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    Title: 兩岸品牌經營之比較-以台商在兩岸之品牌經營為例
    Authors: 黃盈璇
    Huang ,Yi-Hsuan
    Contributors: 張愛華
    白崇亮


    黃盈璇
    Huang ,Yi-Hsuan
    Keywords: 兩岸台商品牌經營
    台灣品牌
    中國大陸品牌
    國際行銷
    Date: 2003
    Issue Date: 2009-09-18 13:41:26 (UTC+8)
    Abstract: 中國大陸在1979年改革開放後，經濟快速之成長，吸引世界各國爭相投資，而學者觀察指出，台灣企業在大陸市場之經營，已經有逐漸重視品牌行銷的趨勢，紛紛經營自有品牌，顯示出兩岸跨文化之品牌經營議題之重要性。本研究採用個案訪談法，訪談之個案包含信義房屋、無敵科技、藍天電腦、宏□公司、味全公司、桂冠實業、全日美實業等跨產業之個案為兩岸品牌經營研究之對象，主要想瞭解台商在兩岸發展自有品牌之策略管理議題，進一步發展研究命題如下：

    命題一：台商企業在兩岸多以差異化的事業策略獲得市場。
    命題二：台商於品牌定位發展上，在台灣市場多採用「當地消費者文化」定位（LCCP），而在大陸則偏向使用「全球消費文化定位」(GCCP)或「外國消費文化定位」（FCCP）。
    命題三：配合產品品項探討品牌定位發展，發現較適配的組合為：
    1、食品產業多採用偏向LCCP。
    2、高科技耐久財多採用偏向GCCP 。
    3、家用品與個人消費用品之品牌定位，基於當地市場之適應，品牌定位多朝向LCCP修正，但仍保有GCCP之元素。
    命題四：當進入跨國市場經營品牌，隨著時間變化與跨文化適應性之影響，原品牌定位需產生轉變以適應當地市場。
    命題五：a.相較於象徵物與廣告歌曲，企業打造品牌識別時常用「標語」之方式其原因與溝通效率有關。
    b.包裝策略方面，兩岸市場發展之異同點與產品特性有關。
    命題六： 由於兩岸市場發展成熟度之差異，導致台商在兩岸市場發展出不同之品牌個性。
    命題七：個案品牌在中國大陸市場發展的廣告訴求，多採用功能面的「理性訴
    求」；而在台灣則出現以感情面的「感性訴求」取代功能面的「理性訴求」之趨勢。
    命題八：中國大陸消費者，對於商品來源國形象的辨認，尚未敏銳認知到各國產
    品品項專家的概念。
    命題九：跨兩岸經營品牌時，台商在兩岸產業中的市場地位會影響其在品牌範圍
    中，產品品項的建立。
    命題十：跨兩岸經營品牌時，兩岸消費者對於產品品項需求之差異，與重視之產品利益不同，會影響台商在其品牌範圍中，產品品項類別的建立。


    關鍵字：台商兩岸品牌經營、台灣品牌、中國大陸品牌、國際行銷
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    Description: 碩士
    國立政治大學
    企業管理研究所
    92355045
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923550451
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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