台灣陶瓷產業企業品牌形塑營運模式之關鍵因素─企業能力觀點探討

Key Factors of Business Model in Shaping Corporate Brand in Taiwan's Ceramics Industry-Corporate Capability Perspective

10.29688/MHJ.201202.0009

易青雲(Chin-Yun Yi)；嚴奇峰(Ghi-Feng Yen)；呂鴻德(Horng-Der Leu)

企業品牌 ； 營運模式 ； 企業能力 ； Corporate Brand ； Business model ； Corporate Capability

明新學報

38卷1期（2012 / 02 / 01）

117 - 131

繁體中文

由於文化創意產業已經成為各國經濟發展的重要動力，本研究以深具文化創意特性的藝術陶瓷及日用陶瓷企業為個案，從企業能力的觀點分析營運模式如何對企業品牌產生影響。經由訪談國內具代表性的四家知名企業，歸納出企業在價值主張、關鍵活動、專屬性知識、網絡關係及行銷溝通上的作法，以了解企業品牌的塑造與價值創造的影響因素。研究針對企業能力在營運模式的運用及企業品牌的表現提出五項發現，說明企業必須隨環境的變化展現出動態的經營能力，才能形塑企業品牌、創造價值。

The cultural and creative industries have become an important engine of economic development. This study analyzes business model in ceramics industry from the viewpoint of corporate capability through depth interview with entrepreneurs of four domestic well-known enterprises in Taiwan. The results show these famous enterprises demonstrate clear value propositions, focus on key business activities, gain specific knowledge, manage network relations, as well as implement marketing communication that help to shape corporate brand and create corporate value significantly.

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