集團企業多品牌策略研究-第二代家族的挑戰

Abstract

建國百年，政府積極投入觀光旅遊產業，在開放陸客自由行等利多刺激下，國內觀光飯店產業投資熱潮方興未艾，但在看似一片榮景的背後，企業是否能在競爭激烈的產業環境下，透過外部環境及企業內部條件分析，檢視自有資源能力、創造競爭優勢，並研擬適當的成長策略，實為企業永續經營之道。 本研究以企業個案公司「華泰大飯店集團」做為研究之對象，探討在競爭激烈的觀光產業環境下，企業二代在接棒之後，如何運用企業本身原有的資源與能力，建立企業成長所需之新動能，並整合新舊資源以支持品牌策略的發展；如何擴張及調整上一代的品牌策略，趁勢由「單一品牌」發展成以「多品牌組合」為重心的集團企業；最後，再探討二代接班後對品牌及企業經營績效的影響，以及對企業之改革與創新作為所帶來的衝擊。 本研究透過個案研究方法，探討個案公司過去的成長軌跡，特別著重在新舊世代的品牌策略。運用資源基礎理論觀點，依據所蒐集的品牌發展相關資料，做一個全面的分析與整理。研究結果發現：配合企業成長策略進行資源管理、透過集團與個別品牌的協調取得綜效、透過品牌管理系統的建立達成個別品牌差異化、透過品牌延伸與品牌組合並行完成多品牌策略、透過放權，信任，組織再造成功執行二代接棒。 藉由華泰大飯店集團的個案研究，本文的發現不僅能以品牌策略、家族企業二代管理、資源基礎理論等文獻產生學術上的貢獻，同時也可以提供給在實務界從事品牌管理的高階經理人一個參考依據。

Due to several beneficial stimulations, such as Free Independent Travel (FIT) of Mainland tourists, the government actively involved in tourism industry in the centennial of Republic of China. Besides, it’s still a craze for investments in the domestic tourism hotel industry. Thus, it’s importment for the enterprise to examine its resources, and creat its own competitive advantages by the external environment and internal conditions analyses. Then, developing a proper growth strategy will be the main aim for permanent business development 'GLORIA HOTEL GROUP' was chosen as a research object in the thesis. First of all, it is to research how successors make good use of the enterprise's own resources and capabilities under the competitive tourism industry. Afterwards, establish the greater capacity for the business growth, and integrate the new & the old resources to support the development of branding strategy. Secondly, it is to explore how to expand and adjust the branding strategies from former generation: develop the enterprise's strategy from 'single-brand' to 'multi-brand'. Lastly, it is to discuss the influence on branding and business operational performance after the succession, and the impact on enterprise reform and innovations. The researcher took 'case study' as the methodology in this research. It is to discuss the history of 'Gloria Hotel Group', and emphasize more on branding strategies between two generations. Fully analyze the revelant data of the brand development by the view of resource-based theory. The results revealed that the successful enterprise succession depends on: 1.Apply business growth strategy with resource management. 2.Coordinating “Group Brand” and “Individual Brand” will show performance. 3.Establish the brand management system to achieve the differentiation of individual brands. 4.Achieve the goal of multi-brand strategy by brand extension and brand portfolio. 5.Devolution, trust and organization. According to the case study on 'Gloria Hotel Group', the research results can not only be an academic contribution on references of branding strategy, successor management, resource-based theory, etc. but also a referred basis for top management in pratical brand management.