English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113648/144635 (79%)
Visitors : 51574120      Online Users : 913
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/52947


    Title: 從長期歷史研究觀點分析品牌史與影響品牌決策之因素(II)
    Other Titles: Exploring Brand History and the Factors of Branding Decisions Based on a Longitudinal Historical Analysis
    Authors: 別蓮蒂
    Contributors: 國立政治大學企業管理學系
    行政院國家科學委員會
    Keywords: 品牌精神;品牌形象;品牌個性;品牌經營者人格特質;歷史研究法以及內容分析法
    Brand Spirit;Brand Image;Brand Personality;Historical Research Method;Content Analysis
    Date: 2008
    Issue Date: 2012-05-18 13:42:23 (UTC+8)
    Abstract: 品牌管理是行銷實務界與學術界的重要議題，當科技進步使得產品本身難以差異化 時，唯有強勢品牌才能為企業創造獲利與永續經營。過去國內或國外關於品牌管理的研 究，多是探討單一時點下影響因素的橫斷面研究，缺少自縱斷面的觀點來檢視品牌發展 歷程的研究。再則，近年來不斷提倡跨領域整合研究，也促使本研究擬透過「歷史研究 的途徑」來為國內本土企業撰寫其品牌發展歷程的動機。「歷史研究法」(Historical Research Method) 在國外行銷研究領域早已被推崇且行之有年，而國內尚無研究人員將 「歷史研究法」應用於行銷領域。 國內有許多本土企業品牌都伴隨台灣歷史發展，並深植在消費者記憶中，這些品牌 有許多經營思維都相當具有歷史意義且有助於發掘新的行銷理論架構，若能清楚呈現歷 史脈絡、社會文化與行銷決策間的關係，不僅對學術研究有貢獻，也有助於降低自創品 牌的失敗率。據此，本研究將以三年時間，透過「歷史研究法」深度追溯八十年來台灣 社會變遷的發展脈絡、產業結構變遷、企業本身的發展、行銷策略、品牌經營者以及不 同年代消費者需求的改變等因素，對品牌的經營與發展的交錯綜合影響。透過歷史學研 究的批判性思維來檢視過去的事件，以提出新的觀點與新的命題。此外，本研究亦提出 三個與品牌經營者有關的假說，期以內容分析法的方式來驗證品牌經營者人格特質與品 牌個性間之關係，並同時考量創辦人角色與品牌歷史兩者間的相關性。
    Brand management has been recognized as a key issue in marketing by academic researchers and marketers. However, most of the branding studies are cross-sectional, focusing on the factors influencing branding decisions without the consideration of the long-term effect. Whiling building a brand requiring long-time efforts, the lack of longitudinal approach to examine the process of brand development is obviously. This proposal intends to integrate two different disciplines to fill this gap. The historical research method has been advocated and applied in international journals, but has not been noticed in Taiwan yet. This study will adopt the historical research method to explore the history and determinants of brand development in Taiwan. Several Taiwanese brands established with the development of Taiwan economic and have built good reputation in Taiwan. This study will track back the threads of facts of Taiwan history via collecting historical data and thoughts of brand decisions via interviewing brand managers. The scope of data collection covers the social changes of Taiwan, changes of industry structures and firm, consumption value of each time period, marketing strategy, and characteristics of brand owners over 80 years. By means of critical thoughts of historical research to examines the events in the past and reinterpret the exist theory, the results of this three-year study can provide new viewpoints and new propositions to marketing researchers. This study will also adopt the content analysis commonly used in marketing research to investigate the relationship of personal traits of brand owners and brand personalities to reveal the role of brand founders in a long time period.
    Relation: 應用研究
    學術補助
    研究期間:9708~ 9807
    研究經費:744仟元
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

    Files in This Item:

    File SizeFormat
    index.html0KbHTML63View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback