台灣品牌排名第二的華碩(ASUS：品牌價值13.24億美金)以及第三名的宏碁(ACER：品牌價值12.65億美金)與全球排名第100大的VISA(品牌價值33.4億美金)其品牌價值相差頗大；如何成就為世界知名的品牌，台灣廠商如何從代工(OEM)走入品牌(OBM)並在全球打響知名度，個中原因頗值得深入研究。在全球百大品牌中，我們可從歷史演進、地理位置、政治環境與經濟發展中找出可供研究與學習的世界品牌大廠，芬蘭的NOKIA與韓國的SAMSUNG就是可供研究探討的主題。
芬蘭國土面積33.8萬平方公里，人口約530萬人。芬蘭從12世紀中期歷經瑞典與蘇聯統治，雖於1917年趁蘇聯發生10月革命宣佈獨立及實施民主政治，但第二次世界大戰由於德國的入侵波蘭而引發史達林出兵攻打芬蘭，後因戰敗而被迫割讓東部地區卡瑞里亞(Karelia)予蘇聯。1944年芬蘭與蘇聯單獨簽署終戰條約，不僅償付鉅額賠款(約佔全國總生產5%)，亦須割讓國土面積1/12予蘇聯。1991年蘇聯解體。1995年芬蘭加入歐盟。
韓國國土面積9.9萬平方公里，人口約4800萬人。漢武帝時曾將朝鮮納入中國版圖。元朝曾經兩度以朝鮮半島為跳板，攻打日本。高麗李成桂於1392年受明太祖朱元璋冊封建立了朝鮮李氏王朝。豐臣秀吉統一了日本並在1592年出兵朝鮮，朝鮮半島的命運是跟隨中國與日本的興衰而起伏。1868年日本明治維新後所引起的中日甲午戰爭更是為了維繫在朝鮮的利益而爆發衝突。1910年日本占領韓國，企圖利用朝鮮征服中國，因而引爆了二次世界大戰。1953年韓戰後所簽署的停火協議沿著三十八度線將韓國劃分為兩個國家。2007年起韓國陸續與歐盟、加拿大和澳洲協商成立自由貿易區，以擴展全球貿易。
台灣國土面積3.6萬平方公里，人口約2300萬人。80年代台灣完成了十大建設，接著啟動了新竹科學園區，在“計畫型的自由經濟”主導運作下，克服了資源不足與國內市場狹小的發展瓶頸，在全球價值鏈中與國外企業採取垂直分工的模式就是所謂的代工生產OEM(Original Equipment Manufacturer)，造就了台灣的經濟奇蹟。時至今日全球化來臨，新興國家(包括金磚四國BRICs等27個國家)的崛起，加入了相同的代工生產行列，台灣的代工優勢不再，現階段台灣應追求微笑曲線的橫軸(右端)價值鏈分工中的自有品牌行銷以提升附加價值。
台灣的企業已由代工製造設計生產中厚植了實力，養成出有紀律的員工、有紀律的文化、有紀律的行動，現階段最須要有第五級的執行長來徹底貫徹行銷組合中的4C，才能增加消費者滿意、建立與消費者的良好關係、取得消費者的信任及承諾，從而得到消費者的忠誠，使得品牌在消費者心中產生了價值。品牌價值，就是以顧客為基礎的「品牌權益」觀念CBBE（Customer–Based Brand Equity），也就是不論消費者是個人或組織，品牌的力量來自於顧客所學習、感受、聽到與看到的品牌經驗。當台灣的企業徹底瞭解與執行領導品牌的八大核心精神，進入全球百大品牌之林就不是夢了。 / ASUS (brand value USD$1.324 billion), the number two ranking brand in Taiwan and ACER (brand value USD$1.265 billion), number three ranking brand in Taiwan have a quite big difference in brand value compared with VISA (brand value USD$3.34 billion), the 100th brand in the world. “How to become a world famous brand?” and “How do manufacturers in Taiwan step from OEM to OBM and expand their own brand awareness?” are issues worth discussing. Among the top 100 global brands, researching from historical evolution, geographic location, political environment and economic development, we can explore and learn from these major world brands. Nokia of Finland and Samsung of South Korea are two good examples for our study.
Finland has an area of 338 thousand square kilometers and a population of around 5.3 million. Since the middle of the 12th century, it had been dominated by Sweden and Russia. Even though it declared independence and practiced democracy in 1917 when October Revolution happened in Russia, Stalin sent troops to attack Finland because Germany invaded Poland in the Second World War. Later Finland was defeated and it ceded eastern region of Karelia to the Soviet Union. In 1944, it signed a peace treaty alone with the Soviet Union that not only had to pay a tremendous amount of compensation (about 5% GNP), but also a cession of 1/12 of land. In 1991 the Soviet Union was disintegrated. In 1995, Finland joined the EU.
South Korea has an area of 99 thousand square kilometers and a population of about 48 million. In the reign of Emperor Wu of the Han Dynasty, Chosen (Korea’s old name) was part of China. The Yuan Dynasty twice used the Korean peninsula as the springboard to attack Japan. Taejo Yi Seong-Gye was coronated by the Hongwu Emperor of the Ming Dynasty and established the Joeon Dynasty. Toyotomi Hideyoshi united Japan and in 1592 sent troops to Chosen. The fate of the Korean peninsula thus had been closely tied with the rise and fall of China and Japan. In 1868, the First Sino-Japanese war which was break out after the Meiji Restoration was due to the conflicts of the benefit in Korean peninsula. In 1910, Japan occupied Korea in an attempt to conquer China. That also led to the Second World War. In 1953, the cease-fire agreement after the Korean War divided Korea into two countries along 38th parallel north. Since 2007 South Korea has been in negotiations with the EU, Canada and Australia to set up Free Trade Zones in order to expand global trade.
Taiwan has an area of 36 thousand square kilometers and a population of around 23 million. By the 1980s Taiwan completed Ten Major Construction Projects and then kicked off Hsinchu Science Park. Under the guidance of “Planned Free Economy”, Taiwan had overcome the development bottleneck of insufficient resources and narrow domestic market. With global value chain and the mode of vertical integration with foreign enterprise, the result is the making of the so-called OEMs (Original Equipment Manufacturers) that leads to Taiwan’s economic miracle. Up to now with the advent of globalization, the emerging countries (27 countries including the BRICs) join the same line of OEMs. That means Taiwan’s advantage in OEM no longer lasts and the present Taiwan should go for the horizontal axis of the smiling curve (right-hand side) in division of work in the value chain to conduct own brand marketing in order to elevate added value.
Businesses in Taiwan have garnered enough power and experience from OEM productions and designs. They have disciplined employees, cultures and actions. At the present level, they need to have 5-th level CEOs to completely carry out 4C in their marketing mix to increase consumer satisfaction, establish good relationship with consumers to generate brand values in them. Brand value means concepts of CBBE (Customer-Based Brand Equity). This signifies no matter an individual or an organization, the power of a brand comes from the brand experience that customers learn, feel, hear and see. When businesses in Taiwan can thoroughly understand and carry out the 8 core values of leading brands, it will no longer be a dream to be one of the top 100 brands over the world.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096932076 |
| Creators | 林瑞山 |
| 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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