中小企業於大陸市場發展品牌關鍵因素之研究－以雷虎科技為例

A Study on Key Elements Leading to Brand Development for Small and Medium-Size Enterprise in Mainland China Market– An Example of Thunder Tiger Group

楊慶煌(Ching-Huang Yang)

指導教授 ： 龔昶元 ； 陳悅琴

朝陽科技大學/管理學院/企業管理系/碩士(2010年)

摘要

本研究主要在探討無線（R/C）遙控模型產業在大陸市場發展品牌之關鍵成功因素。透過個案公司實施的品牌策略、在大陸的發展過程及其所處產業之競爭狀況的研究，並且應用GM（0,N）模型分析探討個案公司建構自有品牌之核心競爭力發展與關鍵成功因素，分析出個案公司管理階層及大陸廠經營幹部之認知差異，以期未來能導向一致性的發展方向，並進一步提出建議以做為個案公司未來經營策略之思考與執行方向。
應用GM（0,N）模型分析結果顯示，個案公司管理階層及大陸廠經營幹部之認知一致，應優先被發展的項目如下：
一、公司核心競爭力在於「知識管理」、「企業形象、商譽」、「研發設計能力」。
二、公司若要大陸市場發展品牌，最有機會成功與最應優先發展的關鍵核心能力為「知識管理」、「人力資源」、「生產技術」。
研究結果也顯示：無線（R/C）遙控模型產品是陸、海、空模型結合電子之科技產品，消費者能獲大量知識支援是購買最大動力，大陸幅員遼闊發展網路電子商務配合「知識管理」優先發展之能力，這正是無線（R/C）遙控模型產業廠商大陸發展品牌之關鍵成功因素。

關鍵字

GM（0 ； 無線（R/C）遙控模型 ； 關鍵成功因素 ； 品牌發展 ； N）

並列摘要

The objective of this research is to discuss the key success factors for the brand development of wireless (R/C) Remote Control model industry in the mainland-China-based market. Through the case study on company’s brand strategy, the development process in the mainland China and the competitive field of this industry, this study aims to measure the performance of core competitiveness development of OBMs (Own Brand Manufacturers) and key success factors and explore the cognitive differences between managers in headquarters and supervisors in mainland-China factory by means of the application of GN (0, N).
In order to get access to the implementation of an accordant development, the outcome released by this research has made it possible for the case-study company to come up with business directions and strategies.
Results released by GM (0, N) model analysis indicate that managers in case-study headquarters and supervisors in mainland-China factory have cognitions in common and take it for granted to reach the accomplishment of following guidelines.
First, the core competitiveness mainly consists of Knowledge Management, Corporation Image and Business Reputation, and Research & Development Abilities.
Second, only with such core competitiveness as Knowledge Management, Human Resource, and Production Technology can ODMs (Original Design Manufacturing) turn into OBMs (Own Brand Manufacturing) in the mainland China market.
In addition, results reveal that models with wireless remote controller are referred to as model products combined with land-based, underwater-based, and air-based models and electronics, enabling consumers to gain a considerable amount of knowledge which lead to an enormous number of order demands among customers. The large-scale market in mainland China has made it feasible for manufacturers to foster the abilities mingled with Internet-based Electronic Commerce and Knowledge Management and has made it possible for wireless remote controller manufacturers to contribute to the immense market share of their own brands in mainland China.

並列關鍵字

GM(0 ； Brand Development ； Key Success Factors ； Wireless (R/C) Remote Control Model ； N)

參考文獻

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