國際企業之品牌策略個案分析

The Case Study of Brand strategy for International Enterprise

10.6204/JRSHP.202312_(24).0004

黃意文(I-Wen Huang)；陳弘順(Horng-Suen Chen)

品牌策略 ； 高附加價值 ； 全球行銷 ； brand strategy ； highly developed ； global marketing

休閒運動保健學報

24期（2023 / 12 / 01）

44 - 54

繁體中文;英文

品牌建立議題於企業永續經營的重要性近年來引起眾多討論，尤其在全球化下，不論是以內銷或外銷為主的企業，均面臨強大的競爭壓力。企業沒有了以往的成本與製造優勢後，必須從高附加價值、高科技及研發的方向發展，而「品牌」即是創造高附加價值的途徑。因此，針對企業的特性與發展建立具創新內涵的品牌戰略相當受到重視。品牌不僅是策略的一環也是一種意識形態。「品牌策略」給予企業承諾，企業全體人員皆需為品牌承諾賦予信心，如此在品牌策略確立後，即可發展品牌化程序，以達企業核心價值的再進化。本文以文獻探討、個案分析法並以標竿學習法進行競爭者分析，企圖以個案公司為研究主軸，擬定明確的品牌戰略，並開發具實用性之品牌推廣程序，透過本文研究結果，以個案公司建立之品牌形象，透過品牌戰略的執行，以及個案公司解決品牌屬性、品牌結構與品牌識別界定等問題，進而歸納此品牌戰略作為國際企業未來進行品牌國際推廣的參考。

Recently, brand establishing has been fully discussed. When facing globalization, enterprises are confronting tremendous pressures from competitors. After losing the dominance of low cost and high quality, they have to turn towards high added value, high technology, and highly developed products. Also, successful brand is a credit to an enterprise. For enterprises, brand marketing is really important; however, there are still difficulties implementing existed strategies. Thus, it is important to create a new brand strategy by following the enterprise's vision, plan and development. Branding is not only a strategy, but also an invisible ideology, and its value should be planned purposely. The objectives of brand strategies are to make the staff confident and the brand consistent and substantial. After the strategy is decided, an enterprise can then start its brandlization and through which to further develop its core value. We use meta-analyzing, individual case analyzing, and benchmarking to analyze our competitors' strategy to draw up our strategy, correct image, and develop a pragmatic extending progress. After our study, we expect to establish a new brand image, and after implementing the new strategy, an enterprise will create a new brand structure, attitude, and identity. Finally we believe the new strategy will be a foundation for further global marketing.