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題名 台灣資訊業廠商自創國際品牌績效之因素探討
A Study of the Factors Affecting Performance of Selfowned International Brand for Computer & Electronic Industry in Taiwan.作者 林卿雯
Lin, Chin-Wen貢獻者 洪順慶
Horng, S. C.
林卿雯
Lin, Chin-Wen關鍵詞 品牌
品牌權益
自創品牌
行銷策略
來源國形象
Brand
Brand Equity
Original Brand Manufacturing
Marketing Srategy
Country of Original Image日期 2001 上傳時間 18-Apr-2016 16:22:37 (UTC+8) 摘要 台灣廠商長期以OEM方式替國外廠商做低階產品代工，缺乏市場掌握、行銷經驗是重要原因之一，近年台灣OEM訂單流失，廠商紛紛尋求產品升級與自創品牌。藉著多年來累積的競爭優勢和經驗，不少資訊業廠商具有自創品牌，在國際市場上佔相當品牌知名度。台灣若想擺脫MIT次等產品的形象及宿命，非得自創品牌行銷國際。本研究動機為了解影響台灣資訊業廠商成功自創國際品牌的因素及其影響程度，以提供給有心業者做為參考的依據。 參考文獻 一、 中文部分1. 王德剛，如何運用廣告策略與產品屬性塑造品牌權益，民國86年。2. 王秀華譯，忠誠顧客—如何培養、如何保持，朝陽堂文化事業股份有限公司，譯自Jill Griffin, Customer Loyalty（1995）, 民國85年。3. 天下雜誌，自行車築夢天下，2000年5月號。4. 中華徵信社，資訊產業傳，1999年。5. 外貿協會，資訊產品之產銷及競爭現況調查，1996年。6. 外貿協會，多媒體個人電腦海外市場，1996年。7. 外貿協會，我國自創品牌廠商實例研究，1996年。8. 台灣經濟研究院編輯部，中華民國資訊電子工業年鑑，民國85 年。9. 李瑞穎，自創國際品牌競爭力之研究，國立政治大學企業管理研究所未出版碩士論文，民國82年6月。10. 林銘松，台灣自創品牌廠商國際行銷通路選擇之研究—以資訊電子業為例，國立交通大學科技管理研究所未出版碩士論文，民國85年。11. 洪順慶，自創國際品牌策略之研究，國科會專題研究計畫，NSC 85-2416-H-004-016 E6，民國85年。12. 洪順慶、吳長生，地主國特性與自創國際品牌績效之關係研究—以台灣廠商為例，國科會專題研究計畫，NSC 85-2416-H-004-016 E6，民國85年。13. 洪順慶、吳長生，台灣廠商自創國際品牌策略與行銷績效之關係研究，中山管理評論，1999年冬，第七卷第四期，pp.71-104。14. 胡若堯，自創國際品牌自創品牌關鍵成功因素之研究，國立台灣大學商學研究所未出版碩士論文，民國83年3月。15. 陳振燧，顧客基礎品牌權益衡量與建立之研究，國立政治大學企業管理研究所未出版博士論文，民國85年。16. 郭嘉陵，國際行銷環境及行銷策略對績效之影響，成功大學企業管理研究所未出版碩士論文，民國80年6月。17. 曾浩岳，台灣廠商出口活動之研究—國際化階段及其影響因素，政治大學企業管理研究所未出版碩士論文，民國83年6月。18. 黃俊英著，大陸內銷市場之現況，行政院大陸委員會研究報告，民國83年3月，pp.52。19. 資策會市場情報中心（MIC），國內資訊產業競爭與市場概況，1999年。20. 資策會市場情報中心（MIC），我國資訊市場發展趨勢分析，2000年8月。21. 資策會MIC資訊工業年鑑編撰小組，資訊工業年鑑，2000年。22. 遠見雜誌，筆記型電腦未來市場預測分析，1999年1月號。23. 衛南陽，顧客滿意學，牛頓出版股份有限公司，民國85年。24. 鄭家樑，大陸內銷市場通路組合決策之探析—上海地區台商之個案研究，台灣大學國際企業研究所未出版碩士論文，民國87年6月，pp.25。25. 劉綠萍，技術策略、行銷策略與產品創新績效關係之研究—以我國積體電路製造業為例，國立中興大學企業管理學系未出版碩士論文，民國87年6月。26. 簡廷芳，公司對於自創品牌與接受原廠委託製造策略的研究—以自行車整車產業為例，淡江大學國際貿易學系未出版碩士論文，民國86年6月。二、英文部分1. 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國立政治大學
企業管理學系
88355016資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001423 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng, S. C. en_US dc.contributor.author (Authors) 林卿雯 zh_TW dc.contributor.author (Authors) Lin, Chin-Wen en_US dc.creator (作者) 林卿雯 zh_TW dc.creator (作者) Lin, Chin-Wen en_US dc.date (日期) 2001 en_US dc.date.accessioned 18-Apr-2016 16:22:37 (UTC+8) - dc.date.available 18-Apr-2016 16:22:37 (UTC+8) - dc.date.issued (上傳時間) 18-Apr-2016 16:22:37 (UTC+8) - dc.identifier (Other Identifiers) A2002001423 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85253 - 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) 88355016 zh_TW dc.description.abstract (摘要) 台灣廠商長期以OEM方式替國外廠商做低階產品代工，缺乏市場掌握、行銷經驗是重要原因之一，近年台灣OEM訂單流失，廠商紛紛尋求產品升級與自創品牌。藉著多年來累積的競爭優勢和經驗，不少資訊業廠商具有自創品牌，在國際市場上佔相當品牌知名度。台灣若想擺脫MIT次等產品的形象及宿命，非得自創品牌行銷國際。本研究動機為了解影響台灣資訊業廠商成功自創國際品牌的因素及其影響程度，以提供給有心業者做為參考的依據。 zh_TW dc.description.tableofcontents 封面頁證明書致謝詞論文摘要目錄表目錄圖目錄第一章 緒論第一節 研究背景與動機第二節 研究問題及目的第三節 研究範圍第二章 理論與文獻探討第一節 品牌相關文獻第二節 品牌策略第三節 公司行銷策略第四節 地主國特性第五節 自創國際品牌第三章 理論架構與研究方法第一節 理論架構第二節 研究假設第三節 變數操作性定義與衡量第四節 研究設計第四章 資料分析與討論第一節 樣本基本資料分析第二節 行銷策略、地主國特性、自創品牌績效分析第三節 行銷策略與自創國際品牌績效的關係第四節 行銷策略與地主國特性配合對自創品牌績效的影響第五章 結論與建議第一節 研究結論第二節 研究建議第三節 研究限制第四節 未來研究方向參考文獻附錄 研究問卷 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001423 en_US dc.subject (關鍵詞) 品牌 zh_TW dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) 自創品牌 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) 來源國形象 zh_TW dc.subject (關鍵詞) Brand en_US dc.subject (關鍵詞) Brand Equity en_US dc.subject (關鍵詞) Original Brand Manufacturing en_US dc.subject (關鍵詞) Marketing Srategy en_US dc.subject (關鍵詞) Country of Original Image en_US dc.title (題名) 台灣資訊業廠商自創國際品牌績效之因素探討 zh_TW dc.title (題名) A Study of the Factors Affecting Performance of Selfowned International Brand for Computer & Electronic Industry in Taiwan. en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文部分1. 王德剛，如何運用廣告策略與產品屬性塑造品牌權益，民國86年。2. 王秀華譯，忠誠顧客—如何培養、如何保持，朝陽堂文化事業股份有限公司，譯自Jill Griffin, Customer Loyalty（1995）, 民國85年。3. 天下雜誌，自行車築夢天下，2000年5月號。4. 中華徵信社，資訊產業傳，1999年。5. 外貿協會，資訊產品之產銷及競爭現況調查，1996年。6. 外貿協會，多媒體個人電腦海外市場，1996年。7. 外貿協會，我國自創品牌廠商實例研究，1996年。8. 台灣經濟研究院編輯部，中華民國資訊電子工業年鑑，民國85 年。9. 李瑞穎，自創國際品牌競爭力之研究，國立政治大學企業管理研究所未出版碩士論文，民國82年6月。10. 林銘松，台灣自創品牌廠商國際行銷通路選擇之研究—以資訊電子業為例，國立交通大學科技管理研究所未出版碩士論文，民國85年。11. 洪順慶，自創國際品牌策略之研究，國科會專題研究計畫，NSC 85-2416-H-004-016 E6，民國85年。12. 洪順慶、吳長生，地主國特性與自創國際品牌績效之關係研究—以台灣廠商為例，國科會專題研究計畫，NSC 85-2416-H-004-016 E6，民國85年。13. 洪順慶、吳長生，台灣廠商自創國際品牌策略與行銷績效之關係研究，中山管理評論，1999年冬，第七卷第四期，pp.71-104。14. 胡若堯，自創國際品牌自創品牌關鍵成功因素之研究，國立台灣大學商學研究所未出版碩士論文，民國83年3月。15. 陳振燧，顧客基礎品牌權益衡量與建立之研究，國立政治大學企業管理研究所未出版博士論文，民國85年。16. 郭嘉陵，國際行銷環境及行銷策略對績效之影響，成功大學企業管理研究所未出版碩士論文，民國80年6月。17. 曾浩岳，台灣廠商出口活動之研究—國際化階段及其影響因素，政治大學企業管理研究所未出版碩士論文，民國83年6月。18. 黃俊英著，大陸內銷市場之現況，行政院大陸委員會研究報告，民國83年3月，pp.52。19. 資策會市場情報中心（MIC），國內資訊產業競爭與市場概況，1999年。20. 資策會市場情報中心（MIC），我國資訊市場發展趨勢分析，2000年8月。21. 資策會MIC資訊工業年鑑編撰小組，資訊工業年鑑，2000年。22. 遠見雜誌，筆記型電腦未來市場預測分析，1999年1月號。23. 衛南陽，顧客滿意學，牛頓出版股份有限公司，民國85年。24. 鄭家樑，大陸內銷市場通路組合決策之探析—上海地區台商之個案研究，台灣大學國際企業研究所未出版碩士論文，民國87年6月，pp.25。25. 劉綠萍，技術策略、行銷策略與產品創新績效關係之研究—以我國積體電路製造業為例，國立中興大學企業管理學系未出版碩士論文，民國87年6月。26. 簡廷芳，公司對於自創品牌與接受原廠委託製造策略的研究—以自行車整車產業為例，淡江大學國際貿易學系未出版碩士論文，民國86年6月。二、英文部分1. 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