體育用品製造業自創品牌與其重要性分析

An Analysis of the Importance of the Self-Owned Brands in the Sporting Goods Manufacturing Industries

范峻豪(Chun-Hao Fan)

《大專體育》 110期 (2010/10) Pp. 23-29

https://doi.org/10.6162/SRR.2010.110.04

摘要

多年來國內產官學界，不斷鼓勵企業自創品牌，但企業往往會自認無法負擔自創品牌後的相關成本，並害怕失去原有代工客戶等因素而作罷。經過2009年金融海嘯襲擊，許多企業受到威脅，甚至面臨倒閉危機，但全球百大企業，其品牌總價值僅縮水4.6%而已，足以見得品牌價值與影響力是不容小覷。負責調查臺灣企業品牌價值的Interbrand公司就認為，在不景氣的時代，是給後進品牌最好的崛起機會。而品牌就像是企業的靈魂，就算企業消失了，靈魂依然存在。但目前有許多體育用品製造業者，僅有外在軀殼，沒有實質靈魂。因此，建立屬於自己的品牌是相當重要與必需。

關鍵字

品牌權益 ； GIANT ； JOHNSON

並列摘要

The enterprises have been encouraged by the government, academia and industries to create their own brands instead of making original equipment manufacturer (OEM) products for many years. However, most enterprises would decide to relinquish in consideration of the unaffordable costs and loss of existing OEM customers. Many companies were affected or even kicked out of the business due to the financial tsunami in 2009. On the contrary, the brand value of top 100 global enterprises only shrunk 4.6% indicating the importance of the brand value and influence. Interbrand Corporation, a company doing brand value investigation for enterprises in Taiwan, believed that it's the opportunity for the new brands to stand out in the era of economic depression. The brand is like the spirit of the enterprise. Even if the enterprise will vanish some day, its spirit still exists. Nowadays, many manufacturers in the sporting goods industry only have the shell but lack of their own spirits. Therefore, it is important and essential for these manufacturers to establish their own brand names.

並列關鍵字

brand equity ； GIANT ； JOHNSON

參考文獻

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