企業主策略意圖對企業轉型歷程之分析：以歐都納公司為例

The Research of Entrepreneur's Strategic Intent on the Process of Corporate Transformation-A Case Study of Atunas Company

陳悅琴(Yueh-Chin Chen) ； 郭椀婷(Wan-Ting Kuo)

《創業管理研究》 5卷4期 (2010/12) Pp. 1-34

https://doi.org/10.30132/JER.201012.0001

摘要

本研究主要在探討企業主的策略意圖如何影響企業轉型之作為，從中了解代工廠商如何成功轉型為品牌通路商，以及過程中的品牌經營策略，以建立品牌形象和提昇經營績效之歷程。本研究採個案研究法，以歐都納（Atunas）公司為個案對象，與公司創辦人、三位核心主管進行深度訪談，以探討歐都納公司企業轉型歷程之相關議題。研究結果發現，歐都納公司的企業主策略意圖包括：重視品牌經營和形象以延長企業壽命、成為戶外休閒用品代名詞、與國際接軌、和創造不易被取代和模仿的歷史和地位。轉型階段分成，產品轉型、定位轉型和通路轉型。轉型障礙來自資金、股東意見差異和經銷通路問題。在品牌策略運作下，贊助登山活動、投入公益、重視顧客關係和推動事件行銷等作為，成功塑造產品形象和品牌認同。從個案中可見到企業主策略意圖對轉型各階段活動之影響。本研究結果可提供有意進行企業轉型之經營者參考。

關鍵字

轉型 ； 策略意圖 ； 品牌經營 ； 事件行銷

並列摘要

This study mainly explores how entrepreneurial strategic intent impact business transformation, and understands how OEM firm transforms to OBM firm, how they build and promote business brand and performance. This study adopts case research method and research sample is Atunas company. Researchers interview with founder and 3 core supervisors for understanding the process of transformation. Through case study analysis, the research finds: the entrepreneurial strategic intent of Atunas includes: pay attention on brand management to extend business life, to be a pronoun of outdoor sport industry, internationalization and create the position and history which are hard to substitutable and imititation. The stages of transformation are product transformation, position transformation and channel transformation. in the transformation process, Atunas experience the shorting capital, stockholders' vision different and difficult to coordinate channel stores and those problems to become the transformation barrier. Besides, Atunas devote in sponsor climbing activities, public welfare, customer relationship and event marketing as their brand strategy which can successfully shape Atunas brand image and customers' brand identification. Therefore, the study induce the result and provide some brand management and event marketing suggestions for companies to gain best further performance management.

並列關鍵字

transformation ； strategic intent ； brand management ； event marketing