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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
蘇文憲，「小歐洲計劃」，工業簡訊，民國80年1月，頁3-11
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
劃」，紡織週刊，民國80年2月
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
研究所未出版碩士論文，民國79年
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
交易成本」，國立台灣大學商學研究所未出版論文，民81
年
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
灣大學商學研究所未出版論文，民81年
王泰允，國際合作實用，遠流出版社，民80年
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
期，81年7月，頁99-104
陳更生、林唐裕，「OEM還是自創品牌?從海外設廠談我國中小企
業最適品牌策略」，台灣經濟研究月刊，12卷2期，民國78
年2月，頁44-48
楊文瑞、陳詩豪，「鞋業邁開主動行銷腳步」，台灣經濟研究月刊，
12卷2期，民國78年2月，頁52-56
李秋雪，「服飾品牌春秋」，台灣經濟研究月刊，12卷2期，民78年
2月，頁57-60
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
刊，民78年2月，頁31-35
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
月，頁36-39
蕭富峰，「中小企業行銷術(14)授權品牌」，商業週刊，民國81年7
月12日，頁71
冉時平，「名牌就是明牌」，統領雜誌，民81年7月，頁53-55
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
產力，民81年3月，頁33-35
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，
民82年1月，頁25-33
李小梅，「著力補強品牌形象」，戰略生產力，民82年1月，頁34-35
李仁芳，「策略定位應及早釐清」，戰略生產力，民82年1月，頁36
-37
陳曙光，「多重通路打開市場」，戰略生產力，民82年1月，頁38-39
孫珣恆，「品牌延伸如何創造利多」，突破雜誌，民國81年月，71
期，頁88-88
二、英文部份
Aaker , David A. ,Managing Brand Equity , Free Press ,1991
Aiken, M. ;Hage, G. ,"Organizational Interdependence and Interorga-
nizational Structure ",American Sociological Review ,33 ,Dec 1968
Baldinger, Allen L. ," Defining and applying the brand equity
concept :Why the research should care " Jrul of Research ,
Vol:30 Iss:3 , Jun-Jul 1990 , pp:rc2-icS
Bradely, Frank ,How The Firm Enters International Markets , UK,
Prentice Hall International Ltd ,1991
Carstairs, J. ;Welch, M. ,"Licensing and Internationalization of
Smaller Companies" ,Management International Review, Vol:
22,1983,pp:56-71
Contractor, Farok J., Licensing in international strategy, Weatport
, Conn . : Quorum ,1985
Contractor, Farok J . ;Lorange, P. , " Why Should Firm Cooperate?
The Strategy and Economics Basis for Coopyrative Ventures",
Cooperative Strategies in International Business, Lexingion
Books ,1988
Con tractor ,F .J . ;Lorange, P. , "Why Should Firms Cooperate? The
Strategy and Economics Basis for Cooperative Ventures" ,Cooperative
Strategies in. International Business, lexington: D.C.
Heatr and Company,1988
Cohen, Dorothy " Trademark Strategy ",Journal of Marketing, Vol:50
Iss:1,Jan 1986 , pp:61-74 .
Cohen, Dorothy " Trademark Strategy revisied " ,Journal of Marketing
,Vo1:55 ,Iss:1, Jul 1991 , pp:46-59
Contractor, Farok J. " The role of licensing m international strategy
" ,Columbia Journal of World Business, Winth 1981 , pp:73-81
de Chernatony, Leslie "Formulation Brand Strategy", Eupopean Management
Journal,Vo1:9,Iss:2,Jun 1991,pp:194-200
de Chernatony, Leslie "Auditing the Factors Influencing Brand Success"
,Marketing Intelligence & Planning, Vol:8 ,Iss:7, 19 90,pp:
33-37
Devlin, Godfrey ;Bleack;ley, Mark " Strategic alliance - Guidelines for
sucess" Long Rang PlanninK. ,Vol:21. No :5 , 1988 , pp:18-23
Dent, Harry S. "Branding Strategies " Small Business Report , pp:
62-66
Doyle ,Peter " Building successful brands :the strategic options "
JurI of Consumer Marketing , Vol:7 No:2 , Spr 1990 ,pp :5-20
Gardner, Fred "A New License For Marketers", Marketing & Media
Decisions, Vol:19,Iss:11,Sep 1984,PP:72-73,174-176
Farquhar ,Peter H. " Managing Brand Equity ." , pp:rc7-12
Gates, Michael " Creative Licensing " , Marketing New s , April
1989 , pp:32-36
Hall, R.H. , Organizations: Structures, Process, and Outcomes, 4th,New
Jersey: Prentice Hall,1987
Kealer, Lort "Licensing" Advertising Age ,Jun 1988 , pp:s1-s6
Killing, Peter " Technology Acquisition License Agreement or joint
venture " , Columbia Journal of World Business , Fall 1980 ,
pp:38-46
Killing, J.P. ,"Understanding Alliance: The Role of Task and Organizational
Complexity", in Contractor F.J . and Lorange P. ,Cooperative
Strategies in International Business , Lexington :D.C.
Heath and Company,1988
Kogut, B . ,"Joint Ventures: Theoretical and Empirical Perspective" ,
· Strategic Management Journal., Vol:9, 1988,pp:319 -332
Lei, David; Slocum, John W. ,Jr. " Global Strategic Alliance: Payoffs
and Pitfalls " pp:44-62
Lewis , Jordan D., Partnerships for Profit - Structuring and Managing
Strategic Alliance, Free Press ,1990
marrett, C.B., "On the Specification of Interorganizational Dimensions
",Sociology and Social Research, Oct 1971
McCaffrey ,Roger A.; Meyer, Thomas A. " An Executive`s Complete
Guide To Licensing" , Dow Jones - Irwin , Homewood , Il-
llnols 60430
Murphy ,John. :Brand valuation`: Business Books Limited ,2nd ed.
1991
Meyer, Thomas A. ;Tinney, Cathie H. ;Tinney, terry J. "Guildines for
Coporate Trademark Licensing " ,Journal of Product Innovation
Management,Vol:2, Iss:3,Sep 1985,pp :196-204
Merrified ,Bruce " Strategic Alliance in the Global Marketplace " ,
pp:15-20
Miller , Cyndee "Coporate Licensing Grows as Firms Seek Risk- Free
Products ",Marketing New~,Vol:25,Iss:9 ,Apr 29 1991, pp: 1-8
Nelton, Sharon" A License To Appeal ", Nations Bussiness , Apr
1985 ,pp:70-72
Norris, Eileen "Companies Bring Logos and Full Circ1e",Advertising
Age, Vol:57,Iss :34 ,Jun 9 1986 ,pp:s1-s16
Nielsen ,Richard P." Cooperative strategy in marketing" Business
Horrizons , Jul-Aug 1987, pp:59-69
Norris, Eileen "Direct Marketing: Playboy Licensed Products Proliferate",
Vol:57,Iss:18,Mar 6 1986 ,pp:39-41
Ohmae, Keniche " The Global Logic of Strategic alliance " , Harvard
Business Review, Mar-Apr 1989 , pp:143-154
Onkvisit, Sak; Shaw, John J. "Service Marketing :Image ,Branding, and
Competition ",Business Horizons,Vo1:32,Iss:1,Jan/feb 1989,pp:
13-18
Owens ,Thomas " A Contractual Approach to Partnering " , Small
Business Reports, Jul 1991 ,pp:29-40
Park, C. Whan ; Jaworski, Bernard J.; MacInnis, Deborah J." Strate-gic
Brand Concept -Image Management " , Journal of marketing
, Vol:50 , Oct 1986 ,pp:135-145
Perry, Martin K.; Groff, Robert H. "Trademark Licensing in a Mon-
polistically Competitive Industry " ,Rand Journal of Economics",
Vo1:17,Iss:2, Summer 1986,pp:189-200
Pennings, J.M.,"Strategically Interdependent Organizations", In Handbook
of Organizational Design,1,N.Y.:Oxford University Press ,
1981
Porter ,Michael E. ,Competitive Advantage ,The Free Press, 1985
Porter ,Michael E. and Fuller, M .B., "Coalition and Global Strategy`, In
Porter M. E., Competition in Global Industries, Harvard Business
School Press ,1986
Pfeffer, J.; Nowak,N. ,"Joint Ventures and Interorganizational Interdependence",
Administrative Science Quarterly, Sep 1976,Vo1:21,pp:
398-418
Pfeffer, J.; Salancik, G.R. ,"The External Control of Organizations ,N.Y
.;Harper and Row,Publishers,1978
Quelch, John A."How to Build A Product Licensing Program ." Haryard
Business Review, Vol:63 Iss:3 May-Jun 1985 pp:
186-197 .
Rozek, Richard P."Protection of Intellectual Property Through Licensing:
Efficiency Considerations ",Journal of world Trade, Vol:
22"Iss :5,Oct 1988,pp:27-34
Root, F. R. ,"Some Taxonomies of Internation Cooperative Arrangements",
Cooperative Strategies in International Business, Lexingion
Books,1988
Reddy , Allan C. " International Licensing May Be Bet for Companies
Seeking Foreign Markets " ,Marketing News ,Vol: 16,Iss:
10,Nov 12 1982,PP:6
Selame, Elinor ; Kolligian, Creg " Brands are a company`s most Impartant
asset" ,Marketing News, Sep 1991 , pp: 14-15
Tauber, Edward M."Brand Leverage: Strategy for Growth in Cost-Control
World" ,Journal of Advertising Research, Aug /Sep 1988,
pp :26-30
Terpstra, Vern ; Sarsthy, Ravi ,International Marketing,5-th ed. ,1991
Weston, Anson; Berling-Manuel, Lynn "Coporate Licensing a Hot
Property/Baseball Singing Merchandies as Relief" ,Advertising
Age, Vol:556,Iss:44,Jun 6 1985, pp:28 -31
Van de Ven, A. H .;Walker, G. ,"The Dynamics of Interorganizational
Coordination" ,Administrative Science Quarterly ,29,1984
Williamson, O.E., Markets and Hierarchies: Analysis and Antitrust Implications,
N. 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 Chingen_US
dc.contributor.author (Authors) 方亮淵zh_TW
dc.contributor.author (Authors) Fang,Liang Yuanen_US
dc.creator (作者) 方亮淵zh_TW
dc.creator (作者) Fang, Liang Yuanen_US
dc.date (日期) 1993en_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) B2002004078en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/88962-
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) G80355035zh_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
第一節研究背景及動機．．．．．．．．．．1
第二節研究目的．．．．．．．．．．5
第三節研究限制．．．．．．．．．．6
第四節全文架構．．．．．．．．．．7
第二章文獻探討
第一節品牌理論．．．．．．．．．．9
第二節品牌授權．．．．．．．．．．23
第三節合作策略．．．．．．．．．．28
第三章研究方法
第一節觀念架構．．．．．．．．．．37
第二節研究方法．．．．．．．．．．38
第三節研究流程．．．．．．．．．．39
第四章公司個案
第一節東雲紡織股份有限公司41
第二節華星皮件企業股份有限公司．．．．．．．．．．46
第三節滿心企業股份有限公司．．．．．．．．．．52
第四節榮聯陶磁工業股份有限公司．．．．．．．．．．60
第五節愛嬰房股份有限公司．．．．．．．．．．66
第六節中揚國際企業股份有限公司．．．．．．．．．．73
第七節台灣程拓股份有限公司．．．．．．．．．．77
第八節皮爾卡登在台總管理處．．．．．．．．．．81
第九節小歐洲計劃．．．．．．．．．．85
第五章個案分析與命題發展
第一節個案分析比較．．．．．．．．．．92
第二節命題架構．．．．．．．．．．104
第三節命題發展．．．．．．．．．．105
第六章結論與建議
第一節研究結論．．．．．．．．．．119
第二節研究建議．．．．．．．．．．123
第七章參考文獻．．．．．．．．．．126		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004078en_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 licensingen_US
dc.subject (關鍵詞) brand strategyen_US
dc.subject (關鍵詞) licensing strategyen_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 Strategyen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部份
蘇文憲，「小歐洲計劃」，工業簡訊，民國80年1月，頁3-11
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
劃」，紡織週刊，民國80年2月
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
研究所未出版碩士論文，民國79年
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
交易成本」，國立台灣大學商學研究所未出版論文，民81
年
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
灣大學商學研究所未出版論文，民81年
王泰允，國際合作實用，遠流出版社，民80年
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
期，81年7月，頁99-104
陳更生、林唐裕，「OEM還是自創品牌?從海外設廠談我國中小企
業最適品牌策略」，台灣經濟研究月刊，12卷2期，民國78
年2月，頁44-48
楊文瑞、陳詩豪，「鞋業邁開主動行銷腳步」，台灣經濟研究月刊，
12卷2期，民國78年2月，頁52-56
李秋雪，「服飾品牌春秋」，台灣經濟研究月刊，12卷2期，民78年
2月，頁57-60
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
刊，民78年2月，頁31-35
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
月，頁36-39
蕭富峰，「中小企業行銷術(14)授權品牌」，商業週刊，民國81年7
月12日，頁71
冉時平，「名牌就是明牌」，統領雜誌，民81年7月，頁53-55
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
產力，民81年3月，頁33-35
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，
民82年1月，頁25-33
李小梅，「著力補強品牌形象」，戰略生產力，民82年1月，頁34-35
李仁芳，「策略定位應及早釐清」，戰略生產力，民82年1月，頁36
-37
陳曙光，「多重通路打開市場」，戰略生產力，民82年1月，頁38-39
孫珣恆，「品牌延伸如何創造利多」，突破雜誌，民國81年月，71
期，頁88-88
二、英文部份
Aaker , David A. ,Managing Brand Equity , Free Press ,1991
Aiken, M. ;Hage, G. ,"Organizational Interdependence and Interorga-
nizational Structure ",American Sociological Review ,33 ,Dec 1968
Baldinger, Allen L. ," Defining and applying the brand equity
concept :Why the research should care " Jrul of Research ,
Vol:30 Iss:3 , Jun-Jul 1990 , pp:rc2-icS
Bradely, Frank ,How The Firm Enters International Markets , UK,
Prentice Hall International Ltd ,1991
Carstairs, J. ;Welch, M. ,"Licensing and Internationalization of
Smaller Companies" ,Management International Review, Vol:
22,1983,pp:56-71
Contractor, Farok J., Licensing in international strategy, Weatport
, Conn . : Quorum ,1985
Contractor, Farok J . ;Lorange, P. , " Why Should Firm Cooperate?
The Strategy and Economics Basis for Coopyrative Ventures",
Cooperative Strategies in International Business, Lexingion
Books ,1988
Con tractor ,F .J . ;Lorange, P. , "Why Should Firms Cooperate? The
Strategy and Economics Basis for Cooperative Ventures" ,Cooperative
Strategies in. International Business, lexington: D.C.
Heatr and Company,1988
Cohen, Dorothy " Trademark Strategy ",Journal of Marketing, Vol:50
Iss:1,Jan 1986 , pp:61-74 .
Cohen, Dorothy " Trademark Strategy revisied " ,Journal of Marketing
,Vo1:55 ,Iss:1, Jul 1991 , pp:46-59
Contractor, Farok J. " The role of licensing m international strategy
" ,Columbia Journal of World Business, Winth 1981 , pp:73-81
de Chernatony, Leslie "Formulation Brand Strategy", Eupopean Management
Journal,Vo1:9,Iss:2,Jun 1991,pp:194-200
de Chernatony, Leslie "Auditing the Factors Influencing Brand Success"
,Marketing Intelligence & Planning, Vol:8 ,Iss:7, 19 90,pp:
33-37
Devlin, Godfrey ;Bleack;ley, Mark " Strategic alliance - Guidelines for
sucess" Long Rang PlanninK. ,Vol:21. No :5 , 1988 , pp:18-23
Dent, Harry S. "Branding Strategies " Small Business Report , pp:
62-66
Doyle ,Peter " Building successful brands :the strategic options "
JurI of Consumer Marketing , Vol:7 No:2 , Spr 1990 ,pp :5-20
Gardner, Fred "A New License For Marketers", Marketing & Media
Decisions, Vol:19,Iss:11,Sep 1984,PP:72-73,174-176
Farquhar ,Peter H. " Managing Brand Equity ." , pp:rc7-12
Gates, Michael " Creative Licensing " , Marketing New s , April
1989 , pp:32-36
Hall, R.H. , Organizations: Structures, Process, and Outcomes, 4th,New
Jersey: Prentice Hall,1987
Kealer, Lort "Licensing" Advertising Age ,Jun 1988 , pp:s1-s6
Killing, Peter " Technology Acquisition License Agreement or joint
venture " , Columbia Journal of World Business , Fall 1980 ,
pp:38-46
Killing, J.P. ,"Understanding Alliance: The Role of Task and Organizational
Complexity", in Contractor F.J . and Lorange P. ,Cooperative
Strategies in International Business , Lexington :D.C.
Heath and Company,1988
Kogut, B . ,"Joint Ventures: Theoretical and Empirical Perspective" ,
· Strategic Management Journal., Vol:9, 1988,pp:319 -332
Lei, David; Slocum, John W. ,Jr. " Global Strategic Alliance: Payoffs
and Pitfalls " pp:44-62
Lewis , Jordan D., Partnerships for Profit - Structuring and Managing
Strategic Alliance, Free Press ,1990
marrett, C.B., "On the Specification of Interorganizational Dimensions
",Sociology and Social Research, Oct 1971
McCaffrey ,Roger A.; Meyer, Thomas A. " An Executive`s Complete
Guide To Licensing" , Dow Jones - Irwin , Homewood , Il-
llnols 60430
Murphy ,John. :Brand valuation`: Business Books Limited ,2nd ed.
1991
Meyer, Thomas A. ;Tinney, Cathie H. ;Tinney, terry J. "Guildines for
Coporate Trademark Licensing " ,Journal of Product Innovation
Management,Vol:2, Iss:3,Sep 1985,pp :196-204
Merrified ,Bruce " Strategic Alliance in the Global Marketplace " ,
pp:15-20
Miller , Cyndee "Coporate Licensing Grows as Firms Seek Risk- Free
Products ",Marketing New~,Vol:25,Iss:9 ,Apr 29 1991, pp: 1-8
Nelton, Sharon" A License To Appeal ", Nations Bussiness , Apr
1985 ,pp:70-72
Norris, Eileen "Companies Bring Logos and Full Circ1e",Advertising
Age, Vol:57,Iss :34 ,Jun 9 1986 ,pp:s1-s16
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