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    Title: 台灣製造業廠商規模與品牌績效之實證研究
    Other Titles: Empirical analysis on Taiwanese manufacturers of firm size and the performance of the branding
    臺灣製造業廠商規模與品牌績效之實證研究
    Authors: 賴威沅;Lai, Wei-Yuan
    Contributors: 淡江大學產業經濟學系碩士班
    胡名雯;Hu, Ming-Wen
    Keywords: 品牌績效;廠商規模;經營模式;Performance of the Branding;Firm Size;firm business models
    Date: 2013
    Issue Date: 2014-01-23 13:33:31 (UTC+8)
    Abstract: 本研究主要目的為探討台灣製造業廠商經營自有品牌與績效的表現,洞察台灣產業以中小企業利基與成功的現象,可發現「廠商規模」對於廠商經營自有品牌的決策存有特殊性,在不同規模的廠商對於經營自有品牌傾向與廠商績效的表現可能不一致。同時,根據台灣製造業「經營模式」的4項分類:<製造>、<修配>、<代客加工>、<自行研發設計委外生產>,以觀察其特性了解廠商決策發展自有品牌的可能。資料來源取自2006年的工商普查原始資料檔。

    為考量利潤率與自有品牌內生性,本研究採用處理效應(Treatment Effect)樣本選擇模型進行實證研究,將樣本資料進行三項群組分類:全體製造業、廠商規模分組、經營模式分組,並以全體製造業的樣本實證為基準進行另外兩組的比較。

    實證結果發現,全體製造業的樣本實證顯示,廠商年齡、廠商規模、員工薪資水準、電子商務的使用、產業品牌比率、產業外銷比例等變數,對於廠商發展自有品牌有著正向的顯著影響,研發支出、產業研發密度等變數則有負向的顯著影響;另外,廠商發展自有品牌、廠商年齡、廠商規模、資本勞動比、電子商務的使用、研發支出、產業集中度、產業品牌比率、產業研發密度等變數,對於廠商利潤率的提升有正向的顯著影響,員工薪資水準變數則有負向的顯著影響。

    「廠商規模」分組樣本的實證與基準組進行對照,可發現廠商規模在員工數1~99人的中小企業的廠商,其發展自有品牌與廠商績效最為突出,顯示出台灣中小企業利基的特質;「經營模式」分組樣本的實證與基準組進行對照,可發現具有OEM與ODM特質的<製造>與<代客加工>經營模式最適合發展自有品牌,因為廠商組織架構較完整,自有品牌發展考量深度較廣泛。實證結果分析可歸納以下結論:
    (一)廠商規模對於廠商經營自有品牌存在限制性。
    (二)經營模式的特質是廠商經營自有品牌的潛在因素。
    (三)產業品牌比率對於品牌績效具有指標性。
    This mainly researchs the performance and achievement of Taiwan manufacturing firm with OBM (Own Branding and Manufacturing) in order to obtain insight into the niche and successful experiences of small and medium enterprises in Taiwan industries. The results reveal that “firm size” plays a special role while manufacturing firms are undergoing decision making of their OBM. In other words, the tendency and performance may vary as the firm size changes. Meanwhile, we observe the characteristics of manufacturing firm business models, which includes manufacturing, repair and maintenance, processing for others, and manufacture outsourcing with self-driven, in Taiwan to further understand the potential for the firm to develop OBM. The data and information used in this study is acquired from the raw data of 2006 Industry, Commerce and Serving Census.

    Considering the factors profit ratio and the endogeneity of OBM, we determine to adapt sample selection model with treatment effect to undergo empirical research. We divide sample data into three groups: all manufacturing industries, size of firm, and business model and apply the empirical sample data of all manufacturing industries as group of basis to undergo comparison with the other two groups.

    The results of empirical investigation shows that variables such as firm age, firm size, salary of employees, utilization of e-commerce, the ratio of industrial brand, and the export ratio of industry could positively pose significant influence on firm’s development of OBM. On the other hand, variables such as R&D intensive and industrial R&D intensity pose negative influence. In addition, variables such as development of OBM, firm age, firm size, capital-labor ratio, the utilization of e-commerce, R&D intensive, industrial concentration, the ratio of industrial brand, and industrial R&D intensity could positively affect the elevation of firm’s profit ratio. Nevertheless, employees’ salary is a variable that negatively pose significant influence on the elevation of profit ratio.

    We compare the empirical sample data of firm size with group of basis and find that the performance of developing OBM is most outstanding in small and medium enterprises with firm size between 1-99 employee(s). This result implies the characteristics and niche of small and medium enterprises in Taiwan. Comparing the empirical sample data of business model group with group of basis, we could find that it is most appropriate for business models of manufacturing and processing for others with OEM and ODM characteristics to develop OBM owing to the more complete organization and configuration of the firm which could provide deeper and more comprehensive consideration while developing OBM.
    We generalize the following summaries according to the analysis results of this empirical research:
    1.Firm size exist limitation on firm’s development and operation of OBM.
    2.The characteristics of firm’s business model are the potential factors that influence the operation of firm’s OBM.
    3.The ratio of industrial brand could be regarded as an index for the performance of brand.
    Appears in Collections:[產業經濟學系暨研究所] 學位論文

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