品牌國際化：起始點的落差與追趕; Brand Internationalization：Bridging the Gap between the Starting Points

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题名:	品牌國際化：起始點的落差與追趕;Brand Internationalization：Bridging the Gap between the Starting Points
作者:	陳姵璇;Pei-Hsuan Chen
贡献者:	企業管理研究所
关键词:	品牌;國際化;互補性資產;complementary assets;brand;internationalization
日期:	2009-06-16
上传时间:	2009-09-22 14:41:49 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	品牌是一項極具價值的資產，品牌國際化將品牌、產品推向全球，提升品牌知名度並為企業締造長期競爭優勢。代工微利化的時代，台灣思索著下一步的出路，許多企業選擇發展國際自有品牌。然而，台灣品牌國際化之路並非如同想像中的順利，起始點的落後，造成台灣企業與西方多國籍企業(the Multinational Enterprise, MNE)間的差距。由於進入時機的落後，後進廠商經常必須面對一個市場發展成熟且技術已擴散的情境，互補性資產(complementary assets)提供處於劣勢之後進廠商一個發展的契機，透過策略合作夥伴、購併、創造能力養成等方式，掌握技術以外的核心能力與資源，逐步累積本身能耐，並配合特定國際市場環境，發展獨特經營管理模式，成為後進廠商扭轉致勝的關鍵。本論文之最終目的為提供後進廠商一套追趕上大型國際知名企業的策略思維。 Brand is a valuable asset. Brand internationalization pushes brands and products to the whole globe, building brand awareness and creating the competitive advantage for an enterprise. During the age of low margin, enterprises of Taiwan begin to think about the next move, and many of them choose to develop their own international brands. However, brand internationalization in Taiwan is a challenging endeavor. Because the starting time was relatively late, Taiwan enterprises have fallen far behind multinational enterprises in the advanced countries. Due to the late entry timing, followers often have to face a mature market and skill spread situation. Complementary assets in this view are keys to success for they provide the disadvantaged late movers an opportunity to control competence and resource beyond core technology, to gradually accumulate knowledge and skills, and to develop a unique management model through cooperation with the international market. The ultimate goal of this study is to provide followers a set of strategies to catch up with world famous international enterprises.
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