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    题名: 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)
    其它题名: Exploring Brand History and the Factors of Branding Decisions Based on a Longitudinal Historical Analysis
    作者: 別蓮蒂
    贡献者: 國立政治大學企業管理學系
    行政院國家科學委員會
    关键词: 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
    日期: 2008
    上传时间: 2012-05-18 13:42:23 (UTC+8)
    摘要: 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.
    關聯: 應用研究
    學術補助
    研究期間:9708~ 9807
    研究經費:744仟元
    数据类型: report
    显示于类别:[企業管理學系] 國科會研究計畫

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