博碩士論文 etd-0819108-034106 詳細資訊


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姓名 麥訓嘉(Hsun-Chia Mai) 個人電子郵件信箱 E-mail 資料不公開
畢業系所名稱 管理研究所碩士班(Master of Management)
畢業學位 碩士(Master) 畢業學年度學期 96學年第2學期
論文中文名稱 引進授權品牌策略之研究-以國內床墊業為例
論文英文名稱 A Research of Strategy on Import Foreign-Brand Licensing–An Example of the Mattress Companies
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    論文中文摘要 台灣企業大多數都屬於中小企業,規模不大且資金有限,雖擁有生產的技術,但在品牌經營能力上較為缺乏。因此,除了國內工廠自行生產的自創品牌之外,許多企業為了提升企業競爭力便採用引進授權品牌的方式,藉由引進授權品牌來促進企業成長與發展。
    本研究是以床墊產業為研究對象,並以個案研究的方式再加上次級資料的蒐集與整理,進行分析與研究。研究中以相關品牌策略與品牌授權之理論觀點,整理相關學者研究文獻與產業相關資料後,擬定訪談問題,並對於國內床墊業者進行個案深入訪談。研究個案選擇國內床墊業在授權品牌床墊經營已有三十五年的運時通家具集團,以運時通家具集團所經營授權代理的美國蕾絲床墊與德國美得麗名床進行個案研究。研究目的是以品牌授權與品牌授權的策略之理論基礎,對於床墊業者引進授權品牌的過程、動機及引進授權品牌之效益進行分析,試圖了解授權品牌的引進對企業經營策略的影響。
    研究結果中發現,研究個案在選擇引進授權品牌的主要動機是:增加品牌經營的能力、增強產品製造與設計的能力、增加市場佔有率、使用授權品牌的專利技術。而且因時期的不同企業在引進授權品牌的動機亦不相同。對引進授權品牌者來說,經由授權所得到的效益,除了快速累積資源及提升企業形象等效益之外,重要的是由於企業在引進授權品牌後持續不斷的努力將引進的經營管理技術活用後所得到的效益,唯有企業本身積極的改善產品設計生產及行銷管理各方面的能力才能維持企業不斷成長。研究中亦得知採用授權策略引進品牌床墊之業者其經營成功因素,主要有四點:經營者本身要有企圖心、有優良的產品製造與完整的行銷企劃能力、企業有執行力並且懂得善用人才、企業要有經營目標與願景。
    論文英文摘要 Most of the Taiwan enterprises belong to small and medium enterprises, small-scale and the fund is limited. Although they have ability for production but they don’t have enough ability for brand management. For this reason, except their owner brand that is build up by themselves, most of the enterprises have their brands authorized in order to improve enterprise's competitiveness. With the process of brand authority can help the enterprises grow and development.
    The object of the research is the mattress industry. The research adopts the method of case study, the collection and arrangement of the secondary data to do the analysis and research. The research uses the theoretical view of brand strategy and brand authority to draft the interview questions, and investigative interviews to the owners of internal mattress industries are arranged. The Stylution Group, which has been managing mattress brand authority for 35 years, is included in the cases of study. The case study focuses on the Restonic Mattress and Musterring Mattress which are operated and authorized by the Stylution Group. The research purpose is using the basic theory and strategy of brand authorizing to analyze the mattress companies how to lead the brand authorization in, the motive and the benefit, and also try to understand the effect of enterprise business strategy with leading the brand authorization in.
    The research results shows, the motives of the study cases’ brand authorizing are to improve the ability of brand management, how to use the patent skills for manufacture and design the product, to increase the market share. The motives that leads the brand authorization are different with different period. For the person who leads the brand authorization, the benefit of authorization, not only can accumulate resource quickly, promote enterprise image, the most important is after they lead the brand authorization in, they also can work very hard and use their business management skills well, to get the benefit. Only the enterprise improves their design and production with their product positively, they just can keep them grow continuously. From the research we can understand, the successful management factors of the enterprises use authorization strategy to lead brand mattress in are operator should have a strong will, good product manufacturing, intact market planning ability, the executing ability, realizes the importance of employing the right personnel, and enterprise should have target and the wishes.
    論文中文關鍵字
  • 品牌
  • 品牌授權
  • 品牌策略
  • 床墊業
  • 論文英文關鍵字
  • Brand
  • Brand Strategy
  • Brand Licensing
  • Mattress Industry
  • 論文目次 第一章 緒論1
    第一節 研究背景與動機1
    第二節 研究目的4
    第三節 研究流程5
    第四節 研究對象與範圍6
    第二章 文獻評論7
    第一節 品牌之定義與相關概念7
    第二節 品牌策略16
    第三節 品牌授權25
    第四節 台灣床墊產業分析38
    第三章 研究方法42
    第一節 研究方法的選擇42
    第二節 資料蒐集45
    第三節 研究個案選擇與訪談過程46
    第四章 個案研究51
    第一節 研究個案介紹—運時通家具集團51
    第二節 個案訪談內容與分析58
    第三節 運時通品牌經營的策略68
    第四節 品牌床墊授權後在台灣經營之現況70
    第五節 成功的授權品牌經營要素81
    第五章 研究結論與建議84
    第一節 研究結論84
    第二節 管理理論之意涵89
    第三節 研究限制與建議90
    參考文獻91
    一、中文部分91
    二、英文部分92
    論文參考文獻 中文部份
    [1]方亮淵(1993)。國際品牌授權策略之研究。國立政治大學企業管理研究所,未出版碩士論文。
    [2]李瑞穎(1993)。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。
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    [5]陳啟雄(2004)。從設計行銷的觀點談家具的創新設計。台灣區家具工業同業公會35週年特刊,台灣區家具工業同業公會,68-80頁。
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    [8]曾昭茂(2002)。消費者對國際性品牌與國內製造商品牌偏好之研究-以童裝服飾為例。國立成功大學管理學院EMBA班,未出版碩士論文。
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    [12]蕭佩珊(2003)。智慧財產權授權契約限制條款之研究-以兩岸競爭秩序為主題。國立台灣大學國家發展研究所,未出版碩士論文。
    [13]謝銘洋(2001)。智慧財產權之基礎理論。台北:翰蘆圖書。
    [14]Duane.E.Knapp(2001)。打造優勢品牌的五大策略(袁世珮、黃家慧譯)。台北:美商麥格爾.希爾國際股份有限公司台灣分公司。
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    英文部份
    [1]Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. NY: The Free Press.
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    [3]Al Ries, & Laura Ries. (1998).”The 22 Immutable of Branding-How to Brand a Product or Service into a World-Class Brand”, Harper Collins Publishers Inc.USA.
    [4]American Marketing Association. (1960). Definition of Terms. Chicago, IL: American Marketing Association.
    [5]Arora, A., & Fosfuri, A. (2000). Wholly owned subsidiary versus technology licensing in the worldwide chemical industry. Journal of International Business Studies, 31 (4), 555-572.
    [6]Assael, H. (1987). Consumer Behavior and Marketing Action (5th ed.). Cincinnati, OH: South-Western College Publishing.
    [7]Blackett (1988). Researching Brand Names. Marketing Intelligence & Planning, 6 (3), 5-8.
    [8]Boyd, H.W., Walker, O.C., & Larreche, J.C. (1995). Marketing management:A Strategic Approach with A Global Orientation (2th ed.). Chicago:Irwin.
    [9]Bradely, F. (1991). How The Firms Enters International Markets. Englewood Cliffs: Prentice-Hall, Inc.
    [10]Carstairs, R.T., & Welch L. S. (1982). Licensing and the Internationalization of Smaller Companies: Some Australian Evidence. Management International Review, 22 (3), 33-44.
    [11]Chernatony, L.D., & McWilliam, G. (1989). The Varying Nature of Brands as Assets: Theory and Practice Compared. International Journal of Advertising, 8 (4), 339-350.
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    [14]Doyle, P. (1990). Building Successful Brand: The Strategic Options. Journal of Consumer Marketing, 7 (2), 5-20.
    [15]Farquhar, P. H. (1990). Managing brand equity. Journal of Advertising Research, 30 (4), 7-12.
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    [18]Jain, Subhash C. (1987). Developing Marketing Strategy: A Framework. Marketing     Intelligence and Planning, 5 (1), 34-39.
    [19]Kamin, M. A., & Marks, L. J. (1991). The Perception of Kosher as a third Party Certification Claim in Advertising for Familiar and unfamiliar Brands. Journal of the Academy of Marketing Science, 19 (3), 177-190.
    [20]Kesler, L. (1987). Licensing-Extensions Leave Brands in News Areas. Advertising Age, 58 (23), 1-2.
    [21]Kevin, L. K. (1998). Strategic Brand Management:Building Measuring and Managing Brand equity , Upper Saddle River, NJ: Prentice-Hall
    [22]Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control (9th ed.). NJ: Prentice Hall International, Inc.
    [23]Kotler, P. (2000). Marketing Management (The Millennium Edition), Prentice Hall International, Inc. pp.407
    [24]Kotler, P., & Gary A. G. (1996). Principles of Marketing, (7th ed.). Englewood, NJ: Prentice Hall.
    [25]Leventhal, R.C. (1996). Branding Strategy, Business Horizons, 39, 17-23.
    [26]McCarthy, E. J., & Perreault, W. D. (1999). Basic Marketing: A Global-Managerial Approach, Boston, Irwin McZGraw-Hill, MA.
    [27]Millman, A.F. (1983). Licensing Technology. Management Decision, 21 (3), 3-16.
    [28]Owens, Thomas (1991). A Contractual Approach to Partnering, Small Business Reports, July, pp29-40.
    [29]Pettis, Chuck (1997). Using a brand to increase stock price. Marketing Computers, 16 (6), 27-28.
    [30]Quelch, J. A. (1985). How to build a product licensing program. Harvard Business Review, 63 (3), 186-193.
    [31]Scott W., Larry L., & Jonathan G. (1999). What High–Tech Managers Need to Know About Brands. Harvard Business Review,77 (4), 85-95.
    [32]Tang, M. J., & Yu, M. J. (1990). Foreign Market Entry: Production-related strategies. Management Science, 36 (2), 476-489.
    [33]Terpstra, V. (1983). Critical Mass and International Marketing strategy. Journal of the Academy of Marketing Science, 11 (3), 269-282.
    [34]Terpstra, V., & Sarsthy, R. (1991). International Marketing, Chicago: Dryden Press.
    論文口試委員
  • 田祖武 - 委員
  • 譚大純 - 委員
  • 莊苑仙 - 指導教授
  • 蔡璧如 - 指導教授
  • 論文口試日期 2008-06-30 論文繳交日期 2008-08-19

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