品牌故事：台灣企業自創國際品牌之發展

Brand Story: Creating International Brands for Taiwanese Companies

洪順慶(Shun-Ching Horng)；孫國寧(Kuo-Ning Sun)

創業家精神 ； 企業文化 ； 品牌文化 ； 組織學習 ； 通路策略 ； Entrepreneurship ； Organizational Culture ； Brand Culture ； Organizational Learning ； Chanel Strategy

行銷科學學報

5卷2期（2009 / 12 / 01）

129 - 159

繁體中文

曾漢壽（2008）引述法藉設計大師Philippe Starck演講內容，全球前一百大品牌與亞太前一百大代工廠淨利比是57：1，這項懸殊的差異指出品牌與代工的獲利失衡，更說明品牌所創造出的效益遠遠超過代工的利潤。因此企業要永續經營且獲取應得之利潤，應自創品牌才是上策。本研究選定三家不同業種的企業個案，並從三方角度同時蒐集管理當局、員工及品牌專家的實際經驗與觀點。以深度訪談及次級資料的分析方式，取得企業家自創品牌的發展歷程及其信念；研究者舉辦焦點群體座談，蒐集員工的意見及工作體驗；亦透過深度訪談獲取品牌專家的觀點。本文為質化研究，以歸納觀察與研究的現象，同時蒐集不同立場的事實現象、觀點以及主客觀資訊，使自創國際品牌的發展演態及品牌故事結構更為多元且完整。歸納三個個案發現，企業家「由內而外」發展一套具前瞻的價值觀、經營理念，吸引顧客的品牌文化，具市場導向的雙圈式學習組織，這些條件具備時，則品牌經營的成功率將大幅提升。自創國際品牌的企業「由外而內」的發展：唯有與顧客或最終使用者之間建構屬於彼此的專屬資產、增強客戶忠誠度以及提高轉換成本，同時找到屬於自己的利基市場，熟識國際市場並切實掌握通路。

The substantial profit difference between Own-Brand and Original Equipment Manufacturing companies is well-noted. We maintain that a company should create its own brands for long-term survival and growth. We take three companies as case study for their brand building and development. We collect data from three sources: company management, employees, and brand experts. First, entrepreneurs were interviewed to understand their mind sets of brand-building. Second, we do focus group interviews of employees to understand how they perceive brand beliefs and management philosophy. Finally, we conduct in-depth interviews of brand experts.As a qualitative research, this paper addresses three brand stories which based upon the aforementioned data sources. Based upon the three cases, we find that entrepreneurs develop their own value systems, corporate missions, brand cultures from ＂inside out＂ to shape the values and behaviors of employees. These companies show intelligent double-loop learning by developing their own international brands. On the other hand, these companies create specific assets together with their clients or end-users, enhance customer loyalty, raise switching cost, find their own niche markets and marketing channels from ＂outside in.＂

1. 林家五、彭玉樹、熊欣華、林裘緒(2004)。企業文化形成機制：從認知基模到共享價值的形成。人力資源管理學報，4(3)，91-115。
   連結：
2. 曾漢壽，「品牌文化與企業文化本質不同」，品牌學院紙上專欄（2009/09/15），取自：http://www.brandingtaiwan.org/paper_columns_detail.aspx? sn=30
3. Schumpeter, J. A. (1934), "The Theory of Economic Development:An Inquiry into Profits, Capital, Credit, Interest and Business Cycle," Cambridge, Mass: Harvard University Press. Translated from the German by Redvers Opie
4. 曾漢壽，「文化內涵永保品牌不墜」，品牌學院紙上專欄，（2009/09/01），取自：http://www.brandingtaiwan.org/book_study_detail.aspx? sn=159
5. 曾漢壽，「優質文化孕育品牌傳奇」，品牌學院紙上專欄，（2009/09/22），取自：http://www.brandingtaiwan.org/paper_columns_detail.aspx? sn=31
6. (2006)。哈佛商業評論精選：品牌管理。台北市:天下遠見。
7. Aaker, D.(1996).Building Strong Brands.NY:The Free Press.
8. Barney, J. B.(1991).Firm Resources and Sustained Competitive Advantage.Journal of Management,17(1),99-120.
9. Birkinshaw, J.(2000).Entrepreneurship in the Global Firm.London:Sage Publications.
10. Carland, F. H.,Boulton, W. R.,Carland, J. A. C.(1984).Differentiating Entrepreneurs from small Business Owners: A conceptualization.Academy of Management Review,9(2),354-369.
11. Chiou, Jyh-Shen,Droge, Cornelia(2006).Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework.Journal of the Academy of Marketing Science,34(4),613-627.
12. Covin, J. G.,Slevin, D. P.(1991).A Conceptual Model of Entrepreneurship as Firm Behavior.Entrepreneurship Theory and Practice,16(1),7-25.
13. Covin, J. G.,Slevin, D.P.,Schultz, R. L.(1994).Implementing Strategic Missions: Effective Strategic, Structural and Tactical Choices.Journal of Management Studies,31(4),481-505.
14. Day, G.(1994).The Capabilities of Market-Driven Organization.Journal of Marketing,58,37-52.
15. Glaser, B.,Strauss, A.(1967).The Discovery of Ground Theory: Strategies for Qualitative Research.Hawthorne, NY:Aldine de Gruyter.
16. Hobday, M.(1995).Innovation in East Asia: The "Challenge to Japan".London:Edward Elgar.
17. Hurley, R.,Hult, G.(1998).Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination.Journal of Marketing,62,42-54.
18. Kogut, B.,Zander, U.(1992).Knowledge of the Firm, Combinative Capability, and the Replication of Technology.Organization Science,3,383-397.
19. Lee, C.,Lee, K.,Penning, J. M.(2001).Internal Capabilities, External Networks, and Performance: A Study on Technologybased Ventures.Strategic Management Journal,22,615-640.
20. Lumpkin, G. T.,Dess, Gregory G.(1996).Clarifying the Entrepreneurial Orientation Construct and Linking It to Performance.Academy of Management Review,21(1),135-172.
21. Miller, D.(1983).The Correlates of Entrepreneurship in Three Types of Firms.Management Science,29,770-791.
22. Morris, M. H.,Davis, D. L.,Allen, J. W.(1994).Fostering Corporate Entrepreneurship: Cross-Cultural Comparisons of the Importance of Individualism versus Collectivism.Journal of International Business Studies,25,65-90.
23. Mudambi, R.,Doyle, P.,Wong, V.(1997).An Exploration of Branding in Industrial Markets.Industrial Marketing Management,26,423-446.
24. Prahalad, C.,Hamel, G.(1990).The Core Competence of the Corporation.Harvard Business Review,68(1),79-91.
25. Sathe, V.(1985).Culture and Related Corporate Realities.Homewood, IL:Irwin.
26. Schein, E. H.(1985).Organizational Culture and Leadership.San Francisco:Jossey-Bass.
27. Schroeder, Jonathan E.,Salzer-Morling, Miriam(2006).Brand Culture.Routledge.
28. Senge, P.(1990).The Fifth Discipline: The Art and Purpose of the Learning Organization.NY:Doubleday / Currency.
29. Sinkula, J.(1994).Marketing Information Processing and Organizational Learning.Journal of Marketing,58,35-45.
30. Sinkular, J.,Baker, W. E.,Noordewier, T.(1997).A Framework for Market-Based Organizational Learning: Linking Values, Knowledge, and Behavior.Journal of the Academy of Marketing,25(4),305-318.
31. Slater, S.,Narver, J.(1995).Market Orientation and the Learning Organization.Journal of Marketing,59,63-74.
32. Snell, R.,Chak, A.(1998).The Learning Organization: Learning and Empowerment for Whom.Management Learning,29(3),337-364.
33. Tunstall, W. B.(1986).The Breakup of the Bell System: A Case Study in Cultural Transformation.California Management Review,28(2),110-124.
34. Underwood, Robert,Bond, Edward,Baer, Robert(2001).Building Service Brands Via Social Identity: Lessons from the Sports Marketplace.Journal of Marketing Theory and Practice,9(1),1-13.
35. Venkataraman, N.(1989).Strategic Orientation of Business Enterprise: The Construct, Dimensionality and Measurement.Management Science,35,942-962.
36. Wernerfelt, B.(1984).A Resoure-Based View of the Firm.Strategic Management Journal,5,171-180.
37. Williamson, Oliver E.(1991).Comparative Economic Organization: The Analysis of Discrete Structural Alternatives.Administrative Science Quarterly,36,169-196.
38. 李吉仁、陳振祥(1998)。經濟部中小企業處委託研究期末報告經濟部中小企業處委託研究期末報告,未出版
39. 施振榮(2005)。全球品牌大戰略。台北:天下雜誌。
40. 洪順慶(2008)。國科會專題研究計畫國科會專題研究計畫,國科會。
41. 洪順慶(2006)。台灣品牌競爭力。台北:天下雜誌。
42. 洪順慶、沈經洪(2003)。市場驅動的組織學習與新產品成功之關係探討。管理學報，20(3)，515-545。
43. 曾漢壽(2008)。讓台灣品牌站上國際舞台－代工與品牌篇。台北市:經濟部國際貿易局。
44. 蔡明田、謝煒頻、李國瑋、許東讚(2008)。創業精神與創業績效之關連性探討：創業動機、能力與人格特質的整合性觀點。創業管理研究，3(3)，29-65。
45. 蔡明達、洪順慶(2002)。組織學習與市場導向理論之比較與探討。香港中文大學：中華管理評論，5(5)，53-72。

1. 汪俐玲(2022)。A公司歐盟設廠策略之研究。修平學報，44，119-152。