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| Title: | 台灣製造商品牌化決策，以價值鏈展開綜觀品牌決策與競爭優勢之驗證分析-D公司為例
Taiwan's Manufacturing Branding Decision: An Overview of Value Chain Expansion Verification Analysis of Brand Strategy and Competitive Advantage — The Case Study of Company D |
| Authors: | 周雨潔
Chou, Yu-Chieh |
| Contributors: | 黃國峯
郭曉玲
周雨潔
Chou, Yu-Chieh |
| Keywords: | 策略形態分析法
策略矩陣
價值單元
品牌化戰略
端子連接器製造產業
供應鏈整合
Strategic Morphology Analysis Method
Strategic Matrix
Value Unit
Branding Strategy
Terminal Connector Manufacturing Industry
Supply Chain Integration |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:12:42 (UTC+8) |
| Abstract: | 本研究深入探討了D企業在後疫情時代和未來趨勢中的發展策略，特別強調品牌化作為其戰略核心。作為端子連接器製造行業的領先者，D企業的核心能力、資源配置使品牌化成為一項至關重要的戰略。透過策略形態分析、策略矩陣與價值單元分析，本研究發現D企業在技術、產品創新和供應鏈整合方面表現卓越。然而，隨著市場變遷，品牌化被視為強化競爭力的不可或缺手段。在技術和產品創新方面，D 企業的核心能力確保了其在行業中的領先地位，但單純依賴技術缺乏品牌塑造。品牌化的必要性在於透過獨特的形象凸顯技術實力，使其成為客戶信賴的來源。供應鏈整合是其優勢，但單純仰賴難在市場中脫穎而出，品牌化有助於提高市場份額，建立信任並實現規模效益。外部環境促使D企業思考提升品牌識別度之戰略，應對智慧工廠和全球淨零碳趨勢。品牌化不僅滿足市場需求，更是應對社會趨勢的方式，提升企業形象，增加吸引力，尤其在強調企業社會責任的市場。因此，綜合核心能力、資 源配置和外部環境，品牌化對D企業是不可或缺的。展現技術實力和供應鏈整合優勢，應對行業和社會變遷，提升競爭力。
This study delves into the development strategy of Company D in the post-pandemic era and future trends, with a particular emphasis on branding as its strategic core. As a leader in the terminal connector manufacturing industry, its core competencies and resource allocation make branding a critically important strategy. Through strategic morphology analysis, strategic matrices, and value unit analysis, the study finds that Company D excels in technology, product innovation, and supply chain integration. However, with changing market dynamics, branding is seen as an indispensable means to enhance competitiveness. In terms of technology and product innovation, Company D's core competencies ensure its leading position in the industry, but reliance solely on technology lacks branding. The necessity of branding lies in highlighting technological prowess through a unique image, making it a trusted source for customers. While supply chain integration is an advantage, relying solely on it may not distinguish the company in the market. Branding helps increase market share, build trust, and achieve economies of scale. External factors drive Company D to contemplate a branding strategy to address the trends of smart factories and global net-zero initiatives. Branding not only meets market demands but is also a response to societal trends, enhancing corporate image and attractiveness, especially in a market that emphasizes corporate social responsibility. Therefore, integrating core competencies, resource allocation, and external considerations, branding is indispensable for Company D. It showcases technological prowess and supply chain integration advantages, addressing industry and societal changes, ultimately enhancing competitiveness. |
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Publications. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363062 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363062 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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