大陸台商品牌識別之研析與產品經理制度之探討

在傳統的企業管理學中，企業機能無論是五管(生產、行銷、人事、研發、財務)或八管(加上品質、資訊、採購)之分，均無「品牌識別」與「產品經理」這樣的組織機能，然而近二十年來，設置「品牌識別」尋「產品經理」已逐漸在企業經營上蔚為風潮，在美國應用之廣遍佈各個產業。在台灣，也有漸多的行業與企業導入這樣的職位，而大陸也因為大量的外資與台商企業的引進，設置「品牌識別」與「產品經理」職位的企業也越來越多，而「品牌識別」與「產品經理」被賦予的職責也形形色色，但海峽兩岸的企業，實際上能充分發揮「品牌識別」與「產品經理」制度效益的比例不高。本文將從「品牌識別」的導入與「產品經理」制度的緣起與時代意義，到今日「品牌識別」與「產品經理制度」實施常見的問題，探討說明如何將品牌識別經理制度的企業機能充分發揮。

關鍵字

品牌識別；品牌商標；經理制度

並列摘要

In traditional enterprise management science, enterprise function, regardless of being five (production, marketing, human affairs, research and development, finance) or eight (adds on quality, information, purchase) the division, does not have “the brand to distinguish manager” such organization function, however in the recent 20 years, the establishment brand distinguishes manager already in the enterprise manages on luxuriant is an unrest gradually, applies in the US proliferates each industry broadly. In Taiwan, also has gradually many professions and the enterprise inducts such position, but mainland also because of the massive foreign capitals and the Taiwanese businessman enterprise's introduction, the establishment brand distinguishes the managerial position the enterprise to be also getting more and more, but the brand distinguishes manager the responsibility which entrusts with also of all forms, but two sides across the Taiwan Strait's enterprise, in fact can display the brand to distinguish manager fully the system benefit the proportion not to be high. This article will distinguish manager from the brand system's origin and the time significance, distinguishes manager to today brand the system implementation common question, the discussion explained how to distinguish the brand manager system's enterprise function to display fully.