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題名 影響台灣企業產業升級策略之因素
The Key Factors that Influence Upgrading Strategies of Taiwanese Firms作者 劉欣宜
Liu, Hsin Yi貢獻者 簡睿哲
劉欣宜
Liu, Hsin Yi關鍵詞 產業升級
自有品牌日期 2013 上傳時間 12-Aug-2014 14:00:40 (UTC+8) 摘要 近年來，台灣許多企業紛紛意識到代工業務的毛利不斷被壓縮，而品牌廠所獲得之利潤卻遠遠高過於代工廠，因此引發學術界與實務界對於台灣企業是否該進行產業升級的討論。然而，自有品牌的建立並非一蹴可幾之事，許多企業試圖發展自有品牌，卻發現其所獲得之效果並不如預期，因而對於台灣產業之未來感到悲觀。 然而，過去關於發展自有品牌之文獻多著重於自有品牌與企業績效之間的關聯，對於影響自有品牌成功發展的因素較少著墨，因此，本研究希望探討有何因素會影響台灣企業OBM之比例，並希望利用量化研究的方式佐證前人之研究結果，同時也給予產業界一個發展自有品牌的方向。 本研究以台灣477家廠商為研究對象，先將質化資料利用內容分析萃取出本研究所需資訊，再將其轉化為量化資料，並以量化研究的方式探討影響廠商發展自有品牌之因素，同時也建構出可能影響台灣企業追求自有品牌的因素之模型，包含市場導向強度、顧客關係管理體系健全程度、品牌國際化經驗以及產品品質，並以多元迴歸分析的方式探討自變數與依變數之間的因果關係。 研究結果發現，品牌國際化經驗對於廠商追求自有品牌的影響最大，原因在於廠商必須先讓顧客知曉並了解該品牌，產品才有可能為顧客所用。另外，顧客關係管理體制的健全程度與產品品質的好壞也會影響廠商發展自有品牌的比例，也就是說，光靠品牌的知名度並無法支撐品牌的發展，還必須透過提供好的服務以及品質優異的產品，讓顧客有好的產品使用經驗，台灣企業的品牌之路才能走得長久。 參考文獻 一、英文部分 Aaker, D. A. (1988). Strategic market management (2nd ed.). New York: John Wiley & Sons, Inc. Aaker, D. A. (2007). Innovation: BRAND IT OR LOSE IT. California Management Review, 50(1), 8-24. Akdeniz, M. B., Calantone, R. J., & Voorhees, C. M. (2014). 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Export marketing strategies for NIC and LDC-based firms. Columbia Journal of World Business, 51-60. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of marketing, 52(3), 2-22. 二、中文部分 趙建雄(2009)。資本密集代工產業capital-intensive subcontractors。出處: 台灣大百科全書http://taiwanpedia.culture.tw/web/content?ID=4107 鍾欣妍(2012)。影響台灣企業國際品牌策略形成之研究。國立成功大學碩士論文. 瞿宛文(2004)。代工、品牌與產業升級。 中央研究院人社會中心，未出版。 描述 碩士
國立政治大學
國際經營與貿易研究所
102351003
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102351003 資料類型 thesis dc.contributor.advisor 簡睿哲 zh_TW dc.contributor.author (Authors) 劉欣宜 zh_TW dc.contributor.author (Authors) Liu, Hsin Yi en_US dc.creator (作者) 劉欣宜 zh_TW dc.creator (作者) Liu, Hsin Yi en_US dc.date (日期) 2013 en_US dc.date.accessioned 12-Aug-2014 14:00:40 (UTC+8) - dc.date.available 12-Aug-2014 14:00:40 (UTC+8) - dc.date.issued (上傳時間) 12-Aug-2014 14:00:40 (UTC+8) - dc.identifier (Other Identifiers) G0102351003 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/68520 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 102351003 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 近年來，台灣許多企業紛紛意識到代工業務的毛利不斷被壓縮，而品牌廠所獲得之利潤卻遠遠高過於代工廠，因此引發學術界與實務界對於台灣企業是否該進行產業升級的討論。然而，自有品牌的建立並非一蹴可幾之事，許多企業試圖發展自有品牌，卻發現其所獲得之效果並不如預期，因而對於台灣產業之未來感到悲觀。 然而，過去關於發展自有品牌之文獻多著重於自有品牌與企業績效之間的關聯，對於影響自有品牌成功發展的因素較少著墨，因此，本研究希望探討有何因素會影響台灣企業OBM之比例，並希望利用量化研究的方式佐證前人之研究結果，同時也給予產業界一個發展自有品牌的方向。 本研究以台灣477家廠商為研究對象，先將質化資料利用內容分析萃取出本研究所需資訊，再將其轉化為量化資料，並以量化研究的方式探討影響廠商發展自有品牌之因素，同時也建構出可能影響台灣企業追求自有品牌的因素之模型，包含市場導向強度、顧客關係管理體系健全程度、品牌國際化經驗以及產品品質，並以多元迴歸分析的方式探討自變數與依變數之間的因果關係。 研究結果發現，品牌國際化經驗對於廠商追求自有品牌的影響最大，原因在於廠商必須先讓顧客知曉並了解該品牌，產品才有可能為顧客所用。另外，顧客關係管理體制的健全程度與產品品質的好壞也會影響廠商發展自有品牌的比例，也就是說，光靠品牌的知名度並無法支撐品牌的發展，還必須透過提供好的服務以及品質優異的產品，讓顧客有好的產品使用經驗，台灣企業的品牌之路才能走得長久。 zh_TW dc.description.tableofcontents 謝 辭 i 摘 要 ii Abstract iii 目錄 iv 表次 v 圖次 v 第一章 緒論 1 1.1研究背景與動機 1 1.2研究目的 2 第二章 文獻回顧 3 2.1產業升級 3 2.2代工與品牌之衝突 8 2.3後起者之崛起與挑戰 10 2.4影響自有品牌發展的關鍵資源 12 第三章 研究方法 16 3.1研究架構 16 3.2研究假說 17 3.3變數之操作型定義與衡量標準 25 3.4資料蒐集 29 3.5資料分析方法 30 第四章 分析與結果 31 4.1敘述性統計與變數相關性 31 4.2研究結果 33 第五章 研究結果討論與結論 36 5.1研究結果討論 36 5.2結論 42 第六章 研究限制與未來研究方向 43 6.1研究限制 43 6.2未來研究方向 44 參考文獻 45 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102351003 en_US dc.subject (關鍵詞) 產業升級 zh_TW dc.subject (關鍵詞) 自有品牌 zh_TW dc.title (題名) 影響台灣企業產業升級策略之因素 zh_TW dc.title (題名) The Key Factors that Influence Upgrading Strategies of Taiwanese Firms en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、英文部分 Aaker, D. 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