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    题名: 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
    贡献者: 簡睿哲
    劉欣宜
    Liu, Hsin Yi
    关键词: 產業升級
    自有品牌
    日期: 2013
    上传时间: 2014-08-12 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。
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    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
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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