| dc.contributor.advisor | 白崇亮 | zh_TW |
| dc.contributor.advisor | Pai, Joseph | en_US |
| dc.contributor.author (Authors) | 金玉梅 | zh_TW |
| dc.contributor.author (Authors) | Chin, Grace | en_US |
| dc.creator (作者) | 金玉梅 | zh_TW |
| dc.creator (作者) | Chin, Grace | en_US |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 18-Sep-2009 19:52:43 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 19:52:43 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 19:52:43 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0090932520 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36830 | - |
| 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) | 90932520 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 台灣是製造代工王國，在建立品牌上才剛起步。但是當競爭愈來愈激烈時，企業獲利受到壓縮，品牌即變得愈來愈重要。媒體是促進社會進步重要的一環，同時也是企業，也有必要藉由打造品牌而建立競爭優勢。媒體應如何打造品牌？為了有系統地了解媒體品牌的要素和建立的過程，我們有必要將品牌權益（brand equity）的理論和實務做些印證。 本研究採個案研究法，將品牌深受肯定的天下雜誌當作研究對象，探討如何找出最能有效解釋並引導企業建立品牌權益的理論模型，並探討品牌權益各變項中，哪些變項對媒體品牌最重要。研究發現Keller的「以顧客為基礎的品牌權益」模型(CBBE)，結構和邏輯非常清楚，探討的面向嚴密而完整，因而能有效解釋並引導企業建立品牌。 根據Keller的CBBE理論，建立一個強勢品牌需要進行四個步驟的工作：一是用品牌顯著性建立品牌認同，也就是讓消費者認識「你是誰」（Who Are You?）。二是創造品牌內涵，就是讓消費者知道「你有什麼內涵」(What Are You?)，其中分為品牌表現和品牌想像。三是引導消費者對品牌產生反應，知道「你有多優秀？」(What About You?)，分為消費者評價和感覺。四是建立合適的消費者和品牌的關係，創造品牌共鳴(Relationships: What About You and Me?)，這會表現在忠誠的行為、態度上的依賴、社群感和積極參與。 運用這個架構，可以很清楚地看出天下雜誌如何打造出強勢品牌。從清晰的品牌宗旨出發，天下雜誌以「具有人文關懷的財經雜誌」為特色，在建立品牌識別系統、創造品牌內涵上做的很紮實，不隨波逐流，堅持積極、前瞻、放眼天下的報導態度，走一條自己的路，結果順利引導消費者對品牌產生正面反應，不但消費者評價高，對品牌的感覺也很強烈，最後創造出高度品牌共鳴。 本研究也發現，品牌個性對媒體打造品牌很重要。天下雜誌具有「能力」和「真誠」的品牌個性，因而能有效吸引一群有理想性、熱愛學習的讀者和廣告客戶，形成具有歸屬感的社群，27年來持續發揮社會影響力。但面對網路2.0時代，讀者需要更多的參與，和更具創意的多元接觸，天下雜誌的品牌個性可能必須用不同的方式來詮釋和加強，例如在網站上設計更多活動，或嘗試邀請部落客進駐網站，帶動更多網友的參與和討論。甚至在網路上徵求讀者的意見，作為雜誌選擇報導議題的參考等。 | zh_TW |
| dc.description.abstract (摘要) | Being a kingdom of OEM for several decades, Taiwan has just begun to build its own brand. But as competition gets fierce and profits are squeezed, branding becomes more and more important for Taiwanese companies. Media industry, which is crucial in the advancement of society, has experienced severe revenue shrinkage in recent years, so branding has also become an imperative to increase its competitiveness. To find out how a media company could build up its brand, we need to consult major theories in brand equity and compare them with practices been taken in the industry.This research uses the technique of case-study analysis. Using the widely acclaimed CommonWealth Magazine as the case to be studied, it is aimed at finding out the most suitable brand equity model to explain how a strong media brand is built, and what variables are most important in this process. We found that the Customer Based Brand Equity Model (CBBE) by Kevin Keller can best explain the way to build a strong brand, because it is solid and logical in its structure, and is comprehensive in the aspects it covers.According to the CBBE model, there are four steps in building a brand: 1. Ensure identification of the brand with customers, and let customers know “Who are you?” 2. Firmly establish the totality of brand meaning in the minds of customers, and let customers know “What are you?” 3. Elicit the proper customer responses to this brand identification and brand meaning, and let customers know “What about you?” 4. Convert brand response to create an intense, active loyalty relationship between customers and the brand, and let customers know “What about you and me?” Using this model as a reference, we can see clearly how CommonWealth Magazine has developed a strong brand. Ever since its establishment, CommonWealth has strived to create a business magazine with a spirit of humanity. The name “CommonWealth” represents its mission to make a better society. It has been very mindful in building its brand identity and brand meaning, insisting on a positive, outward looking and forward looking approach, and has thus created positive brand response and high loyalty from its readers.This research also finds that brand personality plays an important role in brand building. With a perceived personality of competence and sincerity, CommonWealth has successfully attracted a large readership characteristic of being idealistic and always eager to learn. A community of loyal readers and long-time advertisement clients has thus been formed over the past 27 years, supporting CommonWealth to become one of the most influential magazines in Taiwan.But with the advent of Web 2.0, people are requiring more interaction with media and are looking for creative and diversified media contacts. Therefore CommonWealth Magazine needs to interpret its brand personality in a different way, such as providing more on-line activities, openly soliciting story ideas from readers, or inviting bloggers to write on its website, so as to involve and engage more readers. | en_US |
| dc.description.tableofcontents | 摘要……………………………………………………………………………… I感謝…………………………………………………………………………… III目錄…………………………………………………………………………… IV圖目錄…………………………………………………………………………… V表目錄………………………………………………………………………… VI第一章 緒論第一節 研究背景及動機………………………………………………………1第二節 研究目的………………………………………………………………2第三節 研究範圍………………………………………………………………2第四節 研究流程………………………………………………………………2第二章 文獻探討第一節 品牌意義與定義………………………………………………………5第二節 品牌利益………………………………………………………………7第三節 品牌權益………………………………………………………………8一、 Howard的品牌概念………………………………………………… 8二、 Farquhar的品牌概念……………………………………………… 9三、 Lasser, Mittal與Sharma的「品牌權益構面」 …………………… 10 四、 Aaker的品牌權益模型…………………………………………… 11五、 Keller的「以顧客為基礎的品牌權益」模型 …………………14 六、 Netemeyer的「品牌權益」評量 …………………………………16七、 本節的總結………………………………………………………… 18第三章 研究方法第一節 個案研究方法……………………………………………………… 19第二節 個案選取與資料蒐集……………………………………………… 20一、 個案選取…………………………………………………………… 20二、 資料蒐集方式……………………………………………………… 20第四章 案例分析第一節 案例基本資料……………………………………………………… 23一、 天下雜誌簡史……………………………………………………… 23二、 天下雜誌群成員及基本資料……………………………………… 24三、 天下雜誌代表作品及重要變革…………………………………… 25第二節 用CBBE模型分析天下雜誌的品牌權益………………………… 28一、 CBBE的第一個步驟，是用品牌識別系統建立品牌顯著性…… 29二、 建立品牌的第二個步驟是創造品牌內涵………………………… 33三、 第三個步驟是引導正確的品牌反應……………………………… 41四、 第四個步驟是建立消費者和品牌之間的關係，創造品牌共鳴… 53第三節 天下雜誌建立品牌後產生的利益………………………………… 49一、 月刊改半月刊順利成功二、 獲得優質廣告客戶的長期支持第四節 CBBE模型之使用評估…………………………………………… 52第五章 討論──媒體品牌的品牌個性和新時代的挑戰第一節 品牌個性對媒體品牌的重要性及國際媒體成功做法…………… 61一、 台灣雜誌產業的亂象……………………………………………… 61二、 國際媒體打造強勢品牌之道……………………………………… 63第二節 天下雜誌打造品牌個性的方法…………………………………… 66一、 形象廣告的製作…………………………………………………… 66二、 品牌活動…………………………………………………………… 68三、 推動社會運動……………………………………………………… 71第三節 天下雜誌如何運用網路新媒體強化品牌個性…………………… 77一、 網路對媒體帶來的衝擊…………………………………………… 77二、 天下雜誌的數位化策略…………………………………………… 79 第四節 天下雜誌品牌個性在網路2.0時代的挑戰……………………… 83一、 網路2.0的特性和對傳統媒體角色的衝擊……………………… 83二、 行銷2.0的特色和對媒體品牌的影響…………………………… 84第六章 結論與建議第一節 結論………………………………………………………………… 87第二節 建議………………………………………………………………… 90一、 給媒體業者的建議………………………………………………… 90二、 研究限制及對後續研究的建議…………………………………… 92圖目錄圖1～1 本研究的研究流程………………………………………………… 3圖2～1 Howard的「品牌概念」…………………………………………… 9圖2～2 Aaker的品牌權益模型………………………………………………12圖2～3 Aaker的10項品牌權益構面…………………………………………13圖2～4 Keller的「以顧客為基礎的品牌權益」模型…………………… 14 圖2～5 Netemeyer的核心/主要CBBE面向和品牌購買模型…………… 16圖4～1 天下雜誌群組織架構圖…………………………………………… 24圖4～2 Keller的「以顧客為基礎的品牌權益」模型…………………… 28圖5～1 「天下為公」示意圖……………………………………………… 71表目錄 表4～ 1 最好最優質的雜誌排行…………………………………………… 42 表4～ 2 最公正客觀的雜誌排行…………………………………………… 43表4～ 3 最具國際觀的雜誌排行…………………………………………… 44表4～ 4 對社會影響最大的雜誌排行……………………………………… 45表4～ 5 讀者最喜歡天下雜誌的原因排行……………………………… 46表4～ 6 讀者對天下雜誌的看法一覽表…………………………………… 47表4～ 7 最常閱讀的雜誌排行……………………………………………… 48表4～ 8 最能提供專業知識的雜誌排行………………………………… 49表4～ 9 高收入主管閱讀率………………………………………………… 50表4～10 讀者認為閱讀天下雜誌帶來的好處一覽表……………………… 52表4～11 讀者閱讀天下雜誌的原因一覽表………………………………… 52表4～12 讀者閱讀天下雜誌中廣告的比例……………………………… 58表4～13 天下雜誌廣告吸引讀者閱讀的原因一覽表……………………… 59參考文獻 ……………………………………………………………………… 93附錄附錄1 天下雜誌群得獎紀錄附錄2 紐約時報報導附錄3 名人證言－張忠謀附錄4 創刊號及創刊二號封面附錄5 形象廣告一（觀念領導）附錄6 形象廣告二（Up or Down）附錄7 形象廣告二（妳一點也不遜色）附錄8 名人證言－焦佑倫附錄9 名人證言－蔡明忠附錄10 形象廣告三（改版半月刊）附錄11 名人證言－徐嘉鴻附錄12 形象廣告四（有觀點，就能找到方向）附錄13 形象廣告四（知識，視野，價值，態度）附錄14 形象廣告四（與世界超連結）附錄15 名人證言－宋文琪附錄16 名人證言－李遠哲附錄17 名人證言－殷琪附錄18 名人證言－許朱勝附錄19 名人證言－胡祖舜附錄20 名人證言－顏漏有附錄21 公益廣告一（松江詩園）附錄22 公益廣告（微笑台灣319鄉活動）附錄23 「娜娜＊角落遇到愛」虛實整合活動附錄24 公益廣告（希望閱讀活動） | 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/#G0090932520 | en_US |
| dc.subject (關鍵詞) | 品牌管理 | zh_TW |
| dc.subject (關鍵詞) | 品牌權益 | zh_TW |
| dc.subject (關鍵詞) | 品牌個性 | zh_TW |
| dc.subject (關鍵詞) | 品牌忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 媒體經營 | zh_TW |
| dc.subject (關鍵詞) | 雜誌品牌 | zh_TW |
| dc.subject (關鍵詞) | 網路2.0 | zh_TW |
| dc.subject (關鍵詞) | 行銷2.0 | zh_TW |
| dc.subject (關鍵詞) | 社會運動 | zh_TW |
| dc.subject (關鍵詞) | 客戶服務 | zh_TW |
| dc.subject (關鍵詞) | brand management | en_US |
| dc.subject (關鍵詞) | brand equity | en_US |
| dc.subject (關鍵詞) | brand personality | en_US |
| dc.subject (關鍵詞) | brand loyalty | en_US |
| dc.subject (關鍵詞) | media management | en_US |
| dc.subject (關鍵詞) | magazine brand | en_US |
| dc.subject (關鍵詞) | web 2.0 | en_US |
| dc.subject (關鍵詞) | marketing 2.0 | en_US |
| dc.subject (關鍵詞) | social movement | en_US |
| dc.subject (關鍵詞) | customer service | en_US |
| dc.title (題名) | 以顧客為基礎的品牌權益分析--以天下雜誌為例 | zh_TW |
| dc.title (題名) | An analysis of customer-based brand equity: a case study of CommonWealth magazine | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 一、中文 | zh_TW |
| dc.relation.reference (參考文獻) | 1.林安平 (2007)，《行銷2.0》，天下雜誌出版 | zh_TW |
| dc.relation.reference (參考文獻) | 2.林照真 (2006)，《記者，你為什麼不反叛》，天下雜誌出版 | zh_TW |
| dc.relation.reference (參考文獻) | 3.洪順慶 (2006)，《台灣品牌競爭力》，天下雜誌出版 | zh_TW |
| dc.relation.reference (參考文獻) | 4.陳順孝 (2007)，「Web 2.0 時代的新聞研究課題」、「Web 2.0時代的媒體素養教育策略」 | zh_TW |
| dc.relation.reference (參考文獻) | 5.劉維公 (2006)，《風格社會》，天下雜誌出版 | zh_TW |
| dc.relation.reference (參考文獻) | 6.Evans, D., & Schmalensee, R. (2008)，李芳齡譯，《企業觸媒策略》，天下雜誌出版 | zh_TW |
| dc.relation.reference (參考文獻) | 7.Kotler, P. (2003)，方世榮譯，《行銷管理學》，第七版，東華書局 | zh_TW |
| dc.relation.reference (參考文獻) | 8.Tungate, M. (2005)，王乃純譯，《媒體巨擘──全球二十大媒體品牌的行銷策略 (Media Monoliths: How Great Media Brands Thrive and Survive)，沃爾文化 | zh_TW |
| dc.relation.reference (參考文獻) | 二、英文 | zh_TW |
| dc.relation.reference (參考文獻) | 9.Aaker, D. A. (1991), “The Value of Brand Equity”, Journal of Business Strategy, Vol.13, pp.27-32 | zh_TW |
| dc.relation.reference (參考文獻) | 10.Aaker, D. A. (1995), “Building Strong Brands”, Brandweek, Vol.36, No.37, pp.28-32 | zh_TW |
| dc.relation.reference (參考文獻) | 11.Aaker, D. A. (1996), “Measuring Brand Equity across Product and Markets” California Management Review, Vol.38, No.3, pp.102-120 | zh_TW |
| dc.relation.reference (參考文獻) | 12.Bowman, S., ＆ Willis, C. (2003), We Media: How Audiences Are Shaping the Future of News and Information. Published in PDF and HTML. | zh_TW |
| dc.relation.reference (參考文獻) | 13.Farquhar, P. H. (1989), “Managing Brand Equity”, Marketing Research, Vol.1, pp.24-33. | zh_TW |
| dc.relation.reference (參考文獻) | 14.Farguhar, P. H. (1990), “Managing Brand Equity”, Journal of Advertising Research, Vol.30, No.4, pp.7-12. | zh_TW |
| dc.relation.reference (參考文獻) | 15.Gillmor, D. (2006), We the Media: Grassroots Journalism By the People, For the People. Published by O’Reilly Media, Inc. | zh_TW |
| dc.relation.reference (參考文獻) | 16.Howard, J. A. (1994), Buyer Behavior in Marketing Strategy, 2nd edition, Englewood Cliffs, New Jersey: Prentice-Hall. | zh_TW |
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