新創保健食品公司之品牌策略分析：以U公司為例

Abstract

一般而言，消費者對於新創公司往往是陌生的、不知是否可信任的，但新創公司可以利用品牌策略，成功地喚起消費者的信賴感，進而產生購買的行為，最終成為忠實的品牌擁護者。 品牌能使產品得以獲得高度區隔，即便同樣的產品都能滿足消費者需求，但品牌卻能使產品在消費者心中擁有高度差異化。像是可口可樂、Intel等公司，皆是利用品牌策略在消費者腦海中建立一組心智結構，此心智結構能幫助消費者組織相關知識，並幫助其進行購買決策，讓消費者能在某一產品類別中覺察並認知到不同品牌之間的差異點。 本研究從新創公司觀點出發，利用有限資源發展出一組「以消費者為中心的品牌定位」策略，選擇適當品牌元素去建構品牌策略，運用可行的行銷策略來提升消費者品牌覺察，改善品牌形象，引起正向的品牌回應，再搭配適切的行銷溝通策略，讓消費者更瞭解此品牌，並增進此品牌共鳴。 在現今龐大的創業風潮中，根據本研究之發現，我們為國內新創產業實務者提出了一些競爭策略與品牌策略之建議，使其可在行銷方案中應用這些重要建議，來將他們的新創品牌提升至強勢品牌的位置，因而，此研究可能將成為這些新創產業轉型之關鍵參照。

Generally speaking, consumers are usually unfamiliar with start-up companies, and not sure if they are trusted or not. However, start-up companies can use the brand strategy to successfully evoke consumers’ sense of trust, and then induce their purchase behaviors. Ultimately, they may become loyal brand advocators. The brands can make the products receive a high degree of differentiation. Even if all the same products can satisfy consumers’ needs, the brands can highly differentiate the products in their minds. The companies, such as Coca-Cola or Intel, use the brand strategies to establish a set of mental structure, which helps consumers organize the related knowledge and make purchase decisions. From the lens of the start-up companies, in this current research, we develop a set of consumer-centric brand positioning strategies with limited resources. The appropriate brand elements are selected to build up the brand strategies. The feasible marketing strategies are used to enhance the consumer brand awareness, improve the brand image, and cause the positive brand response. In addition, the suitable marketing communication strategies are also applied to make consumers understand more about the brand and strengthen the brand resonance. During the huge trend of entrepreneurship nowadays, according to the research findings, we propose some recommendations about the competitive strategies and the brand strategies for the domestic start-up practitioners, and they can apply these important suggestions to make their start-up brands to the strong brand positions. Therefore, the current study could be a crucial reference for the industrial transformation of start-up business.