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    Title: 品牌老化與品牌再造之研究
    A study of brand aging and brand rejuvenation
    Authors: 李鑫鋒
    Contributors: 陳建維
    李鑫鋒
    Keywords: 品牌老化
    品牌再造
    Date: 2009
    Issue Date: 2010-04-08 15:44:56 (UTC+8)
    Abstract: 綜觀諸多產業發現,品牌重新再造是許多廠商經常使用的行銷策略之一,尤其是消費市場比較常出現品牌重新再造的現象。藥品是人生生活中不可缺的東西。在複雜的消費市場中,尤其是藥品市場,品牌管理策略的重要性日益增加,因為品牌可讓某一企業產品和競爭者的產品有所區別。此外,強勢的領導品牌可讓企業能長期地維持其競爭優勢。然而,因製藥業的特殊條件與狀況,諸如 法律規定、企業倫理、成本結構等因素,使得藥品市場在品牌管理方面較為困難,足以本研究選擇製藥廠商為品牌再造的主要研究對象。以個案分析與標竿對照(Benchmarking)的研究方式,選出其他製藥業和食品廠商做為比較的研究個案。

    為了能夠瞭解企業所採用的品牌再造策略,有必要先瞭解品牌在不同生命週期階段,如何管裡品牌識別、品牌定位以及品牌形象,進而研究出品牌老化的來源,以及當這些廠商遇到品牌老化的問題時,廠商透過何種方式進行品牌再造策略,並最後歸納出其關鍵成敗因素。

    本研究結果顯示,廠商在決定將品牌重新再造時,主要是因為其原有之品牌定位、品牌識別出現認同/執行表達不佳,例如: 品牌定位過窄/過分的定位、品牌識別/定位已經過時、缺乏當代性等問題,導致品牌所欲表達的品牌識別和消費者對品牌的聯想(品牌形象)之間有差距,導致品牌產生老化的現象,而使得品牌所吸引的市場規模有限。

    整體而言,品牌在不同生命週期階段,會受到不同環境(企業內部和企業外部) 因素的影響,因此品牌管理策略也應隨之調整,以消費者的需求(功能性、象徵性、體驗性) 為核心。然而,必須特別注意的是,每一個品牌都會面臨不同問題 ,受到不同的影響,因此同樣的策略作法未必會適用於其他品牌。懂得利用策略性品牌分析,在不同品牌生命週期,找出最適合本身企業的品牌再造策略,乃是品牌再造策略的最主要成功關鍵。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    96351042
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096351042
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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