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    題名: 頂新國際集團在大陸市場的品牌識別與策略之個案研究
    其他題名: Case study on brand identityand brand strategy of "Ting Hsin international group" in China market
    作者: 蕭喆升;Hsiao, Jhe-sheng
    貢獻者: 淡江大學中國大陸研究所碩士班
    郭建中;Guo, Jiann-jong
    關鍵詞: 台商;Taiwan businesses;Brand Identity;brand strategy;brand extensions;multibranding;品牌識別;品牌策略;品牌延伸;多品牌
    日期: 2008
    上傳時間: 2010-01-10 23:34:22 (UTC+8)
    摘要: 台灣企業一直是以OEM (Original Equipment Manufacturer)與ODM (Original Design Manufacturer)模式發展。然而,目前台灣企業面臨來自於全球各地的競爭更是日趨激烈,新興發展國家以更低廉的生產成本來瓜分了臺灣企業原有市場。在代工市場利潤降低的情形下,品牌經營能獲得較高利潤,是適合全球經濟整合的發展模式。台灣企業受限於資源不足與本國市場小等問題,在發展品牌時充滿限制;但是,台灣與大陸地區一直存在者特殊的關係,因此擁有廣大市場規模大陸地區,對於想要發展品牌的臺灣企業是一個良好機會。
    本研究以品牌識別與品牌策略為基礎,針對在大陸地區市場發展的食品業者頂新國際集團所擁有的品牌進行個案研究。透過深度訪談與資料蒐集,描繪出其擁有的品牌識別與品牌策略,並給予個案公司進一步建議。
    本研究發現如下:
    1. 台商在大陸市場發展品牌要考量消費者特性、市場規模與市場占有率。
    2. 台商發展品牌初期要專注於本業市場,使用品牌延伸策略。
    3. 台商在各成長階段進入不同產品市場或新事業時,主品牌的品牌識別發展要一致。
    4. 台商發展新產品市場時,新產品形象與主品牌識別有差異,需要採行多品牌策略。
    Taiwan businesses have been progressed by acting as OEM(Original Equipment Manufacturer) and ODM (Original Design Manufacturer) for a long time. However, Taiwan businesses currently are facing a progressively worse environment from the challenge. A good evidence for this issue is, developing countries are divvying Taiwan’s market orders by providing products of lower cost to the market. Thus, the profit of OEMs and ODMs is going from bad to worse. In the meantime, brand management stands out in the market, and become a trendy economic module which suits for global economic integration. Basically, However, by penetrating Mainland China’s potential in large-scale market, Taiwan businesses can take good advantage on the special relationship between Taiwan and Mainland China, that’ll be a good chance for them to develop their own brands.
    Based on the brand identity and brand strategy, this study was doing the case study by focusing on Ting Hsin international group which is developing in Mainland China. Via in-depth interviews with the prime managers, we gain enough primary data collection for representing its brand identity and brand strategy, and would be able to give further suggestions to our case company.
    The finding of the study show that:

    1. While Ting Hsin developing the brand, they need to consider the consumer behavior, market scale and market share in China market.
    2. In the beginning, in order to develop its own brand, Ting Hsin focused on the original market and the brand extension strategy.
    3. Even when Ting Hsin enters different product markets or new businesses, its main brand should still maintain its brand identity on every growing stage.
    4. When trying to launch to a new product market, and the new product image is different from Ting Hsin’s main brand identity, Ting Hsin should execute multi-brading strategy.
    顯示於類別:[中國大陸研究所] 學位論文

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