高科技產業已經成為台灣極為重要的產業，而代工業務始終在台灣高科技產業佔有重要的角色。台灣未來產業要升級、並發展成為科技大國，除了要注重研發能力，更需要加強行銷能力，尤其是品牌的經營。
為了能夠深入了解高科技企業的品牌策略，本研究經由深度的訪談，來了解高科技企業是如何面對環境的變化與運用本身的條件來自創品牌，而在自創品牌之後，高科技企業是如何運用行銷活動及品牌管理。這樣的完整經營品牌的過程，是本研究所要了解的課題。
台灣目前的高科技產業是以資訊業為主，而宏基電腦為我國資訊業中在自創品牌方面最富盛名的企業，因此本研究選擇宏基電腦為本研究的研究對象。
本研究得到了下列的結論: (1) 就世界趨勢而言，自創品牌是高科技企業應走的路(2) 高科技產品品牌與消費品品牌策略的基本精神相同，主要的差異在於兩種產品的產品本身、銷售的對象以及市場因素(3) 發展高科技企業品牌策略的先決條件為產品條件與決心(4) 高科技企業可以藉由品牌購併及品牌延伸來達到提升品牌價值的目的(5) 高科技企業的品牌行銷活動除了推廣活動之外，尚須加強服務的工作(6) 高科技企業的品牌策略為整體作業活動的整合性設計。 / High-tech industry is the important industry in Taiwan. However, in order to become the "Technology Island", not only should we improve the ability of R&D, but also the ability of marketing, especially branding.
The author used personal interview to understand the brand strategy of high-tech enterprise. The brand strategy means how does high-tech enterprise face the environment、 allocate the resource、 design marketing and brand management activities to create a global brand.
Computer industry is the major type of Taiwan high-tech industry. Acer, the most famous enterprise of creating global brand in Taiwan computer industry, was chosen the research object.
The conclusions of the research are as follows: (1) For the international trend, creating a self-owned brand is necessary for Taiwan high-tech enterprises. (2)The basic ideas between high-tech and consumer brand strategy are simi lar. But the main differences between these two categories are product itself, consumers who buy it, and market factors. (3)The essential conditions for high-tech products branding are products' quality and executives' determination. (4)High-tech enterprise can enhance its brand value by brand acquisition and brand extensions. (5)Beside brand marketing activities, high-tech enterprise should also enforce its services. (6)Branding strategy of high-tech enterprise should be implemented as the integrated redesign of business model.
| Identifer | oai:union.ndltd.org:CHENGCHI/B2002002174 |
| Creators | 湯嘉祥, Tang, Jia-Xiang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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