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    题名: 台灣國家消費類電子品牌之價值
    VALUE OF THE “TAIWAN BRAND” IN CONSUMER ELECTRONICS
    作者: 安彥伯
    Braam, Jan Jaap
    贡献者: 白德傑
    Brodowsky, Glen
    安彥伯
    Braam, Jan Jaap
    关键词: 價值
    台灣品牌
    消費類電子
    VALUE
    TAIWAN BRAND
    CONSUMER ELECTRONICS
    日期: 2012
    上传时间: 2013-01-02 13:24:45 (UTC+8)
    摘要: Taiwan has had a strong OEM electronics industry for over 20 years now, but in a time of narrowing profit margins Taiwan has been trying to move to a more OBM oriented strategy. In this study I have shown that even though Taiwan has been able to create several globally recognizable and –in the eyes of consumers- high quality consumer electronics brands its worldwide image as a country has not improved among consumers. Taiwanese products are viewed as being only slightly superior to Chinese brands. This means that new and established Taiwanese brands don’t have the advantage that Japanese brands have just by coming from a country with a good reputation. Consumers in Europe and North America have less knowledge of the country of origin when it comes to Taiwanese brands compared to Japanese and Korean brands. Because of the bad reputation of Taiwanese products brands are hesitant to associate themselves with Taiwan creation a vicious circle. Taiwan’s rival Korea however has been making progress, it’s brands are more recognizable as Korean and the image of Korean products is also better even though the individual brands are not necessarily rated more favourably by consumers. It’s not recommended for individual Taiwanese brand owners to associate itself with the country as this would in most cases negatively affect its brand value. It’s also found that Chinese, Korean and Taiwanese brands with a high perceived quality are often mistaken as Japanese. It may therefore be helpful to for Asian brands to try to associate themselves more with Japan or East-Asia in general. As for improving the country image of Taiwan, the Taiwanese government should redouble its efforts to improve the country’s image to a level it deserves according to the technological advances made in Taiwan in the past decades.
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    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    99933058
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099933058
    数据类型: thesis
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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