品牌競爭與公平交易法之研究

A Study on Brand Competition and The Fair Trade Law of Taiwan

胡紹謙(Shao-Chien Hu)

指導教授 ： 陳志民

淡江大學/管理學院/公共行政學系公共政策碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00394

摘要

綜觀全球競爭市場的發展，即發覺競爭的主體隨之在轉變，消費者重視「品牌」的價值逐漸凌駕於產品與服務之上；商品或服務只是消費時基本的考量，品牌才是真正深植心田的需求。因此，無論是品牌新義的運用、品牌競爭市場的界定、品牌市場力的衡量，或是品牌競爭行為的合理規範，對我國公平交易法而言，都是重要的議題。
早期談論品牌時，其概念僅止於公司產品的「名稱或符號」。晚近提及品牌時，則添加新義，已具有「資產」的概念，自然而然地，就表現出品牌的市場力。品牌意識的抬頭及品牌影響力的擴大，讓過去以產品及地域為市場界分的標準受到了挑戰；品牌的意涵超越了商品或服務，全球品牌的影響力也不再受到地理區域的限制，因此，以品牌競爭為出發的思維，該如何界定市場範圍，成為研究的重點。
是以，藉由一般市場界定的理論與方法，來探究品牌市場界定時可能遭遇到的瓶頸，並利用現行衡量市場力量的技術，來評析品牌市場力檢測的可行方法。企圖借助品牌力及品牌價值的操作，嚐試推論品牌競爭市場之範圍界定及其市場力衡量的可能作法，以聯結品牌競爭實務與公平交易法制之間的關係。
確定品牌市場力的衡量之後，即可就個別的品牌競爭策略與公平交易法之間的相關問題進行探討。特別選定品牌名稱、品牌延伸、品牌氾濫、自有品牌、品牌授權與聯合品牌等課題進行分析，說明品牌競爭時，應加衡酌之公平交易法相關規定。並提醒事業在界定市場、擬訂品牌競爭策略時，即應注意其適法性；對於競爭法的熟悉是事業進行品牌競爭時不可或缺的要事。

關鍵字

品牌競爭 ； 品牌市場界定 ； 品牌市場力

並列摘要

From an overview of the development of global markets, it can be discovered that the competitive subjects are changing with the development. In consumer perceptions, the value of “a brand” has gradually transcended that of a product or a service. Product or service becomes the basic concerns of consumers, and “brand” is the real need deeply rooted in the mind of consumers. Therefore, no matter the application of the new brand meanings, definition of the competitive market of brands, measurement of the brand market force or the regulation of brand competition, all of which are important issues for the domestic Fair Trade Act.
In the past, “brand” was defined simply as the “name or sign” of a product. In recent years, new meanings have been added to this concept, including that “brand is an asset”. Naturally, the market force of brand has appeared. The rise of brand awareness and increase of brand influence have thus challenged the traditional definitions of markets based on product and territory. The meanings of a brand now transcend the meanings of a product or service. The influence of global brands is no longer confined to geographical barriers. Therefore, how to define markets based on the concept of brand competition was a focus of this study.
According to the general theories and methods of market definition, this study explored the bottlenecks encountered in market definition and used the current market force measurement techniques to evaluate the feasibility of measuring brand market force. Through the operation of brand force and brand value, this study attempted to induce the definition of competitive market of brands and the market force measurement methods to connect the relations between brand competitive practices and fair trade laws.
After a market force measurement method was confirmed, it was used to examine the issues related to the respective competitive strategies of selected brands and their relationships with Fair Trade Act. Brand name, brand extension, brand proliferation, owned brand, brand authorization, and united brand were particularly analyzed to find out the regulations of Fair Trade Act that should be additionally considered in brand competition. Besides, enterprises were also reminded to pay attention to legitimacy of their measures during market definition and planning of brand competitive strategies. Familiarity with laws governing competitions is essential for enterprises engaged in brand competitions.

並列關鍵字

Brand competition ； Brand market definition ； Brand market force

參考文獻

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