台灣政府自2006年推動「品牌台灣發展計畫」以來,已大幅提升廠商對於發展自有品牌的意願,因此品牌就成為台灣產業最主要的議題之ㄧ。 M 型化社會趨勢下造成兩個極端的消費者行為,則右邊的被稱之為「新富人」,他們具有很大的收入和獲利的潛能。除此之外,M 型化社會趨勢下造成各個產業幾乎都受到波及,唯獨頂級產業的銷售業績卻不減反增,原因在於新富人擁有高品位及與眾不同的消費觀點,而他們也帶來了更多的商機和市場。 因此,本研究根據國內外學者文獻針對品牌定義、認知與品牌經營的研究成果,研擬出M型社會下之品牌策略架構圖。本研究以中區頂級建築廠商的一個特殊群聚為研究個案,從中先了解台灣企業主管對品牌的認知程度為何,再以質化研究方式訪談企業主管在M型社會趨勢下品牌的經營模式,最後統整出本研究標的產業所需之策略。
Since Taiwanese government launched the project of “branding Taiwan development plan” in 2006, many industries have developed strong will on deploying their own brands. Therefore, brand-developing issue has become one of the most important issues for Taiwanese industries. The trend of M-shape Society has resulted in two extreme consumer markets. People on the right-hand side of the M-shape society is called “the new rich people.” These people have greatly potential in making profits and incomes. Most of industries have been affected by the M-shape society phenomena. However, on the contrary, the luxury industry’s profit has increased because the “new rich people” have their own unique and high class aspects on consumption. This phenomenon brings more opportunities and markets to the luxury businesses. Therefore, by studying the references investigated by international experts on the topics of identifying, recognizing and operating brand, this research comes up with brand management strategies under the M-shape society.This study uses a special cluster of five-star constructuion industries as a case study. In addition to understanding the degree of brand awareness of the business managements, this study concludes with brand operation models and strategies under the M-shape society by qualititatively interviewing with the top managements.