| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 92 === ABSTRACT
Based on Interbrand analysis; A good brand, besides may "the creation compared to a competitor higher earning, also might guarantee (secure) the future earning to be able as scheduled to arrive". Therefore, "the brand management" has become the present Taiwan high tech factory the topic which most pays attention under the gross profit somewhat low generation of labor service such as OEM.
However, the brand establishment was as soon as continues but the long-time promise, in which has filled the extremely high uncertainty with the high resources investment, but reveals under the life cycle which the high tech industry rapidly compressed not easily. Therefore the high tech factory must adopt the entirely different brand strategy to give in accordance to.
Because the high tech industry has different to the general consumer product characteristic, therefore factory in the competition intense, highly uncertainty, the product life cycle is short, must highly in the capital investment high tech industry, coordinates own competitive advantage and chooses the most suitable point in time to establish the brand, is at present industry urgently needs to think over the subject.
In view of this, this research namely study from the high tech industry special industry environment and the market demand characteristic, the affiliation by Moore (1999) proposed the technology adoption life cycle viewpoint to take this research the context variable. Analyzes the high tech factory to use under the different technology adoption life cycle view its the competition strategy and the brand strategy choice and its the consideration, by and its to brand r equity influence. And expect can take advantage of this the research to provide a high tech factory in establishment brand time to reference.
This research adopt the case study method ,At present Taiwan have four high tech factory to establish successful brand as the research object, and based on its establishment brand when locates the technology uses the strategy which the life cycle stage and the factory adopts strategy to carry on the analysis.
After collects entire data by in—depth interview and the reference papers analysis, this research discovered:
1. In the early market stage, the high tech factory may adopt the difference — brand strategy to extend establishment its brand.
2. In the bowling alley stage, the high tech factory may adopt the difference — creative brand strategy establishment its brand.
3. In the tornado stage, the high tech factory may adopt the cost leadership — creative brand strategy establishment its brand.
4. In the main street stage, the high tech factory may adopt the cost leadership — creative brand strategy or the difference - brand extends the strategy establishment its brand.
Finally this research conclude when the high tech factory establish the brand must to adopt five main steps. Various important items which and aims at the consumable electronic factory to adopt "technology adoption life cycle view" when viewpoint establishment brand must give to revise to make a suggestion and the explanation.
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