探討自主品牌生產經營策略之研究-以M品牌包袋為例

Abstract

臺灣經濟高度仰賴中小企業，然而，這些企業在建立品牌和提升市場競爭力方面面臨著重大挑戰。本研究以自主品牌模式為焦點，探討中小企業如何強化品牌策略和建立強勢的商業模式。通過對M品牌包袋公司的個案研究，深入分析自主品牌的營運優勢和挑戰，並提出整合生產力、商品與市場行銷的戰略框架，以提升品牌競爭力和市場敏感度。研究結果顯示，通過有效的整合「創新發展、專業生產及有效市場行銷」三大方向，中小企業能夠優化自有品牌，應對市場挑戰。此外，以商業模式理論與價值主張畫布理論為基礎，對個案與消費者所進行的質性研究訪談，深入剖析並揭示出消費者需求，同時也為個案企業提供了定制化的發展策略。綜合而言，本研究為臺灣中小企業提供了戰略洞見和具體建議，旨在推動其在全球市場上的競爭地位和可持續發展的目標和方向。

Taiwan's economy relies heavily on small and medium-sized enterprises (SMEs), which faces challenges in branding and market competitiveness. This study focuses on the Original Brand Manufacturer (OBM) model, examining how SMEs can enhance brand strategies and establish strong business models. Through a case study of the M brand bag company, the research analyzes OBM's operational advantages and challenges, proposing a strategic framework that integrates productivity, products, and marketing to boost brand competitive and market responsiveness.The findings indicate that by effectively integrating "innovative development, professional production, and effective marketing," SMEs can enhance their brands and tackle market challenges. Additionally, based on the Business Model Theory and the Value Proposition Canvas, qualitative research interviews were conducted with the case study and consumers to uncover consumer needs, providing customized development strategies for the case enterprise. In summary, this study offers strategic insightsand specific recommendations for Taiwanese SMEs to enhance their competitiveness position and pursue sustainable development in the global market.