| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (Authors) | 李鑫鋒 | zh_TW |
| dc.creator (作者) | 李鑫鋒 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Apr-2010 15:44:56 (UTC+8) | - |
| dc.date.available | 8-Apr-2010 15:44:56 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Apr-2010 15:44:56 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096351042 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/38368 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 96351042 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 綜觀諸多產業發現，品牌重新再造是許多廠商經常使用的行銷策略之一，尤其是消費市場比較常出現品牌重新再造的現象。藥品是人生生活中不可缺的東西。在複雜的消費市場中，尤其是藥品市場，品牌管理策略的重要性日益增加，因為品牌可讓某一企業產品和競爭者的產品有所區別。此外，強勢的領導品牌可讓企業能長期地維持其競爭優勢。然而，因製藥業的特殊條件與狀況，諸如 法律規定、企業倫理、成本結構等因素，使得藥品市場在品牌管理方面較為困難，足以本研究選擇製藥廠商為品牌再造的主要研究對象。以個案分析與標竿對照(Benchmarking)的研究方式，選出其他製藥業和食品廠商做為比較的研究個案。為了能夠瞭解企業所採用的品牌再造策略，有必要先瞭解品牌在不同生命週期階段，如何管裡品牌識別、品牌定位以及品牌形象，進而研究出品牌老化的來源，以及當這些廠商遇到品牌老化的問題時，廠商透過何種方式進行品牌再造策略，並最後歸納出其關鍵成敗因素。本研究結果顯示，廠商在決定將品牌重新再造時，主要是因為其原有之品牌定位、品牌識別出現認同/執行表達不佳，例如: 品牌定位過窄/過分的定位、品牌識別/定位已經過時、缺乏當代性等問題，導致品牌所欲表達的品牌識別和消費者對品牌的聯想(品牌形象)之間有差距，導致品牌產生老化的現象，而使得品牌所吸引的市場規模有限。整體而言，品牌在不同生命週期階段，會受到不同環境(企業內部和企業外部) 因素的影響，因此品牌管理策略也應隨之調整，以消費者的需求(功能性、象徵性、體驗性) 為核心。然而，必須特別注意的是，每一個品牌都會面臨不同問題 ，受到不同的影響，因此同樣的策略作法未必會適用於其他品牌。懂得利用策略性品牌分析，在不同品牌生命週期，找出最適合本身企業的品牌再造策略，乃是品牌再造策略的最主要成功關鍵。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 ……………………………………………………… 1 第一節 研究背景與動機 …………………………………… 1 第二節 研究目的 …………………………………………… 3 第三節 研究流程 …………………………………………… 4 第二章 文獻探討 ………………………………………………… 5 第一節 品牌生命週期 ……………………………………… 5 第二節 品牌識別 …………………………………………… 8 第三節 品牌定位 ………………………………………… 10 第四節 品牌形象 ………………………………………… 14 第五節 品牌老化 ………………………………………… 17 第六節 品牌再造策略 …………………………………… 21 第七節 品牌延伸 ………………………………………… 28第三章 研究架構與研究方法 ………………………………… 30 第一節 研究架構 ………………………………………… 30 第二節 研究方法 ………………………………………… 32第四章 個案描述與分析 ……………………………………… 35 第一節 個案一 金杯油 ………………………………… 35 第二節 個案二 京都念慈菴 …………………………… 43 第三節 個案三 白蘭氏 ………………………………… 47 第四節 個案四 肯德基 ………………………………… 51 第五節 個案分析與比較 ………………………………… 56第五章 研究結論與建議 ……………………………………… 67 第一節 研究結論 ………………………………………… 67 第二節 研究建議 ………………………………………… 70參考文獻 ………………………………………………………… 73 圖目錄圖 1-1 研究流程圖 ……………………………………………… 4圖 2-1 Keller之品牌再造策略 ………………………………… 23圖 3-1 本研究之架構圖 ………………………………………… 31圖 4-1 金杯油商品 ……………………………………………… 39圖 4-2 60年前在泰國軟膏藥市場裡的品牌 …………………… 39圖 4-3 金杯油在火車裡的平面廣告 …………………………… 41圖 4-4 金杯油的競爭對手品牌 ………………………………… 42圖 4-5 京都念慈菴商標 ………………………………………… 43圖 4-6 京都念慈菴早期的產品包裝 …………………………… 44圖 4-7 京都念慈菴的新產品和新產品包裝 …………………… 45圖 4-8 京都念慈菴的平面廣告 ………………………………… 46圖 4-9 白蘭氏的舊包裝和新包裝 ……………………………… 48圖 4-10 白蘭氏雞精的競爭品牌 ………………………………… 49圖 4-11 肯德基五代的標誌 ……………………………………… 52圖 4-12 肯德基宣傳炸雞專家形象的漫畫 ……………………… 53 圖 4-13 肯德基卡通化玩具 ……………………………………… 54 表目錄表 3-2 研究策略型態表 ………………………………………… 32表 4-1 泰國李炳興藥廠有限公司的產品項目 ………………… 38表 4-2 各品牌在不同品牌生命週期階段所傳達 ……………… 65 的品牌形像概念 | zh_TW |
| dc.format.extent | 1304658 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096351042 | en_US |
| dc.subject (關鍵詞) | 品牌老化 | zh_TW |
| dc.subject (關鍵詞) | 品牌再造 | zh_TW |
| dc.title (題名) | 品牌老化與品牌再造之研究 | zh_TW |
| dc.title (題名) | A study of brand aging and brand rejuvenation | en_US |
| dc.type (資料類型) | thesis | en |
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