臺灣博碩士論文加值系統

摘要
近年來私有品牌的聲勢逐漸壯大，其與全國品牌製造商間的關係亦日趨緊張與曖
昧不明。過去大多數的學者認為，製造商面對私有品牌應抱持著戒慎恐懼甚至排斥的
態度；對於製造商如何與零售商合作並為其私有品牌代工生產及其所造成的影響為近
年來發生的實務狀況，卻鮮有學者深入研究。
本研究從品牌權益侵蝕觀點(The Cannibalization Of Brand Equity)，在競合
(co-opetition)前提下，探索全國品牌製造商代工私有品牌產品後對其全國品牌權益如
何造成侵蝕，並進一歩尋求製造商的因應做法。
本研究引喻地質學上的「河川襲奪」(stream privacy)現象，提出「品牌權益侵蝕
三階段｣的研究架構，並將其過程細分為「侵蝕之初」、「侵蝕過程」及「侵蝕結果」
三階段，以用來說明並解釋私有品牌侵蝕全國品牌權益的整個過程，再根據文獻探討
於每一侵蝕階段提出相關命題，最後透過多重個案質性研究方法來一一驗證前述命
題。
研究發現零售商透過委託知名製造商代工的方式侵蝕其全國品牌權益的動機和
效果相當微弱，而對製造商來說，代工私有品牌卻能帶來釵h好處，例如：產能利用、
集體採購成本的降低、增進與零售商的關係、聯合打擊其他競爭者等。然私有品牌的
威脅仍不容小覷，藉由本研究提出的全國品牌端、私有品牌端及同時從兩端的三種品
牌權益侵蝕方式，可提供全國品牌製造商在代工私有品牌時參考，以增加全國品牌抗
蝕力或代工時秉持差異化原則來防堵或減緩品牌權益被侵蝕。

ABSTRACT
Recently, sales of private label producds in retail chains grow in strength. The
relationship between national brand manufactures and retailers is getting tensive and
ambiguous. Most scholars thought that the manufacturer holds fear and even rejective
attitude to private labels. In practices, the manufacturers produce private label products.
Few research attemps to analyze such a dyadic relationship.From the perspective of
cannibalization of brand equity, this study explores how private labels cannibalize national
brand equity after the national brand company manufactures private labels.
By using the phenomenon of “stream privacy” in hydrogeology as a metaphor, this
study proposes a framework of three-phase cannibalization of national brand equity. It
comprise of infancy ofcannibalization, in-process of cannibalization and result of
cannibalization. We dilate on the whole process of the cannibalization, propose propositions
for each phase, and verify the propositions by multiple-case studies. Results show local
chain retailers have weak motives to cannibalize national brand equity. For manufacturers,
in fact, producing private labels brings some advantages, such as, efficient use of the
production capacity, cost down by group-buying, better relational bonding with retailers,
and crowding out other competitors. Even so, the national brand manufacturers cannot
overlook the threat of private labels. The concept of three-phase cannibalization provides a
guiding proceduce for manufacturers when they face a decision-making process of
manufacturing private labels from a chain retailer.

目 錄
中文摘要................................................................................................................................I
英文摘要............................................................................................................................... II
誌 謝.............................................................................................................................. III
目 錄..............................................................................................................................IV
表目錄.................................................................................................................................VI
圖目錄................................................................................................................................ VII
第一章 緒論..........................................................................................................................1
第一節 研究背景及動機..............................................................................................1
一、私有品牌量的變化........................................................................................1
二、私有品牌質的變化........................................................................................2
三、對私有品牌態度的轉變................................................................................3
四、從其他觀點看私有品牌................................................................................3
第二節 研究問題..........................................................................................................4
第二章 文獻探討..................................................................................................................5
第一節 私有品牌權益的產生：消費者認知觀點......................................................5
一、消費者對PB 的認知......................................................................................6
二、訊息理論相關文獻探討................................................................................8
三、符號消費觀點................................................................................................9
四、從品牌延伸角度看消費者認知..................................................................12
第二節 從品牌聯盟觀點看通路合作........................................................................15
第三節 全國品牌製造商與私有品牌間的代工合作模式........................................18
一、從設計製造觀點看代工合作......................................................................18
二、私有品牌的代工合作模式..........................................................................23
第三章 研究架構與命題發展............................................................................................30
第一節 品牌權益侵蝕觀點........................................................................................30
一、品牌權益侵蝕情況......................................................................................31
第二節 從『河川襲奪』現象看品牌權益侵蝕........................................................32
一、『河川襲奪』(stream privacy)現象............................................................32
二、『河川襲奪』三階段..................................................................................34
第三節 研究架構與命題推導....................................................................................35
一、侵蝕之初......................................................................................................36
二、侵蝕過程......................................................................................................39
三、侵蝕結果......................................................................................................45
第四章 研究方法及資料分析............................................................................................48
V
第一節 研究方法選擇................................................................................................48
第二節 資料蒐集........................................................................................................51
一、訪談設計......................................................................................................51
二、訪談大綱......................................................................................................52
三、訪談個案選擇..............................................................................................55
四、訪談過程......................................................................................................56
第三節 資料整理與分析............................................................................................57
一、製造商個案分析..........................................................................................58
二、零售商個案分析..........................................................................................86
三、綜合性命題之整理....................................................................................103
四、跨個案分析................................................................................................104
五、研究命題修正............................................................................................ 118
第五章 結論......................................................................................................................120
第一節 研究結論與建議..........................................................................................120
一、侵蝕之初....................................................................................................120
二、侵蝕過程....................................................................................................120
三、侵蝕結果....................................................................................................122
四、總結............................................................................................................123
第二節 研究貢獻......................................................................................................124
一、理論貢獻....................................................................................................124
二、實務貢獻....................................................................................................124
第三節 研究限制......................................................................................................125
一、文獻資料的限制........................................................................................125
二、研究方法的限制........................................................................................125
三、研究對象的限制........................................................................................126
第四節 未來研究建議..............................................................................................126
參考文獻............................................................................................................................127
VI
表目錄
表2- 1 OEM 分類................................................................................................................20
表2- 2 策略矩陣.................................................................................................................21
表3- 1 河川襲奪現象運用於本研究之角色及現象轉換.................................................34
表4- 1 訪談對象.................................................................................................................56
表4- 2 統一企業訪談評析及命題推論表.........................................................................64
表4- 3 久津企業訪談評析及命題推論表.........................................................................72
表4- 4 成偉企業訪談評析及命題推論表.........................................................................77
表4- 5 永豐餘企業訪談評析及命題推論表.....................................................................84
表4- 6 統一超商訪談評析及命題推論表.........................................................................91
表4- 7 家樂福訪談評析及命題推論表.............................................................................97
表4- 8 丁丁藥局訪談評析及命題推論表.......................................................................101
表4- 9 命題一之跨個案分析...........................................................................................104
表4- 10 命題二之跨個案分析.........................................................................................107
表4- 11 命題三之跨個案分析.........................................................................................108
表4- 12 命題四之跨個案分析......................................................................................... 110
表4- 13 命題五之跨個案分析......................................................................................... 111
表4- 14 命題六之跨個案分析......................................................................................... 112
表4- 15 命題七之跨個案分析.......................................................................................... 113
表4- 16 命題八之跨個案分析......................................................................................... 114
表4- 17 命題九之跨個案分析......................................................................................... 116
表4- 18 修正後研究命題................................................................................................. 118
VII
圖目錄
圖3- 1 河川襲奪現象.........................................................................................................33
圖3- 2 河川襲奪三階段.....................................................................................................35
圖3- 3 私有品牌侵蝕全國品牌權益三階段.....................................................................36
圖4- 1 個案研究方法.........................................................................................................49
圖4- 2 統一企業集團組織圖.............................................................................................60
圖4- 3 永豐餘集團經營領域.............................................................................................80

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