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    Title: 電競品牌併購後的品牌重塑
    Rebranding of Esports Brands after Mergers and Acquisitions
    Authors: 彭靖深
    Pang, Jing-Shen
    Contributors: 張瑜倩
    Chang, Yu-Chien
    彭靖深
    Pang, Jing-Shen
    Keywords: 電子競技
    電競產業
    品牌併購
    品牌重塑
    Esports Industry
    Brand Mergers And Acquisitions
    Rebranding
    Date: 2021
    Issue Date: 2021-09-02 18:09:30 (UTC+8)
    Abstract: 電競產業是指生產電子設備或是提供服務給競賽使用,並強調人與人之間智 力與反應的對抗運動;電競產業憑藉多樣化技術優勢,品牌的併購持續在市場上 進行,也創造出品牌重塑的話題。本研究聚焦探討電競產業的品牌重塑,了解電 競品牌合併前後的溝通協調,並歸納分析品牌重塑過程中的所面臨的挑戰。
    本研究從電競品牌併購後的品牌重塑進行分析,採用深入訪談法,並以 「SMG 戰隊(Team SMG)」 做為個案;本研究一共訪問 8 位電競相關人士,主 要以個案組織內員工為主,以及電競產業裡重要關係人。經實證歸納分析後發現, 電競品牌進行合併,對於存續的品牌重新塑造,都是為了提升並優化電競產業內 部資源的結合,並擴大電競品牌的市場、建立更好的品牌形象,展現品牌價值。 而電競品牌價值由俱樂部的榮譽、影響力、與贊助商所組成,而能夠發揮在市場 激烈競爭下仍能創造競爭優勢的經營策略。故,電競品牌的永續經營,在於創造 更好的品牌價值,電競品牌如何展現其價值,再透過其品牌影響力,進而鞏固電 競品牌為併購後的品牌重塑的重要價值。
    Esports industry refers to the production of electronic equipment or the provision of services for competition use, and emphasizes the intellect and reaction between people. Relying on diversified technological advantages, esports companies continue to compete with each other in the market; meanwhile, the ongoing mergers and acquisitions in esports industry also creates the topic of esports rebranding. This study focuses on rebranding of esports brand, understanding the communication and coordination of esports companies during the merger process and analyzing the difficulties faced during the rebranding process. This study adopts in-depth interviews with 8 esports concerned people and take on empirical analysis. This study shows that the merger of the esports companies, the reshaping of the existing brand images and the establishment of brand value, which consists of honor, influence and sponsorship, are all for the purpose to improve and optimize the integration of internal resources as well as create a competitive business strategy in the fierce esports market. Therefore, the sustainable management of the esports brand lies in creating better brand value and to consolidating the presentation of the value of rebranding after the merger of esports brands throughout its brand influence.
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    103364136
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103364136
    Data Type: thesis
    DOI: 10.6814/NCCU202101287
    Appears in Collections:[科技管理與智慧財產研究所] 學位論文

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