| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (作者) | 黃寶慧 | zh_TW |
| dc.contributor.author (作者) | Huang, Pao Hui | en_US |
| dc.creator (作者) | 黃寶慧 | zh_TW |
| dc.creator (作者) | Huang, Pao Hui | en_US |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 14-九月-2009 09:45:58 (UTC+8) | - |
| dc.date.available | 14-九月-2009 09:45:58 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-九月-2009 09:45:58 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0091933018 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/31304 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理碩士班(IMBA) | zh_TW |
| dc.description (描述) | 91933018 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 台灣國際品牌個案研討 | zh_TW |
| dc.description.abstract (摘要) | None | en_US |
| dc.description.abstract (摘要) | INTERNATIONAL MBA PROGRAM.......................................................................................................................... 0 NATIONAL CHENGCHI UNIVERSITY..................................................................................................................... 0 CHAPTER 1 INTRODUCTION............................................................................................................................... 5 1.1 Research Motivation....................................................................................................................................... 5 1.2 Research Objectives ....................................................................................................................................... 6 1.3 Scope .............................................................................................................................................................. 7 CHAPTER 2 STUDY OF BRANDING................................................................................................................... 10 2.1 Characteristics of Global Brands ................................................................................................................... 10 2.2 Roles and Responsibilities of Brand Building ............................................................................................... 12 2.3 Guidelines of Effective Brand Building Programs ........................................................................................ 13 CHAPTER 3 METHODOLOGY............................................................................................................................ 15 3.1 Critical incident Technique Analysis ............................................................................................................. 15 3.2 Utilization of Critical Incident Analysis: ....................................................................................................... 16 CHAPTER 4 BACKGROUND OF CASES STUDIED.......................................................................................... 18 4.1 Trend Micro Incorporated............................................................................................................................. 18 4.2 BenQ............................................................................................................................................................. 22 4.3 Giant ............................................................................................................................................................. 25 CHAPTER 5 CRITICAL INCIDENT ANALYSIS OF EACH CASE STUDIED................................................ 28 5.1 Trend Micro.................................................................................................................................................. 28 5.2 BenQ............................................................................................................................................................. 31 5.3 Giant ............................................................................................................................................................. 34 5.4 How the Critical Incidents of TrendMicro , BenQ and Giant Link ............................................................... 36 CHAPTER 6 CONCLUSION AND SUGGESTED FURTHER STUDIES............................................................... 38 6.1 Summary....................................................................................................................................................... 38 6.2 Research limitations and suggestions for future research.............................................................................. 39 APPENDIX I 2003 TAIWAN TOP 10 GLOBAL BRANDS.................................................................................. 41 APPENDIX II 2004 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 44 APPENDIX III 2005 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 47 ________________________________________________________________________________________________ Private and Confidential 3 APPENDIX IV 2006 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 50 APPENDIX V 2007 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 53 APPENDIX VI 2008 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 56 | - |
| dc.description.tableofcontents | INTERNATIONAL MBA PROGRAM.......................................................................................................................... 0 NATIONAL CHENGCHI UNIVERSITY..................................................................................................................... 0 CHAPTER 1 INTRODUCTION............................................................................................................................... 5 1.1 Research Motivation....................................................................................................................................... 5 1.2 Research Objectives ....................................................................................................................................... 6 1.3 Scope .............................................................................................................................................................. 7 CHAPTER 2 STUDY OF BRANDING................................................................................................................... 10 2.1 Characteristics of Global Brands ................................................................................................................... 10 2.2 Roles and Responsibilities of Brand Building ............................................................................................... 12 2.3 Guidelines of Effective Brand Building Programs ........................................................................................ 13 CHAPTER 3 METHODOLOGY............................................................................................................................ 15 3.1 Critical incident Technique Analysis ............................................................................................................. 15 3.2 Utilization of Critical Incident Analysis: ....................................................................................................... 16 CHAPTER 4 BACKGROUND OF CASES STUDIED.......................................................................................... 18 4.1 Trend Micro Incorporated............................................................................................................................. 18 4.2 BenQ............................................................................................................................................................. 22 4.3 Giant ............................................................................................................................................................. 25 CHAPTER 5 CRITICAL INCIDENT ANALYSIS OF EACH CASE STUDIED................................................ 28 5.1 Trend Micro.................................................................................................................................................. 28 5.2 BenQ............................................................................................................................................................. 31 5.3 Giant ............................................................................................................................................................. 34 5.4 How the Critical Incidents of TrendMicro , BenQ and Giant Link ............................................................... 36 CHAPTER 6 CONCLUSION AND SUGGESTED FURTHER STUDIES............................................................... 38 6.1 Summary....................................................................................................................................................... 38 6.2 Research limitations and suggestions for future research.............................................................................. 39 APPENDIX I 2003 TAIWAN TOP 10 GLOBAL BRANDS.................................................................................. 41 APPENDIX II 2004 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 44 APPENDIX III 2005 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 47 ________________________________________________________________________________________________ Private and Confidential 3 APPENDIX IV 2006 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 50 APPENDIX V 2007 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 53 APPENDIX VI 2008 TAIWAN TOP 10 GLOBAL BRANDS............................................................................... 56 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0091933018 | en_US |
| dc.subject (關鍵詞) | 台灣國際品牌個案研討 | zh_TW |
| dc.title (題名) | 台灣國際品牌個案研討─趨勢科技，BenQ，捷安特 | zh_TW |
| dc.title (題名) | Brand Building of Global Brands in Taiwan – Case study of Trend Micro, BenQ and Giant | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | None | zh_TW |
