科技服務業之品牌策略:以S公司為例

Exploring Branding Strategies in the High Technology Service Industry A Case of S Firm

黃武宗(Max Huang)

指導教授 ： 鄭啟均

元智大學/管理學院/管理碩士在職專班/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00109

摘要

臺灣作為全球電子代工業重鎮，電磁相容檢測及全球認證服務的發展堪稱全球第一，大型規模的電磁相容實驗室發展蓬勃，然而電磁相容檢測以及全球認證服務市場集中且競爭者眾。耕興股份有限公司作為產業龍頭並為專業電磁相容實驗室中少數能經營成為上櫃公司規模，如何能在此紅海中藉由品牌策略確保競爭優勢並追求成長，為本文討論的重點。

關鍵字

品牌策略 ； 科技服務業 ； 電磁相容 ； 全球認證

並列摘要

IT industry is the key factor of Taiwan economic, all types of electric / electronics products are developed, designed, built, and supplied via Taiwan supply chain, amoung the supply chain the EMC compliance and certification service companies provide the key role in product time-to-market.

The scale and capability of Taiwan EMC compliance service providers can be regarded as top of the world, Sporton International Inc. as the leading role of the compliance industry is facing the competition from other compliance service provider day to day, it is the key issue to Sporton in how to compete and keep strength of competiveness via brand development strategy.

並列關鍵字

Brand Development ； Tech-Based Service Provider ； Electromagnetic Compatibility compliance ； Global Certification

參考文獻

6. 臺灣檢驗科技股份有限公司網站 http://www.sgs.com.tw/zh-TW.aspx

18. 財團法人全國認證基金會 TAF www.taftw.org.tw

1. Brand management: research, theory and practice, Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre 2005

3. Jakki Mohr, Sanjit Sengupta, and Stanley Slater (2005). Marketing of High Technology Products and Innovations(2nd ed). Pearson Prentice Hall

5. Yin R.K., 2009. Case Study Research – Design and Methods. Fourth edition. Thousand Oaks, California : Sage.