臺灣中小企業全面品牌管理之診斷指標建構研究

The Research on Diagnostic Indicators of Total Brand Management for Small and Medium Enterprises in Taiwan

姜寶美(Pao-Mei Chiang)；吳珮涵(Pei-Han Wu)

中小企業 ； 全面品牌管理 ； 品牌診斷 ； 關鍵指標 ； 德爾菲實驗研究法 ； Small and Medium Enterprises ； Total Brand Management ； Brand Diagnosis ； Key Indicators ； Delphi

商業設計學報

25期（2022 / 01 / 01）

102 - 121

繁體中文

進入21世紀以來，各國對品牌愈加重視，品牌力即代表國力及文化影響力，更是經濟實力的展現。對臺灣近98%的中小企業而言，因缺乏資源而造成品牌管理上的諸多問題，無法進行品牌診斷的有效執行，故品牌管理上有迫切的需要。本研究基於品牌理論及品牌專家視角，擬建立一套全面品牌管理系統理論，並開發適用於臺灣中小企業的全面品牌管理診斷系統模式，以驅動品牌策略的發展，激發品牌創新活力，提升品牌價值。故本研究係針對經濟部工業局「臺灣品牌耀飛計畫」專家及顧問進行評測，藉由專家問卷及修正式德爾菲研究法DANP（DEMATEL-based ANP），萃取品牌管理層面的診斷構面及指標，以建立品牌診斷的方法，從初級資料調查中取得有效樣本，以確保研究信度與效度驗證之精確性。運用修正式德爾菲研究法與重要度績效分析IPA（Importance-Performance Analysis）建構臺灣中小企業品牌管理績效模型，完成全面品牌管理診斷績效系統藍圖。研究結果將提供臺灣中小企業建立全面品牌管理模型機制，可採與同業相互比較後分數進行評測或是透過內部績效與外部績效結果評測後再以平均值推算，產出落點分析視覺化圖表，作為日後品牌戰略方向之參考依據，強化品牌進入市場的成功機會。

Since the beginning of the 21st century, each country has been increasingly paying more attention to branding, which represents the power and cultural influence of a nation, as well as its economic strength. For nearly 98% of small and medium enterprises in Taiwan, a lack of resources has created many problems in brand management and the inability of enterprises to implement effective brand diagnostics strategies, hence the urgent need for brand management. Based in brand theory and brand experts' perspectives, this study aims to establish a comprehensive brand management system theory and develop a comprehensive brand management diagnostic system model for Taiwan's small and medium enterprises to drive the development of brand strategies, stimulate brand innovation, and enhance brand value. This study is aimed at evaluating experts and consultants of the ＂Branding Taiwan Forward Program,＂ sponsored by Taiwan's Industrial Development Bureau of the Ministry of Economic Affairs. By using expert questionnaires and the Delphi method, we extracted diagnostic components and criteria of brand management, established management diagnostic indicators, and obtained valid samples from primary data surveys to ensure reliability and validity. The Delphi method and the IPA (Importance-Performance Analysis) were used to construct a brand management performance model for Taiwan's small and medium enterprises and complete a blueprint for a comprehensive brand management diagnostic performance system. The research findings are as follows: The performance analysis IPA structure model is a method to improve the overall effectiveness of brand management. The evaluation method can also be assessed by comparing scores with peers or calculating the average value of internal and external performance results to produce a visual analysis chart, thereby helping companies make comprehensive brand management decisions and set the direction of future brand strategies for more successful market penetration.

1. 胡宜中,王仁宏,易慧珍(2012)。運用網路程序分析法探討甄選管理師與工程師之關鍵人格特質--以 C國營事業為例。人力資源管理學報，53-79。
   連結：
2. Aaker, D. A.(2012).Building strong brands.Simon and Schuster.
3. Aaker, D. A.(1992).The value of brand equity.Journal of business strategy,13,27-32.
4. Aaker, D. A.,Joachimsthaler, E.(2000).The brand relationship spectrum：The key to the brand architecture Challenge.California management review,42(4),8-23.
5. Aker, J. L.(1997).Dimensions of brand personality.Journal of marketing research,34(3),347-356.
6. Dowling, G.(2001).Creating Corporate Reputations. Identity, Image and Performance.Organization StudiesBerlin-European Group For Organizational Studies,22(5),896-896.
7. Dowling, G. R.(1986).Managing your corporate images.Industrial marketing management,15(2),109-115.
8. Dowling, G. R.,Staelin, R.(1994).A model of perceived risk and intended risk-handling activity.Journal of consumer research,21(1),119-134.
9. Hirschman, E. C.,Holbrook, M. B.(1982).Hedonic consumption：emerging concepts, methods and propositions.Journal of marketing,46(3),92-101.
10. Kapferer, J. N.(1997).Strategic brand management: creating and sustaining brand equity long term.London:Kogan Page Limited.
11. Kapferer, J. N.(2008).The new strategic brand management: Creating and sustaining brand equity long term.Kogan Page Publishers.
12. Kapferer, J. N.,Gibbs, P.(1992).Strategic brand management.London:Kogan Page London.
13. Keller, K. L.(2002).Branding and brand equity.
14. Keller, K. L.(2000).The brand report card.Harvard business review,78(1),147-158.
15. Keller, K. L.(2003).Strategic Brand Management: Building, Measuring, and Managing Brand Equity.Upper Saddle River NJ:Prentice Hall.
16. Keller, K. L.,Lehmann, D. R.(2003).How do brands create value？.Marketing management,12(3),26-31.
17. Keller, K. L.,Lehmann, D. R.(2006).Brands and branding：Research findings and future priorities.Marketing science,25(6),740-759.
18. Keller, K. L.,Parameswaran, M. G.,Jacob, I.(2011).Strategic brand management：Building, measuring, and managing brand equity.India:Pearson Education.
19. Keller, K. L.,Richey, K.(2006).The importance of corporate brand personality traits to a successful 21st century business.Journal of Brand Management,14(1),74-81.
20. Keller, K. L.,Sternthal, B.,Tybout, A.(2002).Three questions you need to ask about your brand.Harvard business review,80(9),80-89.
21. Kotler, P.(1997).Marketing management: Analysis, planning, implementation and control.
22. Kotler, P.,Keller, K. L.(2006).Marketing Management 12e.France:Edition Pearson Education.
23. Mitchell, V. W.,Greatorex, M.(1993).Risk perception and reduction in the purchase of consumer services.Service Industries Journal,13(4),179-200.
24. Ogilvy, D.(1963).Confessions of an Advertising Man.New York:
25. Schultz, M.(ed.),Hatch, M. J.(ed.),Larsen, M. H.(ed.)(2000).The expressive organization: Linking identity, reputation, and the corporate brand.Oxford:OUP.
26. Simonson, A.,Schmitt, B. H.,Marcus, J.(1995).Processes for Managing Identity, Image, and Design.Design Management Journal (Former Series),6(1),60-63.
27. Smith, A.(2005).The wealth of nations.University of Chicago Bookstore.
28. Spangenberg, E. R.,Voss, K. E.,Crowley, A. E.(1997).Measuring the hedonic and utilitarian dimensions of attitude：A generally applicable scale.ACR North American Advances,27,235-241.
29. Urde, M.(2003).Core value‐based corporate brand building.European Journal of marketing,37,1017-1040.
30. Ward, E.,Yang, S.,Romaniuk, J.,Beal, V.(2020).Building a unique brand identity: Measuring the relative ownership potential of brand identity element types.Journal of Brand Management,27(4),393-407.
31. Wheeler, A.(2017).Designing brand identity: an essential guide for the whole branding team.John Wiley & Sons.
32. Williams, J.(2000).Tools for achieving sustainable housing strategies in rural Gloucestershire.Planning Practice and Research,15(3),155-174.
33. 公視新聞 PNN，〈美股近日出現小蝦米吃大鯨魚戲碼！〉，2021/5 取自 https://today.line.me/hk/v2/ article/gWl97g。
34. 王強強(2015)。台南市，國立成功大學創意產業設計研究所。
35. 世界經濟論壇北京代表處（譯）、施瓦布, Klaus(2017).第四次工業革命.台北:天下文化出版.
36. 朱延智(2013).圖解品牌行銷與管理.台北:五南.
37. 吳珮涵(2020)。吳珮涵(2020)，「品牌內化/品牌由內發酵，打造凝聚力的品牌團隊」品牌培訓專題講座，財團法人臺灣經濟研究院，演講日期:2020 年 8 月 12 日，台北。
38. 吳慈珮,朱俐穎,周霞麗(2018)。臺灣品牌發展策略思維，臺灣經濟研究院調查報告。產業雜誌，581
39. 馬愛平(2018)，2018 年 9 月 20 日中國學者杜建剛教授於“首屆中國集群品牌論壇”演講稿，中國科技網，http://stdaily.com/cxzg80/guonei/2018-09/21/content_709973.shtml/上網時間:2020/3/21。
40. 郭洪(2018).品牌行銷學.台北:崧博出版.
41. 壹讀網(2019)，〈首届中國集群品牌論壇：聚焦中國優勢産業打造國際知名品牌〉，首屆中國集群品牌論壇，網址：https://read01.com/nxNmAzo.html(上網日期：2019/08/01)。
42. 臺灣經濟研究院(2020)，臺灣品牌耀飛計畫，檢索於 2001 年 3 月 1 日，自品牌管理顧問公司名錄，台北：經濟部工業局資料庫。臺灣經濟研究院，臺灣品牌耀飛計畫成果，2021/5 取自https://www.branding-taiwan.tw/。