政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104804
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109952/140903 (78%)
造访人次 : 46052917      在线人数 : 721
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 政大學報 > 第78期 > 期刊論文 >  Item 140.119/104804


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104804


    题名: 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
    其它题名: A Study on the Relations of Host Country Characteristics and the Performance of Creating International Brands for the Taiwanese Firms
    作者: 洪順慶;吳長生
    Horng, Shun-Ching;Wu, Paul C. S.
    贡献者: 企管系;資管系
    关键词: 自創國際品牌;地主國特性;來源國形象
    InternationalBrandCreation;HostCountryCharacteristics;Country-of-OriginImage
    日期: 1999-06
    上传时间: 2016-12-12 16:43:29 (UTC+8)
    摘要: 本研究的目的在於探討我國廠商的國外市場地主國特性及其與目標市場選擇、品牌定位策略配合對自創國際品牌績效的影響。以中華民國自創品牌協會會員、第一至四屆獲頒「台灣精品標誌」廠商、及媒體報導的自創品牌廠商共98家廠商為研究對象，調查其前二大國外市場共196個樣本。結果發現國外市場的經濟發展程度對自創國際品牌廠商的通路成員關係滿意度及自創國際品牌營業額與營業額比率目標達成有正面貢獻，對品牌形象滿意度與品牌忠誠度滿意度反而有負面影響；廠商主觀認定的，在當地市場的台灣來源國形象對自創國際品牌績效，尤其是品牌忠誠度滿意度與媒體報導篇幅，有正面貢獻。其次，當國外市場的經濟發展程度較高（低）時，廠商若能選擇較高（低）價位目標市場與採行較高（低）級品牌定位策略，其自創國際品牌績效也較佳。
    The study investigates the influence of host country characteristics and its fit with market targeting and positioning strategies on the firm performance. We chose to survey 98 firms subjectively which we believe that creating international brands is important to them. We found that economic development of the foreign market has a favorable impact on channel member`s satisfaction, sales objective for the international brand, and sales percentage objective for the international brand; however, economic development of the foreign market has an unfavorable impact on brand image satisfaction and brand loyalty satisfaction. On the other hand, a firm`s perception of country of origin (i.e. , Made in Taiwan image) contributes positively to its international brand performance, especially brand loyalty satisfaction and media reporting. Furthermore, the better a firm coordinates its target market, brand positioning, and economic development of the market, the better its international brand performance.
    關聯: 國立政治大學學報,78,197-220
    数据类型: article
    显示于类别:[第78期] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    78-197-220.pdf2033KbAdobe PDF2530检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈