dc.contributor.advisor | 陳建維 | zh_TW |
dc.contributor.author (Authors) | 徐培軒 | zh_TW |
dc.contributor.author (Authors) | Hsu, Elton | en_US |
dc.creator (作者) | 徐培軒 | zh_TW |
dc.creator (作者) | Hsu, Elton | en_US |
dc.date (日期) | 2010 | en_US |
dc.date.accessioned | 29-Sep-2011 16:55:21 (UTC+8) | - |
dc.date.available | 29-Sep-2011 16:55:21 (UTC+8) | - |
dc.date.issued (上傳時間) | 29-Sep-2011 16:55:21 (UTC+8) | - |
dc.identifier (Other Identifiers) | G0098932030 | en_US |
dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50917 | - |
dc.description (描述) | 碩士 | zh_TW |
dc.description (描述) | 國立政治大學 | zh_TW |
dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
dc.description (描述) | 98932030 | zh_TW |
dc.description (描述) | 99 | zh_TW |
dc.description.abstract (摘要) | 擁有自己的品牌是許多人的夢想,能將自己的品牌推向國際大放光芒更是許多企業家心心念念的目標。專長於代工的台灣企業家多數更希望能在自家生產出的的產品上掛上自己的標誌,行銷全世界,這不只是一種榮耀,也代表著能賺取優良品牌所帶來的高額利潤。 台灣高科技企業擁有高超的製造力以及全球維運的能力,在品牌經營的成果則待持續努力,綜觀目前世界品牌價值前百大的品牌中台灣還有沒任何品牌入圍。宏碁與華碩是台灣 NB 與 PC 產業具有代表性的品牌企業,但選擇了截然不同的品牌經營之路,2007 年開始宏碁採用多品牌策略,華碩曾一貫堅持品牌傘策略,二家企業在歷年的品牌價值評估中則互有領先,難分軒輊。 本研究發現品牌策略在企業發展的不同階段,會受到不同 (企業內部和企業外部) 因素的影響;因此,最適當的品牌策略並非永遠不變。然而每一個品牌都會面臨不同問題,受到不同的要素與營運目標所影響,同樣的策略作法未必會適用於其他品牌。產業特性、資源多寡、企業文化與消費者行為等等皆會影響品牌策略的選擇。如何做好內外部分析,在不同時期,找出最適合自身企業的品牌策略,乃是品牌策略的成功與否的最主要關鍵。 本研究亦發現無論是品牌傘策略或是多品牌策略的運用都與「產品力」息息相關,而缺乏量化數據資料也是當前品牌價值評估與追蹤機制難以建立的原因。 | zh_TW |
dc.description.abstract (摘要) | 謝 辭 II 摘 要 III 目錄 IV 圖目錄 V 表目錄 VII 第一章、緒論 1 第一節、研究背景與動機 1 第二節、研究目的 2 第三節、研究流程 3 第二章、文獻探討 4 第一節、高科技產業的行銷策略 4 第二節、品牌理論 11 第三節、品牌策略 23 第四節、資源基礎理論 36 第三章、研究設計 45 第一節、研究架構 45 第二節、研究方法 46 第三節、本研究之個案研究設計 51 第四章、個案描述與分析 54 第一節、宏碁的公司簡介與品牌策略 54 第二節、華碩的公司簡介與品牌策略 75 第三節、個案分析與比較 87 第五章、結論與建議 92 第一節、研究結論 93 第二節、研究限制 96 第三節、研究建議 97 第四節、未來研究建議 100 參考文獻 101 一、中文部分 101 二、英文部分 103 | - |
dc.description.tableofcontents | 謝 辭 II 摘 要 III 目錄 IV 圖目錄 V 表目錄 VII 第一章、緒論 1 第一節、研究背景與動機 1 第二節、研究目的 2 第三節、研究流程 3 第二章、文獻探討 4 第一節、高科技產業的行銷策略 4 第二節、品牌理論 11 第三節、品牌策略 23 第四節、資源基礎理論 36 第三章、研究設計 45 第一節、研究架構 45 第二節、研究方法 46 第三節、本研究之個案研究設計 51 第四章、個案描述與分析 54 第一節、宏碁的公司簡介與品牌策略 54 第二節、華碩的公司簡介與品牌策略 75 第三節、個案分析與比較 87 第五章、結論與建議 92 第一節、研究結論 93 第二節、研究限制 96 第三節、研究建議 97 第四節、未來研究建議 100 參考文獻 101 一、中文部分 101 二、英文部分 103 | zh_TW |
dc.language.iso | en_US | - |
dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098932030 | en_US |
dc.subject (關鍵詞) | 宏碁 | zh_TW |
dc.subject (關鍵詞) | 多品牌 | zh_TW |
dc.subject (關鍵詞) | 高科技企業 | zh_TW |
dc.title (題名) | 台灣高科技企業的多品牌策略-以宏碁為例 | zh_TW |
dc.title (題名) | Multi-Brand strategy of Taiwanese high-tech enterprises : a study of Acer | en_US |
dc.type (資料類型) | thesis | en |
dc.relation.reference (參考文獻) | 一、中文部分 | zh_TW |
dc.relation.reference (參考文獻) | 1. 司徒達賢,1995,策略管理,遠流出版社。 | zh_TW |
dc.relation.reference (參考文獻) | 2. 石靈慧,2005,品牌魔咒-打造奢華品牌的 Branding 工程,高談文化。 | zh_TW |
dc.relation.reference (參考文獻) | 3. 李永清 譯,2005,品牌圖解,譯自博報堂品牌諮詢顧問公司,ブランドマネジメントのすすめ方,中國生產力中心。 | zh_TW |
dc.relation.reference (參考文獻) | 4. 吳思華,2000,策略九說 三版,臉譜文化出版社。 | zh_TW |
dc.relation.reference (參考文獻) | 5. 呂海棻 譯,2011,脫穎而出的品牌制勝祕密,譯自Wheeler, A.,Designing Brand Identity An Essential Guide for the Whole Branding Team,旗標出版。 | zh_TW |
dc.relation.reference (參考文獻) | 6. 周海濤、李永賢、張蘅 譯,2009,個案研究-設計與方法,譯自Robert, K. Yin,Case Study Research Design and Methods,五南圖書出版社 | zh_TW |
dc.relation.reference (參考文獻) | 7. 林智新,1984,品牌春秋 二版,長河出版社。 | zh_TW |
dc.relation.reference (參考文獻) | 8. 林博文、洪世章、陳忠仁 譯,2006,科技行銷,譯自Mohr, J., Sengupta, S. and Slater, S.,Marketing of High-Technology Products and Innovations,華泰文化。 | zh_TW |
dc.relation.reference (參考文獻) | 9. 施振榮,1996,再造宏碁,天下遠見出版。 | zh_TW |
dc.relation.reference (參考文獻) | 10. 施振榮,2004,宏碁的世紀變革,天下遠見出版。 | zh_TW |
dc.relation.reference (參考文獻) | 11. 施振榮,2005,品牌國際化-台灣科技業出路,商業周刊,第 917期。 | zh_TW |
dc.relation.reference (參考文獻) | 12. 施鴻志、解鴻年,1991,台灣地區科技廠商屬性研究,臺灣銀行季刊,60-84。 | zh_TW |
dc.relation.reference (參考文獻) | 13. 徐世同 譯,2008,策略品牌管理 三版,譯自Keller, K.L. Strategic Brand Management,華泰文化。 | zh_TW |
dc.relation.reference (參考文獻) | 14. 高登第 譯,2002,品牌領導,譯自Aaker, D.A. and Erich, J. Brand Leadership,天下文化書坊。 | zh_TW |
dc.relation.reference (參考文獻) | 15. 高登第 譯,2006,品牌管理,譯自Aaker, D.A. 等,Brand Management,天下文化書坊。 | zh_TW |
dc.relation.reference (參考文獻) | 16. 涂瑞勝,2002,產品生命週期不同階段廠商採取之策略與其能力之探討-以臺灣主機板產業為例,國立臺灣大學會計學研究所碩士論文。 | zh_TW |
dc.relation.reference (參考文獻) | 17. 馬維揚,1999,從產業經濟觀點看科學園區的發展-兼論台灣高科技產業之環境,台北銀行月刊第二十九卷第六期,193-213。 | zh_TW |
dc.relation.reference (參考文獻) | 18. 許士軍,2001,組織學習,哈佛商業評論,天下文化。 | zh_TW |
dc.relation.reference (參考文獻) | 19. 陳文剛,2006,中國企業創建國際性品牌的意義,咸寧學院學報,第26卷,第五期,42-44。 | zh_TW |
dc.relation.reference (參考文獻) | 20. 陳光榮,2001,高科技產業的行銷策略,經濟情勢暨評論季刊,7卷1期。 | zh_TW |
dc.relation.reference (參考文獻) | 21. 陳琇玲 譯,2004,P & G品牌行銷密碼,譯自Dyer, D., Dalzell, F. and Olegario, R.,Rising Tide,時報出版。 | zh_TW |
dc.relation.reference (參考文獻) | 22. 張希誠,1988,飆向高科技,卓越文化。 | zh_TW |
dc.relation.reference (參考文獻) | 23. 張茂嵩,2003,契合度與產品知識對品牌策略效果之影響,政治大學企業管理學系碩士班碩士論文。 | zh_TW |
dc.relation.reference (參考文獻) | 24. 張紹勳,2000,研究方法,滄海書局。 | zh_TW |
dc.relation.reference (參考文獻) | 25. 曾玉明,2000,全方位的高科技行銷戰略,能力雜誌,18-19。 | zh_TW |
dc.relation.reference (參考文獻) | 26. 黃俊英,1986,高科技產品的行銷,現代管理月刊,108卷,18-20。 | zh_TW |
dc.relation.reference (參考文獻) | 27. 黃蘭琇 譯,2011,三星品牌為何強大-三星的品牌管理策略,譯自申哲昊、李和珍與河秀京,Why Samsung Branding is Strong,天下雜誌。 | zh_TW |
dc.relation.reference (參考文獻) | 28. 楊金發,2007,筆記型電腦品牌策略-宏碁公司在歐洲推廣自有品牌為例,交通大學高階主管管理學程未出版碩士論文。 | zh_TW |
dc.relation.reference (參考文獻) | 29. 鄭秀倫,2000,品牌傘的企業背書效果,政治大學企業管理學系未出版碩士論文。 | zh_TW |
dc.relation.reference (參考文獻) | 30. 蔡敦浩,1994,我國企業關係之型態與決定因素,收於葉匡時編,行政院國家科學委員會專題計畫 (國科會,No. NSC82-0301-H-110-040 153-183),行政院國家科學委員會。 | zh_TW |
dc.relation.reference (參考文獻) | 31. 黎曉旭 譯,2006,品牌背後的故事,譯自 Rothacher, A. Corporate cultures and global brands,久石文化。 | zh_TW |
dc.relation.reference (參考文獻) | 32. 劉璁翰,2002,企業導入ERP 系統階段性關鍵成功因素之研究,台灣科技大學生產系統工程與管理研究所碩士論文。 | zh_TW |
dc.relation.reference (參考文獻) | 33. 劉錦秀、鄭雅云 譯,2004,LV 時尚王國,譯自長澤伸也,ブランド帝国の素顔,商周出版。 | zh_TW |
dc.relation.reference (參考文獻) | 34. 劉麗貞 譯,2010,網路品牌法則-網路一夕數變,永恆不變的法則為何? 譯自Ries, A. and Ries, L.,22 Immutable Laws of Branding Why Samsung Branding is Strong,臉譜文化。 | zh_TW |
dc.relation.reference (參考文獻) | 35. 聯合晚報編輯部,2008,誰在玩品牌,聯經出版。 | zh_TW |
dc.relation.reference (參考文獻) | 36. 薛琦、張祥憲,1999,我國高科技產業與經濟發展,自由中國之工業。 | zh_TW |
dc.relation.reference (參考文獻) | 37. 顏和正,2002,宏碁歐洲-建立 Formula 1 的關係,天下雜誌,第 255 期。 | zh_TW |
dc.relation.reference (參考文獻) | 二、英文部分 | zh_TW |
dc.relation.reference (參考文獻) | 1. Aaker, D.A., Aaker., J.L. and Lee, A.Y. 2006. Understanding Regulatory Fit. Journal of Marketing Research. Vol.43. 15-19. | zh_TW |
dc.relation.reference (參考文獻) | 2. Achenbaum, A. 1993. The Mismanagement of Brand Equity. ARF Fifth Annual Advertising and Promotion Workshop. | zh_TW |
dc.relation.reference (參考文獻) | 3. Aho, M. and Howard F.R. 1980. Trends in Technology-Intensive Trade : With Special Reference to U.S. Competitiveness. Economic Discussion Paper. No.9. U.S. Dept. of Labor, Bureau of International Affairs, Office of Foreign Economic Research. | zh_TW |
dc.relation.reference (參考文獻) | 4. Assael, H. 1987. Consumer Behavior and Marketing Action. 3rd ed. Boston. PWS-Kent Press. | zh_TW |
dc.relation.reference (參考文獻) | 5. Bamberger, P., Bacharach, S. and Dyer, L. 1989. Human Resources Management and Organizational Effectiveness : High technology Entrepreneurial Startup Firms in Israel. Human Resource Management. Vol.28. 349-366. | zh_TW |
dc.relation.reference (參考文獻) | 6. Barney, J.B. 1986. Organizational Culture : Can It Be a Source of Sustained Competitive Advantage? Academy of Management Review. Vol.11. 656-665. | zh_TW |
dc.relation.reference (參考文獻) | 7. Baruch, Y. 1997. High Technology Organization – What It Is, What It Isn’t. International Journal of Technology Management. Vol.13. 179-195. | zh_TW |
dc.relation.reference (參考文獻) | 8. Blackeet, T. 1991. The Valuation of Brands. Marketing Intelligence and Planning. Vol.9. 27-35. | zh_TW |
dc.relation.reference (參考文獻) | 9. Blackston, M. 1992. Observations : Building Brand Equity by Managing the Brand’s Relationships. Journal of Advertising Research, Vol.32. 79-83. | zh_TW |
dc.relation.reference (參考文獻) | 10. Boretsky, M. 1982. The Role of Innovation. Challenge. Vol.23. 9. | zh_TW |
dc.relation.reference (參考文獻) | 11. Carnoy, M. 1985. High Technology and International Labor Markets. International Labor Review. Vol.124. 643-659. | zh_TW |
dc.relation.reference (參考文獻) | 12. Chernatony, de L. and McWilliam, G. 1989. The Strategic Implications of Clarifying How Marketers Interpret “Brands”. Journal of Marketing Management. Vol.5. 153-171. | zh_TW |
dc.relation.reference (參考文獻) | 13. Collis D.J. and Montgomery, C.A. 1995. Competing on Resources : Strategy in the 1990s. Harvard Business Review. Vol.73. 118-128. | zh_TW |
dc.relation.reference (參考文獻) | 14. Crowley, E. and Zajas, J. 1996. Evidence Supporting the Importance of Brands in Marketing Computer Products. Journal of Professional Service Marketing. Vol.14. 121-137. | zh_TW |
dc.relation.reference (參考文獻) | 15. Davis, L.A. 1982. Technology Intensity of U.S. Output and Trade. Office of Trade and Investment Analysis. U.S. Department of Commerce. 18-32. | zh_TW |
dc.relation.reference (參考文獻) | 16. Devon, D. 2000. Moving Beyond Fit : The Role of Brand Portfolio Characteristics in Consumer Evaluations of Brand Reliability. The Journal of Product and Brand Management. Vol.9. 457-468. | zh_TW |
dc.relation.reference (參考文獻) | 17. Dinopoulos, E., Oehmake., J. and Segerstrom, P. 1993. High-Tech : Industry Trade and Investment. Journal of International Economics. 49-71. | zh_TW |
dc.relation.reference (參考文獻) | 18. Doyle, P. 1990. Building Successful Brands : The Strategic Options. Journal of Consumer Marketing. Vol.7. 5-20. | zh_TW |
dc.relation.reference (參考文獻) | 19. Eisenhardt, K.M. 1989. Agency theory : An Assessment and Review. The Academy of Management Review. Vol.14. 57-74. | zh_TW |
dc.relation.reference (參考文獻) | 20. Erdem, T. and Sun, B. 2002. An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding. Journal of Marketing Research. Vol.39. 408-420. | zh_TW |
dc.relation.reference (參考文獻) | 21. Farquhar, P.H. 1990. Management Brand Equity. Journal of Advertising Research. Vol.30. 7-12. | zh_TW |
dc.relation.reference (參考文獻) | 22. Fournier, S. 1997. Consumers and Their Brands : Developing Relationships Theory in Consumer Research. Journal of Consumer Research. Vol.24. 343-373. | zh_TW |
dc.relation.reference (參考文獻) | 23. Gardner, D. 1990. Are the High Technology Products Really Different? Faculty working paper case #90=1706, University of Illinois at Urbana-Champaign. | zh_TW |
dc.relation.reference (參考文獻) | 24. Glasmeier, M. and Hall, J. 1983. The Challenges of Risk Management in Diversified Financial Company. Economic Policy Review. Mar. 1-17. | zh_TW |
dc.relation.reference (參考文獻) | 25. Gomez-Mejia, L. R. and Lawless, M.W. 1990. Organizational Issues in High Technology Management. 3-14. JAI Press. | zh_TW |
dc.relation.reference (參考文獻) | 26. Gould, A. and Keeble, D. 1984. New Firms and Rural Industrialization in East Anglia. Regional Studies. Vol.18. 189-201. | zh_TW |
dc.relation.reference (參考文獻) | 27. Grant, R.M. 1991. The Resource-Based Theory of Competitive Advantage : Implications for Strategy Formulation. California Management Review. Vol.33. 114-135. | zh_TW |
dc.relation.reference (參考文獻) | 28. Grupp, H. 1996. Spillover Effects and the Science Base of Innovations Reconsidered : An Empirical Approach. Journal of Evolutionary Economics. Vol.6. 175-197. | zh_TW |
dc.relation.reference (參考文獻) | 29. Hall, R. 1992. The Strategic Analysis of Intangible Resources. Strategic Management Journal. Vol.13. 135-144. | zh_TW |
dc.relation.reference (參考文獻) | 30. Hamel, G. and Prahalad, C.K. 1990. The Core Competence of the Corporation. Harvard Business Review. Vol.68. 79-91. | zh_TW |
dc.relation.reference (參考文獻) | 31. Hakenes, H. and Peitz, M. 2004. Umbrella Branding and the Provision of Quality. Working Paper. No. 1373. CFsifo. | zh_TW |
dc.relation.reference (參考文獻) | 32. Hill, S. and Lederer, C. 2001, The Infinite Asset:Managing Brands to Build New Value. 95-110. Harvard Business School Press. | zh_TW |
dc.relation.reference (參考文獻) | 33. Hofer, C. and Schendel, D. 1978. Strategy Formulation : Analytical concepts. St. Paul : West Publishing Co | zh_TW |
dc.relation.reference (參考文獻) | 34. James, F.E. 1985. I’ll wear the Coke Pants Tonight ; They Go Well with My Harley-Davidson Ring. Wall Street Journal. 6 June. | zh_TW |
dc.relation.reference (參考文獻) | 35. Kelly, R. K. 1977. The Impact of Technological Innovation on International Trade Patterns. Office of International Economic Research, U. S. Department of Commerce. | zh_TW |
dc.relation.reference (參考文獻) | 36. Koberg, C.S., Sarason, Y. and Rosse, J. 1996. Taxonomic Approach to Studying High-Technology Firms : Deciphering the Tower of Babel? The Journal of High Technology Management Research. Vol.7. 15-35. | zh_TW |
dc.relation.reference (參考文獻) | 37. Kotler, P. 1994. Marketing Management : Analysis, Planning, Implementation and Control. 8th ed. Englewood Cliffs, N.J. Prentics-Hal. | zh_TW |
dc.relation.reference (參考文獻) | 38. Levitt, T. 1960. Marketing Myopia. Harvard Business Review. Vol.38. 45-56. | zh_TW |
dc.relation.reference (參考文獻) | 39. Mason, C.H. and Milne, G.R. 1994. An Approach for Identifying Cannibalization within Product Line Extensions and Multi-Brand Strategies. Journal of Business Research. Vol.31. 163-170. | zh_TW |
dc.relation.reference (參考文獻) | 40. Michael, Duane and Robert. 1999. Strategic Management Competitiveness and Globalization. West Publishing. | zh_TW |
dc.relation.reference (參考文獻) | 41. Mitchell, P., King, J. and Reast, J. 2001. Brand Values Related to Industrial Products. Industrial Marketing Management. Vol.30. 415-425 | zh_TW |
dc.relation.reference (參考文獻) | 42. Moriarty, R.T. and Kosnik, T.J. 1989. High-Tech Marketing : Concepts, Continuity and Change. MIT Sloan Management Review. Vol.30. 7-17. | zh_TW |
dc.relation.reference (參考文獻) | 43. Nachmias, F. and Nachmias, D.1992. Research Methods in the Social Sciences. 4 th ed. 163. St.Martin`s Press. | zh_TW |
dc.relation.reference (參考文獻) | 44. Park, C.W., Jaworski, B.J. and Macinnis, D.J. 1986. Strategic Brand Concept-Image Management. Journal of Marketing. Vol.50. 135-145. | zh_TW |
dc.relation.reference (參考文獻) | 45. Park, C.S. and Srinivasan, V. 1994. A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility. Journal of Marketing Research. Vol.31. 271-288. | zh_TW |
dc.relation.reference (參考文獻) | 46. Penrose, E.T. 1959. The Theory of the Growth of the Firm. John Wiley & Sons, Inc. | zh_TW |
dc.relation.reference (參考文獻) | 47. Plantinga, A. 1993. Warrant : The Current Debate. Oxford University Press. | zh_TW |
dc.relation.reference (參考文獻) | 48. Philliber, S.G., Schwab, M.R. and Samsloss, G. 1980.Social Research : Guides to a decision-making process. Itasca, IL: Peacock. | zh_TW |
dc.relation.reference (參考文獻) | 49. Rabion, S. 1989. High-Technology Firms and Factors Influencing Transfer of R & D Facilities. Journal of Business Research. 195-205. | zh_TW |
dc.relation.reference (參考文獻) | 50. Rogers, E.M. and Larson, J.K. 1984. Silicon Valley Fever : Growth of High-Technology Culture. Basic Books. | zh_TW |
dc.relation.reference (參考文獻) | 51. Runkel, K. and Brymer, C. 1997. The Nature of Brands. 4. Premier Books. | zh_TW |
dc.relation.reference (參考文獻) | 52. Shanklin,W.L. and Ryans, K.J. 1984. Organizing for High-Tech marketing. Harvard Business Review. Vol.62. 164-171. | zh_TW |
dc.relation.reference (參考文獻) | 53. Sherman, B. 1982. Successful Marketing Strategy for High Tech Firms. Journal of Retailing. Vol.58. 25-43. | zh_TW |
dc.relation.reference (參考文獻) | 54. Stalk, G., Evans, P. and Shulman, L.E. 1992. Competing on Capabilities : The New Rules of Corporate Strategy. Harvard Business Review. Vol.70. 57-69. | zh_TW |
dc.relation.reference (參考文獻) | 55. Traynor, K. and Susan C. 1989. Marketing Approaches Used by High Tech Firms. Industrial Marketing Management. Vol. 18. 281-287. | zh_TW |
dc.relation.reference (參考文獻) | 56. Von Glinow,M. A. and Susan, A.M. 1990. High Technology Organizations:An Introduction. 3-14. Oxford University Press. | zh_TW |
dc.relation.reference (參考文獻) | 57. Ward, S., Light, L. and Goldstone, J. 1999. What High-Tech Managers Need to Know About Brand. Harvard Business Review. Vol 77. 85-95. | zh_TW |
dc.relation.reference (參考文獻) | 58. Wernerfelt, B. 1988. Umbrella Branding as a Signal of New Product Quality : An Example of Signaling by Posting a Bond. The Rand Journal of Economics. Vol.19. 458-466. | zh_TW |