| 摘要: | 在全球生產網絡中，台灣為諸如美國、日本等先進國家承包代工業務，優秀的能力讓台灣得到代工世界第一的稱號。由此看來，台灣的核心競爭力是專業代工（ODM）是不爭的事實，但身處全球商品鏈分工下的台灣所面臨到的問題卻是低毛利與永無止盡的削價競爭，並且產業命脈受到委託製造的國際大廠牽引，2008年的美國金融風暴就曾讓台灣的科技園區颳起一股「無薪假」風，而同樣的事件在2011年底再度捲土重來，對台灣引以為傲的科技產業來說是一個很大的衝擊；在這樣的情況下，為扭轉代工受制於人的劣勢，必須創建自有品牌的聲音逐漸在產學界蔓延開。但是發展品牌與原先擅長的代工業務畢竟性質不同，且台灣自有品牌並不容易發展，因為台灣人民普遍愛好舶來品，願意使用「台灣製」產品只是為了與「中國製」區分，這樣的情形與民族意識強烈的韓國對比就相當明顯。並且，品牌的世界中具有的「寡佔市場」特性使得品牌發展不易，品牌本身與其來源國家之間的淵源更是主宰了一個品牌的興衰。本文將以實例證明台灣當前的形象不足以支持自有品牌發展，並且使用歷史結構研究取向論證台灣當前發展品牌遇到的可能危機。儘管政府設置了許多鼓勵台灣人發展自有品牌的政策，例如「品牌台灣發展計畫」、「台灣精品」與「台灣製產品MIT微笑標章」等品牌鼓勵政策。但是台灣自有品牌的發展成效不應該是將責任推回產業界，而是必須從政府提升國家形象政策作起。本文從當前台灣發展成功的品牌個案開始探討，例如宏達電（HTC）、宏碁（ACER）與捷安特（GIANT）等，發現台灣可以從成功品牌出發，在國際上將台灣塑造出鮮明的印象，如此對台灣形象有益無害。
With the help of global production network, being the ODM supplier for developed countries wins Taiwan the title of the world’s no.1 manufacturer. It goes without saying that Taiwan’s key competence comes from ODM. However, being the manufacturer within the global merchandise chain, Taiwan is facing a harsh situation brought by low profit margins and endless price competing. Also, the destiny of business is always deeply influenced by international firms to which Taiwan’s products go. For example, the financial crisis in the U.S. had caused a “holiday-without-payment” phenomenon in Taiwan’s tech zones, hence crashed Taiwan’s tech business. In times like this, to invert the disadvantaged position of ODM, the need to establish Taiwan’s own brands has drawn a wild attention.However, the development of expertise with the original brand OEM business, after all, different in nature, and not easy to develop its own brand in Taiwan, because Taiwan people generally love the exotic, willing to use the products of "Made in Taiwan" only to the "Made in China" distinction, such a situation South Korea with a strong national consciousness contrast is quite obvious. Also, the brand has the world's "Market Oligopoly" feature allows easy brand development, brand themselves and their country of origin is between the origin of a brand to dominate the rise and fall. This example will prove sufficient to support Taiwan's current image of the own-brand development, and research-oriented demonstration structures using historical development of the brand in Taiwan's current crisis may be encountered. Although the government set up a number of people in Taiwan to encourage the development of own-brand policy, such as "brand Taiwan's development plan," "Taiwan Symbol of Excellence" and "Taiwan-made products MIT smile mark" and other brand incentives. However, the development effectiveness of its own brand in Taiwan should not be pushing the responsibility back to the industry, but must enhance the national image of the policy from the government to make up. In this paper, the development of a successful brand in Taiwan began to explore the case, for example, HTC, Acer and GIANT, etc., can be found in Taiwan, starting from the success of the brand. |
