本研究目的在於從經營策略的角度，分析數家目前在大陸建立成功品牌的企業，找出其背後的成功因素，從行銷活動、通路乃至品牌識別部分，予以細部探討。藉由分析的結果與發現，冀能對未來欲前進大陸建立品牌的台灣企業有所助益，同時咸信所得的研究成果，將可對經營企業實務工作者提供更寬廣與深入的參考價值。
過去的文獻中提到，在中國經營成功品牌的利基有：外來品的品牌優勢、與當地的通路廠商建立合作關係、利用商業廣告進行品牌宣達、中國人崇尚品牌的心態等等。然而，在這次的參訪過程中，本研究更發現其他重要且影響成功品牌的因素有：
(I) 鑽研研發以抗仿冒：在中國，品牌被複製的速度相當快速，因此，面對這些問題，外資企業唯有不斷地創新、鑽研研發，才能保持品牌對消費者的吸引力、確保在巿場的領先地位。
(II) 深入民心的在地化：為了更貼近中國消費者，外資企業無不推行當地化。然而，真正的在地化應該從細部地了解當地人文風情以及民生活動開始，具體落實的方式有人才當地化、行銷當地化以及管理當地化。
(III) 不同通路結構的品牌策略：在中國，由於不同產業間的發展快慢不一，因此通路的結構與選擇也成為影響品牌如何有效散發的重要因素。在成熟的通路結構下，適當的行銷活動有助於品牌的宣達；在不成熟的通路結構下，品牌經營應該著重與經銷商之間的合作銷售模式。

The purpose of this study is to analyze some successful enterprises with famous brands in Mainland China from the angles of management strategy and to find the successful factors from the marketing activities, channels to branding identification in detail. Along with the analyses of outcomes and findings, we hope that this research can benefit Taiwan enterprises when they build branding images in Mainland China, and provide managers of business administration with wider and deeper reference values.
It was mentioned in the past studies, there were niches in building successful branding, such as cooperation with local distributors, branding promotion in the business advertisement, branding strengths of foreign products and fancy to famous brands. However, this research has found other critical factors affecting successful brands:
I. R&D in anti-copying: China can duplicate brands very fast. As a result, it is the only way for enterprises to keep attraction and leading position in the consumer market (even China government has no methods to control copying events) by innovation and development.
II. Localization: To get close to Chinese consumers, foreign enterprises are devoted to localization. On the other hand, the real localization should be realized from understanding local culture and residential activities. Also, those foreign enterprises are supposed to localize manpower, marketing and management.
III. Branding strategy in different channels: In China, the structures and choices of channels are important factors in building branding effectively. Under the mature structure, it is useful to promote with appropriate marketing. Oppositely, under the immature structure, branding management has to emphasize on the sales models cooperating with partners.

一、中文部分
1. 王彥勝(2004)，高科技公司在大陸通路選擇策略之研究—以研華科技為例，臺灣大學/商學研究所。
2. 洪安蕾(2007)，兩岸網路招聘產業經營策略實證研究，台灣科技大學管理學院MBA碩士學位論文。
3. 胡永和(2003)，海峽兩岸文化差異對台商企業文化及經營策略影響之研究，淡江大學商學院暨管理學院高階主管管理碩士學程碩士論文。
4. 朴漢真著(2006)，金炫辰譯，十年後的中國，INK印刻出版有限公司。
5. 吳祉芸(2003)，兩岸品牌個性之跨文化比較－以報紙廣告為例，政治大學企業管理學系碩士論文。
6. 李文仁(2003)，昆山地區台資企業幹群關係之研究，國立台灣大學國際企業學研究所碩士論文。
7. 施泰嶽(2004)，台灣不含酒精飲料產業通路結構改變前後品牌經營策略之探討，東海大學管理碩士在職專班碩士論文。
8. 首爾新聞特刟採訪小組編著(2006)，盧鴻金譯，解讀中國的未來，INK印刻出版有限公司。
9. 高次軒口述(2006)，陳慧玲採訪整理，打造全球第一品牌：D-Link年年獲利的傳奇，商周出版。
10. 張逢展(2003)，消費性產品之巿場分析與品牌經營規劃－以100%果蔬飲料為例，台北大學合作經濟學系國際企業組碩士論文。
11. 張鷺琪(1997)，台派大陸管理人員之跨文化訓練模式，大葉工學院事業經營研究所碩士論文。
12. 童振源(2003)，全球化下的兩岸經濟關係，生智文化事業有限公司。
13. 蔡雪玲(2007)，跨國公司在中國大陸企業的當地化策略。

二、英文部分
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2. ACNielsen Consumer Report (2007), China Trend Watch.
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7. Sicco van Gelder, Global brand strategy, Journal of brand management; Sep. 2004; 12, 1; ABI/INFORM Global, pg. 39.
8. Adam C. King & Stephen W. McDaniel(1989), China’s Consumer Market: How Are U.S. Products Perceived? , the journal of consumer marketing: Fall 1989; 6, 4; ABI/INFORM Global.
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11. H.C. Susan Tai(1999), Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising, Teaching Business Ethics; 1999; 3, 1; ABI/INFORM Global, pg.87.
12. Cheng Lu Wang(2007), Guanxi vs relationship marketing: exploring underlying differences, Industrial marketing management 36, 81-86.
13. Nancy Y Wong; Aaron C Ahuvia(1998), Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies, Psychology & Marketing(1986-1998) pg. 423.
14. John Z Yang(1998), Key Success Factors of Multinational Firms in China, thunderbird international business review(1986-1998), Nov/Dec 1998; 40, 6; ABI/INFORM Archive Complete pg. 633.
15. Ling Yi & Eugene D Jaffe(2006), economic development and channel evolution in The People’s Republic of China, Asia Pacific journal of marketing and logistics.
16. Ying Fan(2006), the globalization of Chinese brands, Marketing Intelligence & planning, Vol. 24 No. 4, 2006, pp. 365-379.
17. Jing Zhang; Sharon Shavitt(2003), Cultural Value in Advertisements to the Chinese X-generation: promoting modernity and Individualism, Journal of Advertising; Spring 2003; 32, 1; ABI/INFORM Global, pg.23.