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題名 國內廠商品牌授權與代理之決策研究
A Study on the Foreign-Brand Licensing and Agencing Decisions of the Domestic Firms
作者 陳昭穎
Chen, Chao-Ying
貢獻者 洪順慶
陳昭穎
Chen, Chao-Ying
關鍵詞 品牌授權
品牌代理
合作類型
互動型態
品牌權益
中小企業
日期 2001
上傳時間 18-Apr-2016 16:22:31 (UTC+8)
摘要 本研究係採個案研究的方式，企圖從國內廠商品牌授權與代理之實務決策過程，探討策略背後可能的因素與理由。包括品牌授權與代理的動機與考量因素、合作模式的分類與取決、與國外品牌擁有者之間的互動以及可能面臨的經營風險等。希望藉由實務上的訪談，對授權與代理市場做一系統性的整理，提供國內企業在相關議題上決策的建議。
參考文獻 1. 方亮淵，國際品牌授權策略之研究，政治大學企業管理研究所未出版碩士論文，民國82年6月
2. Kotler & Armstrong，方世榮譯，行銷學原理，第八版，東華書局，民國88年。
3. 江義平與郭崑謨，台灣中小企業策略聯盟發展方向之探討，管理評論，第17卷第二期，1∼23頁，民國87年。
4. 外貿協會，什麼是策略聯盟，企業聯盟計畫簡介，民國85年。
5. 林政道，台灣中小企業以策略聯盟創新知識技術之研究，國立東華大學企業管理學系未出版碩士論文，民國87年。
6. 吳思華，知識流通對產業創新的影響，第七屆產業管理研討會，政治大學科技管理研究所學系主辦，民國87年。
7. 洪順慶，國內廠商品牌代理之研究，行政院國家科學委員會專題研究計劃成果報告，民國84年7月。
8. 洪順慶，行銷管理，新陸書局，民國88年1月。
9. 從企業進行策略聯盟談到代理路易費侯品牌，紡織月刊，1996-07，第一期，pp.44-47。
10. 如何利用策略聯盟與國外名牌合作，紡織月刊，1996-08 第二期 pp.27-29。
11. 殷仲華，品牌聯盟動機、聯盟型態與品牌權益關係之研究---資源基礎觀點之研究，私立中原大學企業管理研究所未出版碩士論文，民國86年7月。
12. 陳秀泰，國外品牌服飾代理商經營策略分析，私立中原大學企業管理研究所未出版碩士論文，民國85年1月。
13. 陳振祥，李吉仁，ODM的成因與策略運作---水平產業下的策略聯盟型態，中山管理評論，1997年9月，第五卷第三期，pp.553-572。
14. Philip Kotler，陳振遠、陳振田編譯，行銷管理-分析、規劃與控制，第六版，民國79年。
15. 張秀屏，自創品牌策略、核心資源類型對品牌權益績效關係之研究---國際化企業策略聯盟之實證，私立中原大學企業管理研究所未出版碩士論文，民國89年。
16. 蔡正陽、許政郎，運用策略聯盟促進技術引進之研究，中華民國科技管理研討會論文集，pp.209-218，民國81年。
17. 趙郁文，跨國委託製造對台灣資訊電子廠商營運能力之提昇效果，中山管理評論，1998年冬季號，第六卷第四期，pp.1113-1136。
18. 劉家森，國際策略聯盟成員文化差異、聯盟管理整合機制、信任關係與績效之研究：以台灣半導體為例，國立成功大學國際企業研究所未出版碩士論文，民國86年6月。
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描述 碩士
國立政治大學
企業管理學系
88355063
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001420
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.author (Authors) 陳昭穎zh_TW
dc.contributor.author (Authors) Chen, Chao-Yingen_US
dc.creator (作者) 陳昭穎zh_TW
dc.creator (作者) Chen, Chao-Yingen_US
dc.date (日期) 2001en_US
dc.date.accessioned 18-Apr-2016 16:22:31 (UTC+8)-
dc.date.available 18-Apr-2016 16:22:31 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:22:31 (UTC+8)-
dc.identifier (Other Identifiers) A2002001420en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85250-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 88355063zh_TW
dc.description.abstract (摘要) 本研究係採個案研究的方式，企圖從國內廠商品牌授權與代理之實務決策過程，探討策略背後可能的因素與理由。包括品牌授權與代理的動機與考量因素、合作模式的分類與取決、與國外品牌擁有者之間的互動以及可能面臨的經營風險等。希望藉由實務上的訪談，對授權與代理市場做一系統性的整理，提供國內企業在相關議題上決策的建議。zh_TW
dc.description.tableofcontents 封面頁
證明書
論文摘要
致謝詞
目錄
表目錄
圖目錄
第一章 緒論
第一節 研究背景
第二節 研究動機
第三節 研究目的
第四節 研究限制
第二章 文獻探討
第一節 品牌策略
第二節 品牌權益
第三節 品牌授權代理
第四節 合作關係
第三章 理論架構與研究方法
第一節 理論架構
第二節 研究方法
第三節 研究流程
第四章 個案公司
第一節 麗嬰國際
第二節 潤泰紡織
第三節 亞富
第四節 華特迪士尼
第五節 特敏
第六節 海馬實業
第七節 東雲紡織
第八節 麗嬰房
第九節 嘉裕西服
第五章 個案分析與命題發展
第一節 個案分析
第二節 命題發展
第六章 結論與建議
第一節 研究結論
第二節 研究建議
第三節 對後續研究的建議
文獻探討
【中文部份】
【English Part】
附錄
附錄一：訪談綱要		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001420en_US
dc.subject (關鍵詞) 品牌授權zh_TW
dc.subject (關鍵詞) 品牌代理zh_TW
dc.subject (關鍵詞) 合作類型zh_TW
dc.subject (關鍵詞) 互動型態zh_TW
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 中小企業zh_TW
dc.title (題名) 國內廠商品牌授權與代理之決策研究zh_TW
dc.title (題名) A Study on the Foreign-Brand Licensing and Agencing Decisions of the Domestic Firmsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. 方亮淵，國際品牌授權策略之研究，政治大學企業管理研究所未出版碩士論文，民國82年6月
2. Kotler & Armstrong，方世榮譯，行銷學原理，第八版，東華書局，民國88年。
3. 江義平與郭崑謨，台灣中小企業策略聯盟發展方向之探討，管理評論，第17卷第二期，1∼23頁，民國87年。
4. 外貿協會，什麼是策略聯盟，企業聯盟計畫簡介，民國85年。
5. 林政道，台灣中小企業以策略聯盟創新知識技術之研究，國立東華大學企業管理學系未出版碩士論文，民國87年。
6. 吳思華，知識流通對產業創新的影響，第七屆產業管理研討會，政治大學科技管理研究所學系主辦，民國87年。
7. 洪順慶，國內廠商品牌代理之研究，行政院國家科學委員會專題研究計劃成果報告，民國84年7月。
8. 洪順慶，行銷管理，新陸書局，民國88年1月。
9. 從企業進行策略聯盟談到代理路易費侯品牌，紡織月刊，1996-07，第一期，pp.44-47。
10. 如何利用策略聯盟與國外名牌合作，紡織月刊，1996-08 第二期 pp.27-29。
11. 殷仲華，品牌聯盟動機、聯盟型態與品牌權益關係之研究---資源基礎觀點之研究，私立中原大學企業管理研究所未出版碩士論文，民國86年7月。
12. 陳秀泰，國外品牌服飾代理商經營策略分析，私立中原大學企業管理研究所未出版碩士論文，民國85年1月。
13. 陳振祥，李吉仁，ODM的成因與策略運作---水平產業下的策略聯盟型態，中山管理評論，1997年9月，第五卷第三期，pp.553-572。
14. Philip Kotler，陳振遠、陳振田編譯，行銷管理-分析、規劃與控制，第六版，民國79年。
15. 張秀屏，自創品牌策略、核心資源類型對品牌權益績效關係之研究---國際化企業策略聯盟之實證，私立中原大學企業管理研究所未出版碩士論文，民國89年。
16. 蔡正陽、許政郎，運用策略聯盟促進技術引進之研究，中華民國科技管理研討會論文集，pp.209-218，民國81年。
17. 趙郁文，跨國委託製造對台灣資訊電子廠商營運能力之提昇效果，中山管理評論，1998年冬季號，第六卷第四期，pp.1113-1136。
18. 劉家森，國際策略聯盟成員文化差異、聯盟管理整合機制、信任關係與績效之研究：以台灣半導體為例，國立成功大學國際企業研究所未出版碩士論文，民國86年6月。
1. Aaker, David A. (1989), “Managing Assets and Skills：The Key to A Sustainable Competitive Advantage,” California Management Review, Vol.31, No.2, pp.75-89.
2. Aaker, David A. (1991), “Managing Brand Equity: Conceptualizing on the Value of a Brand Name,” New York: The Free Press.
3. Aaker, David A.（1996）, “Building Strong Brands,” New York: The Free Press.
4. Aaker, David A.（1997）, “Should You Take Your Brand to Where the Action Is,” Harvard Business Review, September-October, pp.135-143.
5. Aaker, David A and Joachimsthaler, Erich (2000), “Brand Leadership,” Brandweek, New York, Feb 21, pp.30-38.
6. Adler, Lee (1966), “Symbiotic Marketing,” Harvard Business Review, 44 (Nov.-Dec.), pp.59-71.
7. Anderson, James C. & Narus, James A. (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, Vol.54, January pp.42-58.
8. Arrow, Kenneth J. (1985), “The Economic of Agency,” in principles and Agents: The Structure of Business, J. Pratt and R. Zeckhauser, eds. Boston: Harvard Business School Press, pp37-51.
9. Barton, Leonard and Dorothy (1995), “Wellsprings of Knowledge,” Harvard Business School Press, Massachusetts.
10. Barwise, Patrick (1993), “Introduction to The Special Issue On Brand Equity,” International Journal of Research in Marketing, 10(1).
11. Bergen, Mark: Dutta, Shantanu and Walker, Orville C., Jr. (1992), “Agency Relationships in Marketing： A Review of the Implications and Applications of Agency and Related Theories,” Research in Marketing, Vol.56, July, pp.1-24.
12. Blackett, Tom (1991), “The Valuation of Brands,’’ Marketing Intelligence & Planning, Vo.9 No1, pp.27-35.
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