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題名：多國籍企業之品牌暨代工經營模式良瓢分析--以臺灣上市電子公司為例
書刊名：東海管理評論
作者：洪榮耀 引用關係
作者(外文)：Hung, Jung-yao
出版日期：2011
卷期：12:1
頁次：頁1-39
主題關鍵詞：多國籍企業；品牌；代工；市場價值；無形資產；網絡結構；MNCs；Brand business model；Subcontract business model；Market value；Intangible asset；Network structure
原始連結：連回原系統網址new window
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  • 共同引用共同引用:100
  • 點閱點閱:72
本研究旨在探討台灣多國籍電子企業選擇品牌或代工經營模式，是否對其無形資產投資與境外網絡結構有所影響，及無形資產投資與境外網絡結構對其市場價值之影響， 兩者間是否存有差異。本文利用2002 年台灣證券交易所158 家上市電子公司之無形資產與國際網絡結構資料，進行品牌暨代工經營模式對於其無形資產投資、國際網絡結構與其市場價值之關聯性分析。實證發現：1. 品牌模式公司之市場價值低於代工模式公司；2. 品牌模式公司之研發投資略高於代工者，但兩者差異並不明顯；3.研發投資對提升企業價值有所助益，但以其所創造的市場價值而言，品牌模式公司不如代工者；且品牌模式公司之廣告投資對其市場價值並無明顯助益；4.品牌模式MNCs 之研發投資能透過分散化的國際網絡提昇公司價值。5.品牌模式MNCs 廣告支出無法透過集中化的國際網絡創造市場價值。上述研究結果可供我國上市多國籍電子公司調整研發及廣告投資策略、國際網絡結構及市場價值提升之參考。
This study aims to investigate the effects of Brand or Subcontract Business Model on intangible asset investment and network structure of electronic multi-national company (MNCs) in Taiwan. Also, different effects of intangible asset investment and network structure on market value are examined. Empirical data are from 158 multi-national electronic listed companies in 2002. Main findings are as following. Market value of MNCs taking Brand Model is lower than that of Subcontract Model. R&D investment of Brand Model is insignificantly higher than that of Subcontract Model. R&D investment benefits market value but the market value of Brand Model is lower than that of Subcontract Model. Advertisement investment of Brand Model has no significant contribution to market value. Brand Model can enhance the market value derived from R&D investments through international network structure, but not from advertising investment. Our findings provide managerial information for Taiwanese electronic MNCs in their decision-makings of R&D investment, advertisement investment, international network structure, and upgrade of market value.
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