創業家精神、網絡關係與品牌策略

Entrepreneurship, Network and Brand Strategy

李明潔(MING-CHIEH LEE)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

創業家是扮演著追尋機會、改善經營方法以及激勵組織、帶領組織一同成長的關鍵角色。過去相關研究顯示，企業在創業初期，除了受到創業主的思維以及能力影響之外，同時更由於對於環境知覺能力的差異，而影響其對市場機會的選擇。創業者本身會藉由改變網絡關係的連結與結構調整，以擴展其經營範疇。本研究主要探討創業家精神以及網絡關係互動之下，如何取得市場機會，或者經由網絡之間所形成的互補性資源以達成企業目標。本研究主要探討的議題如以下：
一、創業家精神對於網絡關係的改變脈絡。
二、創業家以及外部網絡在不同品牌生命階段中，品牌形象的建立以及品牌策略之改變狀況。
三、創業家精神對於該企業品牌經營之影響。
四、網絡關係對於企業品牌策略之影響。
本研究探討對象為國內運動休閒相關產業，其包含上、中、下游：設計、製造、通路之產業範圍企業，並透過深度訪談的方式來進行分析其創業家精神、網絡關係對於品牌經營之影響，以及管理層面的思維。
由個案中發現，創業家除了是主導企業品牌經營的主要關鍵人物，其本身亦會藉由正式與非正式的管道，及經由交淺不同的互動關係而得到不同的資訊與資源；並且在品牌生命週期各階段中，個案廠商會藉由網絡型態結構的改變來輔助企業品牌的經營。

關鍵字

創業家精神 ； 網絡關係 ； 品牌策略

並列摘要

Entrepreneurs are playing a pursuit of opportunities and incentives to improve the way we do business organizations, led by organizations with a key role in growth. Past research shows that enterprises in the early start, in addition to being business owners as well as the ability to influence thinking, but also the environment as a result of differences in perceived competence, and opportunities that affect their choices on the market. Entrepreneurs would change the network by the relationship between structural adjustment and the link to expand the scope of its operations. This study focused on the entrepreneurship, as well as an interactive network, that how to get market opportunities, or through the network formed between the complementary resources to achieve business goals. This study focused on the topics such as the following:

1.Entrepreneurship of the relationahip between the evolution of the network context.
2. Entrepreneurs, as well as external networks in different life stages of the brand, brand image and brand strategy to establish the evolution of the situation.
3. Entrepreneurship of the impact of corporate brand management.
4.Netwrok relations are the effect of corporate brand strategy.

This study investigated for domestic sports and leisure related industries, which include tthe design, manufacture, access the scope of the industry enterprises, and by way of depth interviews with an analysis of its enterprising spirit of brand management for the network of relations impacts, as well as the management level of thinking.

Through the case, entrepreneur-led enterprises in addition to brand management is the main key will be by its own formal and informal channels, or through the cross-interaction between the different light and different information and resources; and brand in various stages of the life cycle, manufacturers will be the case by type of changes in the structure of the network to support the operation of corporate brand.

並列關鍵字

entrepreneurship ； network ； brand strategy

參考文獻

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