品牌定位與產品策略之研究──以大型商用顯示器產業為例

Study on Brand Positioning and Product Strategy: The Case of the Large Format Commercial Display Industry

目前探討品牌定位及產品策略的研究已相當多，惟特別針對二者間的整合關係的研究仍屬不多，特別是在高度技術導向與兢爭壓力下的數位看板產業中的實踐模式更屬闕如。因此，本研究採半結構式的深度訪談法，以Aaker(1998)的品牌定位四個核心構面：目標客群、品牌認同與價值主張、積極傳播及創造競爭優勢為分析框架，針對四家數位看板領域之代表性企業進行訪談，分析企業如何整合品牌策略與產品規劃，以因應市場變遷並強化兢爭力。
經訪談後本研究發現：1.品牌定位對產品策咯制定具備系統性指引功能；2.具體且精準的產品策略為品牌定位提供實踐基礎；3.產品設計與開發階段為品牌價值具體化之關鍵節點；4.品牌定位與產品策略之協同作用為企業兢爭力之核心驅動。根據上述的發現特別針對大型商用顯示器業者提出如下幾點建議：1.建構以品牌定位為核心之整合性策略規劃；2.強化市場洞察與差異化策咯制定；3.専入數據驅動的品牌溝通與優化機制；4.維持策咯彈性以因應環境變化。

There has been a significant amount of research on brand positioning and product strategy, but studies specifically examining the integrated relationship between the two remain limited, particularly in the digital signage industry, which operates under high technological demands and competitive pressures. Therefore, this study employs a semi-structured in-depth interview method, using Aaker (1998)'s four core dimensions of brand positioning—target audience, brand identity and value proposition, proactive communication, and creating competitive advantages—as an analytical framework. Interviews were conducted with four representative companies in the digital signage sector to analyze how these enterprises integrate brand strategy with product planning to adapt to market changes and enhance competitiveness.
Following interviews, this study found that: 1. Brand positioning provides systematic guidance for product strategy formulation; 2. Specific and precise product strategies provide a practical foundation for brand positioning; 3. The product design and development stage is a critical point for the concretization of brand value; 4. The synergistic effect of brand positioning and product strategy is the core driver of corporate competitiveness. Based on the above findings, the following recommendations are specifically proposed for large commercial display manufacturers: 1. Establish an integrated strategic planning framework centered on brand positioning; 2. Strengthen market insights and the development of differentiation strategies; 3. Implement data-driven brand communication and optimization mechanisms; 4. Maintain strategic flexibility to adapt to environmental changes.