政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/94382

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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:	[Department of Business Administation] Theses

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