English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112704/143671 (78%)
Visitors : 49736352      Online Users : 758
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/85250
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85250


    Title: 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
    Authors: 陳昭穎
    Chen, Chao-Ying
    Contributors: 洪順慶
    陳昭穎
    Chen, Chao-Ying
    Keywords: 品牌授權
    品牌代理
    合作類型
    互動型態
    品牌權益
    中小企業
    Date: 2001
    Issue Date: 2016-04-18 16:22:31 (UTC+8)
    Abstract: 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。
    Reference: 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.
    13. Blackett, Tom and Boad, Bob(1999), “The Science of Alliance,” MacMillan Business, Sep..
    14. Boonghee, Yoo; Donthu, Naveen and Lee, Sungho(2000), ‘‘An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of the Academy of Marketing Science, Vol.28, No. 2, pp. 195-211.
    15. Bradely, Frand (1991), How The Firms Enters International Markets. Englewood Cliffs: Prentice-Hall, Inc.
    16. Bucklin, Louis P. & Sengupta, Sanjit (1993), “Organizing Successful Co-Marketing Alliances,” Journal of Marketing, Vol.57, April, pp.32-46.
    17. Carstair, J and Welch, M. (1983), “Licensing and Internationalization of Smaller Companies,” Management International Review, 22, pp56-71.
    18. Cohen, Dorothy (1986), “Trademark Strategy,” Journal of Marketing, Vol.50, January, pp.61-74.
    19. Cohen, Dorothy (1991), “Trademark Strategy Revisited,” Research in Marketing, Vol.55, July, pp.46-59.
    20. Contractor, Farok, J. (1981), “The Role of Licensing in International Strategy,” Columbia Journal of World Business, winter, pp73-82.
    21. Contractor, Farok, J. & Lorange, Peter (1986), “Why Should Firm Cooperate? The Strategy and Economics Basis for Cooperative Venture ,”Cooperative Strategies in International Business, Lexingion Books, 1988.
    22. Crimmis, James C. (1992), “Better Measurement and Management of Brand Value,” Journal of Advertising Research, Jul/Aug, pp11-19.
    23. Daniels, John D. & Radebaugh, Lee H. (1998), International Business:Environments and Operations, 8th edition, Addison-Wesley, pp.579.
    24. Doyle, Peter (1990), “Building Successful Brand: The Strategic Options,”The Journal of Consumer Marketing, 7, Spring, pp5-20.
    25. Dunning, J. H. (1995), “Multination Enterprises And The Gobal Economy,” Addision Wesley Publishing Company Inc., pp.250-252.
    26. Farquhar, P.H. (1990), “Managing Brand Equity,” Journal of Advertising Research, Aug/Sep, pp7-12.
    27. Fedor, Kenneth J. and Werther, William B. (1995), “Making Sense of Culture Factors in International Alliance,” Organization Dynamics, Vol.23, pp.33-48.
    28. Fraley, Melissa (2000), “Don’t be a landlord, be a champion,”Brandweek, New York, Nov 13, pp.34-36.
    29. Harrigan, K. R. (1988), “Joint Ventures and Competitive Strategy,”Strategic Management Journal, Vol.9, pp.141-158.
    30. Henderson, Dennis R. and Ian, M. Sheldon (1992), “International Licensing of Branded Food Products, ” Agribusiness, 8, pp399-412.
    31. Hesterly, William S., Julia Liebeskind, and Todd R. Zenger (1990), “Organizational Economics: An Impending Revolution in Organization Theory?”Academy of Management Review, 15(July), pp.402-420.
    32. Horstmann, I. And James Markusen (1987), “Licensing Versus Direct Investment: A Model of Internalization by Multinational Enterprise,” Canadian Journal of Economics, 20(3), pp.464-481.
    33. Jain, Subhash C. (1987), “Developing Marketing Strategy: A Framework,” Marketing Intelligence and Planning. 5(1), pp34-39.
    34. James, B. G. (1985), “Alliance: The New Strategic Focus,” Long Range Planning, Vol.18, No.3, pp.76-81.
    35. Kal, Sudhir H. (1986), “Dealer Perceptions of Manufacturer Power and Influence Srrategies in a Developing Country,” Journal of Marketing Research, Vol.XXIII, November, pp.387-93.
    36. Kalb, Clifford C. (1988), “Joint Marketing or Co-Marketing: Cooperation or Competition?” Medical Marketing and Media, November, pp.112-119.
    37. Kamakura, W. and G. Rrssell (1993), “Measuring Brand Value With Scanner Data,” International Journal of Research in Marketing, 10, pp.9-22.
    38. Kellachan, Lauren A (2000), “Hot licenses,” Home Textiles Today, High Point, May/Jun, pp.36-38.
    39. Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer Base Brand Equity,” Journal of Marketing, 57, Jan., pp.1-22.
    40. Kesler, Lori (1987), “Licensing-Extensions Leave Brands in News Areas,”Advertising Age, 58(23), pp1-2.
    41. Killing, J. P. (1983), “Understanding Alliances: The role of task and organizational complexity,” Cooperative Strategies in International Business, Lexington, Mass: Lexington Books, pp.55-67.
    42. Kogut, B. (1988), “Joint Ventures: Theoretical and Empirical Perspective,” Strategic Management Journal, Vol.9, pp.319-332.
    43. Kotler, Philip (1994), “Marketing Management-analysis, planning and control,” Englewood Cliffs, N.J.: Prentice Hall, 8th edit.
    44. Lewis, J. D. (1990), “Partnerships For Profit-Structuring And Managing Strategic Alliance,” New York:The Free Press.
    45. Lillo, Andrea (2000), “Brands add perceived value,” Home Textiles Today, High Point, Mar 20, Vol.21.
    46. Linsu, Kim (1997), “Korea’s Technological Learning: Conclusion, Imitation to Innovation-The Dynamics of Korea’s Technological Learning,”Harvard Business School Press.
    47. Lynch, Robert Porter (1989), The Practical Guide To Joint Ventures And Corporate Alliance, New York:John Wiley & Sons.
    48. Lynch, Robert Porter (1989), Business Alliance Guide: The Hidden Competitive Weapon, New York: Wiley.
    49. Millman, A.F. (1983), “Licensing Technology,” Management Decision, 21(3), pp3-16.
    50. Murray, E. A. Jr. & Mahon, J. F. (1993.), “Strategic Alliances: Gateway To The New Europe,” Long Range Planning, Vol.26, pp.102-111.
    51. Onkvisit, Sak; Shaw, John J.;“Service Marketing: Image, Branding, and Competition,” Business Horizons, Greenwich, Jan/Feb 1989; Vol. 32, Iss. 1, pp. 13.
    52. Osselaer, Stijn M. J. Van and Alba, Joseph W. (2000), “Consumer Learning and Brand Equity,” Journal of Consumer Research, Vol.27 June.
    53. Owens, Thomas (1991), “A Contractual Approach to Partnering,” Small Business Reports, July, pp29-40.
    54. Parkhe, A. (1991), “Interfirm Diversity, Organizational Learning and Longevity in Global Strategic Alliances,” Journal of International Business Studies, Vol.22, No.4, pp. 579-601.
    55. Plains, White, “Product-harm crises and the signaling ability of brands,” International Studies of Management & Organization, Fall 1998, Vol.28, Issue 3, pp.109-119.
    56. Porter, M. E. and M. B. Fuller (1987), “Coalitions And Global Strategy: Competition In Global Industries,” Boston, MA: Harvard Business Press, pp.315-344.
    57. Quelch, John A. (1985), “How to Build A Product Licensing Program,”Harvard Business Review, 63 (May-June), pp186-197.
    58. Root, F.R. (1987), Cooperative Strategies in International Business, Lexington, MA: Lexington Books.
    59. Schultz, Don E (2000), “Understanding and measuring brand equity,”Marketing Management, Chicago, spring.
    60. Serapio, Manuel G. and Gascio, Wayne F. (1996),“End-Games in International Alliances,” Academic of Management Executive, Vol.10, No.1, pp.62-73.
    61. Srinivasan, Rajendra and Allan D. Shocker (1991), “Brand Equity:A Perspective on Its Meaning and Measurement,” Cambridge, MA:Marketing Science Institute, pp.91-124.
    62. Takac, P. E. & Singh, C. P (1992), “Strategic Alliance In Banking,” Management Review, Vol.30, pp.32-43.
    63. Tauber, Edward M. (1988), “Brand Levergy: Strategy for Growth in Cost Control World,” Journal of Advertising Research, Aug/Sep. pp26-30.
    64. Terpstra, Vern (1983), “Critical Mass and International Marketing Strategy,” Journal of the Academy of Marketing Science, 11(3), pp269-282.
    65. Varadarajan, P. Rajan (1986a), “Symbolic Marketing Revised,” Journal of Marketing, 50(Spring), pp61-63.
    66. Varadarajan, P. Rajan (1986b), “Horizontal Cooperative Sales Promotion: A Framework for Classification and Additional Perspectives,” Journal of Marketing, 50(April), pp64-73.
    67. Vyas, Niren M., Shelburn, William L. and Rogers, Dennis C., “An Analysis of Strategic Alliance: Forms, Functions and Framework,” Journal of Business & Industrial Marketing, Vol.10, No.3, pp.47-60.
    68. Zuckerman, H. S. & D’Aunno, T. A. (1990), “Hospital Alliance:Cooperative strategy In A Competitive Environment,” Health Care Management Review, Vol.15, pp.21-30.
    Description: 碩士
    國立政治大學
    企業管理學系
    88355063
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001420
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    There are no files associated with this item.



    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback