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Title:	品牌角色人物作為策略性資產：組織創新與競爭優勢 Brand Character as a Strategic Asset: Organizational Innovation and Competitive Advantage
Authors:	李建昌 Lee, Chien-Chang
Contributors:	黃國峯陳怡安 Huang, Kuo-Feng Chen, Yi-An 李建昌 Lee, Chien-Chang
Keywords:	品牌角色人物策略性資產資源基礎理論組織創新競爭優勢 Brand Character Strategic Assets Resource-Based View (RBV) Organizational Innovation Competitive Advantage
Date:	2025
Issue Date:	2025-08-04 13:00:58 (UTC+8)
Abstract:	隨著數位工具的發展與傳播環境的改變，品牌行銷的方式也產生了更多的變化，企業與政府組織不再僅依靠產品與服務品質的提升來創造市場價值，也發展出打造品牌角色人物（Brand Character）的作法，來提升品牌辨識度並深化與消費者的情感連結。本研究旨在探討品牌角色人物作為組織的策略性資產，如何提升企業或政府組織的創新能力與競爭優勢，並進一步分析品牌角色人物資源特性對組織所帶來的實質影響。本研究選擇統一超商的「OPEN將」、台灣食品公司的「乖乖」，以及日本熊本縣政府的「熊本熊」三個具代表性的品牌角色人物進行個案研究，並運用資源基礎理論（Resource-Based View, RBV）的VRIN架構及SWOT分析工具，深入探討品牌角色人物的資源特性及其策略性價值。研究發現，上述三個品牌角色人物皆具備有價值的（Valuable）、稀有的（Rare）、不可移動的（Immobile）、不可模仿的（Inimitable）與不可替代的（Non-substitutable）等策略性資產特質，並在產品創新、行銷創新、文化推廣及組織內部創新等方面有具體的貢獻。透過品牌角色人物，本研究中的個案組織不僅有效提升市場差異化、品牌識別度及與消費者的情感連結，更進一步形成難以模仿的無形文化壁壘，增強競爭優勢。本研究亦指出，品牌角色人物之有效經營需有賴於組織內部的跨部門合作、市場資源整合、數位行銷能力，以及持續深化與更新角色故事與品牌定位等作法。綜觀而言，本研究證實品牌角色人物確實具備作為策略性資產的高度價值，對於企業與政府組織的長期創新能力與市場競爭地位具有實質效益，同時，本研究成果可作為未來相關領域研究與實務運用的重要參考依據。 In recent years, significant changes in the brand marketing environment have led businesses and governmental organizations to seek market value beyond simply enhancing product and service quality. Increasingly, organizations have established virtual brand characters to strengthen brand recognition and build deeper emotional connections with consumers. This study aims to explore how brand characters, serving as strategic assets, promote organizational innovation and competitive advantage, and examines the specific contributions of brand characters as resources within an organization. This research selects three representative brand characters—“OPEN-Chan” of 7-Eleven Taiwan, “Kuai Kuai” of the Taiwan Kuai Kuai Co., Ltd., and “Kumamon” of Kumamoto Prefecture, Japan—as case studies. Utilizing the Resource-Based View (RBV), particularly the VRIN framework, and SWOT analysis methods, the research thoroughly investigates the resource characteristics and strategic value of these brand characters. The study finds that all three brand characters possess strategic asset traits, including being valuable, rare, immobile, inimitable, and non-substitutable. Moreover, these brand characters significantly contribute to product innovation, marketing creativity, cultural promotion, and internal organizational innovation. Through their brand characters, these organizations successfully enhance market differentiation, brand identity, and emotional connections with consumers, effectively building intangible cultural barriers that competitors find difficult to replicate. The research also identifies that effective management of brand characters requires internal cross-departmental collaboration, market resource integration, digital marketing capabilities, and ongoing development and enhancement of character stories and brand positioning. Overall, this study confirms that brand characters indeed possess substantial strategic value and significantly contribute to the long-term innovative capability and competitive positioning of both enterprises and governmental organizations. The findings serve as important references for future academic research and practical applications in related fields.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 112932046
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0112932046
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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