研究生: |
楊潔如 Chieh-Ju Yang |
---|---|
論文名稱: |
台灣企業自創品牌之定位研究-以正新橡膠Maxxis為實證 The Study on Brand Positioning for OBM in Taiwan – An Empirical Case of CST-Maxxis |
指導教授: |
林孟彥
Tom M. Y. Lin |
口試委員: |
陳崇文
Chung-wen Chen 呂文琴 W. C. Lu |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2013 |
畢業學年度: | 101 |
語文別: | 中文 |
論文頁數: | 91 |
中文關鍵詞: | 品牌 、槓桿 、品牌定位 、品牌聯想 、品牌知識 、傳統產業 、自創品牌 、強勢品牌 |
外文關鍵詞: | Brand, Leverage, Brand Positioning, Brand Association, Brand Knowledge, Traditional Industries, OBM, Strong Brand |
相關次數: | 點閱:482 下載:11 |
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在全球化競爭與顧客導向趨勢下,台灣企業生產製造日趨成熟,企業為永續經營思索調整營運方式與策略,力求轉型高附加價值創新商業模式以爭取競爭優勢,尤以傳統產業競相運用「品牌」發揮「槓桿」效能,成功將其品牌推向國際,已是當前企業管理重點課題。爰此,本研究以Aaker(1996)、Keller(2003)二位學者的品牌定位論述做為主要研究架構,遂以正新橡膠工業股份有限公司(以下簡稱正新集團)MAXXIS品牌做為個案研究對象,並加以探討品牌定位觀點。發展自創品牌是眾多廠商為提高獲利基礎與品牌價值的重要策略選擇,本研究認為正新輪胎為傳統產業家族企業,有感於代工市場的競爭與衝擊,欲專注輪胎本業持續成長,遂實行品牌、研發、國際化行銷等正面積極的策略,採以多品牌策略達成品牌槓桿效益的影響,取決於正新集團對品牌定位策略成功。時至2012年正新集團已位居全球輪胎市佔率達3%之上,銷售排名亦成功地由2009年第10名向前邁進第9名的榮耀(2012年正新集團年報),而其品牌價值高達3.31億美元(Interbrand,2012)。
本研究將經由相關文獻探討,整合過去學者著作及相關研究,採深度訪談模式,應用品牌定位構面,並經由品牌聯想等品牌知識方法,確認強化品牌定位能提升企業整體競爭力與強勢品牌價值之實證結論,供我國發展自創品牌之企業做為參考依據。
Under the trend of globalization competition and customer orientation, Taiwan companies manufacturing has matured well, all enterprises have been thinking to adjust the mode of operation and strategy for sustainable business management, and strive for the transformation of high value-added innovative business models to gain competitive advantage. Nowadays, it is important topic of business management to launch successfully by own brand in the world, particularly traditional industries those who competing use of "leverage" with "brand" in performance. Hence, this study on the basis of two scholars, Aaker (1996) and Keller (2003) discussed brand positioning as the main research framework, then submitted Cheng Shin Rubber Industrial Co., Ltd.(hereinafter referred as CS Group) with the MAXXIS brand that to be pointed as a case study and examined in the brand positioning view. Better profits and greater brand values are mostly essential to strategic choices by developing own brand for manufacturers in competitive market. According to both views of industrial structure and resource-based, this study affirmed CS Group, a family-oriented and traditional business, that has implemented for branding, R&D, international marketing and considered a continuously growth of tires industries instead of the heavy impact and competition of OEM. CS Group has accomplished the most success by multi-branding leverage outcomes. Today CS Group has greatly reached 3% of the global tire market share and been ranking by top 9th ahead to 2009’s sales ( see 2012 CS Group Annual Report), even its value of brand is up to SU$ 3.31 Billion above. (see Interbrand 2012).
The study will explore and have affirmative result with the relevant literature, integrated the past scholarly works, depth interview method, and applied brand positioning aspect by brand association and image for branding improvement and upgrading the overall competitiveness and strong brand value. The study has shown the brand positioning enable to effect to be positive and profound meaning for competition and brand value.
中文部分
王文科與王智弘(2006),教育研究法,台北:五南圖書。
王境夆(2003),「台灣流行女裝品牌資產變數之探討」,國立台北大學企管所碩士論文。
正新橡膠工業股份有限公司年報、法人說明會簡報(2011、2012)。
李吉仁與陳振祥(1998),中小企業轉型與升級經營模式之研究-由OEM轉型為ODM、自有品牌模式,經濟部中小企業處委託研究,期末報告。
林世華等譯(2005),社會科學研究法-量化與質化取向,台北:心理出版。
南港輪胎股份有限公司年報(2007)。
洪順慶(2001),行銷管理,二版,台北:新陸書局。
施振榮(1992),再造宏碁:開創、成長與挑戰,微笑曲線(Smile Curve)。
徐世同譯(2008),策略品牌管理,三版,台北:華泰文化。
葉至誠與葉立誠(1999),研究方法與論文寫作,台北:商鼎文化。
蔡宏明(1989),「提振傳統產業競爭力之策略與政策建議」,台北:經濟情勢評論季刊,經濟部。
黎堅 (1989),「自創品牌的檢討」,台灣經濟研究月刊,第十二卷第二期,頁19-25。
蕭富峰 (2006),行銷策略。台北:華泰文化。
蕭瑞麟(2006),不用數字的研究,台北:臺灣培生。
網路資料
Interbrand web:Best Taiwanese Brands 2012 http://www.interbrand.com/en/Interbrand-offices/Interbrand-Singapore/TopTaiwanBrands2012.aspx
台灣精品品牌協會(TEBA):http://www.teba.org.tw
Plastic & Rubber Weekly:http://www.prw.com
英文部分
Aaker, David A. (1996), Building Strong Brands, New York: The Free Press.
American Marketing Association, (1960), Marketing Definitions: A Glossary of Marketing Terms, AMA: Chicago, IL, 27-46.
Assael, Henry (1987), Consumer Behavior and Marketing Action, 3rd ed., Boston: Kent.
Bowman, C. and Faulkner, D. (1997), Competitive and Corporate Strategy, Irwin, London.
Doyle, Peter (1990), “Building Successful Brands: The Strategic Options,” The Journal of Consumer Marketing, 7 (2), 5-20.
Keller, Kevin L. (2003), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2nd ed., New Jersey: Prentice Hall.
Kim, Chung K and Anne M. Lavack (1996), “Vertical Brand Extensions: Current Research and Managerial Implications,” Journal of Product and Brand Management, 5 (6), 24-37.
Kim, P. (1990), “A perspective on brands,” Journal of Consumer Marketing, 7 (4), 20-30.
Kotler, P. and Armstrong, G. (2008), Marketing: An Introduction, 9th ed., New Jersey: Prentice Hall.
Low, George S. and Ronald A Fullerton (1994), “Brand, Brand Management, and The Brand Manager System: A Critical-Historical Evaluation,” Journal of Marketing Research, 31 (May), 173-190.
Monroe, Kent B. and R. Krishnan (1985), The Effect of Price on Subjective Product Evaluations in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacoby and Jerry C. Olson, eds. Lexington, MA: Lexington Books, 209-232.
Onkvisit, S. and Shaw, J. J. (1989), “The International Dimension of Branding: Strategic Consideration and Decision,” International Marketing Review, 6 (3), 22-34.
Randall, G. (2000), Branding: A Practical Guide to Planning Your Strategy. 2nd ed., London: Kogan Page Limited.
Ries, Al and Jack Trout (1986), Positioning: The Battle for your Mind. 1st ed., revised, New York: McGraw-Hill.
Smith, W. (1956), “Product Differentiation and Market Segmentation as Alternative Marketing Strategies,” Journal of Marketing, 21, 3-8.
Trout, Jack and Rivkin, Steve (1996), The New Positioning the Latest on The World’s #1 Business Strategy, Mcgraw-Hill Companies, Inc.
Upshaw, L. B. (1995), Building Brand Identity: A Strategy for Success in A Hostile Marketplace, New York: John Wiley & Sons.