企業成長之兩輪---研發與品牌 個案研究---正新橡膠工業股份有限公司

Abstract

論文名稱：企業成長之兩輪 --- 研發與品牌 個案研究 --- 正新橡膠工業股份有限公司 研 究 生：陳榮華 指導教授：朱博湧 國立交通大學高階主管管理學程碩士班 摘 要 研發與品牌是企業成長的兩大根基，學者專家針對於此所發表的理論範疇統括可形成四項主題： 1.品牌、研發與行銷結合2.專注本業或多角化3.品牌管理4.創新與國際化 本論文個案正新公司，自1967年創立以來，即專注輪胎本業，歷經國內、外政治、經濟及環境的急劇轉變，國內外市場的競爭與衝擊，遭遇土地取得不易、人員招募困難的難題、及產品研發、自創品牌的艱辛，但均在經營者和全體同仁努力不懈的配合下，予以突破、改善並獲創新，正新在品牌、研發、行銷等方面採取正面積極的策略作法並將三者結合，而獲致具體的績效與價值，使公司能在逆境中不斷地茁壯成長。 綜合各文獻所詮釋的理論與正新個案實務歸納出以下幾點結論： 1. 品牌、創新研發及行銷等方面，三者結合成一體，可達到相輔相成之 效果，為企業創造最大附加價值。 2. 對全球化市場的競爭，應擴大新興市場及年輕消費族群的開發。 3. 專注本業強化核心能力是傳統產業的思考方向。 4. 品牌、創新研發、行銷要結合TQM顧客導向、積極創新，持續不斷改善的精神，創造並累積公司的核心能力；經營者亦藉由廣泛的知識吸收，配合不同國際化的文化背景，擅用外部資源以產生具體的品牌效益。 5. 將品牌所蘊涵的「內涵」與「外延」的意義，應用於內外部管理上，將可進一步在國際化的競爭中擁有持續成長的契機。

Title of Thesis: Two Strategic Determinants of Business Growth – R&D and Branding Case Study – Cheng Shin Rubber Ind. Co., Ltd. Student:Yun-Hwa Chen Advisor：Dr. Po-Young Chu Master Program of Management for Executives National Chiao Tung University ABSTRACT R&D and branding are the two strategic determinants of business growth. Scholarly literature on this subject can be divided into four major categories: 1. The integration of marketing, branding and R&D 2. Focus or diversification 3. Brand management 4. Innovation and globalization Based on a case study, the theories are demonstrated to correspond with the reality. The case study explores Cheng Shin Rubber Ind. Co., Ltd. which was founded in 1967. With its focus on the tire industry, Cheng Shin has been subject to drastic economic, political and environmental changes both at home and abroad. The company has experienced severe competition and shocks in the domestic and international markets. It has also encountered difficulties in obtaining land and in recruiting personnel in addition to R&D and independent brand building. Despite these challenges and hardships, the company’s management and staff, by working tirelessly together, have been able to overcome the obstacles, improve its operations and continue innovating. Cheng Shin has adopted a proactive strategy in branding, R&D and marketing, and successfully integrated these three aspects into its business. It has achieved profitable results and created ultimate value so that the company has been transformed and able to prosper continuously in spite of adversity. The following conclusions are drawn from the theories expounded in the literature and the empirical case study of Cheng Shin: 1. Maximum value added can be achieved when a synergistic relationship is created by integrating branding, R&D, and innovative marketing. 2. To deal with global competition, companies should increase their efforts in expanding into emerging markets and attracting new consumers especially the young. 3. Focusing on building up core competencies is the critical strategic thinking for traditional business. 4. All branding, R&D, and marketing activities should incorporate a TQM concept with a customer orientation and seek active innovation and continuous improvement so that the company’s strength can be fostered. Management should lever external resources under different cultural contexts to create branding results. 5. The use of the “intention” and “extension” of the brand in managing the internal and external relationships will result in further opportunities for continued growth under globalized competition.