自有品牌與國際品牌之競爭-理論與個案研究

Abstract

品牌對於顧客的購買決策和判斷有著關鍵的影響力，當品牌伴隨著形象價值集合愈多，消費者對於該品牌的印象也會愈好，進行中高價商品例如液晶電視之購買決策時，消費者將如何抉擇一線之國際品牌與自有品牌，近年來由於液晶電視有利可圖，北美、歐洲、大陸以及台灣也興起發展自有品牌的風氣，使得業者對於自有品牌的推出更加積極。本研究以賽局模型推導出理論命題，再利用全球液晶電視市場個案研究來探討國際與自有品牌競爭之策略互動。個案研究結果支持理論命題。本研究主要結論如下： （1） 自有品牌的推出使得國際品牌的銷售數量增加。 （2） 自有品牌的誕生雖然刺激國際品牌的銷售量，但卻降低了國際品牌的總利潤。 （3） 當地市場上廣告效益強大的自有品牌將可有效取代國際品牌的市佔率。 （4） 儘管自有與國際品牌各自有其行銷策略，但是在高價的液晶電視市場中，價格還是吸引消費者的重要因素。

The brand is a key factor for customers to make purchase decision and judgment. In recent years, LCD TV markets are profitable as well as competitive. Companies obtain more channel advantage and become aggressive to develop the local brands to compete with international brands. In order to attract purchase, firms enthusiastically develop their private brands. Consumers have known more about private brands by advertisement and are attracted by their lower prices. This thesis explores strategic interaction between local and international brands by a game-theoretic model and then does case studies of LCD TV brand competition in North American, Europe, and Taiwan. The theoretic propositions are supported by the case studies. Major conclusions are as follows, (1) Introduction of local brands will increase sales volume of international brands. (2) Introduction of local brands will reduce the total profit of international brands. (3) Local brands with extensive and huge marketing effects can effective grab market share from international brands. (4) Although local and international brands execute their own marketing strategies, price is a key factor of consumer decision in the LCD TV market under high price.