廠商動態能力、國際化歷程與品牌建構之關係--以臺灣中小型運動休閒產業製造商為例_

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題名：	廠商動態能力、國際化歷程與品牌建構之關係--以臺灣中小型運動休閒產業製造商為例
書刊名：	中小企業發展季刊
作者：	林婷鈴／郭淑怡／謝美珍／李緒東
作者(外文)：	Lin, Ting-ling／Kuo, Shu-i／Hsieh, Mei-chen／Lee, Hsu-tung
出版日期：	2010
卷期：	15
頁次：	頁131-158
主題關鍵詞：	中小企業；動態能力；國際化歷程；品牌建構；SMEs；Dynamic capabilities；Internationalization process；Brand building
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:26

中小企業對各國經濟發展深具影響，更是推動台灣經濟成長的基礎。國際化發展與品牌建構對中小企業而言，是追求成長與跳脫經營困境的策略選項，但針對該議題的相關研究仍然有限。本研究以多個案研究法，探討台灣中小型運動休閒用品製造商，如何透過國際化發展，成功地建構品牌價值。由個案分析顯示，廠商在國際化過程中，不斷地透由能力的調整與獲取，最後整合OEM/ODM與OBM並重的經營模式，同時保有生產能力、研發技術與自有品牌價值。個案廠商在國際化，並非全是以直接出口方式開始，藉由委託代工生產以服務海外顧客的模式，是台灣許多以製造為主的中小型廠商開拓海外市場的第一步。品牌建構並非企業成立時即有此構思，但卻是由創業家所主導。當個案公司欲在海外建構自有品牌，則會運用國際互補性的網絡關係，建立海外的銷售通路，以彌補海外市場知識與資源的限制。當資源相對成熟時，則會藉由引進國外知名品牌搭配自有品牌，在國內自建的通路銷售。本研究冀望透由個案廠商的經驗與實務運作，讓想致力於品牌發展及國際化的企業作為借鏡。

以文找文

The small and medium-sized enterprises (SMEs) have the profound influence to a country's economic development. They are the foundation of the Taiwan´s economic growth. The internationalization development and brand building are the essential ways for SMEs to pursue growth. But the related research aimed at this subject is still limited at present. This research uses the multiple-case methodology and discusses the value of brand building by internationalization of the manufacturers within the sports recreation and leisure industry in Taiwan. Case analysis shows that these firms constantly adjusted their capabilities or developed new ones in the internationalization process. They finally take OEM/ODM and OBM to maintain production capacity, R&D technology and its own brand value. These firms are not all by direct export at start, some of them offer services for overseas customers by OEM business type. Brand building is not the idea from the beginning of the firm established, but it is dominated by their entrepreneurs. They will establish sales channels by using the complementary international network relationships when the case companies wishing to build their own brands overseas, in order to compensate for the overseas market knowledge and the limitation of resources. When the resources are relatively sufficient, then they will introduce the foreign well-known brands together with own-brand to sell in the domestic self-built channel. This research hoped thoroughly to devote to the companies who want to build own brand and to go internationalization by the case company's experience and the practice of operation.

以文找文

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