發展自有品牌是許多廠商提高獲利基礎的重要策略選擇，但過去研究顯示發展自有品牌與財務績效間未必呈現正向關係。根據產業結構與資源基礎觀點，本研究認為自有品牌策略對財務績效的影響，應取決於個別廠商對自有品牌策略的執行能力，以及產品所面對的產業結構條件。為檢驗個別廠商異質性對自有品牌與績效關係之影響，本研究採層級貝氏迴歸模式針對台灣上市與上櫃之資訊電子廠商進行實證檢驗。研究結果顯示，適合發展自有品牌策略的情境包括顧客為最終消費者、產業技術變化速度慢、產品標準化程度低以及品牌集中度高等產業結構條件。此一結果顯示台灣廠商應對所處的產業結構與技術變化的條件需有深刻的瞭解，才能避免陷入自有品牌策略的迷思。

Developing brands has been one of the critical strategic choices for firms to enhance their profitability. Previous arguments concerning the existence of a positive profitability impact of own-brand strategy have received mixed empirical results. By taking both industry structure and resource-based perspectives, this study suggests that the presumed relationship between own-brand strategy and profitability would be moderated by the heterogeneous capabilities for implementing the branding strategy and the structural factors of the industry in which the firm is operating. The empirical results show the appropriate conditions for those firms to develop own-brand strategy include end-user consumers as the customers, slow speed of change in industrial technology, low degree of product standardization, and high degree of brand concentration. This study suggests firms should comprehend the characteristics of the industrial structure they exist in and various changes in technology before they invest in an own-brand strategy.