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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/35004
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35004


    Title: 資訊業與食品業之品牌管理個案研究
    Authors: 徐海超
    Contributors: 樓永堅
    徐海超
    Keywords: 品牌管理
    品牌策略
    行銷策略
    行銷內外部環境
    Date: 2006
    Issue Date: 2009-09-18 13:32:23 (UTC+8)
    Abstract: 在全球經濟發展與產業價值鏈分工的趨勢下,過去廠商在製造上的優勢不復存在,台灣廠商必須尋求高附加價值的經營方式,以求長遠發展與持續獲利。而發展品牌為廠商影響消費者決策,並提高企業價值與創造競爭優勢的有效作法,近年來也有許多自創品牌廠商的成功案例,因此,如何有效地管理品牌,透過品牌來達成組織的經營績效,便成為台灣品牌廠商所關注的重要議題。
    本研究的範圍包含資訊業與食品業,以國內三家資訊產業與兩家食品產業廠商為研究對象進行個案研究,考慮品牌經營績效佳之廠商,位於不同的行銷內外在環境下,對於品牌管理的相關決策作法、其背後考慮因素與造成作法上差異之可能,研究架構以品牌策略、品牌行銷策略與作法、品牌管理、品牌績效衡量…等變數為基礎。
    此外,經由個案資料之彙整,本研究相關發現摘要如下
    一、品牌行銷需能快速洞悉出顧客所需價值的趨勢:本研究的個案公司,均非常強調顧客導向的概念,並將此信念融入企業文化中,讓組織內每個成員均能以此為圭臬,位顧客創造價值。而在品牌定位上,個案公司也以顧客之需求為出發點,提供目標市場所關切的價值。
    二、創新是廠商經營品牌行銷必經之路:資訊產業之特性之一,便是需要廠商持續創新以提供更好的科技與產品給顧客。而除了資訊產業的廠商之外,食品業的兩家廠商亦非常重視創新。為了持續提供更多的品牌價值給顧客,創新為廠商必須具備的條件。
    三、產業特性影響品牌策略與管理方式:在跨產業的比較上,不同的外在產業環境會影響廠商的品牌策略與作法,如在品牌策略選擇上,資訊產業因為產品生命週期短,採取企業品牌能有效增加品牌之壽命與價值。除此之外,由於產品特性之差異,資訊廠商適合透過選擇性通路來販售具備選購品特性的資訊商品,而食品廠商則需要涉入密集性通路的通路端推廣,去建立顧客對於品牌的偏好。
    四、企業內部環境影響品牌績效:廠商若能擁有顧客導向的經營理念,並重視企業文化與品牌文化之契合度,便能夠自然地由組織內傳遞品牌之價值給顧客,對品牌績效有正向效果。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    94355023
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094355023
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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