傳統家電品牌轉型與品牌活化策略之研究

TRANSFORMATION OF TRADITIONAL HOME APPLIANCES BRAND STRATEGY & BRAND REVITALIZATION RESEARCH

蔡智鎧(Chih-Kai Tsai)

指導教授 ： 林婷鈴 ； 劉秀雯 ； 吳志明

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

台灣傳統家電品牌在近年來通路及環境的變革中，已經處於高度競爭的市場狀況，低毛利的獲利讓生存越來越困難。兩岸逐漸開放後，勢必會面臨到中國及新興亞洲國家廠牌、通路低成本及資金進入的龐大威脅。因此如何活化品牌、提升品牌形象、及產品的附加價值，維持並提高利潤，已是當前台灣家電品牌需即刻探討的議題。
本研究以研究者實際參與個案品牌活化過程，利用行動研究法做整合分析探討。個案公司透過全面品質管理，自有門市轉型，品牌形象活化、產品設計優化及創新產品開發的步驟，來探討如何從資源基礎中找出核心能耐，發展創新品牌形象及品牌活化，並提出觀念性研究架構。
研究發現傳統家電品牌轉型及活化過程，應先能發掘公司資源，依核心能耐依序發展品牌定位，品牌個性，讓消費者體驗及發覺品牌知覺，並藉由組織的提升，創造自己的品牌形象策略，最後才能發展出創新的品牌模式，創造新的品牌價值，才能在激烈的市場競爭中創造利潤。

關鍵字

核心能耐 ； 品牌活化 ； 品牌形象 ； 3C通路

並列摘要

In recent years, Taiwan's traditional home appliance brand has been in a highly competitive market conditions in the channel and the environment changes, and the low profit margins make it increasingly difficult to survive. It is bound to face the brand in China and emerging Asian countries, access cost and capital into a huge threat after gradual trade opening between Mainland China and Taiwan. Therefore, how to revitalize the brand, enhance brand image and value-added products to maintain and increase profits, is the immediately required to explore the issue for brand home appliances in Taiwan.
The researcher in this study got involved in the cases of brand revitalization actually, and utilized the action research to do meta-analysis exploration. The company in the case researched how to find out the core capability from the resource base through total quality management, restructuring its own stores, brand revitalization product design optimization and innovative product development steps to develop innovative brand image and brand revitalization, and proposed the concept of study architecture as well.
Study found that in the traditional appliance brand transformation and revitalization process, it should be able to explore the company resources first, and then develop brand positioning, brand personality in sequence according to the core competence, so that consumers found the brand experience and awareness, and create its own brand image strategy by the organization improvement. It could develop innovative brand model and new brand value, and then create profit in the fierce competition market finally.

並列關鍵字

core competence ； brand revitalization ； brand image ； 3C channel

參考文獻

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