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研究生:劉欣宜
研究生(外文):Liu, Hsin Yi
論文名稱:影響台灣企業產業升級策略之因素
論文名稱(外文):The Key Factors that Influence Upgrading Strategies of Taiwanese Firms
指導教授:簡睿哲簡睿哲引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:52
中文關鍵詞:產業升級自有品牌
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近年來,台灣許多企業紛紛意識到代工業務的毛利不斷被壓縮,而品牌廠所獲得之利潤卻遠遠高過於代工廠,因此引發學術界與實務界對於台灣企業是否該進行產業升級的討論。然而,自有品牌的建立並非一蹴可幾之事,許多企業試圖發展自有品牌,卻發現其所獲得之效果並不如預期,因而對於台灣產業之未來感到悲觀。
然而,過去關於發展自有品牌之文獻多著重於自有品牌與企業績效之間的關聯,對於影響自有品牌成功發展的因素較少著墨,因此,本研究希望探討有何因素會影響台灣企業OBM之比例,並希望利用量化研究的方式佐證前人之研究結果,同時也給予產業界一個發展自有品牌的方向。
本研究以台灣477家廠商為研究對象,先將質化資料利用內容分析萃取出本研究所需資訊,再將其轉化為量化資料,並以量化研究的方式探討影響廠商發展自有品牌之因素,同時也建構出可能影響台灣企業追求自有品牌的因素之模型,包含市場導向強度、顧客關係管理體系健全程度、品牌國際化經驗以及產品品質,並以多元迴歸分析的方式探討自變數與依變數之間的因果關係。
研究結果發現,品牌國際化經驗對於廠商追求自有品牌的影響最大,原因在於廠商必須先讓顧客知曉並了解該品牌,產品才有可能為顧客所用。另外,顧客關係管理體制的健全程度與產品品質的好壞也會影響廠商發展自有品牌的比例,也就是說,光靠品牌的知名度並無法支撐品牌的發展,還必須透過提供好的服務以及品質優異的產品,讓顧客有好的產品使用經驗,台灣企業的品牌之路才能走得長久。

謝 辭 i
摘 要 ii
Abstract iii
目錄 iv
表次 v
圖次 v
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
第二章 文獻回顧 3
2.1產業升級 3
2.2代工與品牌之衝突 8
2.3後起者之崛起與挑戰 10
2.4影響自有品牌發展的關鍵資源 12
第三章 研究方法 16
3.1研究架構 16
3.2研究假說 17
3.3變數之操作型定義與衡量標準 25
3.4資料蒐集 29
3.5資料分析方法 30
第四章 分析與結果 31
4.1敘述性統計與變數相關性 31
4.2研究結果 33
第五章 研究結果討論與結論 36
5.1研究結果討論 36
5.2結論 42
第六章 研究限制與未來研究方向 43
6.1研究限制 43
6.2未來研究方向 44
參考文獻 45


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二、中文部分
趙建雄(2009)。資本密集代工產業capital-intensive subcontractors。出處: 台灣大百科全書http://taiwanpedia.culture.tw/web/content?ID=4107
鍾欣妍(2012)。影響台灣企業國際品牌策略形成之研究。國立成功大學碩士論文.
瞿宛文(2004)。代工、品牌與產業升級。 中央研究院人社會中心,未出版。

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