自創品牌發展工業用照明燈具之研究-以台灣LED照明燈具產業 L公司為例

The Strategies of Brand Management to Industrial Lighting – A Case Study of L Company.

蔡宗霖(Tsung-Lin Tsai)

指導教授 ： 印永翔

國立臺灣師範大學/管理學院/高階經理人企業管理碩士在職專班(EMBA)/碩士(2015年)

https://doi.org/10.6345/NTNU202205336

摘要

本研究以我國LED照明產業為研究範圍，並以 L公司為個案研究對象，擷取國內外產業資訊、專業評析報告、期刊雜誌資料、網站資料等彙集整理，分析工具則利用美國哈佛大學教授 Michael E. Porter 的五力分析，以及 Weihrich提出的SWOT分析方法，將個案中小企業L公司進入高功率LED工業用特殊照明燈具藉由文創設計產生差異化從LED燈具的ODM代工方式，轉型為富含創意設計元素，藉由L公司發展自我品牌OBM的個案分析、將其結果及經驗，以供業界參考。

關鍵字

工業用特殊照明 ； 文創設計 ； 品牌 ； SWOT 分析 ； 五力分析

並列摘要

This thesis focuses on the area of LED lighting industry and applies L Company as case study. To strengthen the idea of this thesis, we collect the overseas’ related industry development information, evaluation reports, journals, and website information to have further analysis. The theoretical framework of Porter's Five Forces analysis and Weihrich of SWOT analysis is applied to explore how the case L company entering the high-power LED industry lighting with special cultural and creative design generated by the difference from the ODM experience. Through the case study of OBM the results and experiences from the development of brand-name for L company can be applied or modified by the companies in the related industries.

並列關鍵字

Industrial Lighting ； cultural and creative design ； branding ； SWOT analysis ； five forces analysis

參考文獻

1. Srivastava, Rajendra K. and Shocker Allan D. (1991) Brand Equity: A Perspective on its Meaning and Measurement. Cambridge Mass: Marketing Science Institute.

2. McNeal, J.U. and Zeren, L.M. (1981) Brand Name Selection for Consumer Products.

MSU Business Topics, (Spring), 35-39.

3. Blackett Tom (1991), The Valuation of Brands, Marketing Intelligence & Planning, Vol. 9, No. 1, pp. 27-35

4. David A. (1992), The value of Branding Equity, Journal of Business Strategy, pp. 27-32.