| 摘要: | 黑松汽水在台灣是歷史最悠久的飲料，長期致力於品牌的經營，黑松的瓶蓋標誌奠定黑松品牌資產的最佳商標。目前飲料市場的成長已明顯趨緩，而現代通路對飲料業的影響與日加深。飲料大廠商透過垂直整合，掌握通路的市場力量及消費市場資訊，也充份掌握了成本優勢。飲料市場的生態產生相當大的變化，飲料廠商在不同階段的品牌經營策略必有所不同；此外，黑松公司採取多角化品牌的經營模式是相當成功。要之，像黑松公司這樣歷史悠久的企業在各階段所採取的品牌多角化經營策略是有必要詳細了解與探討。
本文章節架構，除緒論與結論外，共計分為三章。第一章為台灣飲料產業的發展歷程，就戰後台灣飲料產業的發展歷程做一整體性的瞭解。內容包括飲料產業的定義與範疇 、供應鏈結構 、發展概況、飲料產業的現況。第二章為黑松公司早中期的歷史與飲料品牌發展。主要區分為兩大部份，第一部份是說明歷史 ；第二部份就是說明當時的飲料品牌發展。第三章為黑松公司近期的歷史與飲料品牌發展。主要區分為兩大部份 。第一部份是說明歷史，依照年代進行說明；第二部份說明當時的飲料品牌發展。最後，歸納黑松企業近百年的發展歷程大致可涵蓋創業、戰時統制、戰後初期重新出發、引領市場、國外品牌挑戰等過程；而多年來，黑松的品質得到了社會各界的一再肯定，而黑松汽水多年來深受人們的喜愛，同時，也在不斷的變化和創新。;HeiSong soda is the oldest beverage in Taiwan. It has been committed to brand management for a long time. The bottle cap logo is the best trademark of brand equity of HeiSong. At present, the growth of beverage market has slowed down obviously, while the impact of modern channels on the beverage industry is deepening day by day. Through vertical integration, large beverage manufacturers have grasped the market power and consumer market information of channels, and have also fully grasped them cost advantage. The ecology of the beverage market has changed a lot, and the brand management strategies of beverage manufacturers in different stages must be different. In addition, it is quite successful for HeiSong Company to adopt the business model of diversified brands. It is necessary to have a detailed understanding and discussion of the brand diversified management strategies adopted by enterprises with a long history like HeiSong Company in various stages.
In addition to the introduction and conclusion, this paper is divided into three chapters. The first chapter is the development process of Taiwan′s beverage industry, which makes an overall understanding of the development process of Taiwan′s beverage industry after the war. The content includes the definition and category of beverage industry, supply chain structure, development overview, and current situation of beverage industry. The second chapter is the history and beverage brand development of HeiSong Company. It is mainly divided into two parts, the first part is to explain the history; the second part is to explain the beverage brand development at that time. The third chapter is the recent history and beverage brand development of HeiSong Company. It is mainly divided into two parts. The first part is to explain the history, according to the age; the second part is to explain the development of beverage brands at that time. Finally, the development process of black pine enterprise in the past hundred years can be summarized to cover the process of entrepreneurship, wartime control, restarting in the early postwar period, leading the market, foreign brand challenges, etc.; over the years, the quality of HeiSong has been repeatedly affirmed by all sectors of society, and HeiSong soda has been loved by people for many years, at the same time, it is also constantly changing and innovating. |
