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https://ah.lib.nccu.edu.tw/handle/140.119/64321| 題名: | 從國際品牌價值鑑價機構分析日本企業品牌價值 Brand Value Analysis of Japanese Enterprises through the Studies on International Brand Valuation Consultancies |
作者: | 朱美俞 Chu, Mei Yu |
貢獻者: | 李世暉 朱美俞 Chu, Mei Yu |
關鍵詞: | Interbrand BrandZ Brand Finance 日本品牌 品牌價值 全球品牌百強 |
日期: | 2013 | 上傳時間: | 3-Mar-2014 | 摘要: | 現今，企業營運無法再單純只透過改進行銷手法來增加公司營收利潤，愈來愈多的國際鑑價機構針對企業品牌價值進行評比動作，其中受到信賴的品牌價值評鑑報告足以影響未來企業行銷機制、廣告行銷手法、企業形象、股價市場、商業地位等，使得品牌經營成為企業一大重要課題。日本近二十年來的經濟表現不盡理想，日本企業品牌價值跟著出現浮動，為了理解日本企業近幾年來的品牌價值變化、日本品牌在國際發展的優劣勢處境，以及其品牌價值變遷的背後環境因素，本研究挑揀出Interbrand、BrandZ與Brand Finance三大全球最具公信力之品牌價值鑑價機構所發表的年度全球品牌價值百強報告做為主要分析資料，以建構出當代日本品牌價值的發展面貌。\n\n 本文研究發現，日本企業在三大品牌價值鑑價機構的評比標準底下，表現最為出色亮眼的為汽車品牌與科技品牌，而其他多數日本產業因國際化程度偏弱，導致品牌價值難以擠身全球百強之列。日本品牌在極為重視消費者意見調查的評比報告中，整體退步幅度最大；而從財務會計角度資產觀點衡量品牌價值的評比方法則最有利於日本品牌價值數據表現。此外，影響日本品牌價值變遷的因素包括全球金融危機、歐債危機、泰國水災、日圓匯率浮動、中日關係發展等國際事件，以及日本311大地震、企業國際化程度偏弱、企業創新能力不足、企業內部領導人頻繁更換等國內層面因素。種種因素不僅影響日本企業的國際競爭力和公司的財務收益，更攸關日本品牌的發展趨勢與全球品牌地位。 | 參考文獻: | 《中文資料》\n\n王國楨，「全球百大品牌類型之探討」，世新大學財務金融學研究所碩士論文（2006年）。\n王霞青，「全球百大品牌價值趨勢與視覺分析」，世新大學財務金融學研究所碩士論文（2011年）。\n財團法人台灣經濟研究院，「商業服務業品牌價值推廣計畫（1/4）期末報告：商業服務業品牌鑑價機制報告」，經濟部商業發展專案97年度計畫期末執行成果報告，2008年12月。\n符國群，「Interbrand的品牌評估法評介」，（武漢：2000年）。\n陳永昌，品牌之價值（台北市：經濟部智慧財產局，2009年）。\n趙國隆，「以「全球百大品牌價值」探討「台灣十大國際品牌」趨勢」，國立台北科技大學工業工程與管理學系碩士論文（2008年）。\n謝坤龍，「品牌價值評價之探討－以個案『A』品牌為例」，國立政治大學商學院經營管理碩士學程財務管理組碩士論文（2007年）。\n\n《英文資料》\n\nAaker, David A., “Measuring Brand Equity Across Products and Markets,” California Management Review, Vol. 38, No. 3(Spring 1996), pp. 105-117.\nAaker, David A., Managing Brand Equity: Capitalizing on the Value of a Brand Name (New York: The Free Press, 1991).\nBatchelor, Alex, “Brands as Financial Assets,” in Susannah Hart and John Murphy eds., Brands: The New Wealth Creators (England: MacMillan Business, 1998), pp. 98-99.\nBatey, Mark, Brand Meaning (New York: Psychology Press, 2009).\nGregory, James, “Ten Reasons Brand Valuation Matters for Boards,” CoreBrand, <http://www.corebrand.com/news/529-featured-on-boardmemberscom> (Mar 1, 2013).\nHaigh, David and Knowles, Jonathan, “Brand Valuation: What It Means and Why It Matters,” Brands in the Boardroom, IAM supplement No.1, pp. 18-22.\nIRIMIEŞ, Cosmin, “Brand Evaluation – A Basic Feature in Modern Brand Management,” Transylvanian Review of Administrative Sciences, No. 37 E(2012), p. 82.\nKeller, Kevin Lane, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second edition (Upper Saddle River, New Jersey: Pearson Education, Inc. 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<http://www.brandz.com> (Aug 2, 2013).\nBrand Finance, < http://brandirectory.com/> (Aug 22, 2013).\nInterbrand, <http://www.interbrand.com/en/Default.aspx> (Sep 30, 2013). | 描述: | 碩士 國立政治大學 日本研究碩士學位學程 100861005 102 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0100861005 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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| 100501.pdf | 3.06 MB | Adobe PDF2 | View/Open |
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