臺灣戶外休閒品牌之建立與發展策略-以J公司與H公司為例

Abstract

台灣雖然有百萬家中小企業，但多數過去沒有品牌概念，也不注重商標、標語，亦無挑戰創新之志向，不用說商標，甚至只有公司名稱卻不注重標語，僅能賺取短暫微薄的小利，卻讓自己成為別人的品牌奴隸。 近年來隨著品牌效益日漸受到重視，也孕育了台灣廠商的品牌之夢，許多自創品牌如雨後春筍般興起。但在激烈的市場競爭環境之下，若沒有長遠的規劃，以及人才、資金，競合策略的相互支應，往往只是浪費時間與金錢，無法與國際品牌分庭抗禮。 本研究從實際面探討台灣戶外休閒品牌的建立與發展策略，透過訪談和個案研究方式探討台灣的戶外休閒旅遊用品與機能性服飾產業。最後則參考J公司與H公司的品牌發展經驗與策略，提出研究結論和建議。

Although there are a million SMEs in Taiwan, most of them did not have a brand concept in the past, they did not pay attention to trademarks and slogans, and they did not challenge the aspirations of innovation. They could only earn short-term meager profits.. In recent years, with the increasing importance of brand benefits, it also gave birth to the dreams of Taiwanese manufacturers. Many of their own brands have mushroomed. However, under the fierce market competition environment, if there is no long-term planning, as well as talent, funding, and mutual support for competing strategies, it is often only a waste of time and money, and it cannot compete with international brands. This study explores the establishment and development strategies of Taiwan's outdoor leisure brands from actual aspects, and explores Taiwan’s outdoor leisure travel supplies and functional apparel industries through interviews and case studies. Finally, with reference to the brand development experience and strategy of J Company and H Company, the research conclusions and recommendations are put forward.