台灣本身製造、設計、研發能力對於世界高科技產業的貢獻來說，已成為不可或缺的國際分工供應鏈體系，台灣製造的品質與聲譽，影響全世界各地消費者在採購時的決策。 本研究的主題是探討台灣國家品牌價值傳遞模式的過程，台灣政府、產業、企業與相關組織，致力於往建立台灣國家品牌的道路上前進，但到目前為止，整體台灣國家品牌的建立概念並未被強調，因此本研究從Michael Porter教授（1990）提出的價值鏈延伸到品牌價值傳遞模式，以同樣建立核心競爭力的觀點，不同於Porter應用於企業的分析觀點，套入Simon Anholt (2005)提出的國家品牌指標六要素，探討台灣國家品牌價值傳遞模式，並以Milan Zeleny教授（2006）提出的輔助資本型態：人為資本、人力資本、社會資本與自然資本重視與累積的相關成果，觀察台灣國家品牌建立過程中，著重台灣製造、創新台灣、品牌台灣、文化創意與地方城市的不同提升台灣國家品牌形象的活動，建構台灣國家品牌發展的價值傳遞模式。 研究結果建構出概念性的台灣國家品牌價值傳遞模式，並發現在台灣國家品牌價值傳遞模式的發展，須憑藉台灣本身的自然資本、人為資本、人力資本、社會資本四項輔助資本；目前台灣國家都會樣態的發展型態，逐漸強調自然資本與社會資本的重要性。 而台灣國家品牌價值傳遞模式的過程中，政府須扮演強大角色，建立由上到下規畫統籌，多元性的鼓勵與資助台灣國家品牌發展，由統一的發展單未來統合國家發展品牌的資源，但目前尚無一致的共識與主要的推動單位來規畫執行。 其中必須注意的是，打造國家品牌不是虛浮其外表，要建構強而有力的國家品牌前，要有國家品牌價值傳遞模式的過程，強化國家品牌塑造時的特色與競爭力。因此，各階段的未來發展應向下扎根、連結左右資源，並向上提升以建立台灣國家品牌形象，打造台灣國家品牌競爭 / Taiwan has been playing an important role in the world supply chain. Not only the capability of manufacture, but also design and the R&D are the reputation of “Made in Taiwan” which implants and affects the process of decision making in every customers’ mind. The main purpose of thesis is to develop and discuss Nation Brand of Taiwan, from the view of the Taiwan government, corporate and related institutions, in order to figure out whether the new emerging Nation Brand has been emphasized or not. After research framed the concept of Taiwan Nation Brand Net, extending from the theory of value chain of Prof. Michael Porter (1990), research selected five main activities: Made in Taiwan, Innovative Taiwan, Brand Taiwan, Culture and Creative Taiwan and City and District Taiwan, and Support Capital: Human Capital, Intelligence Capital, Social Capital and Nature Capital to analyze Taiwan Nation Brand Strength and Weakness by using the Nation Brand Hexogen proposed by Simon Anholt (2005). The finding of the thesis that Taiwan has been toward the way of building Taiwan Nation Brand and Taiwan has been increasingly emphasized the importance of the Social Capital and Nature Capital since Taiwanese government promoted the development of culture and creative industry. However, Taiwanese government is still in the beginning stage to build up the Taiwan Nation Brand. The necessary step for Taiwanese government has to leverage all resources from the related institutions of the government and reach the consistent concept of Taiwan Nation Brand to plan and execute overall process. Finally, the Branding Taiwan Nation Brand process would increase the competitiveness and Taiwan Nation Brand image of Taiwan.

台灣自早期便憑藉著優異之風土條件，進行一系列農業相關的經濟生產活動，稻米、茶葉等相關風土農作，皆曾是台灣重要之出口產品。然而，隨著時代的發展演變，台灣農作雖仍保有其特殊性，卻因他國低價農作之衝擊而陷入經貿困境，茶葉便是其中一例。 台灣茶作為百年傳統之農業，已孕育出無數技藝精湛之茶匠，亦涵養出獨特茶藝文化，此兩者皆能夠作為台灣茶品牌之價值創造來源，創造其附加價值。因此，目前產業鏈之上、中、下游皆有新興茶品牌創立者憑藉著過往對於茶之生活感知及產業經驗，試圖自台灣悠遠的茶文化萃取具廣度與深度的元素，再創新出符合現代消費需求的產品與服務體驗。 故，本研究試圖從三方向探討，分別為：品牌創立者作為一文化媒介人，如何運用其對於茶之生活感知與產業知識影響品牌價值創造；品牌創立者如何將台灣之風土條件轉化為風土資本，作為品牌價值創造來源；以及品牌創立者如何運用體驗之媒介將其所創造之品牌價值傳遞予消費者。 本研究最終結論得出，品牌創立者會將其對於茶之「感」轉化為品牌理念，再透過累積之茶之「知」落實其品牌理念，並依據此兩項「感」與「知」選擇不同之風土資本類型進行價值創造，最後透過各項體驗媒介之工具組合傳遞品牌之文化與經濟價值予消費者。 / People living in Taiwan have engaged in a series of agriculture-related economic activities by means of the “Terroir” from the early stage, such as rice and tea. With time, although agricultural products of Taiwan still reserve the distinctiveness, those of other foreign countries are increasing the market share with the lower price, especially Taiwan tea. There are many artisans with excellent skills of making tea and splendid tea culture with a long story since Taiwan tea is one of the most traditional agriculture. As a consequence, the knowledge of the artisans and the impressive tea culture in Taiwan can be sources to create brand value and competiveness. Currently, some people make innovative tea products and experiences to meet consumer demand by using their perception of tea in life and industrial know-how. As a result, this research will discuss three viewpoints. First, the brand founder uses his tea experience and know-how to affect the value creation. Second, the brand founder transfers terroir into terroir capital and make the terroir be the source of brand value. Third, the brand founder uses all kinds of experience tools to express the brand value to consumers. The conclusion of this research also shows three perspectives. First and foremost, the brand founder converts the “sense” of the tea into brand concept and produces products and services with brand concept by means of the “knowing” of the tea. Besides, the brand founder chooses the type of terroir capital to create brand value according to his “sense” and “knowing”. Last but not the least, the brand founder uses seven experience tools to express the cultural and economic value to customers.

台灣半導體產業協會指出，半導體產業無論是在產值、營運附加價值、外匯收入、稅賦、就業機會、政府投資獲利、興建晶圓廠所帶動的周邊效益等，都有穩定且持續成長之表現，對國家有相當大的貢獻。在半導體產業中，半導體原物料通路商位居上游供應商與下游製造商之間的橋樑位置，維繫通路貨暢其流，在整個產業鏈中扮演重要角色。在此一領域中，以崇越科技的經營績效卓越，足為業界楷模。因此，本研究擬以崇越科技為個案，進行策略研究。 一個成功的營運模式，應該可以解釋如何增強價值展現、如何作好價值傳遞，以及如何達成價值回饋等議題。藉由研究連續成長的個案公司－崇越科技，本研究希望可以確認下列議題所採取的關鍵策略： (1)個案公司如何確保其在產業價值鏈中的位置？亦即如何增強價值展現？ (2)個案公司如何提升相對於其他同業的競爭力，並更有效地提供客戶最大的價值？亦即如何作好價值傳遞？ (3)個案公司如何作到提升營業利潤及實現公司價值？亦即通路商如何達成價值回饋？ / 本研究使用吳思華教授的「策略三構面」及「四個競技場」分析進行個案研究。策略三構面理論主張，規劃企業策略時，可以由下列觀點進行： (1)營運範疇：產品／市場、活動組合、地理構形、業務規模 (2)核心資源：有形／無形的資源、個人／組織能力 (3)事業網路：體系成員、網路關係、網路位置 / 此外，本研究也將探討三構面之間彼此的調整關係。至於四個競技場分析，則是以下列四個不同觀點，分析企業的策略： (1)價值與效率競技場 (2)能耐與結構競技場 (3)實力與體系競技場 (4)異質與同形競技場 / 本研究針對崇越科技的四項重要策略事件，包括成立光電材料部、成立水處理部、IPO、成立中古設備部等，進行策略三構面分析，以及四個競技場分析。藉以研究半導體原物料通路商如何增強價值展現，如何作好價值傳遞，以及如何達成價值回饋。茲將各策略事件分述如下所示： (1)策略事件一：成立光電材料部 成立光電材料部，使得崇越科技的營運模式，由原本的佣金交易，擴增為現品交易。此一策略事件使得崇越科技提昇了倉儲、物管及資金調度的能力。成立光電材料部之後，崇越科技的主要產品，由原有的矽晶片、半導體製程用石英器材，擴展到黃光製程的主要原料－深紫外線光阻液，在2005年該項產品貢獻了逾18億台幣的營業額。其他主要產品如化學研磨液、環氧樹脂積體電路封裝材料、液態封裝材料…等，也可以複製深紫外線光阻液成功的營運模式進行推廣。 (2)策略事件二：成立水處理部 崇越科技成立水處理部，跨入半導體製造廠的廠務系統相關業務。此一策略事件使得崇越科技發展出工程設計、施工維護之組織能耐，並建立了良好的下包廠商體系。之後，水處理部將業務切割為：純水工程及廢水工程等二部份，並在廢水工程此一領域發展自有品牌。在2005年時，水處理部的年營業額達新台幣15億1千萬。此一策略事件也帶來其他額外的商機，如發展潔淨室建造工程以及中央供酸系統等相關業務。 (3)策略事件三：IPO IPO提供崇越科技較佳的籌措資金管道，使得財務運作上更有彈性。IPO使得崇越科技公司知名度及形象大幅提昇，對於延攬優秀的員工，自然也會有正面的助益。此外，財務管理的能力也因此提昇，與金融體系間的關係也更為緊密。 (4)策略事件四：成立中古設備部 崇越科技成立中古設備部，以成為高科技產業的全方位供應者。崇越科技掌握半導體中古設備的商機，使得營運範疇得以擴展至中古設備的買賣、運送、設備翻新、裝機、零件供應、機台調校、甚至包括製程參數設定。「高科技產業的全方位供應者」的公司願景，也使得崇越科技得以在半導體產業有更明確的定位。 / 經由「策略三構面」及「四個競技場」分析，確定崇越科技的四項策略事件對於其成長具有重大意義。崇越科技的營運範疇、核心資源、事業網路在各個策略事件之後均有顯著的擴展，而不論是在「價值－效率」、「能耐－結構」、「實力－體系」、「異質－同型」競技場，都可看到崇越科技的具體成長趨勢。因此，崇越科技在四個策略事件中所採行的各項關鍵策略，應可成為半導體原物料通路商在勾勒其未來發展的營運策略時的標竿參考。 / 在本研究的事件描述及三構面調整關係當中，我們可以整理出來個案公司在各個策略事件所運用的關鍵策略，並依研究目的所要探討的主題歸納如下： (1)以個案公司為例，通路商如何確保其在產業價值鏈中的位置，亦即通路商如何增強價值展現。 1)擴大服務平台，滿足顧客整體需求，是通路商確保代理權的重要關鍵。 2)維持暢通而綿密的人脈網路是通路商的天職。 3)對通路商而言，自有品牌的創立應該因勢利導，不該破壞與原有代理的供應商之間的良好關係。 4)踴躍參加各項服務品質競賽有助於提升通路商形象及強化公司體質。 (2)以個案公司為例，通路商如何提升相對於其他同業的競爭力，並更有效地提供客戶最大的價值，亦即通路商如何作好價值傳遞。 1)通路商辨識需求缺口的能耐，與其是否能持續發展有高度正向關係。 2)人才為通路商最重要的資產。 3)顧客內部的各個部門也存在競爭狀態，通路商應善用情勢並維持與各部門的良好互動。 4)通路商應建立完整的支援／外包體系。 (3)以個案公司為例，通路商如何提升營業利潤及實現公司價值，亦即通路商如何達成價值回饋？ 1)通路商適用多種營運模式。 2)切割現有的服務內容，創造新立足點。 3)延伸產品線，善用核心能耐，創造新價值。 4)健全而靈活的財務控管是通路商持續成長、實現公司價值的重要基礎。 / As Taiwan Semiconductor Industry Association pointed out, semiconductor industry had been and is of great contribution to Taiwan in the aspects of GDP, foreign currency income, tax income, unemployment rate, government investment achievement, and also subsidiary industry of wafer fabrication. Semiconductor manufacturing raw material distributors play a very important role in semiconductor industrial value chain, who bridging the raw material manufacturers and semiconductor manufacturers. Topco Scientific Co., Ltd (TSC) is a leading company of semiconductor raw material distributor in Taiwan and Great China Region. TSC would be the case to be studied on the strategy of its continuous growth. / A successful business model should cover how to enhance “Value Proposition”, how to perform “Value Delivery”, and how to achieve “Value Capturing”. In the study of TSC’s continuous growth, we shall be able to identify the key strategies which were employed in the following three themes: 1. How does the distributor secure their position in the value chain i.e. how to enhance their value proposition? 2. In what way the distributor compete with their competitors and perform better i.e. how to perform their value delivery? 3. How does the distributor make their own benefit feasible i.e. how to achieve their value capturing? / “Three Aspects of Strategy” theory and “Four Coliseums of Business” analysis by Dr. S.H. Wu were applied in this study. The “Three Aspects of Strategy” theory provides the scope of establishing a thorough business strategy, and “Four Coliseums of Business” analysis exploit the business growth in four different points of view. “Three Aspects of Strategy” theory claims the following aspects should be reviewed when establishing the business strategy: 1.Business Domain : product/market, business activities, business geography, business scale 2.Core Resource : physical/non-physical properties, personal/ganizational competence 3.Business Network : network parties, network relationship, network position Also, the adjustment/correlation of these three aspects should be discussed. The “Four Coliseums of Business” analysis exploits the status of company’s strategy in four different points of view: 1.Value-Efficiency coliseum 2.Competence-Organization coliseum 3.Power-Networks coliseum 4.Innovation- Authenticity coliseum / This study applied the “Three Aspects of Strategy” and “Four Coliseums of Business” analysis on TSC’s four critical strategic issues including the issues of establishing the “Opto-Electronics Department”, establishing the “Water Treatment Department”, IPO, and establishing the “Used Machine Department”. From which we could conclude how the semiconductor raw material distributors enhancing their Value Proposition, improving their Value Delivery, and achieving their Value Capturing. The briefing of these four issues is as followings: Issue 1: Establishing the “Opto-Electronics Department” Establishing the “Opto-Electronics Department” was to extend the TSC’s business model from indent order business to stock sale business. Also, this issue strengthened TSC’s ability of technical service, logistics, and financial management. The success of DUV Resist brought annual revenue of over NTD1.8 billion in 2005. Other major products such as CMP slurry, Epoxy Molding Compound, IC Underfill Material…could also copy the business model of DUV Resist. Issue 2: Establishing the “Water Treatment Department” Establishing the “Water Treatment Department” was to create new business in the semiconductor manufacturers’ facility area. TSC built up their engineering capability and also the subcontractor network. The success of separating the water treatment business into pure water and waste water two categories let TSC could have their own brand waste water business. Water treatment business contributed NTD1.5 billion in 2005. Also it brought new business chance like Cleanroom and Chemical Supply System. Issue 3: IPO IPO to let TSC has much stronger financial flexibility. The company status has been up rated and could be easier to recruit excellent employees. The financial management capability had been improved and the business network is much stronger. Issue 4: Establishing the “Used Machine Department” Establishing the “Used Machine Department” was to address TSC as a Total Solution Provider of High Tech Industry. TSC captured the business chance of semiconductor manufacturing used machine off-shore service from which they could extend the business to used machine buy-and-sale, logistics, refurbish, installation, parts sourcing, calibration/tuning, and process parameter setting. The company vision of Total Solution Provider of High Tech Industry will lead TSC to exploit the semiconductor industry with a higher and thorough position. / Through the “Three Aspects of Strategy” and “Four Coliseums of Business” analysis we could confirm that the above mentioned four critical strategic issues are of great positive effects to TSC in the sense of Business Domain, Core Resource, and Business Networks. Also we could see the continuous growth trend in the Value-Efficiency, Competence-Organization, Power-Networks, and Innovation- Authenticity coliseums. Therefore, the key strategies applied in these four critical strategic issues could be the bench mark of semiconductor raw material distributors for their further growth. From the description of these strategic issues and the adjustment/correlation of three aspects discussion, we could conclude the key strategies for a successful business model of semiconductor raw material distributor, and list these key strategies with respect to our three themes of study: How does the distributor secure their position in the value chain i.e. how to enhance their value proposition? 1.Expanding the service base and providing the total solutions to customers is very essential to secure the agency rights 2.Maintaining a freely flowing and circumspect human relationship network is a must-do job of distributors. 3.Distributors should take very caution when developing own-brand products, should not damage the relationship with principles. 4.Attending the service quality contest will strongly promote company’s image and improve competence. In what way the distributor compete with their competitors and perform better i.e. how to perform their value delivery? 1.The ability of identifying customers’ needs is proportional to the success of continuous growth of distributors. 2.People are the most valuable assets of distributors. 3.Competitions inside customer’s organization should be handled with care, and should maintain good communications with each departments of customer. 4.Distributor should establish an integrated supporting/subcontractor system. How does the distributor make their own benefit feasible i.e. how to achieve their value capturing? 1.Multiple business models are adequate for distributor. 2.Rearranging current service contents to create new business niches. 3.Fully utilize core competence to extend product lines and create new values. 4.Nimble and integral financial management is the foundation of long-term growth and can capture company’s value.