臺灣工業品牌升級之策略探討─以C電子公司為例

Abstract

品牌的建立與經營，不僅有助於製造型企業在眾多同業中提高能見度與識別度，在全球化生產、製造乃至消費的今日，品牌的建立更有助於整體的利害關係人管理。然而，過往文獻對製造型企業在品牌與形象經營中之研究較少，為補足此學術缺口，本研究以C電子為個案研究對象，藉由品牌權益分析，探討其當前面對三大外部經營趨勢，包括新冠疫情、環境綠化與環境價值共創、智慧化與自動化，如何藉由品牌權益內涵的升級來達成其品牌轉型之目的。研究結果顯示，C電子企業在轉型的品牌權益內涵應包括本質與內涵、外在標誌與形象、衍伸效益，再依據上述的經營環境三大現象，做出適性的策略調整（如：提升社群媒體互動、積極參與正向社會活動），以達成其品牌轉型，提升品牌知名度、認同感等品牌升級目的。

Building a strong brand has become an important management issue for industrial companies to enhance their visibility and recognition around the world. With recent pandemic disruptions, the rise of environmental issues, and technological advances in intelligent manufacturing, industrial firms have faced the challenges of upgrading and transforming their brand strategies in response to the emerging trends. To explore how industrial manufacturers achieve brand transformation through effective brand upgrade strategies, this research conducted a case study investigating the brand transformation of a global electronic company. Based on business environment scanning, brand equity analysis, and brand upgrade assessment this study reveals key dimensions that are crucial for successful brand transformation. Results, implications, limitations, and future research directions are then discussed.