中小企業為台灣經濟發展之基石，其所具備的靈活、彈性、進可攻、退可守等優點，是帶動台灣整體經濟快速發展的重要因素。過去台灣產業藉由OEM/ODM 的代工模式發展。但近年來，台灣在代工市場遭受後進者的競爭壓力，特別是大陸及東南亞等開發中國家，以更低廉的生產成本逐漸取代台灣過去的優勢，使得代工生存競爭的條件越來越嚴苛。台灣企業面臨了生存的壓力，極需提昇本身的附加價值，此情況下，台灣企業發展自有品牌成為轉型的方向，品牌不只影響台灣產業的生存，品牌邁向國際化更是增加企業與國家競爭力的重要關鍵。
有鑑於此，本研究之研究目的為探討台灣品牌國際化的歷程以及其策略，並採個案研究法以六家台灣企業作為研究對象，得到以下結論：台灣自創國際品牌廠商在進行國際佈局活動時，為了快速回應環境需求，會整合組織內部資源，並對外部環境加以評估。其中組織內部以本身能力優勢的掌握為主要考量；組織外部則以追求市場規模為主要考量；進入模式方面，為了降低風險，台灣企業偏向先與當地廠商合作，待市場成長到一定規模時，才考慮設立分公司；經營策略方面，台灣礙於資源不如國外大型企業，因此發展出獨特的經營模式；在品牌國際化組織上，各市場的分公司需與總部能互相協調及雙向溝通，以傳遞一致的品牌定位與價值。

Small and medium-sized enterprises are the foundation of Taiwan’s Enterprises. With their flexible and efficiency manufacturing characteristics, SMEs are the most contributors for Taiwan’s economic growth. In the past, most Taiwanese firms focus on
OEM or ODM business. But in recent years, the growing wages caused manufacturing cost raise and Taiwanese firms faced the threat of severe global manufacturing competition. The situation has become increasingly difficult for many companies in Taiwan to stay in business. To build an own brand becomes an important strategy for Taiwan companies.
This study explores the international branding strategy of Taiwanese enterprise. A qualitative case study approach was employed in this study to study six Taiwanese firms which attempt to build their brands in the international market. The result shows that (1)
In order to quickly respond to environmental needs, the integration of internal resources (evaluate core capability) and the analyzation of external environment (market size) are required. (2) Entry mode: In order to lower the risk, Taiwanese firms prefer to cooperate
with local companies instead of foreign direct investment, unless the market size is big enough. (3) Operational strategy: Unlike other global brand, Taiwan brand developed a unique business model. (4) International organization: Headquarter and branch must coordinate and build two-way communication to deliver a consistent brand value.

摘要……………………………………………………i
Abstract………………………………………………ii
圖目錄…………………………………………………v
表目錄…………………………………………………vi
第一章緒論…………………………………………… 1
第一節研究背景與動機………………………………1
第二節研究目的 ………………………………………5
第三節研究範圍………………………………………5
第二章文獻探討……………………………………… 6
第一節品牌相關文獻…………………………………6
第二節國際化相關文獻………………………………16
第三節文獻評述………………………………………34
第三章研究設計………………………………………36
第一節研究架構………………………………………36
第二節資料分析法……………………………………40
第四章個案公司簡介…………………………………44
第五章個案分析………………………………………58
第一節個案公司(一)…………………………………58
第二節個案公司(二)…………………………………63
第三節個案公司(三)…………………………………68
第四節個案公司(四)…………………………………73
第五節個案公司(五)…………………………………78
第六節個案公司(六)…………………………………83
第六章跨個案分析……………………………………90
第七章研究結論與建議……………………………101
第一節研究結論……………………………………101
第二節研究貢獻……………………………………104
第三節研究限制……………………………………104
第四節未來研究建議………………………………105
參考文獻…………………………………………… 106
附錄………………………………………………… 111

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三、網路資料
台灣綜合研究院，http://www.tri.org.tw/
Interbrand , http://www.interbrand.com/en/Default.aspx
美吾髮官方網站，http://www.mwf.com.tw/
凱徹衛浴官方網站，http://www.caesar.com.tw/
研華官方網站，http://www.advantech.tw/
康揚輔具官方網站，http://www.karma.com.tw/
太平洋自行車官方網站，http://www.karma.com.tw/
琉璃工房官方網站，http://www.liuli.com/