| dc.contributor.advisor | 張愛華<br>白崇亮 | zh_TW |
| dc.contributor.advisor | <br> | en_US |
| dc.contributor.author (Authors) | 黃盈璇 | zh_TW |
| dc.contributor.author (Authors) | Huang ,Yi-Hsuan | en_US |
| dc.creator (作者) | 黃盈璇 | zh_TW |
| dc.creator (作者) | Huang ,Yi-Hsuan | en_US |
| dc.date (日期) | 2003 | en_US |
| dc.date.accessioned | 18-Sep-2009 13:41:26 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 13:41:26 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 13:41:26 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0923550451 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35059 | - |
| 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) | 92355045 | zh_TW |
| dc.description (描述) | 92 | zh_TW |
| dc.description.abstract (摘要) | 中國大陸在1979年改革開放後，經濟快速之成長，吸引世界各國爭相投資，而學者觀察指出，台灣企業在大陸市場之經營，已經有逐漸重視品牌行銷的趨勢，紛紛經營自有品牌，顯示出兩岸跨文化之品牌經營議題之重要性。本研究採用個案訪談法，訪談之個案包含信義房屋、無敵科技、藍天電腦、宏□公司、味全公司、桂冠實業、全日美實業等跨產業之個案為兩岸品牌經營研究之對象，主要想瞭解台商在兩岸發展自有品牌之策略管理議題，進一步發展研究命題如下：命題一：台商企業在兩岸多以差異化的事業策略獲得市場。命題二：台商於品牌定位發展上，在台灣市場多採用「當地消費者文化」定位（LCCP），而在大陸則偏向使用「全球消費文化定位」(GCCP)或「外國消費文化定位」（FCCP）。命題三：配合產品品項探討品牌定位發展，發現較適配的組合為：1、食品產業多採用偏向LCCP。2、高科技耐久財多採用偏向GCCP 。3、家用品與個人消費用品之品牌定位，基於當地市場之適應，品牌定位多朝向LCCP修正，但仍保有GCCP之元素。命題四：當進入跨國市場經營品牌，隨著時間變化與跨文化適應性之影響，原品牌定位需產生轉變以適應當地市場。命題五：a.相較於象徵物與廣告歌曲，企業打造品牌識別時常用「標語」之方式其原因與溝通效率有關。b.包裝策略方面，兩岸市場發展之異同點與產品特性有關。命題六： 由於兩岸市場發展成熟度之差異，導致台商在兩岸市場發展出不同之品牌個性。命題七：個案品牌在中國大陸市場發展的廣告訴求，多採用功能面的「理性訴求」；而在台灣則出現以感情面的「感性訴求」取代功能面的「理性訴求」之趨勢。命題八：中國大陸消費者，對於商品來源國形象的辨認，尚未敏銳認知到各國產品品項專家的概念。命題九：跨兩岸經營品牌時，台商在兩岸產業中的市場地位會影響其在品牌範圍中，產品品項的建立。命題十：跨兩岸經營品牌時，兩岸消費者對於產品品項需求之差異，與重視之產品利益不同，會影響台商在其品牌範圍中，產品品項類別的建立。關鍵字：台商兩岸品牌經營、台灣品牌、中國大陸品牌、國際行銷 | zh_TW |
| dc.description.tableofcontents | 目錄----------------------------------------------------------I表目錄--------------------------------------------------------II圖目錄-------------------------------------------------------III第一章 緒論--------------------------------------------------1第一節 研究背景與動機----------------------------------------1第二節 研究目的----------------------------------------------7第三節 研究流程----------------------------------------------8第二章 文獻探討----------------------------------------------10第一節 組織--------------------------------------------------11第二節 品牌表現----------------------------------------------12第三節 行銷--------------------------------------------------26第四節 慣例--------------------------------------------------29第五節 品牌知覺----------------------------------------------31第六節 品牌認知----------------------------------------------35第七節 中國大陸品牌經營--------------------------------------36第三章 研究方法----------------------------------------------40第一節 研究架構----------------------------------------------40第二節 研究範圍----------------------------------------------45第四章 個案研究分析 -----------------------------------------48第一節 信義房屋 ---------------------------------------------48第二節 無敵科技----------------------------------------------71第三節 藍天電腦----------------------------------------------91第四節 宏□公司----------------------------------------------112第五節 味全公司----------------------------------------------129第六節 桂冠實業--------------------------------------------- 147第七節 全日美實業--------------------------------------------163第五章 命題發展----------------------------------------------179第一節 組織--------------------------------------------------179第二節 品牌表現----------------------------------------------182第三節 行銷-------------------------------------------------193第四節 品牌知覺----------------------------------------------195第五節 其他研究發現------------------------------------------199第六章 研究限制與建議----------------------------------------207參考文獻---------------------------------------------------- 209表目錄表1.1.1 台灣對大陸貿易佔我國對外貿易之比重--------------------2表1.1.2 台商對大陸投資金額統計--------------------------------3表1.1.3 台灣對外貿易統計（國家別）----------------------------4表2.2.3 品牌個性構面及組成面向--------------------------------25表2.4.3 國家文化五構面之得分-兩岸三地-------------------------31表4.2.1 無敵電子辭典兩岸產品線發展----------------------------77表5.1.1 事業策略比較表----------------------------------------181表5.2.1 品牌定位分析比較表------------------------------------184表5.2.2 產品品項與品牌定位比較表------------------------------187表5.2.3 品牌定位轉變比較表------------------------------------188表5.2.4 品牌識別系統比較表------------------------------------190表5.2.5 品牌個性比較表----------------------------------------192表5.3.1 廣告訴求比較表----------------------------------------194表5.4.1 來源國形象之比較表------------------------------------196表5.4.2 市場地位與產品品項建立比較表--------------------------198圖目錄 圖1.3.1 研究流程---------------------------------------------9圖3.1.1 研究架構總圖-----------------------------------------42 圖3.1.2 研究架構圖-內部分析----------------------------------43 圖3.1.3 研究架構圖-外部分析----------------------------------44圖4.1 信義房屋兩岸發展比較圖-------------------------------67 圖4.2 無敵科技兩岸發展比較圖-------------------------------87 圖4.3 藍天電腦兩岸發展比較圖-------------------------------108 圖4.4 宏□公司兩岸發展比較圖-------------------------------125圖4.5 味全公司兩岸發展比較圖-------------------------------143 圖4.6 桂冠實業兩岸發展比較圖-------------------------------159圖4.7 全日美實業兩岸發展比較圖-----------------------------175 | 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/#G0923550451 | en_US |
| dc.subject (關鍵詞) | 兩岸台商品牌經營 | zh_TW |
| dc.subject (關鍵詞) | 台灣品牌 | zh_TW |
| dc.subject (關鍵詞) | 中國大陸品牌 | zh_TW |
| dc.subject (關鍵詞) | 國際行銷 | zh_TW |
| dc.title (題名) | 兩岸品牌經營之比較-以台商在兩岸之品牌經營為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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