探討台灣品牌經營成功關鍵因素

Exploring Key Successful Factors of Brand Management Taiwan

劉瀚升(Han-Sheng Liu)

指導教授 ： 游雅雯

亞洲大學/管理學院/經營管理學系碩士班/碩士(2011年)

摘要

台灣過去企業都以OEM與ODM為主，長久經營下技術與經驗上已有國際知名水準，但綜觀國際市場以台灣企業為主的國際品牌卻相當少。近年來國際競爭越來越激烈，台灣政府為了鼓勵台灣企業走向國際化，紛紛開始推廣企業走向經營自有品牌，而台灣技術與經驗上深受國際大廠愛戴，但綜觀國際市場以台灣企業為主的國際品牌卻相當少。畢竟品牌需要長久時間的經營與各項因素綜合起來才能成功，也是企業創造出來最具價值的無形資產，因此在國際競爭環境下，台灣企業要如何經營自有品牌成為關鍵？因此本研究藉由目前最能代表台灣品牌的成功的企業宏達電為探討對象，整理出台灣企業經營品牌相對比較重要的五大構面與20項次準則，最後結合層級分析法與決策實驗室分析法，獲得評選準則之優先次序與因果關係。優先次序方面，四大構面以品牌忠誠度為權重第一名；因果關係方面品牌忠誠度構面下滿意度為企業最值得改善之評選次準則；品牌知名度下則以名人代言為最值得改善次準則；品牌聯想方面則是以產品外觀為最值得改善之次準則；最後知覺品質以品質內涵為企業最值得改善之評選次準則。

關鍵字

品牌權益 ； 宏達電 ； 層級分析法 ； 決策實驗分析法

並列摘要

In the past, enterprises in Taiwan were mostly OEMs or ODMs. After a long time, the technologies and experiences these enterprises are said to be of internationally renowned standards. However, looking at the international market, there are only a few international brands that are operated by Taiwanese enterprises. As the international market is getting more competitive during the last few years, in order to encourage Taiwanese enterprises to move toward internationalization, the Taiwan Government started promoting enterprises to have their own brands. Although the technologies and experiences of Taiwanese enterprises are much admired by international companies, there are not many international brands that are owned by Taiwanese enterprises in the international market. After all, a brand needs years of management and various other factors in order to be successful. Moreover, a brand is the most valuable intangible capital created by an enterprise. Hence, in the global competitive environment, the ways for Taiwanese enterprise to manage own brands are very important. Thus, in the research, HTC Corporation, the enterprise that is the most representative successful Taiwan brand was used as the research target to find out five major perspectives and 20 sub-criteria that are important to Taiwanese enterprises in terms of having their own brands. Analytic Hierarchy Process and Decision Making Trial and Evaluation Laboratory were then applied to obtain the priority order and the causal relationship of the criteria. In terms of priority order, brand loyalty, of the five major perspectives, had the top weight rating. In terms of causal relationship, satisfaction under brand loyalty was the sub-criterion that was most worth improving by enterprises; celebrity endorsement under brand familiarity was the sub-criterion that was most worth improving; product appearance under brand association was the sub-criterion that was most worth improving; quality content under perceived quality was the sub-criterion that was most worth improving.

並列關鍵字

Brand Equity ； HTC ； Analytic Hierarchy Process (AHP) ； Decision Marking Ttial and Evaluation Laboratory (DEMATEL)

參考文獻

朱博湧、陳佳誼、陳俊廷(2008)，台灣企業品牌價值與股價報酬關係之實證研究，管理學報，26(6)，637-651。

曾漢壽(2008)，讓台灣品牌站上國際舞台(國家品牌篇)，台北：經濟部國際貿易局。

曾漢壽(2008)，讓台灣品牌站上國際舞台(代工與品牌篇)，台北：經濟部國際貿易局。

彭玥箖、林谷鴻(2010)，自行車品牌權益要素之分析-分析網路程序法之應用，工程科技與教育學刊，(7)3，456-467。

宏達電子國際股份有限公司-HTC 台灣(擷取日期：2010年11月21日)