三星電子的品牌策略:以手機行業的經驗為例

Abstract

在本論文中，作者將仔細研究三星電子的企業品牌。 雖然有不少關於三星電子的發展戰略或營銷策略的研究，但只有少數研究發現其企業品牌戰略。 因此，為了了解三星電子如何開發企業品牌戰略，本研究透過應用VCI model來分析，並確認企業願景，企業文化與利益相關者形象之間是否存在一致性。本研究的基礎是文獻分析與三星電子案例的研究。\n本文的目的是透過研究三星電子的案例，深入了解企業品牌形象，並強調正確的企業品牌建設的重要性，為企業繁榮創造品牌價值。

In this thesis, the author will scrutinize Samsung Electronics’ corporate branding. Although there are several studies about Samsung electronics’ development strategy or marketing strategy, only few studies can be found about its corporate branding strategy. Hence, in order to understand how Samsung Electronics has developed its corporate branding strategy, this study looks over its efforts by applying the VCI model and make sure whether alignment exist among company vision, corporate culture and stakeholders’ images. This research’s basis is on the case study with Samsung Electronics and literature analysis.\nThe propose of this thesis is to gain helpful insights into the corporate branding by studying the case of Samsung Electronics and to emphasize the importance of proper corporate branding in order to create brand value for corporate prosperity.