自創品牌策略與價值創新模式對品牌權益影響之研究─以台商佈局中國大陸文化創意產業為例

Own Brand Strategy and Value Innovation Model with Brand Equity─Taiwan’s Cultural and Creative Industries in Mainland China

余嵐茵(Lan-Yin Yu)

指導教授 ： 張光正 ； 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6840/cycu200700276

摘要

摘要
本研究旨在探討台商佈局中國大陸文化創意產業，其自創品牌策略與價值創新模式對品牌權益的影響，並以不同的文化創意產業類型作為系絡變數，比較影響效果是否有所不同。
經過相關文獻探討，本研究將自創品牌策略依照路徑發展，分成「品牌延伸型」(extended brand strategy)和「本土驅動型」(local brand strategy)兩種策略；在價值創新模式上，則藉由「價值創新基礎」(vaule innovation basis)和「價值創新策略」(value innovation strategy)兩構面來討論。最後以Aaker(1996)衡量品牌權益的五項構面來作為評量品牌的標準。
本研究採行個案研究法，在與六家個案廠商 (法藍瓷、琉園、石頭記、夏姿、歐迪芬與達芙妮) 深度訪談以及相關次級資料的分析後，發展出相關命題，並歸納出以下結論：
一、在中國大陸當地創立品牌的廠商有地緣優勢，而品牌從台灣延伸到中國大陸的廠商則有品質優勢：在中國大陸創立品牌的廠商，因為就地成長，較能掌握消費者特性與通路等資源，加上沒有其他市場的包袱，能針對當地市場特性作策略上的調整與因應，因此有較佳的品牌知名度與市場表現。品牌從台灣延伸到中國大陸的廠商，則因為有較為成熟市場的歷練，在品質的掌控上有較佳的穩定度。整體來說，以在中國大陸創立品牌的廠商表現較佳。
二、以「行銷創新」為創新策略，是文化創意產業廠商在中國大陸最佳的價值創新策略之選擇：無論是工藝設計或時尚設計產業，都以行銷創新策略為最佳策略之選擇。推論是因為中國大陸幅員廣大、人口眾多，一般來說只要有相當的知名度，就會有相當的營收，因此採取「行銷創新」策略來宣傳價值理念最為有效。
三、整體而言，時尚設計產業在品牌權益上的表現較工藝設計產業佳：中國大陸的經濟正在崛起，消費者對於服飾的需求上大過於工藝飾品的需求，接受度相對也較高，推論可能因為服飾較為實用，可以隨時穿出去，而工藝飾品一般只能放在室內固定擺設。
根據以上結論，本研究建議台商到中國大陸發展文化創意品牌，應該以品質的優勢去推廣台灣品牌，並嘗試將產品與行銷當地化，以適應民情，若能在產品設計上更加融入生活，將會較容易引起消費者的注意與青睞。除此之外，善用台灣豐富的行銷經驗優勢，想辦法提高品牌能見度，是打入中國大陸市場的重要關鍵成功因素。

關鍵字

文化創意產業 ； 品牌權益 ； 價值創新 ； 自創品牌策略

並列摘要

Abstract
The main purpose of this research is to investigate the impact on brand equity in terms of own brand strategy and value innovation model via Taiwan’s cultural and creative industries entering the Mainland China market. Moreover, we adopt the various styles of cultural and creative industries as context variables to compare the influence of effects.
After reviewing relative literature, we separate the own brand strategy into “extended brand strategy” and “local brand strategy” according to the path development. The former indicates the brand is extended from Taiwan to Mainland China, and the later indicates the brand is created locally in Mainland China. About the value innovation model, we discuss it from two dimensions namely “vaule innovation basis” and “value innovation strategy”. Finally, we utilize Aaker’s definition to be our brand equity standard.
This research adopts case study method with six companies’ interviews, including Franz, Tittot, i-stone, Shiatzy, Ordifen, and Daphne. After depth interview and secondary data analysis, we propose the relative propositions and draw some conclusions as following:
1. The companies which utilizing local brand stragety are familiar to the local culture and environment than those adopt extended brand strategy. But the advantage of companies which operating extended brand strategy is their quality. Those companies established their brand in Mainland China are good at catching customer’s habitus and having the resource of channel mainly because it’s growing locally. Besides, they can adjust their strategies for the local market flexibly because of no barrier from other market. Therefore they present better performance of brand awareness and market behavior. Those companies which utilizing extended brand strategy show better performance of quality controlling simply because their high extent mature experience from market. Overall, companies established their brand in Mainland China have better performance in market.
2. “Marketing innovation” is the best strategy of value innovation for progressing Taiwan’s culture and creating industries in Mainland China. The companies both in craft design and fashion design industries select the marketing innovation strategy for the optimal way. We deduce that there have broad territory and numberous population in Mainland China. Generally speaking, if the brand was equipped with great reputation, it more suit for adopting the marketing innovation strategy to promote the vaule effectively.
3. Overall, the performances of brand equity in the fashion design industy outperform than in the craft design industy. The economy of Mainland China is growing up. Customers’ demand on the clothes is higher than the crafts, more importantly, the acceptances are also higher. We deduce that the clothes could be more practical than the crafts mainly because the functional utility from the clothes and the crafts often been put indoor for a decoration.
Based on the conclusion above, this research suggest that Taiwan’s cultural and creative industries which developing the brands in Mainland China should exert the advantage of quality to promote Taiwan’s brands. Try to catch the local customers’ demand by localizing in marketing and product design. Besides, conducting the advantage of the available marketing experience to raise the visibility of brands is the crucial factor for successful.

並列關鍵字

Own Brand Strategy ； Cultural and Creative Industries ； Value Innovation ； Brand Equity

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