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    Title: 三星電子的品牌策略:以手機行業的經驗為例
    Samsung electronics’ branding strategy: experience in mobile industry
    Authors: 表俊澕
    Pyo, June hwa
    Contributors: 李明
    Lee, Ming
    表俊澕
    June hwa Pyo
    Keywords: 三星電子
    品牌價值
    企業文化
    手機行業
    VCI model
    Samsung electronics
    Brand value
    Corporate culture
    Mobile industry
    VCI model
    Date: 2017
    Issue Date: 2017-07-31 11:25:32 (UTC+8)
    Abstract: 在本論文中,作者將仔細研究三星電子的企業品牌。 雖然有不少關於三星電子的發展戰略或營銷策略的研究,但只有少數研究發現其企業品牌戰略。 因此,為了了解三星電子如何開發企業品牌戰略,本研究透過應用VCI model來分析,並確認企業願景,企業文化與利益相關者形象之間是否存在一致性。本研究的基礎是文獻分析與三星電子案例的研究。
    本文的目的是透過研究三星電子的案例,深入了解企業品牌形象,並強調正確的企業品牌建設的重要性,為企業繁榮創造品牌價值。
    In this thesis, the author will scrutinize Samsung Electronics’ corporate branding. Although there are several studies about Samsung electronics’ development strategy or marketing strategy, only few studies can be found about its corporate branding strategy. Hence, in order to understand how Samsung Electronics has developed its corporate branding strategy, this study looks over its efforts by applying the VCI model and make sure whether alignment exist among company vision, corporate culture and stakeholders’ images. This research’s basis is on the case study with Samsung Electronics and literature analysis.
    The propose of this thesis is to gain helpful insights into the corporate branding by studying the case of Samsung Electronics and to emphasize the importance of proper corporate branding in order to create brand value for corporate prosperity.
    Reference: 《Books》
    Corporate Excellence Centre for Reputation Leadership. Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture. Madrid: the Corporate Excellence Centre for Reputation Leadership, 2012.
    Dhruv, Grewal and Michael, Levy. Marketing. New York: McGraw-Hill Education, 2013.
    Davis, John A. The Olympic Games Effect: How Sports Marketing Builds Strong Brands. Singapore: John Wiley & Son Singapore Pte Ltd, 2012.
    Davis, John A.and Hilbert, Jessica Zutz: Sports Marketing: Creating Long Term Value. Cheltenham: Edward Elgar Publishing, 2013.
    Hankyung Special Report Team. Samsung rising: Why is Samsung Strong?(삼성전자 왜 강한가) Seoul: Hankyung, 2002.
    Haig, Matt. Brand Royalty: How the World's Top 100 Brands Thrive & Survive. London: Kogan page Limited, 2006.
    John, A. Quelch and Anna, Harrington. Samsung Electronics Company: Global marketing Operations. Brighton: Harvard Business Review, 2005.
    Keller, Kevin Lane. Strategic brand management: building, measuring, and managing brand equity. New Jersey: Prentice Hall, 2003.
    Kim, Sung Hong, Woo, In Ho. 이건희 개혁 10년 (Lee Kun-hee’s 10 years reform). Paju: Gimm-Young Publishers, 2004.
    Kim, Byung Wan. Smart War: 왜 결국 삼성전자인가(Why eventually Samsung Electronics). Seoul: Brainstore, 2013.
    Lee, Dongyoup. samsung Electronics – the Global Inc. Seoul: YSM, 2006.
    Lee, Boon-Young. Seung-Joo Lee. Case Study of Samsung’s Mobile Phone Business. Sejong: KDI school, 2013.
    Lepla, F. Joseph and Parker, Lynn M. Integrated Branding: Becoming brand-driven through companywide Action. Westport: Quorum Books, 1999.
    Michell, Tony. Samsung Electronics: And the struggle For Leadership of the Electronics Industry. Hoboken: John Wiley & Sons, 2010.
    Stengel, Jim. GROW: How Ideals Power Growth and Profit at the World’s Greatest Companies. Danvers: Crown Business, 2011.
    Schroeder, Jonathan E. and Salzer-Morling, Miriam. Brand Culture. Abingdon: Routledge, 2005.
    Schultz, Majken and Hatch, Mary Jo. Taking Brand Initiative: How Companies Can Align Their Strategy, Culture and Identity Through Corporate Branding. San Francisco: Jossey Bass, 2008.
    Song, Jaeyong and Lee, Kyung-mook. 글로벌 일류 기업 삼성을 만든 이건희 경영학: Samsung Way (Lee Kun-hee’s Business Administration to Create a World-class Company Samsung: Samsung Way). Paju: 21st century books, 2013.
    Seo, Sang-won. 대한민국 글로벌 자존심 스마트 삼성(Korea's Global Pride Smart Samsung ). Seoul: Starbooks, 2011.
    Sim, Jeongtaek, 이건희傳:초국가 삼성을 건설하다 (Lee, Kun-hee: Constructing Transnational Samsung). Seoul: 새로운 현재(New current), 2016.
    《Articles》
    AFP, SEOUL. "Lee Kun-hee Returns to Samsung." Taipei Times, March 25th, 2010.
    http://www.taipeitimes.com/News/worldbiz/archives/2010/03/25/2003468850
    Bio, Full. “Why Samsung Is Buying Harman?” Forbes, Nov 16 th, 2016. https://www.forbes.com/sites/greatspeculations/2016/11/16/why-samsung-is-buying-harman/#31b0934352e5
    Bloomberg BusinessWeek. “ Online Extra: Samsung's Goal: Be Like BMW.” Special report, Aug
    1st, 2005.
    https://www.bloomberg.com/news/articles/2005-07-31/online-extra-samsungs-goal-be-like-bmw
    Cho, Jin-young. “System Semiconductor Business: Will Samsung Electronics Create Fabless, Foundry Business Divisions?” BusinessKorea, Nov 23th, 2016.
    http://www.businesskorea.co.kr/english/news/ict/16557-system-semiconductor-business-will-samsung-electronics-create-fabless-foundry
    Cho, Jin-young. “Samsung Electronics Came Back As the First Runner in Global Smartphone Market.” Businesskorea, Apr 14th, 2017.
    http://www.businesskorea.co.kr/english/news/ict/17808-regain-1-spot-samsung-electronics-came-back-first-runner-global-smartphone-market
    Fried, Ina. “Samsung’s Marketing Chief Aims to Stir Passion for Korea’s Electronics Giant.” Jan 30th, 2012.
    http://allthingsd.com/20120130/samsungs-marketing-chief-aims-to-stir-passion-for-koreas-electronics-giant/
    Herh, Michael. “How Will Samsung’s Emergency Management System Operate amid Owner Risk?” Businesskorea, Jan20th, 2017.
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    Jeong, Eun-Young and Martin, Timothy W.. “Samsung profit soars despite Galaxy Note 7 woes.” Businesswire, Jan 23th, 2017.
    http://www.businesswire.com/news/home/20050609005432/en/Samsung-Electronics-Introduces-Phase-Global-Brand-Marketing
    Jo, Mary and Schultz, Majken. “Bringing the corporation into corporate branding.” European Journal of Marketing Vol. 37, Jul. – Aug. 2003. pp.1041-1064.
    https://doi.org/10.1108/03090560310477654
    Kim, Yong-chul. "The New 'Big Blue." The Korea Times, Jan 29th, 2010.
    http://koreatimes.co.kr/www/news/special/2010/01/133_59924.html
    Lee, Jungah and Chen, Lulu Yilun. "Samsung's Record Pressures Rivals as HTC Posts Loss." Bloomberg, October 5th, 2013. https://www.bloomberg.com/news/articles/2013-10-03/samsung-profit-beats-estimates-on-cheaper-galaxy-smartphones
    Shukla, Vikas. “Galaxy Note 7: Samsung Earnings Prove A Loss Isn’t Always Bad:Value Work.” Valuewalk, Jan 9th, 2017.
    http://www.valuewalk.com/2017/01/galaxy-note-7-samsung-earnings/
    Shu, Catherine. “Samsung will acquire cloud-computing company Joyent.” Techcrunch, June 15th, 2016.
    https://techcrunch.com/2016/06/15/samsung-joyent/
    《Internet》
    Android Authority,
    http://www.androidauthority.com/samsung-lg-marketing-budget-2016-761744/
    AMW,
    http://www.amworldgroup.com/blog/entertainment-marketing-a-proven-way-of-advertising-and-product-branding
    Advertising Age,
    http://adage.com/article/special-report-global-players/eric-kim/97503/
    Businesswire,
    http://www.businesswire.com/news/home/20040324005447/en/DigitAll-Matrix-Campaign-Samsung-Electronics-Won-Super
    CNBC, http://www.cnbc.com/2017/04/10/galaxy-s8-selling-faster-than-galaxy-s7.html
    http://www.yonhapnews.co.kr/bulletin/2017/04/04/0200000000AKR20170404170200003.HTML?input=1179m
    Digital Training Academy,
    http://www.digitaltrainingacademy.com/casestudies/2016/09/samsung_most_trustworthy_olympics_sponsor_brand_survey.php
    Forbes, https://www.forbes.com/companies/samsung-electronics/
    Fortune, http://beta.fortune.com/fortune500/list
    Statista, https://www.statista.com/statistics/264875/brand-value-of-the-25-most-valuable-brands/
    IHS, https://www.ihs.com/index.html
    Interbrand, http://interbrand.com/
    Harvard Business Review,
    https://hbr.org/2003/10/optimal-marketing
    Wall Street Journal,
    https://www.wsj.com/articles/hp-to-acquire-samsung-printer-business-in-1-billion-deal-1473667204
    Samsung Electronics,
    http://www.samsung.com/us
    http://www.samsung.com/uk/aboutsamsung/
    http://www.samsung.com/us/news/newsRead.do?news_seq=388
    https://pages.samsung.com/ca/launchingpeople/English/
    Olympic,
    https://www.olympic.org/sponsors/samsung
    https://www.olympic.org/news/samsung-helping-to-make-rio-2016-the-most-connected-olympic-games-ever
    https://www.olympic.org/news/ioc-and-samsung-extend-worldwide-top-partnership-through-to-2020
    Starcount, http://www.starcount.com/
    Strategy Analytics,
    https://www.strategyanalytics.com/strategy-analytics/blogs/devices/smartphones/smart-phones/2017/01/31/global-smartphone-shipments-hit-a-record-1.5-billion-units-in-2016#.WQHwn8sVE5s
    http://en.adquan.com/post-13-1113.html
    Research Methodology,
    http://research-methodology.net/samsung-marketing-strategy/#_ftn1
    Wikipedia,
    https://en.wikipedia.org/wiki/Samsung_Electronics
    https://en.wikipedia.org/wiki/Corporate_branding
    https://en.wikipedia.org/wiki/Samsung_Galaxy_Note_7
    Description: 碩士
    國立政治大學
    亞太研究英語碩士學位學程(IMAS)
    99926015
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0999260151
    Data Type: thesis
    Appears in Collections:[亞太研究英語博/碩士學位學程(IDAS/IMAS) ] 學位論文

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