由於全球產業競爭趨於激烈，有些企業為了擺脫低毛利的窘境，其經營策略由產品導向轉變為顧客導向，尤其是建立自有品牌已成為提升企業價值最佳選擇之一。宏達電為目前在自有品牌領域中，表現較為傑出的標竿企業，因此本研究藉由分析宏達電創立自有品牌的案例，探討企業建立自有品牌與價值創造之間的關係。本研究主要的目的有三：一、宏達電為何要走上自有品牌之路？二、宏達電如何建立自有品牌？其關鍵成功因素為何？三、宏達電創立自有品牌對企業價值創造的成效為何? 本研究首先分析宏達電的成長過程中所遭遇到的問題與及其因應對策；其次利用HIROSE品牌評價模式，針對宏達電建立自有品牌之前與之後兩個時期，估算並比較在兩個時期宏達電HTC之品牌價值，以評宏達電建立自有品牌對企業價值創造的效果；接著以敏感度分析，找出建立自有品牌之關鍵成功因素。 本研究的結論如下:一、宏達電因遭受大量競爭者的入侵，毛利率逐年下降，為了迎合消費者偏好的改變，因此走上自有品牌之路。二、宏達電先評估本身之條件，堅持自有品牌的信念、掌握關鍵成功因素、以及完善的監督與修正，最後才成功發揮自有品牌的價值創造效能。宏達電建立自有品牌之關鍵成功因素為研發技術與產品品質。三、根據HIROSE品牌評價模式計算結果，宏達電建立自有品牌之後的企業價值約為建立自有品牌之前的500倍。 The global competition has become more and more intense. In order to extricate themselves from being low profit firms, some enterprises shifted their strategic focus from products customers. Building a brand name is one of the best choices by these enterprises. High Tech Computer Corporation (HTC) has outstanding performance in the brand domain. Therefore, this study tries to analyze the case of HTC in creating her brand name and to explore the relationship between the building of a name and the value creation of the enterprise. The purpose of the study is threefold: first, it analyzes why HTC determined to build her brand name? Second, it examines how did HTC build brand name? Third, it tests the value creation effect of the brand name building by using the Hirose Brand Valuation model. This study analyzes the growth history of HTC to find out what difficulties HTC had experienced and how did the firm deal with those difficulties. Next, it uses the HIROSE Brand Valuation model to find and compare the brand values of HTC before and after building a brand. Then, it uses the sensitivity analysis to determine the key success factors (KSF) of brands. The conclusions of study are as follows: first, HTC decided to build her brand name when the firm’s profit declined due to fierce competition. Second, HTC executed the brand strategy by evaluating the core competence of the firm before building a brand, being persistent in brand name building, focusing on the KSF and perfect supervision. The KSFs of HTC’s brand name building includes R&D technology and the quality of products. Third, according to Hirose Model, the value of HTC’s brand name after the building the brand name is about 500 times of that before building the brand name.
