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    题名: 自創國際品牌競爭力之研究
    Build the Competitive Strength of International Brand
    作者: 李瑞穎
    Lee, Jun-Yin
    贡献者: 洪順慶
    Horng, S.-C.
    李瑞穎
    Lee, Jun-Yin
    关键词: 品牌
    品牌權益
    品牌競爭力
    行銷策略
    Brand
    Brand equity
    Competitive strength of brand
    Marketing strategy
    日期: 1992
    上传时间: 2016-05-02 13:24:20 (UTC+8)
    摘要: 民國八十年，臺灣躍升為世界第十二大出口國，但自創的國際品牌仍是寥寥無幾，除是MIT形象不佳的影響外，廠商長期以OEM方式為人作嫁，缺乏市場掌握、行銷經驗也是原因所在，近年台灣 OEM訂單流失，廠商紛紛尋求產品升級與自創品牌。本研究試圖了解臺灣地區已自創品牌廠商的經驗，以提供給有心業者做為參考的依據。經過品牌相關文獻的回顧及廠商專訪後，建立理論架構並以問卷調察的方式，收集到35家臺灣地區有自創品牌外銷國際市場實績廠商的資料，試圖了解 MIT形象、政府輔助、公司資源、行銷策略對公司創造品牌競爭力的影響，並由品牌競爭力來解釋品牌績效的產生，由於產品類別的不同，整個關係的呈現也應會有所差異，所以視為干擾變數來處理。重要結論：
    參考文獻: 一、中文部份
    中華民國自創品牌協會與卓越文化事業股份有限公司合著. 品牌行銷實戰，卓越叢書，民80，6
    自創品牌貸款辦法，中華民國自創品牌協會提供民79
    李秋慧，臺灣廠商國際化之品牌策略--產業條件與自創品牌之個案分析，國立臺灣大學未出版之論文，民81
    林羿成，臺灣的貿易夥伴與競爭對手--從南韓與臺灣斷交談起，經濟日報，民81，9，26
    陳春杏，政府在企業國際化上之功能--以自創品牌為例，國立臺灣大學未出版之論文民81
    張伶銖，「臺灣製」產品形象大幅提升，中國時報，民82 ， 6 ， 1 0
    黃慧娟，臺灣企業國際上自創品牌策略之研究，國立政治大學未出版之論文民79
    黃恆正譯，星野克美等著，符號社會的消費，遠流出版公司，民80
    湯竹芬，「提升產品形象，貿協推廣活動熱鬧有勁」，經濟日報，民81, 12 ,30
    楊國樞、文崇一、吳聰賢、李亦園等編，社會及行為科學研究法上冊，民79 ，頁324-331
    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，國立臺灣大學未出版之論文，民81
    黎堅，如何自創品牌，工業半月刊，民78 ， 7 ， 25 ， PP:28-31
    經濟部工業局，全面提高產品品質計畫80年度成果摘要，民80
    龍宇，莫讓MIT成為提升產品國際形象絆腳石，工商時報，民80 ， 1 ， 5
    二、英文部份
    Aaker, David A. ,Managing Brand Equity, Free Press,1991
    Aaker, David A., "Managing Asset and Skill :The Key To a Sustainable Competitive Advantage" ,California Management Review, Winter 1989,pp.91-106
    Baldinger, Allan L., "Defining And Applying The Brand Equity Concept :Why The Researcher Should Care" ,Journal Of Advertising Research, Vol :30,Iss:3,Jun/ Jul 1990,PP.RC2-RC5
    Bansal, Praseep., Jibert Gatignon, and Barton Weitz,"Brand Introduction Strategies and Competitive Environment, ,Journal of Marketing Research, Vol. ,(November 1990),pp. 390-401
    Bilkey ,Warren J. ,and Erik Nes, "Country-of Origin Effects on Product Evaluations " ,Journal of International Business Studies, Spring/ Summer 1982,PP.S9-99
    Blackeet, Tom. "Researching Brand Names" ,Marketing Intelligence & Planning, Vol .6,No.3,1988,PP.5-8
    Blackeet, Tom. "The Valuation Of Brands", Marketing Intelligence & Planning, Vol .9,No.l ,1991,PP.27-35
    Blackston, Max., "Observations: Building Brand Equity By Managing The Brand`s Relationships" ,Journal of Advertising Research, Vol :32,No:3, 1992,PP.79-83
    Bruce, Margaret. and Robin Roy, "Integrating Marketing and Design for Commercial Benfit ",Marketing Intelligence & planning,Vol.9 No.5,1991,pp.23-8
    Chernatony, Leslie De. and Gil Mcwilliam, "Branding Terminology-The Real Debate" ,Marketing Intelligence & Planning,Vol.7,No.7! 8,1989,PP.29-32
    Chernarony, Leslie De., "Auditing The Factors Influencing Brand Success", Marketing Intelligence & Planning,Vol.8 ,No.7,1990,PP.33-38
    CordeII, Victor V., "Effects of Consumer Perferences For Foreign Sourced Products" ,Journal of International Business Studies, Vol :23 No:2,1992,pp.251-269
    Crimmins, James C., "Better Measurement and Management of Brand Value", Journal of Advertising Research, Vol :32, No:4,July/August 1992,PP.11-19
    Day ,George S. ,Market Driven Strategy, free Press,1990
    Dent, Harry S. ,"Branding Strategies" ,Small Business Reports ,September 1990,PP.62-66
    Dodds, WiIIiam B. ,Kent B. Monroe, and Dhruv Grewal, "Effect of Price, Brand, and Store Information on Buyers` Product
    Evaluations" ,Journal of Marketing Research" ,August 1991 pp.307-319
    Doyle Peter, "Building Sucessful Brands: The Strategic Options", Journal Of Consumer Marketing,Vol.7 No.2 Spring 1990,PP.5-20
    Farquhar, Peter H., "Managing Brand Equity" ,Journal Of Advertising Research ,Vol .30 Iss.4,Aug/Sep 1990, PP.RC7-RC12
    Johansson, Johny K. and Israel D. Nebenzahl,"Multinational Production: Effect on Brand Value" ,Journal of International Business Studies, Fall 1986,pp.l01-125
    KeIIer, Kevin lane., "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" ,Journal of Marketing,Vol.57 ( January 1993),pp.1-22
    Kim, Peter., "A Perspective on Brands", Journal of Consumer Marketing, `101.7 No.4 Fall 1990,pp.63-67
    Kotler, PhiIip. ,Marketing Management: Analysis, Planning, Implementation, And Control, Prentice-Hall, Inc. ,7th ed.,1991
    Onkvist,Sak.,and john j. Show, "The International Dimension of Branding: Strategic Considerations and Decisions", International Marketing Review,6,3,1991,pp.22-34
    Murphy, john., "Branding" ,Marketing Intelligence & Planning ,Yol.6,No.4,1988,PP.4-8
    Pride, William M., Marketing: concepts and strategies,7th ed, 1991
    Rao, Akshay R., and Monroe, Kent B.," The Effect of Price, Brand Name,and Store Name on Buyers` Perceptions of Product Quality: An Integrative Review", journal of Marketing Research (Augest 1989),pp.351-357
    Robertson, Kim R. , "Strategically Derirable Brand Name Characteristics", journal of Consumer Marketing,YOL.6 NO.4 Fall 1989,pp.61-71
    Roth, Martin S. ,and jean B. Romeo, "Matching Product Catgeory and Country Image Perceptions: A Framework For Managing Country-of-Origin Effect" ,journal of International Business Studies, Third Quarter 1992,pp.477-497
    描述: 碩士
    國立政治大學
    企業管理學系
    G80355055
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002004090
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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