品牌授權與代理之經營策略分析 : 以臺灣地區A公司之卡通品牌為例

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Title:	品牌授權與代理之經營策略分析 : 以臺灣地區A公司之卡通品牌為例
Other Titles:	Brand licensing and agent business strategy analysis : to Taiwan a company of cartoon brand
Authors:	林乙安;Lin, Yi-An
Contributors:	淡江大學國際企業學系碩士在職專班林志鴻;賴錦璋;Lin, Jyh-Horng;Lai, Chin-Chang
Keywords:	品牌代理;品牌授權;優質品牌;使命陳述;經營策略;7S模式;五力模型;PESTEL分析;brand agency;brand licensing;quality brand;Mission Statement;Business Strategy;7S model;Five Forces Model;PESTEL analysis
Date:	2013
Issue Date:	2014-01-23 13:35:18 (UTC+8)
Abstract:	本研究針對近年來台灣地區經濟體系係以中小企業為主的產業結構，在生產規模與內需市場相對不足的情況下，探討貿易業者如何力求改變經營型態，做出有利企業本身的經營策略，提升經營績效。俾以分析企業在面臨本身代理品牌與自有品牌是否相輔相成並存，並藉由優質品牌經營的推動達成經營競爭策略。本研究藉由一特定A公司為個案研究探討對象，對以優質品牌達成經營競爭策略進行研究。採用Lin and Pao (2004)提出之策略管理架構，歸納出企業競爭策略形成之重要相關因素，以提供貿易業者相關參考。本研究採探索性的個案研究法，透過國內外相關文獻探討、初級資料及次級資料的蒐集，經由本研究之探討，歸納結論如下：一、在企業使命陳述之下，綜合內部環境、外部產業環境及總體環境的分析評估後，歸納出競爭策略形成之重要考量因素 : 在內部環境面為「專業設計研發團隊」，在外部產業環境面為「代理國際品牌優勢」，在總體環境面為「國際化傾向多元品牌需求」。總結前述三大重要因素，個案公司之競爭策略係透過「精緻化品牌資源，開拓國際市場」來達成優質品牌為經營之策略。二、以個案A公司之使命陳述下—「成為最優質的品牌經營公司」，評估其內部環境、外部產業環境及總體環境，歸納出競爭策略形成要素模型，分析該公司在最佳競爭策略形成後，適合推動「代理國際卡通品牌，擴大通路市占率」為其特定策略。關鍵字: 品牌代理、品牌授權、優質品牌、使命陳述、經營策略、7S模式、五力模型、PESTEL分析 In this study, the industrial structure of the Department of Taiwan economy in recent years, mainly SMEs, in the scale of production and the relative lack of domestic market, to explore how the trade industry and strive to change the management style, to make an enterprise business strategy, improve business performance. Serve to analyze the enterprise in the face of the brand with its own brand of itself Agent whether complementary co-exist, and reached by the quality brand management driven business competition strategy. This study as a case study to explore objects by a specific company A study, high-quality brand to reach business competitive strategy. Policy management architecture proposed by Lin and Pao (2004), summarized the important factors associated with the formation of corporate competitive strategy to trade by reference. This study used an exploratory case study method, exploring through the relevant literature, primary data and secondary data collection, through the research of the conclusions are as follows: First, under the corporate mission statement, a comprehensive internal environment, external industry environment and the analysis and evaluation of the overall environment, summarized competitive strategy formation of important considerations: the surface of the internal environment of the professional design and R & D team in the external industry environment surface as "agents of international brand advantage", the "tendency of multi-brand international demand in the overall environmental surfaces. Summarize the preceding three important factors, the case company''s competitive strategy is through refined brand resources, explore the international market, "to achieve quality education for business strategies. Second, the case of Company A mission statement - "to become the best brand management company" to assess the internal environment, external industry environment and the overall environment, competitive strategy summarized form factor model, analysis of the company in the best competitive strategy formation suitable medium to promote and strengthen brand resources, expanding corporate entities pathway "for their specific strategies.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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