地主國特性與自創國際品牌績效之關係研究－－以台灣廠商為例

Abstract

本研究的目的在於探討我國廠商的國外市場地主國特性及其與目標市場選擇、品牌定位策略配合對自創國際品牌績效的影響。以中華民國自創品牌協會會員、第一至四屆獲頒「台灣精品標誌」廠商、及媒體報導的自創品牌廠商共98家廠商為研究對象，調查其前二大國外市場共196個樣本。結果發現國外市場的經濟發展程度對自創國際品牌廠商的通路成員關係滿意度及自創國際品牌營業額與營業額比率目標達成有正面貢獻，對品牌形象滿意度與品牌忠誠度滿意度反而有負面影響；廠商主觀認定的，在當地市場的台灣來源國形象對自創國際品牌績效，尤其是品牌忠誠度滿意度與媒體報導篇幅，有正面貢獻。其次，當國外市場的經濟發展程度較高（低）時，廠商若能選擇較高（低）價位目標市場與採行較高（低）級品牌定位策略，其自創國際品牌績效也較佳。

The study investigates the influence of host country characteristics and its fit with market targeting and positioning strategies on the firm performance. We chose to survey 98 firms subjectively which we believe that creating international brands is important to them. We found that economic development of the foreign market has a favorable impact on channel member`s satisfaction, sales objective for the international brand, and sales percentage objective for the international brand; however, economic development of the foreign market has an unfavorable impact on brand image satisfaction and brand loyalty satisfaction. On the other hand, a firm`s perception of country of origin (i.e. , Made in Taiwan image) contributes positively to its international brand performance, especially brand loyalty satisfaction and media reporting. Furthermore, the better a firm coordinates its target market, brand positioning, and economic development of the market, the better its international brand performance.