黑松企業文化之研究

A Study of Corporate Culture of Hey Song Company

游映嫻(Ying-Hsien Yu)

指導教授 ： 賴澤涵

國立中央大學/文學院/歷史研究所碩士在職專班/碩士(2006年)

摘要

論 文 提 要

清涼飲料產業自始發展以來隨時代變遷而屢有變化。日治時期清涼飲料水統制組合成立前，進馨商會（黑松公司之前身）可算是台灣飲料產業界發展最為迅速的飲料廠。雖自清涼飲料水統制組合成立後，進馨商會在台灣總督府統轄下編列為第八工廠，但統制前的進馨已悄然奠定現代化經營之根基。待經濟統制結束後，台灣產業恢復自由之身，亦因清涼飲料之擴充生產及美援相對基金的輸入，進馨商會率先開創了台灣飲料產業的新紀元。其與社會發展、產業文化、民眾生活漸趨緊密，並帶動台灣飲料產業持續朝現代化方向前進。

自民國五十七年起政府開放可口可樂、百事可樂進口後，進馨商會的黑松汽水、黑松沙士在激烈的碳酸飲料市場競爭中受到重大衝擊，面對營運可能走入困境，進馨商會首先變更組織、並更名為「黑松飲料股份有限公司」；接著大聲疾呼其他本土業者，齊心迎戰國際品牌；且運用廣告手法播散飲料產業文化之特色，再以「黑松」給予台灣民眾的品牌記憶切入廣告調性中，最後更選擇直接面對競爭對手、學會其行銷手法，終於成功地抵擋「兩樂」於台灣市場的凌厲攻勢。使黑松公司成為主動發起、結合同業，推動飲料產業於產銷方面革新之首例，並促成台灣飲料市場新局面之開展，為其他害怕面臨外來品牌挑戰的產業樹立了良好之典範。

黑松公司在台灣經過八十年的生根發展，儼然成為台灣本土飲料之代表。黑松能在「土洋大戰」與「黃樟素危機」的風雨中屹立不倒且益發壯盛，原因在於它擁有優質的企業文化，一路帶領黑松公司無畏無懼地迎接挑戰。藉由黑松企業文化之研究可得知：在時代潮流的變動下本土飲料產業如何運用自身優勢且克服老化與衰退，於傳統經營理念中加入現代化、多角化、國際化的策略以取得平衡點，並適應時代塑造新的職場文化內涵，賦與企業活化之生機。在融合「傳承」與「創新」的過程中，黑松公司之企業文化更有著順應飲料產業之時代變革、吸引民眾注意老品牌所煥發出來的新魅力之作用。

關鍵字

黑松 ； 清涼飲料水 ； 飲料產業 ； 企業文化 ； 品牌記憶

並列摘要

Abstract

It’s changeable with era from starting to develop of cold drink industry. Japan managing period before the system of uniting the cold drink water is established, Chin Hsing company (the predecessor of the Hey Song company ) can be regarded as the beverage factory with the fastest developing speed of industrial circle of Taiwan beverage. Although since the cold drink water controls and makes up establishing , Chin Hsing company is classified as the eighth factory in the time of Taiwan Governor-General Office, and it had already established the foundation of quietly before being controlled. After the finishing controlling in economy, Taiwan industry is free again, because expansion of cold drink and U.S.A. aiding the matching fund also, Chin Hsing company is the leader in opening new era of beverage industry of Taiwan. It is close to social development , industry''s culture and people''s lives gradually, and leads the beverage industry of Taiwan to sustain advancing in the modernized direction.

Since 1968 the government imported coca-cola and Pepesi Cola, Hey Song soda and Hey Song sarsaparilla of Chin Hsing company are struck greatly in the fierce soda market competition, may enter into the predicament in the face of operating, Chin Hsing company reorganized at first, and rename as “ Hey Song the beverage Limited Company “. Then encourage the other native country industries to challenge the international brand together. It uses the advertising tactics to show the characteristic of scattered beverage industry''s culture, and then taking Taiwanese''s brand memory about “Hey Song” into the tone of advertisement, to face rivals directly , learn their selling tactics .Finally, it resisted coca-cola and Pepesi Cola in the swift and fierce offensive of the market in Taiwan successfully. Hey Song company initiated to combine the same trade voluntarily, promote the reformation that the beverage industry in producing and selling, facilitate the new development of Taiwan beverage market. It established a good model to other scared industried to face the challenge of foreign brands.

The Hey Song company passes 80 years in developing in Taiwan.It has become a representative of native beverages in Taiwan. The Hey Song company is stronger and stands erect in the danger of “ the safrole crisis” and the competition between the foreign and native sides. The reason is it has a high-quality corporate culture, which leads the Hey Song company to challenge fearlessly.We can learn with the research of the corporate culture of the Hey Song company: How does the native beverage industry use one''s own advantage and overcome wearing out and declining under change of the tendency of the day.It joins the modernized , many angled , tactics of the internationalization in order to obtain the equalization point in the idea of traditional management.It meets era and moulds the new cultural intension of job market . It gives life to enterprises. In the course merging the tradition and innovation. The Hey Song company has the function that complies with the era improvement of beverage industry.It also attracts the people’s notice to the new glamour from the old brand.

並列關鍵字

brand memory ； corporate culture ； beverage industry ； cold drink water ； Hey Song

參考文獻

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