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題名 國際品牌授權策略之研究
International Brand Licensing Strategy作者 方亮淵
Fang, Liang Yuan貢獻者 洪順慶
Horng,Shun Ching
方亮淵
Fang,Liang Yuan關鍵詞 品牌授權
品牌策略
授權策略
brand licensing
brand strategy
licensing strategy日期 1993 上傳時間 29-Apr-2016 16:41:27 (UTC+8) 摘要 品牌授權策略為目前國內諸多企業採行的一種品牌發展策略，一般來說， 參考文獻 一、中文部份\n蘇文憲，「小歐洲計劃」，工業簡訊，民國80年1月，頁3-11\n蘇文憲，「工業局協助紡織成衣業提昇產品設計能力計劃一小歐洲計\n劃」，紡織週刊，民國80年2月\n黃蕙娟，「台灣企業自創品牌策略之研究」，國立政治大學企業管理\n研究所未出版碩士論文，民國79年\n詹文良，「從不同觀點分析自有品牌策略:經營導向、產業結構、與\n交易成本」，國立台灣大學商學研究所未出版論文，民81\n年\n陳春杏，「政府在企業國際化之功能一以自創品牌為例」，國立台\n灣大學商學研究所未出版論文，民81年\n王泰允，國際合作實用，遠流出版社，民80年\n林枝旺，「從小歐洲計劃談我國商標授權制度」，經濟論壇，15卷7\n期，81年7月，頁99-104\n陳更生、林唐裕，「OEM還是自創品牌?從海外設廠談我國中小企\n業最適品牌策略」，台灣經濟研究月刊，12卷2期，民國78\n年2月，頁44-48\n楊文瑞、陳詩豪，「鞋業邁開主動行銷腳步」，台灣經濟研究月刊，\n12卷2期，民國78年2月，頁52-56\n李秋雪，「服飾品牌春秋」，台灣經濟研究月刊，12卷2期，民78年\n2月，頁57-60\n陳詩豪、孫盈哲，「從經濟學的觀點談自創品牌」，台灣經濟研究月\n刊，民78年2月，頁31-35\n許華珍，「4P之外的行銷組合要角」，台灣經濟研究月刊，民78年2\n月，頁36-39\n蕭富峰，「中小企業行銷術(14)授權品牌」，商業週刊，民國81年7\n月12日，頁71\n冉時平，「名牌就是明牌」，統領雜誌，民81年7月，頁53-55\n吳思華，「由價值鏈分析品牌策略中的各個主要構成活動」，戰略生\n產力，民81年3月，頁33-35\n王春祝，「滿心企業一拿別人的品牌打自己的通路」，戰略生產力，\n民82年1月，頁25-33\n李小梅，「著力補強品牌形象」，戰略生產力，民82年1月，頁34-35\n李仁芳，「策略定位應及早釐清」，戰略生產力，民82年1月，頁36\n-37\n陳曙光，「多重通路打開市場」，戰略生產力，民82年1月，頁38-39\n孫珣恆，「品牌延伸如何創造利多」，突破雜誌，民國81年月，71\n期，頁88-88\n二、英文部份\nAaker , David A. ,Managing Brand Equity , Free Press ,1991\nAiken, M. ;Hage, G. ,"Organizational Interdependence and Interorga-\nnizational Structure ",American Sociological Review ,33 ,Dec 1968\nBaldinger, Allen L. ," Defining and applying the brand equity\nconcept :Why the research should care " Jrul of Research ,\nVol:30 Iss:3 , Jun-Jul 1990 , pp:rc2-icS\nBradely, Frank ,How The Firm Enters International Markets , UK,\nPrentice Hall International Ltd ,1991\nCarstairs, J. ;Welch, M. ,"Licensing and Internationalization of\nSmaller Companies" ,Management International Review, Vol:\n22,1983,pp:56-71\nContractor, Farok J., Licensing in international strategy, Weatport\n, Conn . : Quorum ,1985\nContractor, Farok J . ;Lorange, P. , " Why Should Firm Cooperate?\nThe Strategy and Economics Basis for Coopyrative Ventures",\nCooperative Strategies in International Business, Lexingion\nBooks ,1988\nCon tractor ,F .J . ;Lorange, P. , "Why Should Firms Cooperate? The\nStrategy and Economics Basis for Cooperative Ventures" ,Cooperative\nStrategies in. International Business, lexington: D.C.\nHeatr and Company,1988\nCohen, Dorothy " Trademark Strategy ",Journal of Marketing, Vol:50\nIss:1,Jan 1986 , pp:61-74 .\nCohen, Dorothy " Trademark Strategy revisied " ,Journal of Marketing\n,Vo1:55 ,Iss:1, Jul 1991 , pp:46-59\nContractor, Farok J. " The role of licensing m international strategy\n" ,Columbia Journal of World Business, Winth 1981 , pp:73-81\nde Chernatony, Leslie "Formulation Brand Strategy", Eupopean Management\nJournal,Vo1:9,Iss:2,Jun 1991,pp:194-200\nde Chernatony, Leslie "Auditing the Factors Influencing Brand Success"\n,Marketing Intelligence & Planning, Vol:8 ,Iss:7, 19 90,pp:\n33-37\nDevlin, Godfrey ;Bleack;ley, Mark " Strategic alliance - Guidelines for\nsucess" Long Rang PlanninK. ,Vol:21. No :5 , 1988 , pp:18-23\nDent, Harry S. "Branding Strategies " Small Business Report , pp:\n62-66\nDoyle ,Peter " Building successful brands :the strategic options "\nJurI of Consumer Marketing , Vol:7 No:2 , Spr 1990 ,pp :5-20\nGardner, Fred "A New License For Marketers", Marketing & Media\nDecisions, Vol:19,Iss:11,Sep 1984,PP:72-73,174-176\nFarquhar ,Peter H. " Managing Brand Equity ." , pp:rc7-12\nGates, Michael " Creative Licensing " , Marketing New s , April\n1989 , pp:32-36\nHall, R.H. , Organizations: Structures, Process, and Outcomes, 4th,New\nJersey: Prentice Hall,1987\nKealer, Lort "Licensing" Advertising Age ,Jun 1988 , pp:s1-s6\nKilling, Peter " Technology Acquisition License Agreement or joint\nventure " , Columbia Journal of World Business , Fall 1980 ,\npp:38-46\nKilling, J.P. ,"Understanding Alliance: The Role of Task and Organizational\nComplexity", in Contractor F.J . and Lorange P. ,Cooperative\nStrategies in International Business , Lexington :D.C.\nHeath and Company,1988\nKogut, B . ,"Joint Ventures: Theoretical and Empirical Perspective" ,\n· Strategic Management Journal., Vol:9, 1988,pp:319 -332\nLei, David; Slocum, John W. ,Jr. " Global Strategic Alliance: Payoffs\nand Pitfalls " pp:44-62\nLewis , Jordan D., Partnerships for Profit - Structuring and Managing\nStrategic Alliance, Free Press ,1990\nmarrett, C.B., "On the Specification of Interorganizational Dimensions\n",Sociology and Social Research, Oct 1971\nMcCaffrey ,Roger A.; Meyer, Thomas A. " An Executive`s Complete\nGuide To Licensing" , Dow Jones - Irwin , Homewood , Il-\nllnols 60430\nMurphy ,John. :Brand valuation`: Business Books Limited ,2nd ed.\n1991\nMeyer, Thomas A. ;Tinney, Cathie H. ;Tinney, terry J. "Guildines for\nCoporate Trademark Licensing " ,Journal of Product Innovation\nManagement,Vol:2, Iss:3,Sep 1985,pp :196-204\nMerrified ,Bruce " Strategic Alliance in the Global Marketplace " ,\npp:15-20\nMiller , Cyndee "Coporate Licensing Grows as Firms Seek Risk- Free\nProducts ",Marketing New~,Vol:25,Iss:9 ,Apr 29 1991, pp: 1-8\nNelton, Sharon" A License To Appeal ", Nations Bussiness , Apr\n1985 ,pp:70-72\nNorris, Eileen "Companies Bring Logos and Full Circ1e",Advertising\nAge, Vol:57,Iss :34 ,Jun 9 1986 ,pp:s1-s16\nNielsen ,Richard P." Cooperative strategy in marketing" Business\nHorrizons , Jul-Aug 1987, pp:59-69\nNorris, Eileen "Direct Marketing: Playboy Licensed Products Proliferate",\nVol:57,Iss:18,Mar 6 1986 ,pp:39-41\nOhmae, Keniche " The Global Logic of Strategic alliance " , Harvard\nBusiness Review, Mar-Apr 1989 , pp:143-154\nOnkvisit, Sak; Shaw, John J. "Service Marketing :Image ,Branding, and\nCompetition ",Business Horizons,Vo1:32,Iss:1,Jan/feb 1989,pp:\n13-18\nOwens ,Thomas " A Contractual Approach to Partnering " , Small\nBusiness Reports, Jul 1991 ,pp:29-40\nPark, C. Whan ; Jaworski, Bernard J.; MacInnis, Deborah J." Strate-gic\nBrand Concept -Image Management " , Journal of marketing\n, Vol:50 , Oct 1986 ,pp:135-145\nPerry, Martin K.; Groff, Robert H. "Trademark Licensing in a Mon-\npolistically Competitive Industry " ,Rand Journal of Economics",\nVo1:17,Iss:2, Summer 1986,pp:189-200\nPennings, J.M.,"Strategically Interdependent Organizations", In Handbook\nof Organizational Design,1,N.Y.:Oxford University Press ,\n1981\nPorter ,Michael E. ,Competitive Advantage ,The Free Press, 1985\nPorter ,Michael E. and Fuller, M .B., "Coalition and Global Strategy`, In\nPorter M. E., Competition in Global Industries, Harvard Business\nSchool Press ,1986\nPfeffer, J.; Nowak,N. ,"Joint Ventures and Interorganizational Interdependence",\nAdministrative Science Quarterly, Sep 1976,Vo1:21,pp:\n398-418\nPfeffer, J.; Salancik, G.R. ,"The External Control of Organizations ,N.Y\n.;Harper and Row,Publishers,1978\nQuelch, John A."How to Build A Product Licensing Program ." Haryard\nBusiness Review, Vol:63 Iss:3 May-Jun 1985 pp:\n186-197 .\nRozek, Richard P."Protection of Intellectual Property Through Licensing:\nEfficiency Considerations ",Journal of world Trade, Vol:\n22"Iss :5,Oct 1988,pp:27-34\nRoot, F. R. ,"Some Taxonomies of Internation Cooperative Arrangements",\nCooperative Strategies in International Business, Lexingion\nBooks,1988\nReddy , Allan C. " International Licensing May Be Bet for Companies\nSeeking Foreign Markets " ,Marketing News ,Vol: 16,Iss:\n10,Nov 12 1982,PP:6\nSelame, Elinor ; Kolligian, Creg " Brands are a company`s most Impartant\nasset" ,Marketing News, Sep 1991 , pp: 14-15\nTauber, Edward M."Brand Leverage: Strategy for Growth in Cost-Control\nWorld" ,Journal of Advertising Research, Aug /Sep 1988,\npp :26-30\nTerpstra, Vern ; Sarsthy, Ravi ,International Marketing,5-th ed. ,1991\nWeston, Anson; Berling-Manuel, Lynn "Coporate Licensing a Hot\nProperty/Baseball Singing Merchandies as Relief" ,Advertising\nAge, Vol:556,Iss:44,Jun 6 1985, pp:28 -31\nVan de Ven, A. H .;Walker, G. ,"The Dynamics of Interorganizational\nCoordination" ,Administrative Science Quarterly ,29,1984\nWilliamson, O.E., Markets and Hierarchies: Analysis and Antitrust Implications,\nN. Y.: Free Press,1975 描述 碩士
國立政治大學
企業管理學系
G80355035資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004078 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng,Shun Ching en_US dc.contributor.author (Authors) 方亮淵 zh_TW dc.contributor.author (Authors) Fang,Liang Yuan en_US dc.creator (作者) 方亮淵 zh_TW dc.creator (作者) Fang, Liang Yuan en_US dc.date (日期) 1993 en_US dc.date.accessioned 29-Apr-2016 16:41:27 (UTC+8) - dc.date.available 29-Apr-2016 16:41:27 (UTC+8) - dc.date.issued (上傳時間) 29-Apr-2016 16:41:27 (UTC+8) - dc.identifier (Other Identifiers) B2002004078 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=100849 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) G80355035 zh_TW dc.description.abstract (摘要) 品牌授權策略為目前國內諸多企業採行的一種品牌發展策略，一般來說， zh_TW dc.description.tableofcontents 第一章緒論\n第一節研究背景及動機．．．．．．．．．．1\n第二節研究目的．．．．．．．．．．5\n第三節研究限制．．．．．．．．．．6\n第四節全文架構．．．．．．．．．．7\n第二章文獻探討\n第一節品牌理論．．．．．．．．．．9\n第二節品牌授權．．．．．．．．．．23\n第三節合作策略．．．．．．．．．．28\n第三章研究方法\n第一節觀念架構．．．．．．．．．．37\n第二節研究方法．．．．．．．．．．38\n第三節研究流程．．．．．．．．．．39\n第四章公司個案\n第一節東雲紡織股份有限公司41\n第二節華星皮件企業股份有限公司．．．．．．．．．．46\n第三節滿心企業股份有限公司．．．．．．．．．．52\n第四節榮聯陶磁工業股份有限公司．．．．．．．．．．60\n第五節愛嬰房股份有限公司．．．．．．．．．．66\n第六節中揚國際企業股份有限公司．．．．．．．．．．73\n第七節台灣程拓股份有限公司．．．．．．．．．．77\n第八節皮爾卡登在台總管理處．．．．．．．．．．81\n第九節小歐洲計劃．．．．．．．．．．85\n第五章個案分析與命題發展\n第一節個案分析比較．．．．．．．．．．92\n第二節命題架構．．．．．．．．．．104\n第三節命題發展．．．．．．．．．．105\n第六章結論與建議\n第一節研究結論．．．．．．．．．．119\n第二節研究建議．．．．．．．．．．123\n第七章參考文獻．．．．．．．．．．126 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004078 en_US dc.subject (關鍵詞) 品牌授權 zh_TW dc.subject (關鍵詞) 品牌策略 zh_TW dc.subject (關鍵詞) 授權策略 zh_TW dc.subject (關鍵詞) brand licensing en_US dc.subject (關鍵詞) brand strategy en_US dc.subject (關鍵詞) licensing strategy en_US dc.title (題名) 國際品牌授權策略之研究 zh_TW dc.title (題名) International Brand Licensing Strategy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部份\n蘇文憲，「小歐洲計劃」，工業簡訊，民國80年1月，頁3-11\n蘇文憲，「工業局協助紡織成衣業提昇產品設計能力計劃一小歐洲計\n劃」，紡織週刊，民國80年2月\n黃蕙娟，「台灣企業自創品牌策略之研究」，國立政治大學企業管理\n研究所未出版碩士論文，民國79年\n詹文良，「從不同觀點分析自有品牌策略:經營導向、產業結構、與\n交易成本」，國立台灣大學商學研究所未出版論文，民81\n年\n陳春杏，「政府在企業國際化之功能一以自創品牌為例」，國立台\n灣大學商學研究所未出版論文，民81年\n王泰允，國際合作實用，遠流出版社，民80年\n林枝旺，「從小歐洲計劃談我國商標授權制度」，經濟論壇，15卷7\n期，81年7月，頁99-104\n陳更生、林唐裕，「OEM還是自創品牌?從海外設廠談我國中小企\n業最適品牌策略」，台灣經濟研究月刊，12卷2期，民國78\n年2月，頁44-48\n楊文瑞、陳詩豪，「鞋業邁開主動行銷腳步」，台灣經濟研究月刊，\n12卷2期，民國78年2月，頁52-56\n李秋雪，「服飾品牌春秋」，台灣經濟研究月刊，12卷2期，民78年\n2月，頁57-60\n陳詩豪、孫盈哲，「從經濟學的觀點談自創品牌」，台灣經濟研究月\n刊，民78年2月，頁31-35\n許華珍，「4P之外的行銷組合要角」，台灣經濟研究月刊，民78年2\n月，頁36-39\n蕭富峰，「中小企業行銷術(14)授權品牌」，商業週刊，民國81年7\n月12日，頁71\n冉時平，「名牌就是明牌」，統領雜誌，民81年7月，頁53-55\n吳思華，「由價值鏈分析品牌策略中的各個主要構成活動」，戰略生\n產力，民81年3月，頁33-35\n王春祝，「滿心企業一拿別人的品牌打自己的通路」，戰略生產力，\n民82年1月，頁25-33\n李小梅，「著力補強品牌形象」，戰略生產力，民82年1月，頁34-35\n李仁芳，「策略定位應及早釐清」，戰略生產力，民82年1月，頁36\n-37\n陳曙光，「多重通路打開市場」，戰略生產力，民82年1月，頁38-39\n孫珣恆，「品牌延伸如何創造利多」，突破雜誌，民國81年月，71\n期，頁88-88\n二、英文部份\nAaker , David A. ,Managing Brand Equity , Free Press ,1991\nAiken, M. ;Hage, G. ,"Organizational Interdependence and Interorga-\nnizational Structure ",American Sociological Review ,33 ,Dec 1968\nBaldinger, Allen L. ," Defining and applying the brand equity\nconcept :Why the research should care " Jrul of Research ,\nVol:30 Iss:3 , Jun-Jul 1990 , pp:rc2-icS\nBradely, Frank ,How The Firm Enters International Markets , UK,\nPrentice Hall International Ltd ,1991\nCarstairs, J. ;Welch, M. ,"Licensing and Internationalization of\nSmaller Companies" ,Management International Review, Vol:\n22,1983,pp:56-71\nContractor, Farok J., Licensing in international strategy, Weatport\n, Conn . : Quorum ,1985\nContractor, Farok J . ;Lorange, P. , " Why Should Firm Cooperate?\nThe Strategy and Economics Basis for Coopyrative Ventures",\nCooperative Strategies in International Business, Lexingion\nBooks ,1988\nCon tractor ,F .J . ;Lorange, P. , "Why Should Firms Cooperate? The\nStrategy and Economics Basis for Cooperative Ventures" ,Cooperative\nStrategies in. International Business, lexington: D.C.\nHeatr and Company,1988\nCohen, Dorothy " Trademark Strategy ",Journal of Marketing, Vol:50\nIss:1,Jan 1986 , pp:61-74 .\nCohen, Dorothy " Trademark Strategy revisied " ,Journal of Marketing\n,Vo1:55 ,Iss:1, Jul 1991 , pp:46-59\nContractor, Farok J. " The role of licensing m international strategy\n" ,Columbia Journal of World Business, Winth 1981 , pp:73-81\nde Chernatony, Leslie "Formulation Brand Strategy", Eupopean Management\nJournal,Vo1:9,Iss:2,Jun 1991,pp:194-200\nde Chernatony, Leslie "Auditing the Factors Influencing Brand Success"\n,Marketing Intelligence & Planning, Vol:8 ,Iss:7, 19 90,pp:\n33-37\nDevlin, Godfrey ;Bleack;ley, Mark " Strategic alliance - Guidelines for\nsucess" Long Rang PlanninK. ,Vol:21. No :5 , 1988 , pp:18-23\nDent, Harry S. "Branding Strategies " Small Business Report , pp:\n62-66\nDoyle ,Peter " Building successful brands :the strategic options "\nJurI of Consumer Marketing , Vol:7 No:2 , Spr 1990 ,pp :5-20\nGardner, Fred "A New License For Marketers", Marketing & Media\nDecisions, Vol:19,Iss:11,Sep 1984,PP:72-73,174-176\nFarquhar ,Peter H. " Managing Brand Equity ." , pp:rc7-12\nGates, Michael " Creative Licensing " , Marketing New s , April\n1989 , pp:32-36\nHall, R.H. , Organizations: Structures, Process, and Outcomes, 4th,New\nJersey: Prentice Hall,1987\nKealer, Lort "Licensing" Advertising Age ,Jun 1988 , pp:s1-s6\nKilling, Peter " Technology Acquisition License Agreement or joint\nventure " , Columbia Journal of World Business , Fall 1980 ,\npp:38-46\nKilling, J.P. ,"Understanding Alliance: The Role of Task and Organizational\nComplexity", in Contractor F.J . and Lorange P. ,Cooperative\nStrategies in International Business , Lexington :D.C.\nHeath and Company,1988\nKogut, B . ,"Joint Ventures: Theoretical and Empirical Perspective" ,\n· Strategic Management Journal., Vol:9, 1988,pp:319 -332\nLei, David; Slocum, John W. ,Jr. " Global Strategic Alliance: Payoffs\nand Pitfalls " pp:44-62\nLewis , Jordan D., Partnerships for Profit - Structuring and Managing\nStrategic Alliance, Free Press ,1990\nmarrett, C.B., "On the Specification of Interorganizational Dimensions\n",Sociology and Social Research, Oct 1971\nMcCaffrey ,Roger A.; Meyer, Thomas A. " An Executive`s Complete\nGuide To Licensing" , Dow Jones - Irwin , Homewood , Il-\nllnols 60430\nMurphy ,John. :Brand valuation`: Business Books Limited ,2nd ed.\n1991\nMeyer, Thomas A. ;Tinney, Cathie H. ;Tinney, terry J. "Guildines for\nCoporate Trademark Licensing " ,Journal of Product Innovation\nManagement,Vol:2, Iss:3,Sep 1985,pp :196-204\nMerrified ,Bruce " Strategic Alliance in the Global Marketplace " ,\npp:15-20\nMiller , Cyndee "Coporate Licensing Grows as Firms Seek Risk- Free\nProducts ",Marketing New~,Vol:25,Iss:9 ,Apr 29 1991, pp: 1-8\nNelton, Sharon" A License To Appeal ", Nations Bussiness , Apr\n1985 ,pp:70-72\nNorris, Eileen "Companies Bring Logos and Full Circ1e",Advertising\nAge, Vol:57,Iss :34 ,Jun 9 1986 ,pp:s1-s16\nNielsen ,Richard P." 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