品牌國際化與行銷策略探討：以新加坡OSIM與台灣Acer為例

在產業全球化分工與網際網路盛行的趨勢下，企業面對來自世界各地競爭的壓力，再加上消費者對品牌的狂熱，迫使企業紛紛踏上自創品牌之路。企業在發展產品策略時，如何以產品設計來傳達品牌特性，並突顯出個別差異性，塑造出深植人心的品牌形象，是品牌塑造的重大議題。本研究針對產品策略導入於企業品牌形象塑造的運作中進行探討，以建構出塑造品牌形象之產品策略初期模式，提供企業與學術之參考。本研究以新加坡OSIM與台灣Acer這兩個有發展國際化品牌的企業為主要個案對象，並透過質性研究中的文獻探討與個案研究法來分析OSIM與Acer這兩家企業品牌國際化的過程與成功模式；其主要的結論為：(1)雖然目前全球品牌價值排名都還是以西方國家之企業為主，但是隨著亞洲市場興起、產業全球化分工成形與網際網路盛行等因素，以往消費者所認知的先進國家的品牌與製造的品質一定優良的印象已經漸漸改變，任何一個小國的產品，都有可能發展成為全球知名的品牌；(2) 當產品的差異化越來越小的時候，品牌的價值已經不是外在的規格與價格，而是在消費者心裡層面的認同，故企業經營品牌的思維必須從做產品的品牌提升到做服務的品牌；(3)因為做服務的品牌必須要先了解消費者的需求，且因消費者的需求會因各地區不同的文化、不同的語言與不同的教育等因素而有所不同，故在地化行銷是國際化品牌的成功關鍵因素，也是所有國際化品牌企業最大的挑戰。

關鍵字

品牌；新加坡；國際化行銷

並列摘要

In the industrial global division of labor and trends in the prevalence of the Internet, companies come from all over the world face the pressure of competition, coupled with consumer enthusiasm for the brand, forcing enterprises have set foot on his own brand . Enterprises in the development of product strategies, how to design future products to convey brand identity, and highlights the nature of individual differences, create a brand image in people's minds, is the branding of the major issues. In this study, product strategy into the enterprise brand image in the conduct of the operation, in order to build a brand image of product strategy for the initial model, to provide business and academic reference. In this study, Singapore OSIM and Taiwan Acer has developed two international brand business case for the main object, and through “Qualitative Research” in the literature review and case study method to analyze the OSIM and Acer both the process of internationalization and successful model; its main conclusions are: (1) Although the current global brand value rankings are still dominated by Western countries of the enterprise, but with the rise of the Asian market, industry global division of forming and the internet prevalence of other factors, in the past consumer awareness of the advanced countries of a certain brand and manufacturing quality excellent impression has gradually changed, any small country's products, are likely to become the world renowned brand. (2) When product differentiation is getting smaller and smaller when the value of the brand is not the external specifications and price, but the level of recognition in the minds of consumers, business brand thinking it must be done to make the brand to enhance the service brand. (3) Because to do service the brand must first understand the needs of consumers, and because of consumer demand because of the culture of different regions, different languages and different education and other factors vary, it is the ground of international brand marketing success the key factor, but for all international brands of the biggest challenges.