中小企业品牌经营模式

8196019801990MadeinTaiwanOEMWTOKim1990Kotler1999Bernstein2003AmericanMarketingAssociationAMA1960nametermsignsymboldesignOnkvisitandShaw19898-1-1King1991Blackett199120038-1-11.2.3.4.1.2.1.2.3.4.1.2.3.Onkvisit,S.andJ.J.Shaw1989,”TheInternationalDimensionofBranding:StrategicConsiderationandDecisions,”InternationalMarketingReview,6,3,22-34.Kim1990Aaker19911980AakerSchultandBarnes2003EquityBergvall2002Aaker20031975400JohnsonMatrixVisionHorizon602006Interbrand(8-2-1)8-2-1200610200620052004%111(TrendMicro)11.32367.904222(ASUS)10.86352.9322333(ACER)8.74284.0514454(MASTERKONG)4.14134.4330546(BENQ)4.11133.6816665(MAXXIS)2.7188.072798(ZyXEL)2.6285.2610877(GIANT)2.5683.2909──(JOHNSON)2.5683.06─10109(D-Link)2.5482.5912STPI,2006/10132.5251986(96%(4%521999MichaelE.Porter25%Be-quietTaganTopowerE-PowerBe-quietTaganTopowerE-PowerZUMAX1401981OEMODMOBMOEMODMCLAVIEOBM3CLOGOCLAVIECLAVIECestLaVieCLAVIEGG19799020012020SHUTERSHUTERLivinboxSHUTERSHUTERLet’sgetasimplelifeLivinboxLifeisbeautifulLivinboxSHUTERSHUTERLivinboxLivinbox2000slogan1992519952001YourChoice20YourChoice2004YourChoice——0.5YourChoice1971OEMOEMRACO-BLUELINERACO-GREENLINEGREENLINERACO-GREENLINE2006RACORaconinaOEMOEMRACOBLUELINEGREENLINERaconinaRACORACO60~70%RACORACODMPANELRACORACOGREENLINE1963196519701973(LupearlPearlFarmsLucoralLupearlWishPearl(DragonSoftSecurityAssociates,Inc.200312003(DragonSoftWebProtectorCVECommonVulnerabilityandExposureDragonSoftSecureScannerDSSDragonSoftSecuritySolutionsProviderDragonSoftCVECompatibilityDragonSoft1987Weplay2000Weplay()1980199010142007()200519981001200642006200638-4-119881988-19931989-199419901990-2005199019902006692620062006-2012MIT2007442722220060800220075120062020074200200769520074318,00020063,000200636,45091202003Interbrand20061051.92200335.6416.281020061519449258103KevinKellerPhilipKotlerDr.FCKohli472006CEOIMDKevinKellerPhilipKotler6,000HSBCAnthonyLauInterbrandTomBlackett230060/19892095