Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/30123
|
| Title: | 品牌之策略性選擇及其績效評估與管理：以台灣某精品代理商為例 |
| Authors: | 王鍾康 |
| Contributors: | 林宛瑩
王鍾康 |
| Keywords: | 品牌選擇
績效評估
平衡計分卡 |
| Date: | 2006 |
| Issue Date: | 2009-09-11 17:17:57 (UTC+8) |
| Abstract: | 授權或代理的品牌策略為國內企業所廣泛採用，品牌的選擇、品牌績效評估及管理，攸關精品代理商的生存與成長。從一個全面性衡量組織績效的觀點，建立精品代理商選擇代理品牌的系統化模式，並以之作為品牌績效評估及管理架構和持續改善的基礎，即為精品代理商重要的管理課題。
本研究嘗試應用平衡計分卡及策略地圖的觀念，透過辨認及描述個案公司在精品代理業務上所需面對的議題，發展品牌決策、評估及管理品牌績效的衡量指標。再者，將透過實證分析，形成個案公司策略性管理代理品牌的基礎決策模式，以作為分析、比較個案公司現行作法的基準，並期望進一步針對個案公司提出相關的改善及管理建議，以利企業願景之達成。
研究發現代理商取得優質品牌代理權的能力為其核心競爭能力，而所謂優質品牌對代理商而言其關鍵因素為：
1.品牌知名度與形象良好，消費者接受度高，容易擴張營收。
2.通路業者接受度高，容易協商取得最佳位置的專櫃層面地點。
3.品牌授權者充分支援，維護品牌形象，幫助品牌管理者積極打擊仿冒品。
4.品牌管理成本分攤合理，品牌授權者與代理業者充分誠意溝通。
5.尊重代理業者拓展市場的意見，不做過度干涉。
此外，代理業者評估代理品牌的績效衡量指標，依實證結果，以下列因素最為重要：
1.營收擴張的程度(例如坪效)
2.成本控制的難易
3.品牌管理
4.代理產品系列的完整及品質的良窳
5.代理業者的知名度提升
The brand strategy of being an agent (or being a franchiser) is extensively adopted by domestic industries. Brand choice, brand performance evaluation, and brand management are closely related to the existence and growth of brand agents. The important managerial issue for brand agents is to build a systematic model of choosing agent brand in all-round terms of evaluating the organizational performance and further use the model to management and evaluate the brand performance.
With the concept of balance-scored card and strategy map, we are trying to develop the key measures of brand decision, brand management, and performance evaluation by identifying and describing the issues met by the agents in the agent business. In addition, the empirical analysis forms the case agent’s basic agent brand decision model, and it analyzes and compares the model with the agent’s practical condition. This study further brings up the suggestions about improvement and management to help achieve the agent’s vision.
This study shows that the core competitive competence for the agents is the ability to acquire the power of attorney. For agents, the key factors of being a high-grade brand are as follows:
1.Brands with good reputation and image easily win acceptance and high revenue.
2.If the brand win the channel owner’s acceptance, it is easy to acquire the best location.
3.The brand owner sufficiently support, maintain the brand image, and help brand manager strike the forgery.
4.The brand owner and the agent fairly share the cost of brand management and sincerely communicate with each other.
5.The brand owner respects the agent’s opinion of enlarge market, and it doesn’t interfere excessively.
In addition, the empirical results summary the key factors which affect the agent evaluating performance as follows:
1.The level of increasing revenue
2.The difficulty of cost control
3.Brand management
4.Whether the agent product is a complete series and high quality
5.Promote the agent’s reputation |
| Reference: | 中文部分
方世榮譯，行銷學原理，Kotler and Armstrongm原著，第八版，東華書局，民國88年。
方亮淵，國際品牌授權策略之研究，政治大學企業管理研究所未出版碩士論文，民國82年6月。
洪順慶，國內廠商品牌代理之研究，行政院國家科學委員會專題研究計畫成果報告，民國84年7月。
洪順慶，行銷管理，新陸書局，民國88年1月
英文部分
Aaker, David A.,1991,”Managing Brand Equity: Conceptualizing on the Value of a Brand Name,” New York: The Free Press
Aaker, David A.,1996,” Building Strong Brands,” New York: The Free Press
Ambler,T.,1996, “Measuring Marketing Performance”, Pan’agra Working Paper No.96-904, Centre for Marketing, London Business
Arora, A., and Fosfuri, A., 2000, "Wholly Owner Subsidiary versus Technology Licensing in the Worldwide Chemical Industry", Journal of International Business Studies 31(4), 555-572.
Barich, H. and P. Kotler, 1991. A Framework for Image Management, Sloan Management Review (Winter): 94-104.
Barney,J.,1991, “ Firm Resources and Sustained Competitive Advantage”, Journal of Management, Vol. 17, 1:pp.99-121
Bergen, Mark: Dutta, Shantanu and Walker, Orvile C., Jr.,1992, “ Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories,” Research in Marketing, Vol.56, July,pp.1-24.
Carstair, J and M. Welch, 1983, “ Licensing and Internationalization of Smaller Companies,” Management International Review,22,pp56-71.
Contractor, Farok, J.,1981,” The Role of Licensing in International Strategy,” Columbia Journal of World Business, winter,pp.73-82
Cubillo, J. M., J. Sanchez, J. Cervino, and L. Olcese, 2004. Modelling International Students` Intention of Destination.
de Chernatory L. D. and G. McWiLLiam,1989, “Branding Terminology the Real Debate”, Marketing Intelligence and Planning, July/Aug,29-32.
de Chernatony, L., 1999,” Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation”, Journal of Marketing Management, Vol.15,pp.157-179.
Farquhar, P. H., 1990, Managing Brand Equity, Journal of Advertising Research, Aug/Sep: 7-12.
Fournier, S. 1998, “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research (24): 343-373.
Fraley, M., 2000, Don’t be a landlord, be a champion. Brandweek (Nov.): 34-36.
Griffin, R. and M. Pustay, 1996. International Business: A Managerial Perspective, Addison—Wesley.
Hanan, M. 1974. Reorganize Your Company Around its Markets, Harvard Business Review (November-December): 63-74.
Heinzle, J. M., N. Rohr and C. Uggla, 2004. Matter and dynamics in closed cosmologies, gr-qc/0406072.
Horstmann, I. And J. Markusen, 1987. Licensing Versus Direct Investment: A Model of Internalization by Multinational Enterprise, Canadian Journal of Economics 20 (3): 464-481.
Hoskisson, R. E., M. A. Hitt, W. P. Wan, and D. Yiu, 1999. Theory and Research in Strategic Management: Swings of a Pendulum, Journal of Management, 25 (3): 417-456.
Jain, S. C., 1987. Developing Marketing Strategy: A Framework, Marketing Intelligence and Planning.5(1): 34-39.
Jensen, M. C. and W. H. Meckling, 1976. Theory of the Firm：Managerial Behaviour, Agency Costs and Ownership Structure, Journal of Financial Economics 3: 305-360
Kald, M. and F. Nilsson, 2000. Performance Measurement at Nordic Companies, European Management Journal 18 (1): 113-127.
Kapferer, J. N., 1992. Strategic Brand Management: New Approaches to Measuring and Managing Brand Equity, London, Kogan Page.
Kaplan, R. S. and D. P. Norton, 1992. The Balanced Scorecard: Measures that Drive Performance, Harvard Business Review 70 (Jan-Feb): 71-79.
______________, 1996. The Balanced Scorecard: Translating Strategy into Action, Harvard Business School Press.
Kaplan, R.S. and D.P. Norton 2001. The Strategy-Focused Organization—How Balanced Scorecard Companies Thrive in the New Business Environment, Boston Massachusetts, Harvard Business School Press。
Kaplan, R.S. and D.P. Norton 2004. Strategy Maps－Converting Intangible Assets into Tangible Outcomes, Boston Massachusetts, Harvard Business School Press。
Keller, K. L., 1993. Conceptualizing, Measuring, and Managing Customer Base Brand Equity, Journal of Marketing 57 (Jan.): 1-22.
____, 1998. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Englewood Cliffs, New Jersey, Prentice-Hall International.
Kotler, P., 1994, Marketing Management-analysis, planning and control, 8th edit, Englewood Cliffs, New Jersey, Prentice-Hall.
Low, G. S. and R. A. Fullerton, 1994. Brands, Brand Management and the Brand Manager System: A critical Historical Evaluation, Journal of Marketing Research 14 (May): 173-190.
Owens, T., 1991. A contractual Approach to Partnering, Small Business Reports (July): 29-40.
Porter, M. E., 1980. Competitive Techniques for analyzing industries and competitors, The free press, New York.
Prahalad, C. K. and V. Ramaswamy, 2000. Co-opting Customer Competence, Harvard Business Review (Jan.-Feb.): 79-87.
Putnam, L. L., N. Phillips, and P. Chapman, 1996.Metaphors of Communication and Organization, In: Handbook of Organization Studies, (Eds.) Clegg, S. R., C. Hardy, and W. R. Nord, London, Sage. pp. 642-658.
Quelch, J. A., 1985. How to Build A Product Licensing Program, Harvard Business Review 63(May-June): 186-197.
Riezebos, H. J., 1994. Brand-Added Value: Theory and Empirical Research About the Value of Brands to Consumers, PhD Series in General Management, Nr. 9, Rotterdam School of Management, Delft, Eburon Press.
Tauber, E. M., 1988. Brand Leverage: Strategy for Growth in Cost Control World, Journal of Advertising Research (Aug/Sep.): 26-30.
Terpstra, V., 1983. Critical Mass and International Marketing Strategy, Journal of the Academy of Marketing Science 11(3): 269-282.
Yu, J. M. J. Tang, 1990. International Market Entry: Production-Related Strategies, Management Science 36 (4): 476-489. |
| Description: | 碩士
國立政治大學
會計研究所
89932051
95 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0089932051 |
| Data Type: | thesis |
| Appears in Collections: | [會計學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 341 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
