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    題名: 台灣國際品牌個案研討─趨勢科技，BenQ，捷安特
    Brand Building of Global Brands in Taiwan – Case study of Trend Micro, BenQ and Giant
    作者: 黃寶慧
    Huang, Pao Hui
    貢獻者: 吳文傑
    Wu, Jack
    黃寶慧
    Huang, Pao Hui
    關鍵詞: 台灣國際品牌個案研討
    日期: 2008
    上傳時間: 2009-09-14 09:45:58 (UTC+8)
    摘要: 台灣國際品牌個案研討
    None
    INTERNATIONAL MBA PROGRAM.......................................................................................................................... 0
    NATIONAL CHENGCHI UNIVERSITY..................................................................................................................... 0
    CHAPTER 1 INTRODUCTION............................................................................................................................... 5
    1.1 Research Motivation....................................................................................................................................... 5
    1.2 Research Objectives ....................................................................................................................................... 6
    1.3 Scope .............................................................................................................................................................. 7
    CHAPTER 2 STUDY OF BRANDING................................................................................................................... 10
    2.1 Characteristics of Global Brands ................................................................................................................... 10
    2.2 Roles and Responsibilities of Brand Building ............................................................................................... 12
    2.3 Guidelines of Effective Brand Building Programs ........................................................................................ 13
    CHAPTER 3 METHODOLOGY............................................................................................................................ 15
    3.1 Critical incident Technique Analysis ............................................................................................................. 15
    3.2 Utilization of Critical Incident Analysis: ....................................................................................................... 16
    CHAPTER 4 BACKGROUND OF CASES STUDIED.......................................................................................... 18
    4.1 Trend Micro Incorporated............................................................................................................................. 18
    4.2 BenQ............................................................................................................................................................. 22
    4.3 Giant ............................................................................................................................................................. 25
    CHAPTER 5 CRITICAL INCIDENT ANALYSIS OF EACH CASE STUDIED................................................ 28
    5.1 Trend Micro.................................................................................................................................................. 28
    5.2 BenQ............................................................................................................................................................. 31
    5.3 Giant ............................................................................................................................................................. 34
    5.4 How the Critical Incidents of TrendMicro , BenQ and Giant Link ............................................................... 36
    CHAPTER 6 CONCLUSION AND SUGGESTED FURTHER STUDIES............................................................... 38
    6.1 Summary....................................................................................................................................................... 38
    6.2 Research limitations and suggestions for future research.............................................................................. 39
    APPENDIX I 2003 TAIWAN TOP 10 GLOBAL BRANDS.................................................................................. 41
    APPENDIX II 2004 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 44
    APPENDIX III 2005 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 47
    ________________________________________________________________________________________________
    Private and Confidential 3
    APPENDIX IV 2006 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 50
    APPENDIX V 2007 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 53
    APPENDIX VI 2008 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 56
    參考文獻: None
    描述: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    91933018
    97
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0091933018
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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