代工廠轉型品牌識別策略之研究

過去擁有「代工王國」稱號的台灣，因受到新興國家陸續採用類似且更低成本的經營模式影響，使得台灣代工業不再擁有低價勞力成本優勢。因應此危機，廠商紛紛考慮轉型自有品牌，期盼達到企業永續經營、提升品牌價值的目標。本研究為瞭解代工廠轉型前後的經驗思維，採半結構式訪談法，以主題分析法初步歸納訪談資料，並與學者次級文獻交叉論述，綜觀代工廠建立自有品牌的流程做法。經分析後發現：（1）資源盤點是代工廠決定轉型方向前首要關鍵步驟（2）轉型品牌後建立企業核心價值可作為品牌後續發展基礎，並體現品牌存在的價值（3）建立品牌核心價值可透過企業內部或者消費者端兩種管道進行（4）品牌定位及識別視覺元素由品牌核心價值中延伸能緊扣品牌本質（5）品牌定位會以品牌核心為主軸，並隨時間而轉變。

關鍵字

代工廠；轉型；自有品牌；建立品牌識別

並列摘要

In the past, Taiwan, which once had the title of "Foundry Kingdom", was affected by the successive adoption of similar and lower-cost business models in emerging countries, making Taiwan's foundry industry no longer have the advantage of low labor costs. In response to this crisis, manufacturers have considered transforming their own brands, hoping to achieve the goal of sustainable business and brand value enhancement. In order to understand the empirical thinking before and after the transformation of the foundry industry, this research adopts a semi-structured interview method, and initially summarizes the interview data with thematic analysis method, and cross-examines the process and practices of the foundry industry to establish its own brand with the secondary literatures of scholars. After analysis, it is found that: (1) Resource inventory is the first key step before the foundry decides the direction of transformation (2) The establishment of corporate core value after brand transformation can be used as the basis for the follow-up development of the brand and reflects the value of the brand existence (3) Establishing the core value of the brand and it can be carried out through internal or consumer channels. (4) Brand positioning and identifying extend of visual elements from the core value of the brand to closely follow the essence of the brand. (5) Brand positioning is the core of the branding and change over the course time.

並列關鍵字

Foundries ； Transformation ； OBM ； Brand Identity

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