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    Title: 品牌識別系統與品牌形象之研究---以研華科技為例
    Authors: 李幸宜
    Contributors: 陳建維
    李幸宜
    Keywords: 工業電腦
    品牌識別
    品牌形象
    品牌打造計畫
    Industrial PC, IPC
    Brand Identity
    Brand Image
    Brand Building Program
    Date: 2004
    Issue Date: 2009-09-11 17:13:21 (UTC+8)
    Abstract: 美國每年都有企管顧問公司或是商業雜誌公佈全球最具價值的品牌,例如Interbrand與商業週刊的聯合調查在2004年調查計算各品牌的價值中,可口可樂雄居價值最高的10大全球品牌之首(674億美元),其後是微軟Microsoft(650億美元)、IBM(538億美元)、通用電氣GE(441億美元)、英代爾Intel(335億美元)、迪士尼Disney(271億美元)、麥當勞McDonald(250億美元)、諾基亞Nokia(240億美元)、豐田Toyota(227億美元)以及萬寶路Marlboro(221億美元)。而2004年末2005年初,世界大型企業併購趨熱。甲骨文公司(Oracle) 併購仁科公司(Peoplesoft) 交易總額價值達103億美元、寶潔公司以高達570億美元併購吉列公司和美國西南貝爾通訊公司(SBC)以160億美元收購美國電話電報公司(AT&T)等一系列交易,都充份展現出企業在購併時,品牌價值的重要性。

    品牌對於企業而言,不單只是區隔與其他公司的差別,還是一個企業在消費者心中的形象、承諾、品質、經驗的集合體。研華自創立以來便積極朝向自由品牌的建立,所以在今年進入了台灣十大國際品牌,是相當值得雀躍的事。然而,為了讓研華的品牌在未來不只能夠保持前十大,更要在相較於其他品牌的進步更為突出,因此,本研究結合Aaker 與Keller 以及諸位品牌學者提出之架構,試圖釐清分析出在研華科技亮麗的品牌背後,研華採取的品牌識別與品牌打造行銷策略及其所隱含的思維與目的,希望將此經驗以系統性的理論架構做出整理,重新詮釋研華的品牌打造計畫,萃取出品牌經營的關鍵因素與策略,並給予其未來計畫建議。

    本研究以研華科技為個案對象,目的共計有以下幾項:

    1.釐清研華自我品牌識別(Brand Identity)與顧客對於研華品牌形象(Brand Image)之間的差距,本研究將結合Aaker與Keller等學者之理論加以探討。
    2.探討對研華科技品牌打造計畫(Brand Building Program)之內、外部影響因素。
    3.透過個案研究的過程,給予研華實質建議,並建立屬於研華的品牌識別系統與品牌打造計畫。

    關鍵字:
    □ 工業電腦 (Industrial PC, IPC)
    □ 品牌識別 (Brand Identity)
    □ 品牌形象 (Brand Image)
    □ 品牌打造計畫 (Brand Building Program)
    Reference: 一、中文部分:
    1、于卓民與巫立宇(2001)集中度變動之競爭意涵—台灣前一百大製造業之實證,頁97-123。
    2、吳玟琪譯(2000),Lynn B. Upshaw著,建立品牌識別,台視文化。
    3、吳思華(2000),策略九說:策略思考的本質,台北,臉譜出版。
    4、李中柱(2001),我國自創品牌外銷產品國際行銷適地化策略與行銷績效之相關性研究,靜宜大學企業管理學系,碩士論文。
    5、李瑞穎(1993),自創品牌國際競爭力之研究,國立政治大學企業管理研究所碩士論文。
    6、李秋慧(1992),台灣廠商國際化下之品牌策略—產業條件與自創品牌之個案分析,國立台灣大學商學研究所碩士論文。
    7、柯文心(2000),市場結構、技術合作聯盟與經營績效之關聯性—資訊電子產業之實證,國立台北大學經濟學研究所未出版碩士論文。
    8、洪順慶、吳長生(1999),地主國特性與自創國際品牌績效之關係研究--以台灣廠商例, 國立政治大學學報,頁197-220。
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    15、雷水圳(2002),產業集中度指標之衡量:台灣地區製造業民國65-85年之實證研究,天主教輔仁大學管理學研究所碩士論文。
    16、劉麗真譯(1998),Al Ries 著。 品牌22 誡—行銷大師談品牌建立法則。台北:城邦文化。
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    二、英文部分:
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    92351048
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923510481
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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