亞洲品牌的崛起，品牌定位與品牌價值: 以BenQ品牌策略為例

Abstract

Since 1980, Taiwan has achieved outstanding success in the electronics industry, especially in the OEM/ODM business. It also fuels Taiwan economic development. However, the successful experience in the past could not guarantee a prosperous work in the future. Facing the threat of severe global manufacturing competition and the opportunity of Asia fast growing market, to build an own brand becomes an important strategy for Taiwan companies. Through literature review about branding and marketing related theories, and also take BenQ as a case of study to explore its strategy, action and result, this research is trying to conclude some worthwhile suggestions for those companies who determine to build a brand in a global scale. Finding from this research is: (1) for peripherals manufacturers, to build own brand and to do OEM/ODM business can be no trade-off and easier than system manufacturers if they adopt a more considered long term plan. Excellent R&D and manufacturing capability are the solid foundation to satisfy both industrial and end consumers’ needs. (2) The rapid growing Asian markets especially increasing demands from China and India have formed a great advantage for Taiwan companies to build up their own brands and expand their business on a global basis. (3) Brand business is hard to make profits in the short term. The key points to succeed are a comprehensive plan with clear direction and the determination of long term commitments.