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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/94382
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/94382


    Title: 組織特性對品牌策略選擇之研究
    Authors: 黃靖容
    Contributors: 樓永堅
    黃靖容
    Keywords: 事業策略
    品牌策略
    組織結構
    成長策略
    產品範圍
    Date: 2007
    Issue Date: 2016-05-06 16:34:07 (UTC+8)
    Abstract: 面對知識經濟的來臨,產業升級的壓力,以及社會型態的轉變,「品牌」近年成為國內相當重視的議題。品牌之於國家競爭力,歐美國家早先致力於品牌的投入,至今所得的成果自然不需贅述,亞洲國家近年在品牌的投入也開始受到國際的重視,而國內產官學界對品牌議題的投入也逐年增加。品牌之於企業競爭力,近年有越來越多的國內業者不願再屈就於低毛利的代工生產,為提升企業競爭力而轉向發展自有品牌,並逐漸在世界舞台上嶄露頭角,獲得肯定。品牌對於企業經營績效的影響已獲得證實,深入品牌策略選擇議題,卻發現針對新產品延伸品牌策略相關研究相當豐富,但對於影響企業品牌架構因素之相關研究卻甚少,因此本研究由組織特性角度出發,探討組織結構、企業文化、領導人風格、企業成長策略、產品範圍以及市場結構對企業品牌策略選擇的影響。
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    Description: 碩士
    國立政治大學
    企業管理學系
    94355045
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094355045
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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