HTC品牌經營策略與Interbrand品牌評價模擬之研究

本篇論文的主要目的在研究HTC的品牌經營策略，並且運用全球知名品牌顧問公司Interbrand的品牌評價模型，模擬與建構出本研究的評價方法，以獲得HTC 2011年品牌評價結果。從Interbrand評價研究流程中，探究HTC的品牌經營哲學與透視品牌價值提升的關鍵要素。宏達國際電子股份有限公司(簡稱HTC)，創立於1997年；由王雪紅、卓火土、周永明所共同創立。創業初期鎖定智慧型手持裝置的發展，重視創新價值的經營理念，使宏達電與微軟、Google、歐美日與亞洲等主要電信運營商維持良好的關係。2002年起在歐洲、拉丁美洲等地經營Qtek品牌通路，2006年宣佈購併多普達品牌通路並全力發展HTC品牌。2010年智慧型手機市佔率全球第四、台灣品牌價值(Interbrand base)第二名僅次於宏碁；HTC在2010年的品牌價值達13.71億美元。英國Interbrand品牌顧問公司成立於1974年，品牌評價方法乃透過預測未來營運產生的EVA與品牌角色指數RBI(Role of Brand Index)的乘積，獲得品牌利潤；再透過品牌強度評分BSS (Brand Strength Score)與對應之風險折現因子，計算出品牌利潤的現值總額，即該品牌的價值。由於RBI與BSS同屬Interbrand的商業機密，本研究必須透過模擬方式，進行運算架構的建立。本研究採用分析層級程序法，以及專家小組評估法建構與模擬RBI的評分Model。BSS評分方式參考Interbrand方法並參考權威機構之品牌評比資料。品牌風險折現率則同時參考武漢大學符國群品牌強度S曲線以及Interbrand評價方法的有限資料，從品牌強度折現率曲線特徵，發展出本研究BSS對應之風險折現率函數與曲線，並將之命名為「清華品牌強度風險折現率曲線」。本研究透過評價系統的模擬開發與一系列的參數假設，計算HTC在2011年的品牌價值達37.6億美元，較去年成長174%；有機會於2011年成為台灣第一品牌。最終，本研究給予HTC建議，期望HTC持續進行差異化的發展，並提升消費者對HTC的品牌知識。另外，HTC得強化RBI與BSS的經營，降低高度競爭下BSS的潛在風險，且未來全球化的品牌經營更需重視互利共生的經濟生態系統的建立。【關鍵字】：Interbrand、宏達電、品牌價值、品牌評價、品牌經營策略

關鍵字

宏達電；品牌價值；品牌評價；品牌經營策略

並列摘要

The main purpose of this thesis is to study HTC’s branding strategies and simulate the brand valuation model of Interbrand in order to establish the valuation methodology and acquire the result of HTC’s brand value in 2011. From this process, we could probe into HTC’s branding philosophy and the key elements of creating brand value. HTC Corporation was co-founded by Cher Wang, HT Cho, and Peter Chou. Focusing its resources on the development of handheld devices and innovation, HTC maintains good relationship with Microsoft, Google, and major telecom operators worldwide. HTC ever operated Qtek brand channel in Europe and Latin America from 2002. In 2006, HTC announced M&A of Dopod’s brand channel and launched HTC brand. In 2010, HTC’s Smartphone market share won fourth place in the world. Its brand value based on Interbrand’s methodology was No.2 in Taiwan, only after Acer. HTC’s brand value reached 1.37 billion USD in 2010. Interbrand, UK brand consultancy, was founded in 1974. Its brand valuation methodology is to calculate the future brand earnings by EVA and Role of Brand Index. The method assesses Brand Strength Score and the corresponding discounted rate in order to calculate the present value of the brand earnings, which is the brand value. Due to the commercial secrets of Interbrand’s RBI and BSS, the only way is to simulate its model to obtain the valuation algorithm. In this study, we adopted Analytic Hierarchy Process and Expert Panel Assessment to build and simulate RBI. To assess BSS, this study simulated Interbrand’s model and refered to the authoritative materials. To build “The Curve of Discounted Rate Compared to BSS”, we quoted S-curve sample from Quo-Qun Fu, Wuhan University professor, and limited materials from Interbrand. Finally, the discounted rate assessment model was built and named as“NTHU Discounted-Rate-Curve of Brand Strength”. This paper generated the simulative brand valuation model based on a series of assumptions and got the result of HTC brand value in 2011. The number reached 3.76 billion USD and grew 174% compared to last year. This paper also expects HTC has the opportunity to become No.1 Taiwanese brand in 2011. This study proposed the suggestions to HTC. HTC should continuously concentrate its resources on development of differentiation and need to increase the consumers’ knowledge of HTC brand. In addition, HTC should improve RBI & BSS management to reduce BSS potential risk and have to pay attention to build mutualism of economic ecosystem in the future. 【Key word】Interbrand、HTC、Brand value、Brand valuation、Branding strategies