消費性個人電腦品牌價值的跨國分析

Abstract

本研究旨在闡述品牌價值的重要性與國際化時應注意的跨國文化差異。文章中選取全球前七大消費性個人電腦品牌做分析，首先將Interbrand的品牌價值與Gfk針對主要零售通路的即時銷售資料庫所得到的平均銷售單價做迴歸分析，來驗證品牌價值對銷售單價有正面影響。再透過Hofstede(1980，1991)提出的5個維度衡量文化差異模型，與不同國家的平均銷售單價作回歸分析，試圖找出跨國品牌價值與文化指標間的關係，並得到國家文化的不確定性規避 （Uncertainty Avoidance）對消費性個人電腦銷售單價也有正面影響。在結論處更進一步闡述各別國際電子品牌大廠的品牌經營策略以協助台灣企業能百尺竿頭，建立永續經營的核心競爭力，在全球化的競爭中脫穎而出，成為世界級的公司。

This article consist of two sections. First, it tests how global brand equity create the value by increasing the ASP (Average selling price) to the corporate. Secondly, in the global economic, the company should pay attention to the national culture which the end users are willing to pay more to buy the products with better product quality image to avoid uncertainty . The author uses GFK retail sales statics report to measure the ASP (Average selling price)in UK, Germany, France, Spain, Italy in Europe, and China, Australia, Singapore, Taiwan, and Indonesia in Asia. Compare with the Hofstede’s 5 dimensions of culture. The results provide the positive effect of global brand equity on ASP (Average selling price), and the countries with higher Uncertainty Avoidance (UA) can recognize higher relative price (ASP) as well.