新興市場企業品牌價值之影響因素分析：產業、企業或國際化因素

Abstract

新興國家企業，近十幾年來的發展，在國際市場上的地位逐漸顯著。雖然大部份國際市場久經歐美國家品牌佔據，對眾多新興國家企業發展全球市場造成阻礙，但新興國家企業依舊努力進軍國際市場，摸索適合自身的品牌建構與企業國際化途徑。
本研究主要以新興國家的中國大陸企業為研究對象，並根據2012-2021年Interbrand發佈的《中國50大最佳品牌排行榜》做為研究資料，嘗試分析新興市場企業品牌價值的來源是出自產業因素抑或是企業因素？又何種情況下出自產業，何者情況下出自企業因素？而企業國際化在此品牌價值建構中又扮演何種角色？實證研究結果顯示，在快速成長的市場中，產業因素扮演重要的品牌價值趨動力。相反地，在成熟市場中，企業因素則是扮演重要的品牌價值趨動力。此外，企業國際化程度對企業品牌價值的貢獻，會因市場的成熟度不同而有差異；愈成熟的市場，企業國際化對品牌價值影響程度愈高。

 

In recent decades, firms from emerging countries gradually became notable in the international market. Although most international markets had been occupied by European and American brands for long, which has become a hindrance for companies from emerging countries to develop a global market, enterprises from emerging countries still strive to build their own brands and internationalize in their own fashion.

This study focuses on the enterprises from China, a notable emerging economy. Based on the "China’s 50 Best Brands List" released by Interbrand from 2012 to 2021, this paper attempts to discover whether and when the source of brand value for enterprises in emerging markets is from industrial effect or corporate effect? Moreover, what role does corporate internationalization play in this process? The empirical results show that in a rapidly growing market, industry factors play an important role for brand value. Contrastingly, in mature markets, corporate factors play the important role for brand value. In addition, the contribution of corporate internationalization to corporate brand value varies with the maturity of the market. The more mature a market is, the higher the impact of corporate internationalization on brand value becomes.