小型新興經濟體企業品牌國際化策略─以台灣製鞋產為例

王濬康

doi:10.6342/NTU.2011.03179

山西大学，您好！

感谢采购，人社期刊库｜人社论文库，期间：2025/01/01~2025/12/31

感谢试用，科学期刊库｜科学论文库，期间：2024/10/20~2025/01/20

浏览高级检索

关闭
检索检索高级检索出版物检索
浏览期刊主题浏览核心期刊浏览期刊拼音浏览

关闭

查询符号(半角)	查询符号意义说明
空格	表示为「AND」两个查询词之交集
双引号 ( " " )	片语以双引号标示开始及结束，而且只寻找出现顺序相同的字词，例： " image process "
?	表示一个字母切截，输入两个?表两个字母，依此类推，例：输入「Appl?」，查得结果应为appl e , appl y … ( 常用于英文字查询 )
*	表示不限字母切截，由0~n. 例：输入「appl*」，查得结果应为appl e , appl es , appl y , appl ied , appl ication … ( 常用于英文字查询 )
AND、OR、NOT	布尔逻辑组合关键字，用来扩大或缩小查询范围的技巧。 (1) AND ：缩小查询范围 (2) OR ：扩大查询范围(3) NOT：排除不相关的范围

DOI 是数位物件识别码（ D igital O bject I dentifier ）的简称，
为物件在网路上的唯一识别码，可用于永久连结并引用目标物件。

使用DOI作为永久连结

每个DOI号前面加上「 http://dx.doi.org/ 」便成为永久网址。
如以DOI号为 10.5297/ser.1201.002 的文献为例，此文献的永久连结便是： http://dx.doi.org/ 10.5297/ser.1201.002 。
日后不论出版单位如何更动此文献位置，永久连结所指向的位置皆会即时更新，不再错失重要的研究。

引用含有DOI的文献

有DOI的文献在引用时皆应同时引用DOI。若使用APA、Chicago以外未规范DOI的引用格式，可引用DOI永久连结。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。

书目管理工具

相关连结

问题回报

全文下载

小型新兴经济体企业品牌国际化策略─以台湾制鞋产为例

International Branding Strategy of Small Emerging Economies` Firm─Evidences of Shoe Industry in Taiwan

王濬康 , 硕士　　导师：陈厚铭　　共同指导教授：连勇智

繁体中文 DOI： 10.6342/NTU.2011.03179

资源依赖理论；资源基础理论；制度理论；品牌价值； resource dependence theory ； resource base theory ； institutional theory ； brand value

0 个人觉得这篇文章赞

摘要 │ 参考文献 (62) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

After the financial crisis, the focus of world economic gradually shifted from   developed countries like United States, Europe, Japan, to emerging countries such as China, Brazil, India and South Korea etc. In terms of population or domestic demand, emerging economies can be segmented into two categories: a large emerging economy with abundant labor force and a small one with creativity and technology.  The latter must be confined to the limited domestic demand while branding, leading to its internationalization. However, this issue is relatively unexplored in Taiwan and this research focuses on international branding strategy of small emerging economies` firms.
This research includes three subjects. First, the necessity that firms in small emerging economy develop brands is analyzed based on resource dependence theory. Then, the selection of international markets by these firms is discussed with resource base theory and institutional theory. Last, we compare the value difference of small emerging economies` local brand and international brand. The study utilizes the enterprise development cases of Pou Chen, Daphne, Jump, and A.S.O. as an example. Citing the content of the cases confirm the literature. Seven propositions are derived and summarized as follow:
1.Most businesses in emerging economies are mainly OEM for international brands. They Strengthen the interdependent relationship with brand customer  through enhance their core competitiveness. As a result, they don`t need to develop their own brand.
2.Most large emerging economies` governments use real premium to encourage foreign companies` local investment and the customers in large emerging economies have higher new brand acceptance. Small emerging economies enterprises who having poor resources, lower brand product differentiation, can enter large emerging economies to expand market share, strengthen core competencies, enhance brand value. 
3.Developed countries have well-developed, strict laws and regulations. Local consumers have higher new product and technology acceptance, but they still have doubts about COO effects. As a result, small emerging economies` enterprises can enter developed countries accompanying with niche product and obtain the necessary resources to enhance brand value through the niche market. 
4.Small emerging economies` businesses are familiar with and root in their local markets. They can compete with international brands through brand marking and brand value creation in local markets.

参考文献 ( 62 ) 〈TOP〉

2.台湾区制鞋同业公会，统计资料，民98年。
连结：
15.陈怡杏，企业价值评估与经营策略之研究─以宝成、丰泰为例，国立政治大学管理硕士学程未公开论文，民95年。
连结：
16.陈相菱，台商对中国大陆投资驱动力─以资源基础观点与市场基础观点分析，国立暨南国际大学国际企业学系研究所硕士论文，民98年。
连结：
17.曾汉寿，让台湾品牌站上国际舞台，台北：经济部国际贸易局，民国97年。
连结：
1.Barney (1986), J. B., “Strategic Factor Markets: Expectations, Luck, and Business Strategy, “ Management Science, Vol. 42, p.1231-1241.
连结：

国际计量

〈TOP〉

E-mail ：

文章公开取用时，将寄通知信至您填写的信箱地址

E-mail ：

使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。