. Based in brand theory and brand experts' perspectives, this study aims to establish a comprehensive brand management system theory and develop a comprehensive brand management diagnostic system model for Taiwan's small and medium enterprises to drive the development of brand strategies, stimulate brand innovation, and enhance brand value. This study is aimed at evaluating experts and consultants of the ＂Branding Taiwan Forward Program,＂ sponsored by Taiwan's Industrial Development Bureau of the Ministry of Economic Affairs. By using expert questionnaires and the Delphi method, we extracted diagnostic components and criteria of brand management, established management diagnostic indicators, and obtained valid samples from primary data surveys to ensure reliability and validity. The Delphi method and the IPA (Importance-Performance Analysis) were used to construct a brand management performance model for Taiwan's small and medium enterprises and complete a blueprint for a comprehensive brand management diagnostic performance system. The research findings are as follows: The performance analysis IPA structure model is a method to improve the overall effectiveness of brand management. The evaluation method can also be assessed by comparing scores with peers or calculating the average value of internal and external performance results to produce a visual analysis chart, thereby helping companies make comprehensive brand management decisions and set the direction of future brand strategies for more successful market penetration.