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系統識別號 U0026-0812200911104897
論文名稱(中文) 新產品品牌決策對績效之權變影響
論文名稱(英文) A Contingency Perspective to the Effect of Branding Strategy on New Product Performance
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 92
學期 2
出版年 93
研究生(中文) 任宇新
研究生(英文) Yu-Hsin Jen
學號 r4691105
學位類別 碩士
語文別 中文
論文頁數 109頁
口試委員 口試委員-張淑昭
指導教授-陳忠仁
口試委員-吳學良
中文關鍵字 環境不確定性  品牌決策  契合度  品牌權益  新產品績效  市場特性 
英文關鍵字 Market Characteristics  Product Fit  Brand Equity  Environmental Uncertainty  Branding Strategy 
學科別分類
中文摘要   近年來已有越來越多的台灣業者不再屈就於低毛利的代工生產,轉而挑戰自有品牌,並且逐漸獲得國際上的肯定。他們面臨的已不再是代工業務與自有品牌的兩難,而是新產品推出時,應創立全新品牌或採用品牌延伸的抉擇。本研究主要目的在探討台灣已建立自有品牌之企業在推出新產品時,品牌決策對產業環境不確定性、原品牌權益、新舊產品契合度與新產品市場特性等四項因素與新產品績效關係之調和影響。
  本研究選取740家位於台灣的自有品牌企業,以郵寄方式發放問卷予高層主管或行銷部門主管進行填答。總計回收問卷78份,無效問卷4份、有效問卷74份,整體的有效回卷率為10%。本研究以SPSS套裝軟體為資料分析工具,首先利用敘述統計分析方法說明樣本結構,接著採用ANOVA分析各項變數與品牌決策之間的交互作用對於新產品績效之影響。在四項主要假設中,有一項完全支持,有三項部分支持。
  研究發現:一、當產業競爭不確定性較高時,若採用全新品牌策略,則其新產品績效會明顯較佳;當產業競爭不確定性較低時,若採用品牌延伸策略,則新產品績效較不理想。二、當新舊產品特徵相似性較低時,較適合採用全新品牌,如此才能獲致較高的新產品績效。三、原品牌權益高之企業採取品牌延伸或全新品牌之新產品績效皆有良好表現,然而原品牌權益低之企業採取品牌延伸策略則明顯地會導致較差的新產品績效。四、集中度低、成長率高或是較難區隔的新產品市場適合全新品牌策略;集中度高、成長率低或是容易區隔的新產品市場適合品牌延伸策略。有鑑於上述四點結論,本研究建議企業以權變之觀點,考量內外在條件作為品牌決策之前提,尤其需重視原品牌權益與新產品市場特性對於品牌決策與新產品績效之調和影響,方能獲致較高之新產品績效。
英文摘要   Recently, more and more companies in Taiwan have engaged in establishing their own brands. They face a difficult choice between creating a new brand and extending an existing brand. The research objective is to examine the reciprocal effect of four factors on the relationship between branding strategy and new product performance. These four factors are industry environment uncertainty, existing brand equity, the fit between the new product and the existing brand, and market characteristics of the new product.
  The population is the study is the top 5000 firms of Taiwan listed in the China Credit Information Service Incorporation. Of the 740 questionnaires mailed, 78 responses were received and 4 of them are incomplete. The remaining 74 valid and complete questionnaires were used for the quantity analyses. It represents a valid response rate of 10%.
  The results of ANOVA analyses indicate that these four factors have partial reciprocal effect on the relationship between branding strategy and new product performance, especially the industry competition uncertainty, the fit of characteristics between the new product and the existing brand, existing brand equity, and market characteristics of the new product. According to the results, this study suggests that companies should consider these four factors as their antecedents of new product branding strategy to gain better new product performance.
論文目次 第一章 緒論.................................................................1-1
第一節 研究背景與動機.......................................................1-1
第二節 研究目的.............................................................1-4
第三節 研究流程.............................................................1-5
第四節 論文架構.............................................................1-6
第二章 文獻探討.............................................................2-1
第一節 品牌決策之相關研究方向...............................................2-1
第二節 各變數之相關文獻.....................................................2-9
第三章 研究設計與研究方法...................................................3-1
第一節 研究架構.............................................................3-2
第二節 研究假設.............................................................3-3
第三節 變數的衡量構面與問項................................................3-13
第四節 調查對象與資料收集..................................................3-17
第五節 問卷回收與樣本結構..................................................3-18
第六節 資料分析方法........................................................3-20
第四章 研究結果分析與討論...................................................4-1
第一節 因素分析與信度檢定...................................................4-2
第二節 不同基本變數在各研究變數之差異分析...................................4-9
第三節 品牌決策與廠商績效間之T檢定分析.....................................4-16
第四節 品牌決策之交互作用分析..............................................4-17
第五章 結論與建議...........................................................5-1
第一節 研究結果.............................................................5-1
第二節 研究貢獻.............................................................5-4
第三節 建議.................................................................5-6
第四節 研究限制.............................................................5-7
第五節 結論.................................................................5-8
附錄一 研究問卷............................................................Ⅳ-1
附錄二 參考文獻............................................................Ⅴ-1
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