The Determinants of International Branding Strategy : An Example of Home-Using Medical Device

• Main Authors: Chen Chia, 陳嘉
• Other Authors: Dr. Tsai, Yi-Ching
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/5hmjme

碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 102 === Due to the increasing population of the elderly and the expanding of medical demands in Europe, America and Japan continues to improve medical infrastructures hence gradually enhance the economy of medical industry. The government constantly proposes related policies to improve medical infrastructure, which elevates the entire procurement demand of medical devices and makes medical instruments industry become a potential industry that attract many firms globally. Unlike the structure of the global medical instruments industry which chiefly focuses on hospital appliances, the majority of Taiwan's medical instruments industry produces household consumer products. This study aimed to discussions on how the brands of Taiwan's household consumer electronic could effectively allocate their marketing resources to earn a place in the global market, so that they would not disappear after being a mere flash in the pan while facing changes and impacts in the market. Through document review, this study based on the mode of brand equity as its research theory to design a framework of the factors for constructing international manufacture brands. Taking experts of industry-government and academia fields as its research subjects, the study adopted analytic hierarchy process (AHP) to verify the relative importance of each decision factor while establishing international private brands, to identify key decision factors, and to prioritize them to sort out the effective decision mode of enterprises for international private brands establishment. This study discovered that the priority ranking of important antecedent variables for consumer household electronic industry to construct international private brands was: 1. perceived quality, 2. brand awareness, 3. brand association, 4. brand loyalty degree; 5. other specific assets. The priority ranking of important antecedent decision factors of “perceived quality” was: “excellent quality of a brand,” “the entirely thoughtful service of a brand,” “designed functions and features of the products of a brand,” “consumption experience in a brand” and “the accessibility to complete information of a certain product.” The priority ranking of important antecedent decision factors of “brand awareness” was “brand identity,” “brand experience,” “brand personality,” “brand recall” and “brand knowledge.” The priority ranking of important antecedent decision factors of “brand association” was “exclusive features of a product,” “price competitiveness of a brand,” “establishment of strong brand association,” “a brand that emphasizes one's status” and “slogan of an enterprise.” The priority ranking of important antecedent decision factors of “brand loyalty degree” was “regular repeat purchase,” “brand identification degree,” “not being influenced by other brand with high-value,” “public recommendation” and “to comprehend expectations of a target product.” The priority ranking of important antecedent decision factors of “other exclusive assets” was “channel relationship,” “patent right,” “community relationship,” “trademark” and “physical store.” The results of the study shall benefit enterprises and brand managers and serve as references when developing international brands. Keywords: International brand, brand equity, consumer electronic medical device; analytic hierarchy process (AHP).