核心競爭力類型與品牌策略配適對經營績效影響之研究—以台灣數位相機企業成長階段觀點分析

Research between Strategic Fit of Core Competence and Brand Strategy with Corporate Performance─Perspective of Taiwan DSC Company Growth Stage

吳政杰(Jeng-Jie Wu)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500242

摘要

論文摘要
本研究旨在探討核心競爭力類型與品牌策略配適對經營績效之影響，以企業成長階段觀點分析。台灣企業在腹地狹小、資源有限的不利條件下，面對國外強大的競爭者，企業核心競爭力的建構，至關重要；自大陸經濟改革開放後，為台灣自有品牌的經營提供契機；然而，在不同的企業成長階段中，如何選擇最佳的配適策略定位，以尋求新一波的成長，是值得研究探討的議題。
經相關文獻探討，建構本研究之研究架構，探討核心競爭力類型與品牌策略及其配適類型對經營績效之影響，並以企業成長階段為系絡變數，以驗證對經營績效之影響程度。在實證研究方面，針對進行品牌經營的台灣數位相機企業，篩選出四家個案公司，進行深入實證研究，所獲得之研究結果：
一、核心競爭力類型的市場傾向型比技術整合型在經營績效上，有較佳的經營績效表現。
二、品牌策略類型的品牌延伸策略比自創品牌策略在經營績效上，有較佳的的經營績效表現。
三、核心競爭力類型與品牌策略的四種不同配適策略類型中，以市場傾向─品牌延伸策略經營績效最佳，技術整合─自創品牌策略經營績效最差。
四、在基礎鞏固期階段，台灣數位相機企業採取核心競爭力類型與品牌策略配適類型中之市場傾向─自創品牌策略對經營績效表現較佳。
五、在組織運作期階段，台灣數位相機企業採取核心競爭力類型與品牌策略配適類型中之市場傾向─自創品牌策略對經營績效表現較差。
六、在穩定成長期階段，台灣數位相機企業採取核心競爭力類型與品牌策略配適類型中之市場傾向─品牌延伸策略對經營績效表現較佳。

關鍵字

數位相機企業 ； 品牌策略 ； 企業成長階段 ； 核心競爭力

並列摘要

Abstract
The purpose of this research is mainly to discuss the influence of the strategic fit of core competence types and brand strategy on corporate performance, Based on the perspective of company growth stage. Under unfavorable conditions that Taiwan enterprises are narrow and small in the hinterland, resources are limited. In the face of the strong competitors of foreign countries, building constructing of enterprise's core competence is essential. Mainland of China offers the opportunity for management of the own brand of Taiwan after economic reform and opening-up. However, in order to seek one wave of new growth, it is to worth studying the topic probed into how to choose the best strategic fit during the different company growth stages.
Through the related literary discussion, the framework of this research was established, in order to study the influence of the strategic fit of core competence types and brand strategy on corporate performance. Moreover, the company growth stage was regarded as the context variable to verify the affecting level of the business performance. In the area of evident research, in depth interview evident research has been conducted on four Taiwan DSC company managing the brand, which the important result was obtained as followed:
1. In the area of the business performance for the core competence categories, market-oriented type has better performance than technic-oriented type.
2. In the area of the business performance for the brand strategy categories, creative brand strategy has better performance than brand extension strategy.
3. There has difference in the four different strategic fit of core competence types and brand strategy on corporate performance; market-oriented brand extension strategy has the best performance, and technic-oriented creative brand strategy has the worst performance.
4. In the basis consolidated period, Taiwan DSC companies that adopt market-oriented creative brand strategy have the better performance.
5. In the organization operated period, Taiwan DSC companies that adopt market-oriented creative brand strategy have the worse performance.
6. In the steady growth period, Taiwan DSC companies that adopt market-oriented brand extension strategy have the better performance.

並列關鍵字

brand strategy ； DSC company ； company growth stage ； core competence

參考文獻

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