English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50932424      Online Users : 982
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
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/88962
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/88962


    Title: 國際品牌授權策略之研究
    International Brand Licensing Strategy
    Authors: 方亮淵
    Fang, Liang Yuan
    Contributors: 洪順慶
    Horng,Shun Ching
    方亮淵
    Fang,Liang Yuan
    Keywords: 品牌授權
    品牌策略
    授權策略
    brand licensing
    brand strategy
    licensing strategy
    Date: 1993
    Issue Date: 2016-04-29 16:41:27 (UTC+8)
    Abstract: 品牌授權策略為目前國內諸多企業採行的一種品牌發展策略,一般來說,
    Reference: 一、中文部份
    蘇文憲,「小歐洲計劃」,工業簡訊,民國80年1月,頁3-11
    蘇文憲,「工業局協助紡織成衣業提昇產品設計能力計劃一小歐洲計
    劃」,紡織週刊,民國80年2月
    黃蕙娟,「台灣企業自創品牌策略之研究」,國立政治大學企業管理
    研究所未出版碩士論文,民國79年
    詹文良,「從不同觀點分析自有品牌策略:經營導向、產業結構、與
    交易成本」,國立台灣大學商學研究所未出版論文,民81

    陳春杏,「政府在企業國際化之功能一以自創品牌為例」,國立台
    灣大學商學研究所未出版論文,民81年
    王泰允,國際合作實用,遠流出版社,民80年
    林枝旺,「從小歐洲計劃談我國商標授權制度」,經濟論壇,15卷7
    期,81年7月,頁99-104
    陳更生、林唐裕,「OEM還是自創品牌?從海外設廠談我國中小企
    業最適品牌策略」,台灣經濟研究月刊,12卷2期,民國78
    年2月,頁44-48
    楊文瑞、陳詩豪,「鞋業邁開主動行銷腳步」,台灣經濟研究月刊,
    12卷2期,民國78年2月,頁52-56
    李秋雪,「服飾品牌春秋」,台灣經濟研究月刊,12卷2期,民78年
    2月,頁57-60
    陳詩豪、孫盈哲,「從經濟學的觀點談自創品牌」,台灣經濟研究月
    刊,民78年2月,頁31-35
    許華珍,「4P之外的行銷組合要角」,台灣經濟研究月刊,民78年2
    月,頁36-39
    蕭富峰,「中小企業行銷術(14)授權品牌」,商業週刊,民國81年7
    月12日,頁71
    冉時平,「名牌就是明牌」,統領雜誌,民81年7月,頁53-55
    吳思華,「由價值鏈分析品牌策略中的各個主要構成活動」,戰略生
    產力,民81年3月,頁33-35
    王春祝,「滿心企業一拿別人的品牌打自己的通路」,戰略生產力,
    民82年1月,頁25-33
    李小梅,「著力補強品牌形象」,戰略生產力,民82年1月,頁34-35
    李仁芳,「策略定位應及早釐清」,戰略生產力,民82年1月,頁36
    -37
    陳曙光,「多重通路打開市場」,戰略生產力,民82年1月,頁38-39
    孫珣恆,「品牌延伸如何創造利多」,突破雜誌,民國81年月,71
    期,頁88-88
    二、英文部份
    Aaker , David A. ,Managing Brand Equity , Free Press ,1991
    Aiken, M. ;Hage, G. ,"Organizational Interdependence and Interorga-
    nizational Structure ",American Sociological Review ,33 ,Dec 1968
    Baldinger, Allen L. ," Defining and applying the brand equity
    concept :Why the research should care " Jrul of Research ,
    Vol:30 Iss:3 , Jun-Jul 1990 , pp:rc2-icS
    Bradely, Frank ,How The Firm Enters International Markets , UK,
    Prentice Hall International Ltd ,1991
    Carstairs, J. ;Welch, M. ,"Licensing and Internationalization of
    Smaller Companies" ,Management International Review, Vol:
    22,1983,pp:56-71
    Contractor, Farok J., Licensing in international strategy, Weatport
    , Conn . : Quorum ,1985
    Contractor, Farok J . ;Lorange, P. , " Why Should Firm Cooperate?
    The Strategy and Economics Basis for Coopyrative Ventures",
    Cooperative Strategies in International Business, Lexingion
    Books ,1988
    Con tractor ,F .J . ;Lorange, P. , "Why Should Firms Cooperate? The
    Strategy and Economics Basis for Cooperative Ventures" ,Cooperative
    Strategies in. International Business, lexington: D.C.
    Heatr and Company,1988
    Cohen, Dorothy " Trademark Strategy ",Journal of Marketing, Vol:50
    Iss:1,Jan 1986 , pp:61-74 .
    Cohen, Dorothy " Trademark Strategy revisied " ,Journal of Marketing
    ,Vo1:55 ,Iss:1, Jul 1991 , pp:46-59
    Contractor, Farok J. " The role of licensing m international strategy
    " ,Columbia Journal of World Business, Winth 1981 , pp:73-81
    de Chernatony, Leslie "Formulation Brand Strategy", Eupopean Management
    Journal,Vo1:9,Iss:2,Jun 1991,pp:194-200
    de Chernatony, Leslie "Auditing the Factors Influencing Brand Success"
    ,Marketing Intelligence & Planning, Vol:8 ,Iss:7, 19 90,pp:
    33-37
    Devlin, Godfrey ;Bleack;ley, Mark " Strategic alliance - Guidelines for
    sucess" Long Rang PlanninK. ,Vol:21. No :5 , 1988 , pp:18-23
    Dent, Harry S. "Branding Strategies " Small Business Report , pp:
    62-66
    Doyle ,Peter " Building successful brands :the strategic options "
    JurI of Consumer Marketing , Vol:7 No:2 , Spr 1990 ,pp :5-20
    Gardner, Fred "A New License For Marketers", Marketing & Media
    Decisions, Vol:19,Iss:11,Sep 1984,PP:72-73,174-176
    Farquhar ,Peter H. " Managing Brand Equity ." , pp:rc7-12
    Gates, Michael " Creative Licensing " , Marketing New s , April
    1989 , pp:32-36
    Hall, R.H. , Organizations: Structures, Process, and Outcomes, 4th,New
    Jersey: Prentice Hall,1987
    Kealer, Lort "Licensing" Advertising Age ,Jun 1988 , pp:s1-s6
    Killing, Peter " Technology Acquisition License Agreement or joint
    venture " , Columbia Journal of World Business , Fall 1980 ,
    pp:38-46
    Killing, J.P. ,"Understanding Alliance: The Role of Task and Organizational
    Complexity", in Contractor F.J . and Lorange P. ,Cooperative
    Strategies in International Business , Lexington :D.C.
    Heath and Company,1988
    Kogut, B . ,"Joint Ventures: Theoretical and Empirical Perspective" ,
    · Strategic Management Journal., Vol:9, 1988,pp:319 -332
    Lei, David; Slocum, John W. ,Jr. " Global Strategic Alliance: Payoffs
    and Pitfalls " pp:44-62
    Lewis , Jordan D., Partnerships for Profit - Structuring and Managing
    Strategic Alliance, Free Press ,1990
    marrett, C.B., "On the Specification of Interorganizational Dimensions
    ",Sociology and Social Research, Oct 1971
    McCaffrey ,Roger A.; Meyer, Thomas A. " An Executive`s Complete
    Guide To Licensing" , Dow Jones - Irwin , Homewood , Il-
    llnols 60430
    Murphy ,John. :Brand valuation`: Business Books Limited ,2nd ed.
    1991
    Meyer, Thomas A. ;Tinney, Cathie H. ;Tinney, terry J. "Guildines for
    Coporate Trademark Licensing " ,Journal of Product Innovation
    Management,Vol:2, Iss:3,Sep 1985,pp :196-204
    Merrified ,Bruce " Strategic Alliance in the Global Marketplace " ,
    pp:15-20
    Miller , Cyndee "Coporate Licensing Grows as Firms Seek Risk- Free
    Products ",Marketing New~,Vol:25,Iss:9 ,Apr 29 1991, pp: 1-8
    Nelton, Sharon" A License To Appeal ", Nations Bussiness , Apr
    1985 ,pp:70-72
    Norris, Eileen "Companies Bring Logos and Full Circ1e",Advertising
    Age, Vol:57,Iss :34 ,Jun 9 1986 ,pp:s1-s16
    Nielsen ,Richard P." Cooperative strategy in marketing" Business
    Horrizons , Jul-Aug 1987, pp:59-69
    Norris, Eileen "Direct Marketing: Playboy Licensed Products Proliferate",
    Vol:57,Iss:18,Mar 6 1986 ,pp:39-41
    Ohmae, Keniche " The Global Logic of Strategic alliance " , Harvard
    Business Review, Mar-Apr 1989 , pp:143-154
    Onkvisit, Sak; Shaw, John J. "Service Marketing :Image ,Branding, and
    Competition ",Business Horizons,Vo1:32,Iss:1,Jan/feb 1989,pp:
    13-18
    Owens ,Thomas " A Contractual Approach to Partnering " , Small
    Business Reports, Jul 1991 ,pp:29-40
    Park, C. Whan ; Jaworski, Bernard J.; MacInnis, Deborah J." Strate-gic
    Brand Concept -Image Management " , Journal of marketing
    , Vol:50 , Oct 1986 ,pp:135-145
    Perry, Martin K.; Groff, Robert H. "Trademark Licensing in a Mon-
    polistically Competitive Industry " ,Rand Journal of Economics",
    Vo1:17,Iss:2, Summer 1986,pp:189-200
    Pennings, J.M.,"Strategically Interdependent Organizations", In Handbook
    of Organizational Design,1,N.Y.:Oxford University Press ,
    1981
    Porter ,Michael E. ,Competitive Advantage ,The Free Press, 1985
    Porter ,Michael E. and Fuller, M .B., "Coalition and Global Strategy`, In
    Porter M. E., Competition in Global Industries, Harvard Business
    School Press ,1986
    Pfeffer, J.; Nowak,N. ,"Joint Ventures and Interorganizational Interdependence",
    Administrative Science Quarterly, Sep 1976,Vo1:21,pp:
    398-418
    Pfeffer, J.; Salancik, G.R. ,"The External Control of Organizations ,N.Y
    .;Harper and Row,Publishers,1978
    Quelch, John A."How to Build A Product Licensing Program ." Haryard
    Business Review, Vol:63 Iss:3 May-Jun 1985 pp:
    186-197 .
    Rozek, Richard P."Protection of Intellectual Property Through Licensing:
    Efficiency Considerations ",Journal of world Trade, Vol:
    22"Iss :5,Oct 1988,pp:27-34
    Root, F. R. ,"Some Taxonomies of Internation Cooperative Arrangements",
    Cooperative Strategies in International Business, Lexingion
    Books,1988
    Reddy , Allan C. " International Licensing May Be Bet for Companies
    Seeking Foreign Markets " ,Marketing News ,Vol: 16,Iss:
    10,Nov 12 1982,PP:6
    Selame, Elinor ; Kolligian, Creg " Brands are a company`s most Impartant
    asset" ,Marketing News, Sep 1991 , pp: 14-15
    Tauber, Edward M."Brand Leverage: Strategy for Growth in Cost-Control
    World" ,Journal of Advertising Research, Aug /Sep 1988,
    pp :26-30
    Terpstra, Vern ; Sarsthy, Ravi ,International Marketing,5-th ed. ,1991
    Weston, Anson; Berling-Manuel, Lynn "Coporate Licensing a Hot
    Property/Baseball Singing Merchandies as Relief" ,Advertising
    Age, Vol:556,Iss:44,Jun 6 1985, pp:28 -31
    Van de Ven, A. H .;Walker, G. ,"The Dynamics of Interorganizational
    Coordination" ,Administrative Science Quarterly ,29,1984
    Williamson, O.E., Markets and Hierarchies: Analysis and Antitrust Implications,
    N. Y.: Free Press,1975
    Description: 碩士
    國立政治大學
    企業管理學系
    G80355035
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004078
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    There are no files associated with this item.



    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