| dc.contributor.advisor | 張愛華<br>白崇亮 | zh_TW |
| dc.contributor.advisor | Chang, Ai-Hwa<br>Pai, Chung-Lian | en_US |
| dc.contributor.author (作者) | 曾文玲 | zh_TW |
| dc.contributor.author (作者) | Tseng,Wen Ling | en_US |
| dc.creator (作者) | 曾文玲 | zh_TW |
| dc.creator (作者) | Tseng,Wen Ling | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 18-九月-2009 13:40:05 (UTC+8) | - |
| dc.date.available | 18-九月-2009 13:40:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 13:40:05 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0923550231 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35052 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 92355023 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 由實務現象可觀察到有愈來愈多的企業採取在同一個產品類別裡，推出多個品牌的模式，亦即以品牌組合的策略來和競爭對手抗衡。而進一步分析這些擁有多個品牌的企業歷史可發現有三項因素會影響到其品牌組合的內涵，即其所採行的企業成長策略、所累積的企業品牌之品牌權益，以及品牌組合所欲追求的目標。本研究以三種企業成長策略：密集式、整合式、多角化，與五項目標追求：綜效、槓桿運用品牌資產、維持和消費者的相關性、打造強勢品牌、創造產品的明確性，分別檢視六家多品牌企業的品牌組合內涵。研究方法採用個案研究法，選定六家個案企業：黑松、味全、王品、花王、郭元益、豐田等進行深入訪談並蒐集各類型的次級資料，整理出各個品牌的市場表現及形成背景，還有目前各企業品牌的品牌權益表現，以及從創立到現在採行過的成長策略、策略選擇的背景、所要追求的目標，以及達成的效果；此外更進一步了解個案企業如何將有限資源分配到各品牌以及各品牌如何發揮其角色與功能。研究發現：(1)成長策略會直接影響品牌組合策略之內涵;(2)「成長策略影響品牌組合策略」之關係會受到企業品牌之品牌權益調節；(3)品牌組合目標之設定有優先順序之別；(4)企業的成長策略會直接影響品牌組合目標之達成；(5)品牌組合目標會直接影響品牌組合策略之內涵；(6)品牌組合目標之追求會直接影響企業成長策略之選擇；(7)企業品牌擔任背書品牌的前提為企業品牌擁有高品牌知名度與極佳的知覺品質認知；(8)形成「共同推動之副品牌」的前提為此副品牌擁有高品牌知名度與極佳的知覺品質認知；(9)主品牌、副品牌、品牌差異者、策略性品牌、增色品牌、品牌活化者愈多時，愈能提升企業品牌之品牌知名度；(10)一企業採行密集式之成長策略有先後關係。 | zh_TW |
| dc.description.abstract (摘要) | From practice can observe there is more and more companies take multi-brand strategy in a single product category. In other words, they compete with others by brand portfolio strategy. Further analyze these companies can find there are three factors will influence the content of their brand portfolio strategy: corporate growth strategy, brand equity of corporate brand, and the brand portfolio objectives. This study is trying to examine the content of brand portfolio strategy of six multi-brand companies with three kind’s corporate growth strategy: intensive, integrative, and diversification. And with five types of brand portfolio objectives: synergy, leverage, relevance, strong brand and clarity. This investigation is based on a case study research. The cases include Hey-Song, Wei-Chuan, Wang-Steak, Kao, Kuo-Yuan-Ye, and Toyota. By depth interview and gathering multi-kinds of secondary data, the study gets each company’s contents of brand portfolio, such as current performance, background, brand equity, corporate growth strategy, and brand portfolio objectives. Besides, this study also finds out each case how to allocate the limited resource and how to define each brand’s role and function.The result reveals: (1) growth strategy will directly influence the content of brand portfolio strategy; (2) the relationship between growth strategy and brand portfolio will be adjusted by equity of corporate brand; (3) the brand portfolio objectives have priority; (4) growth strategy will directly influence the effectiveness of brand portfolio objectives; (5) brand portfolio objectives will directly influence the content of brand portfolio strategy; (6) brand portfolio objectives will directly influence the choosing of growth strategy; (7)the premise of corporate brand as endorser brand is that the corporate brand owns high brand awareness and excellent quality perception; (8)the premise of being co-brands is this sub-brand owned high brand awareness and excellent quality perception; (9)the more master brand, sub-brand, brand differentiation, strategic brand, silver brand or brand energizer, the higher brand awareness of corporate brand will be; (10) there is priority when a company taking intensive corporate growth strategy. | en_US |
| dc.description.tableofcontents | 第壹章 緒論第一節 研究背景與動機 1第二節 研究目的 4第三節 研究流程 5第四節 研究範圍 6第貳章 文獻探討第一節 品牌 7第二節 品牌組合的定義與相關研究發現 11第三節 品牌組合策略之構面探討 14第四節 品牌組合目標之相關文獻探討 33第五節 企業成長策略 36第參章 研究方法第一節 研究架構 41第二節 變數描述與定義 43第三節 研究設計 48第肆章 個案描述第一節 黑松公司 55第二節 味全公司 79第三節 王品集團 102第四節 花王公司 122第五節 郭元益公司 143第六節 豐田汽車 169第伍章 個案整理與命題發展第一節 個案整理 187第二節 命題發展 198第陸章 結論與建議第一節 研究結論 223第二節 研究貢獻 227第三節 研究限制 229第四節 後續研究建議 230參考文獻 231附錄-訪談大綱 234 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923550231 | en_US |
| dc.subject (關鍵詞) | 品牌組合 | zh_TW |
| dc.subject (關鍵詞) | 企業成長策略 | zh_TW |
| dc.subject (關鍵詞) | 品牌權益 | zh_TW |
| dc.subject (關鍵詞) | Brand Portfolio | en_US |
| dc.subject (關鍵詞) | Corporate Growth Strategy | en_US |
| dc.subject (關鍵詞) | Brand Equity | en_US |
| dc.title (題名) | 企業成長策略與品牌組合策略之關聯性研究 | zh_TW |
| dc.title (題名) | The Relationship between Corporate Growth Strategy and Brand Portfolio Strategy. | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文文獻 | zh_TW |
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