| Summary: | 碩士 === 東吳大學 === EMBA高階經營碩士在職專班 === 105 === Owing to its location at the junction of Eurasian Plate and Philippine Plate, Taiwan is in a frequent earthquake zone. On December 21st, 1999, an enormous earthquake hit the southern part of Taiwan destroying a lot of houses and public constructions, and resulting in heavy casualties. This incident brought the consumers and the public sector onto the importance of the fundamental structure of buildings and pushed the government to scrutinize existing structural safety standards and come up more stringent construction laws. In the private sector, the steel manufacturers were also actively introducing quality assurance systems and adhering to quality policies in order to provide safer and more reliable products in line with the CNS national standards. Consumers were leaning towards choosing brand name steel manufacturers with good quality control and product stability to safeguard people's life and property. The domestic steel industry in Taiwan has long been facing the situation of oversupply, in addition to the recent low-priced steel mills competition from China. In the foreseeable future, given the possible increases in low-priced steel imports, the domestic steel industry is bound to facing more severe challenges. Domestic steel manufacturers should take the advantage of being close to the market and build up their own brand name through creating and maintaining long-term product quality, understanding and meeting consumer need, and establishing the quality assurance image in the minds of consumers to seek the sustainable way of survival.
The purpose of this study:
1. To explore the key factors of creating brand value from Taiwan steel industry
2. Analyze the differentiation and competition strategies of brand name steel manufacturers
3. Analyze and identify the factors influencing corporate brand name value
4. Discuss the correlation between the identified factors and business management strategy
5. Provide strategy recommendations to Taiwan steel manufacturers in future brand development
The steel industry, known as the mother of industry, is a capital-intensive industry with mostly domestic oriented and B2B business model. In this study, through using the electric furnace steel industry as the research object, HIROSE brand evaluation model, and nearly five years (2011 ~ 2015) of public available financial report data of the case company, we want to calculate the premium brand power, the brand loyalty, and the brand expansion potential, explore their influence over the brand name value of old brand steel mills, and, finally, provide references to the future development and brand name value enhancement of the case company as well as other Taiwan steel manufacturing companies.
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