曜越科技－打造科技潮牌　展現創新價值

本個案係描述曜越科技，面臨ICT（Information and Communication Technology）產業變遷嚴峻考驗、社群媒體興起的潮流；林培熙董事長帶領團隊創新突破，以品牌思維打造一系列科技潮牌，創新價值行銷國際的實際案例。個案中，描述林培熙董事長產品創新三部曲，奠立Thermaltake品牌之路。在2007年受到行動通訊產業的衝擊，營收快速下滑，力圖以散熱核心能力跨入新市場，因未能符合新世代消費者的需求而宣告失敗。林董事長帶領全員學習品牌新知，重新打造品牌基礎，帶領曜越進入品牌創新的新紀元，也成功掛牌上櫃。本個案著重曜越的品牌變革，由產品思維轉向品牌思維所創造的創新價值；本個案探討在數位科技時代企業應如何打造品牌，企業內不同品牌定位的區隔；多品牌企業如何研擬新產品研發（NPD）、品牌行銷、品牌管理的策略及實務，俾在數位時代創造企業競爭優勢，強化創新價值。這些議題均是值得學生探討學習的新興課題。

關鍵字

新產品研發（NPD）；品牌定位；品牌策略；品牌行銷；創新價值

並列摘要

This paper describes how the president and chief executive officer of Thermaltake Technology, Kenny Lin, responded to rapid changes in the information and communications technology industry and built a series of new brands to keep pace with the latest trends in the digital and mobile industry. Based on the success of new product development (NPD), President Lin established a brand, Thermaltake, to sell products. In 2007, affected by the mobile communications industry, Thermaltake experienced a rapid decline in revenue. Therefore, President Lin attempted to enter a new market by adopting used core capability cooling technology. The mobile cooler did not succeed in the market because it did not meet the demand of a new generation of customers. Kenny Lin learned from this failure, and decided to learn brand knowledge, rebuild the brand foundation, and lead Thermaltake into a new multi-brand era, and then successfully list on OTC. This study focused on innovation value and Thermaltake's change from a product-oriented model to an innovative brand-oriented model. Brand construction, brand positioning, and segmentation are discussed based on research on Thermaltake's case of innovation. Moreover, Thermaltake's multi-brand business model provides an excellent background that enables students to understand the actions of a manager in digital times and how to create a new competitive innovation value by making several influential decisions regarding NPD, brand positioning, strategy, and marketing. These topics are interesting and worthwhile for students to explore.

並列關鍵字

new product development (NPD) ； brand positioning ； brand strategy ； brand marketing ； innovation value

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曜越科技－打造科技潮牌　展現創新價值

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