Two Strategic Determinants of Business Growth－R&D and Branding Case Study－Cheng Shin Rubber Ind. Co.,Ltd.
Dr. Po-Young Chu
|關鍵字:||研發 品牌 行銷 創新 國際化;R&D branding marketing innovation globalization|
|摘要:||論文名稱：企業成長之兩輪 --- 研發與品牌
個案研究 --- 正新橡膠工業股份有限公司
研 究 生：陳榮華 指導教授：朱博湧
1. 品牌、創新研發及行銷等方面，三者結合成一體，可達到相輔相成之 效果，為企業創造最大附加價值。
Title of Thesis: Two Strategic Determinants of Business Growth – R&D and Branding Case Study – Cheng Shin Rubber Ind. Co., Ltd. Student:Yun-Hwa Chen Advisor：Dr. Po-Young Chu Master Program of Management for Executives National Chiao Tung University ABSTRACT R&D and branding are the two strategic determinants of business growth. Scholarly literature on this subject can be divided into four major categories: 1. The integration of marketing, branding and R&D 2. Focus or diversification 3. Brand management 4. Innovation and globalization Based on a case study, the theories are demonstrated to correspond with the reality. The case study explores Cheng Shin Rubber Ind. Co., Ltd. which was founded in 1967. With its focus on the tire industry, Cheng Shin has been subject to drastic economic, political and environmental changes both at home and abroad. The company has experienced severe competition and shocks in the domestic and international markets. It has also encountered difficulties in obtaining land and in recruiting personnel in addition to R&D and independent brand building. Despite these challenges and hardships, the company’s management and staff, by working tirelessly together, have been able to overcome the obstacles, improve its operations and continue innovating. Cheng Shin has adopted a proactive strategy in branding, R&D and marketing, and successfully integrated these three aspects into its business. It has achieved profitable results and created ultimate value so that the company has been transformed and able to prosper continuously in spite of adversity. The following conclusions are drawn from the theories expounded in the literature and the empirical case study of Cheng Shin: 1. Maximum value added can be achieved when a synergistic relationship is created by integrating branding, R&D, and innovative marketing. 2. To deal with global competition, companies should increase their efforts in expanding into emerging markets and attracting new consumers especially the young. 3. Focusing on building up core competencies is the critical strategic thinking for traditional business. 4. All branding, R&D, and marketing activities should incorporate a TQM concept with a customer orientation and seek active innovation and continuous improvement so that the company’s strength can be fostered. Management should lever external resources under different cultural contexts to create branding results. 5. The use of the “intention” and “extension” of the brand in managing the internal and external relationships will result in further opportunities for continued growth under globalized competition.