臺灣卓越產業在中國建立品牌策略之研究

Abstract

中文摘要 本論文研究在於探討台灣卓越產業在建立品牌之路的策略。本研究作者從事冰上雪上體育用品製造業35年，幫很多知名品牌做過代工，其間在業務營收雙雙高峰時期，也曾經想打著自有品牌行銷，然而功虧一簣，因為在OEM的領域裡，品牌商是不容許代工廠與他在市場上競爭的。此長彼消，魚與熊掌不可兼得。 隨著中國經濟不斷成長，人均所得也逐年提高，運動休閒風蔚為時尚，眩富心態在新富國家是很普遍的現象，夏季打高爾夫，冬季興滑雪，於是一個超大的新興市場自然形成。比現今任何胃納量都要大的潛在新消費市場，各家品牌無不想盡進入策略。本研究就是要探討這個時間點，進入這個市場所擬定的策略，以現代管理科學，邏輯推演，在新興的中國滑雪市場如何成功打造Freesport品牌。Freesport看到了甚麼？Freesport是否有優勢？Freesport需要什麼策略？Freesport需要如何去維持這個策略於不墜？ 歸納起來，複成企業將以五個主軸推動品牌策略：(一) 認識品牌核心價值，使推動計畫有所本；(二) 建立品牌圖騰，清晰建立識別系統；(三) 建立品牌模型，提升品牌價值；(四) 追求品牌價值最大化；(五) 品牌風險管理，避免危機。此外，並以三個階段維繫品牌力量(近程、中程、遠程)，兩個面向：(一) 廣度面向，(二) 深度面向耕耘品牌。 研究結果希望給台灣一些有能力的優質產業，有所啟示，本於永續發展的理念，社會責任感的驅使，朝著自有品牌的經營路發展，擺脫純代工的勞力事業，為自己經營的產業創造極大化價值。

THESIS ABSTRACT The thesis aims to explore the branding strategies that adopted by Taiwanese industries who achieved operational excellence. The author of the study had worked in the product manufacturing of winter sports for thirty-five years and, during which, had become an original equipment manufacturer (OEM) for many well-known brands. At the high peak of the business, the researcher had tried to launch a private brand but failed. For, in the OEM industry, the commissioning company does not allow the commissioned contractor to compete in the same market. As one person's gain is another person's loss, you cannot have your cake and eat it. As the economy and per capita income increase rapidly in China, leisure sports become fashionable. Money-bragging is a common phenomenon in a newly rich country: playing golf in summer and skiing during winter season, and thus a significant new market emerges. This newly formed consumer market is outsize in comparison with any existed marketplace, and every brand is trying its best to come up with a entry strategy. This research then is set to tackle what entry strategies are effective at this particular point of time. Using contemporary management science and logical deduction, the thesis investigates how to successfully establish the brand of Freesport in the new Chinese skiing market. What Freesport observes? Has Freesport got advantages? What strategies does Freesport need? How Freesport can uphold its strategy effectively and profitably? In summarization, the branding strategy of Freesport is constructed upon five major axis: (1) identify the core values of the brand as the backbone of the branding strategy; (2) create brand label in order to establish a clear brand association and identification; (3) institute brand models to enhance brand values; (4) maximize the brand value; (5) risk management of the brand, as to avoid possible crisis. Additionally, Freesport also strengthens its branding strategy by focusing on three stages (short-/mid-/long-term) and two dimensions (the breadth and depth of its branding model). The research outcomes of the thesis can provide insights into formulating branding strategy for the capable industries in Taiwan. Hopefully, the study will help the industries to rise above being a mere OEM and to develop individual brands, which can maximize the value of individual business, under the idea of sustainable development and the drive of social consciousness.