廠商自創品牌因素、品牌策略與品牌權益之關係

THE RELATIONSHIP AMONG BRAND BUILDING FACTORS, BRANDING STRATEGY, AND BRAND EQUITY

許銘驊(Ming-hua Hsu)

指導教授 ： 梁文貴

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

過去數十年來，台灣廠商以OEM或ODM的經營方式賺進不少外匯，造就了台灣經濟奇蹟。但是隨著國際競爭環境的變化，代工業的高獲利時代已經結束，現在台灣廠商的毛利急速萎縮。台灣現在面臨的處境，是一個挑戰，也是一個機會。其實台灣已經有一些廠商正在邁向自創品牌的道路上，以自有品牌為產品主軸，希望走出專業代工與設計代工模式以外的道路。
然而目前廠商對於自創品牌（OBM）的經營模式並不熟悉，且國內對於自創國際品牌因素與品牌策略方面的探討較少，故引發本研究動機。本研究主要探討來源國印象、核心能力、國際人才對於創造品牌權益有何因果關係，以及品牌策略（自創品牌、購併品牌、聯合品牌）的選擇對於品牌權益的影響，以作為有心自創國際品牌的廠商擬定策略時的參考。
本研究之設計以量化取向為主，以天下雜誌2005年500大製造業廠商與BIPA會員為研究對象，採問卷郵寄方式，寄發出600份問卷。資料處理採用電腦套裝軟體SPSS13.0與Amos5.0，在第一階段進行驗證型因子分析 ( Confirmatory Factor Analysis, CFA )，計算各項量表之信度與效度，第二階段建立結構方程式模型 ( Structural Equation Modeling, SEM )以評估各路徑之效果，最後進行探索性分析。
研究結果發現：(1) 來源國印象對廠商之品牌權益沒有影響，亦即產品是由台灣所製造之事實並不會對廠商之品牌權益有特別之影響力；(2) 核心能力對品牌權益有正向相關，表示廠商所擁有之核心能力越是能夠支持其推行自創品牌，將會影響品牌的經營與績效的程度會越大；(3) 國際人才對品牌權益有顯著正向相關，其人才之國際觀與其所擁有之能力越好，其影響品牌之價值與績效也會越大； (4) 經過探索性研究後發現，來源國印象與國際人才與核心能力之類型並無法有效區別廠商自創品牌策略的組別；(5) 品牌策略對品牌權益沒有影響，無論選擇哪一種自創品牌策略，對於廠商之自創品牌均沒有顯著影響。

關鍵字

來源國印象 ； 核心能力 ； 國際人才 ； 品牌策略 ； 品牌權益

並列摘要

Based on how firms build brands distinguished from other competitors and on the profits of OEM and ODM getting worse, the research motive in this study is triggered. Besides, there is little research discussing the relationship among the factors, brand strategy, and brand equity. specifically, we examine the influence of the country of origin, core competence, and international talent on branding.
Samples include Top-500 firms of Taiwanese manufacturing industry and Brand International Promotion Association members. There were 600 questionnaires sent out to the respondents, and 106 copies were returned. After deducting 3 invalid returned questionnaires, there were a total of 103 valid responses. The valid response rate was 17.17%. The data is performed through SPSS 13.0. and Amos5.0. Both confirmatory factor analysis and the relationship between brand factors and brand equity are performed by structural equation modeling.
The results indicates that (1) Country of origin has no influence on brand equity. The image that products are designed or manufactured by Taiwan won’t have any influence on brand. (2) Core competence positively affect brand equity. The more superior core competence firms own, the better brand equity they will have. (3) There is a positive relationship between international talent and brand equity. Brand value and performance will be better if talents have abundant global perspectives and substantial skills. (4) After exploratory research, country of origin, international talent, and core competences may not effectively discriminate brand strategies, build, buy, and alliance. There are possibilities that making a branding decision needs to ponder more critical factors conditions, such as market reality. (5) Branding strategy has no obvious influence on brand equity. When own brand is originated from one of the branding strategies, firms still need more effort and determination to make an own brand success.

並列關鍵字

Country of origin ； core competences ； international talent ； brand strategies ； brand equity

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