近來臺灣的成本優勢已被中國和東南亞國家所取代，爲降低此環境改變對企業造成的影響。有一些台灣廠商逐漸開始提高注意力和採取不同的營運模式。而建立自有品牌便是取得優勢的好方法。品牌對於企業長期經營的績效和未來發展扮演越來越重要的角色。本研究針對企業所進行的研究個案，探討台灣自創品牌產品所面對的內、外部環境因素與自有品牌兩者間之關聯性，並以高科技與傳統產業進行比較。經由個案分析以發現，內、外部環境因素對於企業自創自有品牌的影響。本研究並以台灣的防毒軟體和自行車產業為例，觀察兩種不同的產業間的差異，並描述環境如何影響產業發展和從文獻的整理找出不同的構面，和檢視此構面與自有品牌決策，和公司品牌成功的關係。

Recently, the advantage of low cost in Taiwan has been replaced by Mainland China and other countries in Southeast Asia. In order to reduce the impact of environment changes. A lots of Taiwanese firms has been shifted its attention and upgraded levels under different operating patterns. Building up own brand is a good way to take advantage. Brands have a critical role in determining a firm’s long-term performance, and developments in the business environment suggest that their role will be increasingly important in the future. We are using case study try to explore the relationships among internal and external forces of environments of own brand exportation companies by empirical examination in this study. And also we make a comparison between companies of high technology, and those of traditional industries. This paper examines the different trajectories of the Anti-virus software and bicycle sectors in Taiwan. This study thus attempts to depict how environments sustain and constrain industrial development and integrate research framework through extensive literature review to identify the key determinants and to examine the relationships among these determinants, the own branding decision, and the firms of successful brands.

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賴大衛(民80)，「品牌行銷實戰」
施振榮(民85)，「再造宏碁」，天下文化
外貿協會(民85)，「我國自創品牌廠商實例研究報告」，市場調查報告
林清河、吳萬益，企業研究方法，吳萬益發行，民國89 年
吳思華，策略九說：策略思考的本質，第三版，臉譜出版，民國89 年。
林信昌、鄭秋雙，施振榮薪傳，聯經出版，民國93 年
張明正、陳怡蓁（民國88年），@趨勢: 全球第一Internet防毒公司創業傳奇
張明正、陳怡蓁（民國92年），擋不住的趨勢：超國界的管理經驗
莊素玉、季欣麟（民國89年），張明正打出趨勢科技的高科技品牌
魏錫鈴（民國93年），騎上頂峰: 捷安特與劉金標傳奇
臺灣精品網站http://taiwaninnovalue.com/
Interbrand網站 http://interbrandcinti.com/
行政院主計處中華民國統計資訊網 http://www.stat.gov.tw/