由策略創業理論探討企業品牌組合之發展歷程－以華泰大飯店集團為例

Exploring Brand Portfolio Developing Process by Strategic Entrepreneurship Theory － An example of Gloria Hotel Group

陳思叡(Szu-Jui Chen)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.02863

摘要

現今企業所處的產業環境由於全球化、新科技、資訊透明化的程度加速等原
因，環境變動性日漸升高。面對各式各樣的環境變動，台灣許多中小企業紛紛以
發展品牌組合作為回應動態變化的策略方向。因此，本研究詴圖以策略創業理論
審視企業品牌組合之發展歷程，探究企業受到哪些驅動因素影響進而開始發展品
牌組合、企業如何受到情境因素影響而選擇以品牌延伸或新品牌來發展其品牌組
合、企業如何在品牌組合的發展過程中透過機會尋求活動與優勢利用活動的交互
運用，以達成品牌組合的持續成長？透過上述問題之剖析，了解企業如何以品牌
組合發展策略作為因應外在變動、獲得成長的動力來源。
回顧過去關於品牌組合之文獻，多在探究品牌組合管理之方法或是因素之因
果關係，對於品牌組合發展與企業競爭優勢建立之關係討論甚少。後期雖有學者
探討此二者之關係，但卻是針對成熟型企業所提出。本研究遂以策略創業觀點作
為理論觀點來重新詮釋品牌組合與競爭優勢之演進。
本研究以個案研究之結構化－實用－情境方法作為研究架構之基礎進行個案
探索，並以華泰大飯店集團作為個案研究對象，透過初級資料與次級資料之收集，
完整探索個案之品牌組合發展歷程全貌，作為分析之背景資訊。
個案分析後，本研究有以下三點發現。首先，企業發展品牌組合之動力主要
來自於環境因素與人力資源投入兩大驅動因子。另一方面，企業選擇何禑品牌策
略加以發展或擴張品牌組合，主要受到資源能力、企業策略方向及企業文化等情
境因素的影響。最後，企業在發展品牌組合的過程中，確實同時進行機會辨識探
索活動與優勢利用開發活動，且兩項活動存在有互補性，傴有一方的主導不足以
使企業達到兼顧持續成長與獲利的目標。

關鍵字

品牌組合 ； 策略創業 ； 中小企業 ； 飯店產業

並列摘要

Nowadays, with the advance of globalization, new technology, and information transparency, business environments have become much more competitive. In order to
respond with the uncertainty, lots of enterprises opt for constructing their own brand portfolios as strategy to sustain its growth. Therefore, our study tends to explore the brand portfolio developing process by strategic entrepreneurship theory. Our study is going to find out what kinds of driving forces give orporate impetus to build up brand portfolio, why corporate develop brand portfolio through brand extension or brand portfolio, and how corporate attain profits-making and growth-seeking through balancing opportunity-seeking activities and advantage-seeking activities. Via these
research questions, our study could dig out how corporate cope with the uncertainty by brand portfolio development.
After reviewing brand portfolio literatures, most of those are concerning the tactics of managing brand portfolio, and almost none of them concerns about the relationship between brand portfolio development process and competitive advantage establishment. Although there is study focus on this topic, the foci are based on established corporate but not entrepreneurial enterprises. Hence, our study adopts strategic entrepreneurship theory to make up for it.
Our study adopts SPS method of case study to complete research process, and the case company is Gloria hotel group in Taiwan. After case analysis, our study comes out
with three main findings as follows. First of all, key driving forces make corporate develop its brand portfolio are environmental factors and human capital inputs. Secondly, whether corporate choose brand extension or brand portfolio to expand its brand portfolio is also driven by corporate resources and capabilities, corporate strategy direction, and corporate culture. Thirdly, opportunity-seeking activities and
advantage-seeking activities complementarily exist in the process of brand portfolio development, nevertheless, if there is only one activity dominant in the phase, corporate could not achieve balance of profits-making and growth-seeking targets, hence, the only way for corporate to balance is interacting opportunity-seeking activities and advantage-seeking activities at the same time continuously.

並列關鍵字

Brand portfolio ； Strategic entrepreneurship ； Small-to-medium sized enterprise ； Hotel industry

參考文獻

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