從品牌再造觀點探討對價值網絡之影響

面對消費觀念的改變，越來越多的企業進行了品牌再造，利用品牌再造來改變其經營模式，創造更多的顧客價值。本研究經由文獻探討將品牌再造的策略分為兩個要素：「市場要素」以及「品牌文化要素」，以半結構式的訪談方法對國內七家連鎖美髮企業進行資料收集，從而瞭解企業進行品牌再造之動機因素及其對於企業經營模式之價值網絡的影響。結果顯示：(1) 美髮產業因為人力資源的缺乏、組織內部規章制度的不完善以及國家政策法律法規的變更，從而進行品牌再造；(2)當企業希望傳達的品牌信念是為內部員工創造價值時，會利用內部創業使員工產生歸屬感並產生合作的關係；(3) 企業在重新定義識別標志的內涵時，為了提升品牌形象的一致化，會傾向與上游供應商（產品與設備供應商）用較低的價格來採買設備以及合作開發產品。(4) 多數企業傾向以年輕族群為主要市場，價格上採取低價策略，人力資源配置上以年輕設計師為主，並注重技術服務與硬體設備創新。

關鍵字

品牌再造；價值網絡；市場要素；品牌文化

並列摘要

With the change of consumption attitude, more and more hairdressing enterprises carry on the renovation of brand reengineering, through which to change its business management style to create more customer value. Based on the literature review, brand reengineering strategy in this research is divided into two elements: ＂market factors＂ and ＂brand cultural factors＂, data were collected on seven domestic a chain of hairdressing enterprises, using semi-structured interview method to understand the motivation of enterprise brand reengineering and its influencing factors on the value network of the business management model. The results showed that: (1) hairdressing industry choose to reengineer the brand because of the lack of human resources, incomplete organization internal regulations and the changed national policy (2) when the enterprise want to convey the brand belief to create value for its internal staff, it will build up a sense of belonging and relationship cooperation with the staff (3) enterprises tend to cooperate with upstream suppliers and develop products with lower price to enhance the brand image and consistency (4) the majority of enterprises tend to target young people as the main customer, adopt low-cost strategy, employ the young designers, and pay attention to technical services and hardware innovation.