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.

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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
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