推動台灣企業品牌國際化策略探討——以「專業品牌行銷公司」為例

Examination of Strategies for Promoting the Internationalization of Taiwanese Corporate Brands: The Case of “Professional Brand Marketing Companies”

面對新興後進國家模仿台灣採取相同的國際合作與代工OEM （Original Equipment Manufacturing）發展模式，台灣廠商因應策略除了將製造業務外移外低成本地區外，有些廠商則轉型為研發設計ODM （Original Design Manufacture）或朝向微笑曲線另一端發展自主品牌的 OBM（Own Brand Manufacture）業務。為協助廠商發展國際品牌，政府亦推動「品牌台灣」計畫，協助廠商發展國際品牌，品牌台灣計畫在建構良好品牌環境與自創品牌，雖逐漸展現成果，但台灣品牌發展水準離先進國家仍有一大段距離，也無法有效解決大多數有心自創品牌業者的障礙。本文經由政策檢視、專家座談、國內外案例分析等方式，架構「專業品牌行銷公司」可行運作模式，包括目標產業選擇、市場條件、成功要件、兩岸共創華人品牌、成立步驟等，希冀對我國發展國際品牌模式與政策制定有所啟發。

In face of competition from emerging countries that are adopting a development model of international cooperation and original equipment manufacturing (OEM) similar to that previously adopted by Taiwan, many of Taiwan’s manufacturers have responded by moving production offshore to low-cost locations, while some have instead shifted toward original design manufacture (ODM), or toward own brand manufacture (OBM) at the other end of the smile curve. To help manufacturers develop international brands, the government has launched the 'Branding Taiwan' project, which has gradually shown some success in building a good brand environment and promoting brand creation. However, Taiwan still lags some distance behind advanced countries in its level of brand development, and has not been able to effectively solve the majority of obstacles facing firms that have the ambition to create brands. In this study, we attempt to construct a viable operating model for “professional brand marketing companies.” Through review of policy, discussion of experts, and analysis of examples at home and abroad, focusing on such aspects as the selection of target industries, market conditions, factors of success, cross-strait co-creation of “Chinese brands,” and steps for establishment, we seek to provide inspiration for the formulation of models and policies for Taiwan’s development of international brands.