| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh-shen | en_US |
| dc.contributor.author (Authors) | 盧玉慧 | zh_TW |
| dc.contributor.author (Authors) | Lu,Yui-Hui | en_US |
| dc.creator (作者) | 盧玉慧 | zh_TW |
| dc.creator (作者) | Lu,Yui-Hui | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:46:32 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:46:32 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:46:32 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0093355039 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29875 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 93355039 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 隨著經濟體制的改革開放，廠商品牌經營的範疇也隨之擴大至國際市場。同時隨著競爭優勢的典範轉移，進入模式所考量的內部因素-品牌權益的運用，也變得日形重要。因此「如何利用品牌權益有效率的切入市場」的議題也隨之受到重視。目前學術界在進入模式及品牌策略層面都已累積了為數不少的深入研究。然針對此議題的研究卻十分的缺少，因此本研究將針對此理論缺口，利用質化研究的方式，以台灣食品廠商做為訪談對像，進行深入探討。 首先為能明確化品牌權益與切入市場效率之間的關係，本研究在文獻探討的部份，深入分析品牌權益與交換問題的關係。同時再以邱志聖(2006)行銷四c為分析架構，系統性的說明品牌權益如何對交換成本產生影響。而個案分析方式便也採用同樣的架構，去深入探討五家具代表性的食品廠商，其品牌進入策略解決交換問題的能力。 再利用個案分析的結果，歸納出現有廠商進入新市場所採取的品牌進入策略類型為「自創品牌進入策略」、「共創品牌進入策略」及「信任建立式品牌進入策略」。並詳細說明各品牌進入策略的特性及成因，並據此提出相關命題。最後本研究再以行銷交換成本為構面，針對不同的品牌進入策略提出建議的解決模式。 | zh_TW |
| dc.description.abstract (摘要) | With liberalized economic system the scope of corporate brands has also been expanded to international markets. Simultaneously, the paradigm shift in competitive advantage makes exertion of brand equity more critical, which is an internal factor considered by entry mode. Thus, the issue concerning “how to enter markets efficiently by brand equity” is highly stressed. Currently, many in-depth researches of entry mode and brand strategy dimensions have been conducted in academic field, yet rather few have been made on this issue. To fill the theoretical gap, the research uses qualitative methodology by interviewing food companies in Taiwan for through discussion. First, in order to distinguish the relationship between brand equity and efficiency of market entry, the research analyzes relationship between brand equity and exchange problems in literature review, while systematically explain how brand equity affects exchange costs via Chiou’s (2006) marketing 4C analytical framework. Identical framework is adopted in case studies to discuss problem solving abilities and brand entry strategy of five representative food companies. Then according to results of case studies, the research summarizes brand entry strategy types adopted by current companies when entering new markets, categorizing as “private label entry strategy”, “ co-brand entry strategy” and “trust-establishing brand entry strategy”, and elaborating on characteristics and causes of each brand’s entry strategy to come up with hypothesis. Finally, the research uses marketing exchange cost as dimension, providing suggested solution models of entry strategies for different brands. Key words: Brand Entry Strategy, Brand Equity, Private Label, Co-brand, Food Company. | en_US |
| dc.description.tableofcontents | 第一章 緒論 第一節 研究動機 1 第二節 台灣食品產業主要發展趨勢 3 第三節 研究目的與問題 4 第四節 研究流程與 5 第二節 文獻探討 第一節 品牌 7 第二節 交易成本 10 第三節 交易成本在行銷領域的應用 19 第四節 行銷四C 21 第五節 品牌進入策略與行銷四C 26 第六節 資源基礎說 36 第三章 研究方法 第一節 研究方法與研究限制 39 第四章 個案分析與討論 第一節 頂新國際 42 第二節 統一企業 48 第三節 天津頂好油脂 56 第四節 久津實業 59 第五節 中日國際 63 第五章 命題討論 第一節 自創品牌進入策略及相關命題 69 第二節 合創品牌進入策略及相關命題 71 第三節 信任建立式品牌進入策略相關命題 73 第六章 結論與建議 第一節 品牌進入策略類型 75 第二節 品牌進入策略成因分析 75 第三節 資訊成本建議解決模式 78 第四節 道德危機建議解決模式 80 第五節 專屬陷入成本建議解決模式 82 附錄 參考文獻 82 訪談問題摘要 86 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093355039 | en_US |
| dc.subject (關鍵詞) | 品牌進入策略 | zh_TW |
| dc.subject (關鍵詞) | 品牌權益 | zh_TW |
| dc.subject (關鍵詞) | 自創品牌 | zh_TW |
| dc.subject (關鍵詞) | 共創品牌 | zh_TW |
| dc.subject (關鍵詞) | 食品廠商 | zh_TW |
| dc.subject (關鍵詞) | Brand entry strategy | en_US |
| dc.subject (關鍵詞) | Brand Equity | en_US |
| dc.subject (關鍵詞) | Private Label | en_US |
| dc.subject (關鍵詞) | Co-brand | en_US |
| dc.subject (關鍵詞) | Food company | en_US |
| dc.title (題名) | 品牌進入策略之初探與分析－以台灣食品廠商為例 | zh_TW |
| dc.title (題名) | The Analysis of Brand Entery Strategy for Food Industry in Taiwan | en_US |
| dc.type (資料類型) | thesis | en |
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