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題名 組織特性對品牌策略選擇之研究
作者 黃靖容
貢獻者 樓永堅
黃靖容
關鍵詞 事業策略
品牌策略
組織結構
成長策略
產品範圍
日期 2007
上傳時間 6-May-2016 16:34:07 (UTC+8)
摘要 面對知識經濟的來臨，產業升級的壓力，以及社會型態的轉變，「品牌」近年成為國內相當重視的議題。品牌之於國家競爭力，歐美國家早先致力於品牌的投入，至今所得的成果自然不需贅述，亞洲國家近年在品牌的投入也開始受到國際的重視，而國內產官學界對品牌議題的投入也逐年增加。品牌之於企業競爭力，近年有越來越多的國內業者不願再屈就於低毛利的代工生產，為提升企業競爭力而轉向發展自有品牌，並逐漸在世界舞台上嶄露頭角，獲得肯定。品牌對於企業經營績效的影響已獲得證實，深入品牌策略選擇議題，卻發現針對新產品延伸品牌策略相關研究相當豐富，但對於影響企業品牌架構因素之相關研究卻甚少，因此本研究由組織特性角度出發，探討組織結構、企業文化、領導人風格、企業成長策略、產品範圍以及市場結構對企業品牌策略選擇的影響。
參考文獻 中文部分
司徒達賢 (2005)。策略管理新論。台北：智勝文化。
周文賢 (2002)。多變量統計分析：SAS/STAT。台北：智勝文化。
林建煌 (2000)。行銷管理。台北：智勝文化。
陳時奮 (2003)。我該不該建立品牌。EMBA世界經理文摘，204，133-139。
熊毅晰 (2006年8月2日)。台灣稻田裡的企業購併全球。天下雜誌，352，74-79。
鄭伯燻、周麗芳、樊景立 (2000)。家長式領導：三元模式的建構與測量。本土心裡學研究，14，3-64。

英文部分
Ansoff, H. I. (1957), “Strategies for Diversification,” Harvard Business Review, Vol.35, Sep/Oct, 114.

Aiken, M. and Hage, J. (1968), “Organizational Independence and Intra-organizational Structure,” American Sociological Review, Vol.33, Dec, 912-930.

Aaker, D. A. (1996), Building Strong Brand, New York: The Free Press.

Aaker, D. A. (2004), Brand Portfolio Strategy, New York: Free Press.

Aaker, D. A. and Joachimsthaler, E. (2000), “The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge,” California Management Review, Vol.42, Summer, 2000, 8-23.

Aaker, D. A. and Joachimsthaler, E. (2000), Brand Leadership, N.Y.: Free Press.

Aaker D. A. and Keller, K. L. (1990), “Consumer Evaluation of Brand Extensions,” Journal of Marketing, Vol.54, Jan, 27-41.

Barnes, J. W. (1992). Organizational Culture Strength and Value Congruity as Determinants of Sales Organizational Outcomes (Doctoral dissertation, Arisona State University).

Brander, J. and Eaton, J. (1984), “Product Line Rivalry,” American Economic Review, Vol.74, June, 323-334.

de Chernatony, L. and McWilliam, G. (1989), “The Strategic Implications of Clarifying How Marketers Interpret Brands,” Journal of Marketing Management, Vol5, Winter, 153-171.

de Chernatony, L. (1993), “Categorizing Brands: Evolutionary Processes Underpinned by Two Key Dimensions,” Journal of Marketing Management, Vol.9, Apr, 173-188.

de Chernatony, L. and Riley, F. D. (1997), “Brands Consultants’ Perspectives on the Concept of the Brand,” Marketing and Research Today, Vol.25, February, 45-72.

Desai, K. K. and Keller, K. L. (2002), “The Effects of Ingredient Branding Strategies on Host Brand Extendibility,” Journal of Marketing, Vol.66, Jan, 73-93.

Dolye,P. (1990), “Building Success Brands: The Strategic Options,” Journal of Consumer Marketing, Vol.7, Spring, 5-20.

Douglas, S. P., Samuel C. Graig, and Edwin J. Nijssen (2001), “Executive Insights: Integrating Branding Strategy Across Markets: Building International Brand Architecture,” Journal of International Marketing, Vol.9, Feb, 97-114.

Farquhar, P. H. (1990), “Managing Brand Equity,” Journal of Advertising Research, Vol.30, Aug/Sep, 7-12.

Galbraith, C. and Schendel, D. (1983), “An Empirical Analysis of Strategy Types,” Strategic Management Journal, Vol.4, Apr-Jun, 153-173.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Tatbam, R. L. (2006), Multivariate Data Analysis, New Jersey: Prentice Hall.

Hambrick, D. C. (1980), “Operationalizing the Concept of Business-Level Strategy in Research,” Academy of Management Journal, Vol.1, Oct, 567-575.

Hambrick, D. C. (1983), “Some Tests of the Effectiveness and Functional Attributes of Miles and Snow’s Strategic Types,” Academy of Management Journal, Vol.26, Mar, 5-22.

Henry, Y. X. and Boggs, D. J. (2006), “Corporate Branding versus Product Branding in Emerging Markets,” Marketing Intelligence & Planning, Vol.24, Mar, 347-364.

Herbert, T. T. and Deresky, H. (1987), “Generic Strategies: An Empirical Investigation of typology Validity and Strategy Content,” Strategic Management Journal, Vol.8, Mar/Apr, 135-147.

Hill, C. W. L. and Jones, G. R. (2004), Strategic Management Theory: An Integrated Approach, 6thed, Boston: Houghton Mifflin.

Hofstede, G. (1990), “Measuring Organizational Cultures: A Qualitative and Quantitative Study across Twenty Cases,” Administrative Science Quarterly, Vol.35, Jun, 286-316.

Jaworski, B. J. and Kohli, A. K. (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, Vol.57, July, 53-70.

Kapferer, J. N. (1994), Strategic Brand Management, New York: The Free Press

Keller, K. L. (1998), Strategic Brand Management, Prentice Hall.

Kotler, P. (1997), Marketing Management: Analysis , Planning , Implementation, and Control, 9thed, N.J.: Prentice Hall.

Kotler, P. (2000), Marketing Management: Millennium Edition, Prentice Hall.

Laforet, S. and Saunders, J. (1994), “Managing Brand Portfolios: How the Leaders Do It,” Journal of Advertising Research, Vol.34, Sep/Oct, 64-76.

Laforet, S. and Saunders, J. (1999), “Managing Brand Portfolios: Why Leaders Do What They Do,” Journal of Advertising Research, Vol.39, Jan/Feb, 51-66.

Lancaster, K. (1990), “The Economics of Product Variety: A Survey,” Marketing Science, Vol.9, Summer, 189-206.

Miles, R. E. and Snow, C. C. (1978), “Organizational Strategy, Structure and Process,” Academy of Management Journal, Vol.3, Jul, 546-562.

McDaniel, S. W. and Kolari, J. W. (1987), “Marketing Strategy Implications of the Miles and Snow Strategic Typology,” Journal of Marketing, Vol.31, Oct, 19-30.

Morris, M. and Schurink, C. E. (1993), “Pricing Behavior in Industrial Markets: The Impact of Environmental Dynamics,” The Journal of Business & Industrial
Marketing, Vol.8, Summer, 28-43.

Olins, W. (1989), Corporate Identity: Making Business Strategy Value Through Design, London: Thames and Hudson.

Porter, M. E. (1980), Competitive Strategy, New York: The Free Press.

Quelch, J. and Kenny, D. (1994), “Extend Profits, Not Product Lines,” Harvard Business Review, Vol.20, Sep-Oct, 153-160.

Roberts, C. J. and McDonald, G. M. (1989), “Alternative Naming Strategies: Family Versus Individual Brand Names,” Management Decision, Vol.27, Iss.6, 31-37.

Robbins, S. P. (2001), Organizational Behavior, 9thed, N.J.: Prentice Hall.

Robbins, S. P. and Coulter, M. K. (2002), Management, 7thed, N.J.: Prentice Hall.

Schreiber, E. S. (2002), “Brand Strategy Frameworks for Diversified Companies and Partnerships,” Journal of Brand Management, Vol.10, Nov, 122-138.

Smircich, L. (1983), “Concepts of Culture and Organizational Analysis,” Administrative Science Quarterly, Vol.28, Sep, 339-358.

Snow, C. C. and Hrebiniak, L. G. (1980), “Strategy, Distinctive Competence, and Organizational Performance,” Administrative Science Quarterly, Vol.25, June, 317-336.

Walker, O. C., Jr. and Robert W. Ruekert. (1987),“ Marketing’s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework,” Journal of Marketing, Vol.51, Jul, 15-33.

White, R. E. (1986), “Generic Business Strategies, Organizational Context and Performance: An Empirical Investigation,” Strategic Management Journal, Vol.7, May/Jun, 217-231.

Wiener, Y (1988), “Forms of Value System: A Focus on Organizational Effectiveness and Culture Change and Maintenance,” The Academy of Management Review,
Vol.13, Oct, 534-545.

Zaltman, Gerald, Robert Duncan and Jonny Holbek (1973), Innovations and
Organizations, New York: John Wiley and Sons, Inc.
描述 碩士
國立政治大學
企業管理學系
94355045
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094355045
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 黃靖容zh_TW
dc.creator (作者) 黃靖容zh_TW
dc.date (日期) 2007en_US
dc.date.accessioned 6-May-2016 16:34:07 (UTC+8)-
dc.date.available 6-May-2016 16:34:07 (UTC+8)-
dc.date.issued (上傳時間) 6-May-2016 16:34:07 (UTC+8)-
dc.identifier (Other Identifiers) G0094355045en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/94382-
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) 94355045zh_TW
dc.description.abstract (摘要) 面對知識經濟的來臨，產業升級的壓力，以及社會型態的轉變，「品牌」近年成為國內相當重視的議題。品牌之於國家競爭力，歐美國家早先致力於品牌的投入，至今所得的成果自然不需贅述，亞洲國家近年在品牌的投入也開始受到國際的重視，而國內產官學界對品牌議題的投入也逐年增加。品牌之於企業競爭力，近年有越來越多的國內業者不願再屈就於低毛利的代工生產，為提升企業競爭力而轉向發展自有品牌，並逐漸在世界舞台上嶄露頭角，獲得肯定。品牌對於企業經營績效的影響已獲得證實，深入品牌策略選擇議題，卻發現針對新產品延伸品牌策略相關研究相當豐富，但對於影響企業品牌架構因素之相關研究卻甚少，因此本研究由組織特性角度出發，探討組織結構、企業文化、領導人風格、企業成長策略、產品範圍以及市場結構對企業品牌策略選擇的影響。zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 4
第四節 論文架構 5
第二章 文獻探討 6
第一節 品牌 6
第二節 品牌結構 9
第三節 品牌策略 15
第四節 品牌策略影響因素 25
第五節 事業策略型態 32
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假說 39
第三節 變數的操作型定義、衡量構面與問項 47
第四節 問卷設計 55
第五節 調查對象與資料收集 56
第六節 資料分析方法 56
第四章 資料分析與討論 60
第一節 敘述性統計分析 60
第二節 信度分析 64
第三節 區別分析 65
第四節 事業策略與品牌策略之相關分析 73
第五節 後續分析-變異數分析與相關分析 74
第五章 結論與建議 80
第一節 研究結果 80
第二節 研究貢獻 82
第三節 研究限制 84
第四節 建議 84
參考文獻 85
附錄 研究問卷 89		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094355045en_US
dc.subject (關鍵詞) 事業策略zh_TW
dc.subject (關鍵詞) 品牌策略zh_TW
dc.subject (關鍵詞) 組織結構zh_TW
dc.subject (關鍵詞) 成長策略zh_TW
dc.subject (關鍵詞) 產品範圍zh_TW
dc.title (題名) 組織特性對品牌策略選擇之研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
司徒達賢 (2005)。策略管理新論。台北：智勝文化。
周文賢 (2002)。多變量統計分析：SAS/STAT。台北：智勝文化。
林建煌 (2000)。行銷管理。台北：智勝文化。
陳時奮 (2003)。我該不該建立品牌。EMBA世界經理文摘，204，133-139。
熊毅晰 (2006年8月2日)。台灣稻田裡的企業購併全球。天下雜誌，352，74-79。
鄭伯燻、周麗芳、樊景立 (2000)。家長式領導：三元模式的建構與測量。本土心裡學研究，14，3-64。

英文部分
Ansoff, H. I. (1957), “Strategies for Diversification,” Harvard Business Review, Vol.35, Sep/Oct, 114.

Aiken, M. and Hage, J. (1968), “Organizational Independence and Intra-organizational Structure,” American Sociological Review, Vol.33, Dec, 912-930.

Aaker, D. A. (1996), Building Strong Brand, New York: The Free Press.

Aaker, D. A. (2004), Brand Portfolio Strategy, New York: Free Press.

Aaker, D. A. and Joachimsthaler, E. (2000), “The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge,” California Management Review, Vol.42, Summer, 2000, 8-23.

Aaker, D. A. and Joachimsthaler, E. (2000), Brand Leadership, N.Y.: Free Press.

Aaker D. A. and Keller, K. L. (1990), “Consumer Evaluation of Brand Extensions,” Journal of Marketing, Vol.54, Jan, 27-41.

Barnes, J. W. (1992). Organizational Culture Strength and Value Congruity as Determinants of Sales Organizational Outcomes (Doctoral dissertation, Arisona State University).

Brander, J. and Eaton, J. (1984), “Product Line Rivalry,” American Economic Review, Vol.74, June, 323-334.

de Chernatony, L. and McWilliam, G. (1989), “The Strategic Implications of Clarifying How Marketers Interpret Brands,” Journal of Marketing Management, Vol5, Winter, 153-171.

de Chernatony, L. (1993), “Categorizing Brands: Evolutionary Processes Underpinned by Two Key Dimensions,” Journal of Marketing Management, Vol.9, Apr, 173-188.

de Chernatony, L. and Riley, F. D. (1997), “Brands Consultants’ Perspectives on the Concept of the Brand,” Marketing and Research Today, Vol.25, February, 45-72.

Desai, K. K. and Keller, K. L. (2002), “The Effects of Ingredient Branding Strategies on Host Brand Extendibility,” Journal of Marketing, Vol.66, Jan, 73-93.

Dolye,P. (1990), “Building Success Brands: The Strategic Options,” Journal of Consumer Marketing, Vol.7, Spring, 5-20.

Douglas, S. P., Samuel C. Graig, and Edwin J. Nijssen (2001), “Executive Insights: Integrating Branding Strategy Across Markets: Building International Brand Architecture,” Journal of International Marketing, Vol.9, Feb, 97-114.

Farquhar, P. H. (1990), “Managing Brand Equity,” Journal of Advertising Research, Vol.30, Aug/Sep, 7-12.

Galbraith, C. and Schendel, D. (1983), “An Empirical Analysis of Strategy Types,” Strategic Management Journal, Vol.4, Apr-Jun, 153-173.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Tatbam, R. L. (2006), Multivariate Data Analysis, New Jersey: Prentice Hall.

Hambrick, D. C. (1980), “Operationalizing the Concept of Business-Level Strategy in Research,” Academy of Management Journal, Vol.1, Oct, 567-575.

Hambrick, D. C. (1983), “Some Tests of the Effectiveness and Functional Attributes of Miles and Snow’s Strategic Types,” Academy of Management Journal, Vol.26, Mar, 5-22.

Henry, Y. X. and Boggs, D. J. (2006), “Corporate Branding versus Product Branding in Emerging Markets,” Marketing Intelligence & Planning, Vol.24, Mar, 347-364.

Herbert, T. T. and Deresky, H. (1987), “Generic Strategies: An Empirical Investigation of typology Validity and Strategy Content,” Strategic Management Journal, Vol.8, Mar/Apr, 135-147.

Hill, C. W. L. and Jones, G. R. (2004), Strategic Management Theory: An Integrated Approach, 6thed, Boston: Houghton Mifflin.

Hofstede, G. (1990), “Measuring Organizational Cultures: A Qualitative and Quantitative Study across Twenty Cases,” Administrative Science Quarterly, Vol.35, Jun, 286-316.

Jaworski, B. J. and Kohli, A. K. (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, Vol.57, July, 53-70.

Kapferer, J. N. (1994), Strategic Brand Management, New York: The Free Press

Keller, K. L. (1998), Strategic Brand Management, Prentice Hall.

Kotler, P. (1997), Marketing Management: Analysis , Planning , Implementation, and Control, 9thed, N.J.: Prentice Hall.

Kotler, P. (2000), Marketing Management: Millennium Edition, Prentice Hall.

Laforet, S. and Saunders, J. (1994), “Managing Brand Portfolios: How the Leaders Do It,” Journal of Advertising Research, Vol.34, Sep/Oct, 64-76.

Laforet, S. and Saunders, J. (1999), “Managing Brand Portfolios: Why Leaders Do What They Do,” Journal of Advertising Research, Vol.39, Jan/Feb, 51-66.

Lancaster, K. (1990), “The Economics of Product Variety: A Survey,” Marketing Science, Vol.9, Summer, 189-206.

Miles, R. E. and Snow, C. C. (1978), “Organizational Strategy, Structure and Process,” Academy of Management Journal, Vol.3, Jul, 546-562.

McDaniel, S. W. and Kolari, J. W. (1987), “Marketing Strategy Implications of the Miles and Snow Strategic Typology,” Journal of Marketing, Vol.31, Oct, 19-30.

Morris, M. and Schurink, C. E. (1993), “Pricing Behavior in Industrial Markets: The Impact of Environmental Dynamics,” The Journal of Business & Industrial
Marketing, Vol.8, Summer, 28-43.

Olins, W. (1989), Corporate Identity: Making Business Strategy Value Through Design, London: Thames and Hudson.

Porter, M. E. (1980), Competitive Strategy, New York: The Free Press.

Quelch, J. and Kenny, D. (1994), “Extend Profits, Not Product Lines,” Harvard Business Review, Vol.20, Sep-Oct, 153-160.

Roberts, C. J. and McDonald, G. M. (1989), “Alternative Naming Strategies: Family Versus Individual Brand Names,” Management Decision, Vol.27, Iss.6, 31-37.

Robbins, S. P. (2001), Organizational Behavior, 9thed, N.J.: Prentice Hall.

Robbins, S. P. and Coulter, M. K. (2002), Management, 7thed, N.J.: Prentice Hall.

Schreiber, E. S. (2002), “Brand Strategy Frameworks for Diversified Companies and Partnerships,” Journal of Brand Management, Vol.10, Nov, 122-138.

Smircich, L. (1983), “Concepts of Culture and Organizational Analysis,” Administrative Science Quarterly, Vol.28, Sep, 339-358.

Snow, C. C. and Hrebiniak, L. G. (1980), “Strategy, Distinctive Competence, and Organizational Performance,” Administrative Science Quarterly, Vol.25, June, 317-336.

Walker, O. C., Jr. and Robert W. Ruekert. (1987),“ Marketing’s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework,” Journal of Marketing, Vol.51, Jul, 15-33.

White, R. E. (1986), “Generic Business Strategies, Organizational Context and Performance: An Empirical Investigation,” Strategic Management Journal, Vol.7, May/Jun, 217-231.

Wiener, Y (1988), “Forms of Value System: A Focus on Organizational Effectiveness and Culture Change and Maintenance,” The Academy of Management Review,
Vol.13, Oct, 534-545.

Zaltman, Gerald, Robert Duncan and Jonny Holbek (1973), Innovations and
Organizations, New York: John Wiley and Sons, Inc.		zh_TW