系統化精實品牌發展方法建構─以品牌台中之綠園道多元文創商圈發展個案為例

Methodology Construction for Systematic Lean Brand Development─a Case Study of Green-parkway Multi-cultural Creativity Business Area for Branding Taichung

陳麒凱(Chi-Kai Chen)

指導教授 ： 林均燁

朝陽科技大學/理工學院/工業工程與管理系/碩士(2015年)

摘要

大部分亞洲國家藉由大量的代工生產來獲利，但在2008年金融海嘯後，多半企業傾向不敢投資，因為盡是些又急又少量的訂單，讓許多以代工為核心的企業難以從訂單中獲得穩定的利益。
為了獲得穩定或更高的利益，本研究經由微笑曲線了解到：因為生產製造產業眾多，削價競爭的結果、以及生產製造成本可被量化的特性下，生產製造業的附加價值進入微利時代，所以鼓勵產業往研發及品牌行銷發展，企業才有機會創造更高的附加價值、永續發展。
為了塑造國際品牌，經濟部於2005年提出「品牌台灣發展七年計劃」，雖然在前期有些亮眼的成果，但後來似乎已有點後繼無力。為了讓企業在發展與維護品牌時有一個系統化的架構得以依循，本研究首先藉由微笑曲線延伸後所得的微笑曲線循環模式來思考品牌發展的前提條件；第二，利用KJ法來探討一套可以規劃出系統化精實品牌行銷服務的建置體系；第三，結合策略地圖以及Interbrand的品牌評價方式來形成品牌策略地圖，最後以商業模式進行收斂。
期望藉由本論文系統化精實品牌發展模式的研究，能夠讓產業界藉由這套方法，更加有效率地引導未來的品牌規劃、發展與維護。

關鍵字

品牌策略地圖 ； 系統化精實品牌發展方法 ； 品牌維護 ； 品牌發展 ； 微笑曲線 ； 品牌發展商業模式

並列摘要

Most of Asian industries make profits by Original Equipment Manufacturer (OEM). After 2008 financial tsunami, most of the industries are afraid of any further investment because most orders are urgent and small.

In order to make stable profits, this research realized from the smiling curve that OEM profit margin has been lowered and lowered due to severe competition and the fact that the cost of OEM business can be quantified easily. Hence, encouraging OEM businesses to invest on R&D and branding is the most fundamental way for industries to create more value, earn more profit and keep their business sustainable. However, for making the change, the first issue to discuss is how a company can develop and maintain a brand.

In order to coin some international brands, Ministry of Economic Affairs funded a “7-year project for branding Taiwan” on 2005. There were some achievements in the very beginning, but lasted not very long. For the purpose of establishing a systematic model for industries to follow in their way of developing and maintaining brand, this research starts from a circulating smiling curve concept to discuss about the fundamental elements of brand development. Secondly, KJ method is used to construct the systematic lean brand development methodology. Thirdly, this research will further compose a branding strategy map by combining strategy map methodology as well as Interbrand’s branding evaluation system. Finally, as a conclusion, this research uses a business model description methodology to depict the big-picture of the brand development system.

It is expected that the research result, the systematic lean brand development methodology, can lead ways for enterprises to develop their brand power more effectively and efficiently.

並列關鍵字

branding strategy map ； systematic lean brand development methodology ； brand maintenance ； brand development ； Smiling curve ； branding business model

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