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系統識別號 U0026-1302201217074500
論文名稱(中文) 台灣企業建立自有品牌的成功關鍵因素探討 使用層次結構分析法
論文名稱(英文) The Key Success Factors of Own Brand Building: An In-depth Study of Taiwanese Brands Using AHP Analysis
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 100
學期 1
出版年 101
研究生(中文) 施姬妃
研究生(英文) Lisa Chi-Fei Shih
學號 ra796115
學位類別 碩士
語文別 英文
論文頁數 121頁
口試委員 指導教授-吳萬益
口試委員-鄭至甫
口試委員-王慕容
中文關鍵字 委託代工(貼牌生產)  設計加工(原始設計製造商)  自有品牌生產  品牌建立  層次結構分析  行銷策略  行銷4P  價值鏈  核心能力  核心競爭力 
英文關鍵字 OEM  ODM  OBM  Branding  AHP  Marketing strategy  4P  Value chain  Core competence 
學科別分類
中文摘要 本文使用層次分析法(AHP) 來評估建立自有品牌過程中產生影響的關鍵因素。層次分析法是有效且首選的研究方法,透過這個方法,讓受訪者和專家就三個成功的品牌,宏碁,華碩和明碁為樣本公司,回答設計的問卷,針對關鍵因素的重要性比較以及藉由不同組之間的交叉評估尋找出影響品牌建立的成功的關鍵因素。以往以層次分析法的研究領域發表的論文,部分缺乏綜合管理系統以及從外部受訪者的意見評估其內部資源的重要性的研究 。
本研究採取以外部的受訪者來調查就內部團隊支援,企業資源以及行銷策略等因素在成功建立品牌過程中有哪些是扮演不可或缺的關鍵,就收集的數據表明,層次分析法是適用於不同的企業,可提供不同的行業,讓他們可以在擬定決策之前審視自己現有的資源和能力的表現,在建立自己的品牌的過程中進行評估進而調整決策。
在這項研究中,我們選擇外部消費者為我們的研究對象,而這些受訪者,必須熟知這三個品牌且至少擁有三年以上的工作經驗,從我們的研究得知,核心競爭力中的品牌形象,與行銷策略中的通路策略-“與經銷商維持良好的長期關係”,以及擁有高階管理階層團隊的支援為自有品牌建立的主要關鍵成功因素,以受訪者的觀點來看,品牌形象猶如一家企業要傳達給客戶的訊息,一個品牌的成功與否,品牌形象的確具有關鍵的影響能力。以這三家-宏碁、華碩、明碁都曾榮獲台灣前二十大知名品牌頭銜的公司為例,受訪者選出最主要且重要的成功關鍵因素是核心競爭力,從專家的角度來看,他們認為高階管理的支持扮演著重要的關鍵因素,與宏碁和華碩比較起來,明碁在品牌形象上的表現以及供應鏈管理的表現都差強人意,這或許是為什麼明碁於2009之後消失在台灣前二十大全球品牌的名單中的原因之一;透過本研究,所獲得的關鍵因素,可提供未來有意願建立自有品的台灣企業,在進行決策的過程中,納入參考。
英文摘要 Most of all, I would like to express my appreciation deeply for my Advisor, Professor Wann-Yih Wu, for his academic advice and mental encouragement. He inspired me with the topic and helped me to conquer numerous difficulties by giving prompt and critical directions as well as analytical comments. Without his guidance, I would not be able to know how to deal with this research.
I would also like to thank my thesis committee members, Prof. Chin-Ho Lin, Prof. Don Jyh-Fu Jeng and Prof. James Stanworth, for their constructive comments and suggestions. Besides, I would like to thank all the professors in IIMBA for their kind effort in transferring their knowledge to me during my learning process. And I would like to especially thank Nicholas and Veasna for their methodological support, and Yachung, Odnoo, Lewis, Stella Li, Jack Liu in S-Power Digital Tuning Co., Jack Tsai in CBBIC, Associate Professor-Kong-Fah Cheng in NCCU, David Chang in NicheCurrent, Mark Chiang in Taiwan Dentsu, Stanley Cheng and Lily in Acer, Alex in intel, Michael in Delta, my boss-Wilton Hung, and my colleagues in TAITRA. I further feel a great sense of appreciation towards the very helpful assistance provided from the experts from various industries, whose guidance provided for my thesis really meant a lot to me. Actually, there are still many friends who I have not mentioned here, so thank you everyone who supported and encouraged me to finish this thesis. I don’t think that I could finish it without your help. I would also especially like to take this opportunity to share my appreciation with everybody who helped me collect my questionnaires, including my co-workers, friends, family members, and classmates from National Cheng Kung University.
Finally and most importantly, I highly appreciate the great support and constant understanding my family has provided me during the course of my studies. My deepest gratitude is given you for everything and your companionship through this. I could not make it without your assistance.
論文目次 ABSTRACT I
摘要 III
ACKNOWLEDGEMENTS V
TABLE OF CONTENTS VII
LIST OF TABLES X
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Motivation and Background. 1
1.2 Research Objectives. 4
1.3 Research Project and Scope of Study. 4
1.4 Research Flow. 5
1.5 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Top Management Support. 8
2.1.1 Management Team Support. 8
2.1.2 Management Expertise. 10
2.1.3 Business Environment. 13
2.2 Core Competence. 15
2.2.1 Technology. 15
2.2.2 Operation and Production System. 17
2.2.3 Value. 20
2.2.4 Human Resource Management. 21
2.2.5 Brand Image. 23
2.3 Marketing Strategy. 24
2.3.1 Pricing Strategy. 24
2.3.2 Product Strategy. 26
2.3.3 Distributor. 27
2.3.4 Promotion Strategy. 29
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 31
3.1 Research Framework and Construct Measurement. 31
3.2 Research Procedure. 36
3.3 Questionnaire Design. 37
3.3.1 The Constant Sum Scale Questionnaire. 37
3.3.2 The AHP Questionnaire. 39
3.4 Sampling Plan. 42
3.5 Data Analysis Procedure – Analytical Hierarchy Process. 43
CHAPTER FOUR RESEARCH RESULTS 49
4.1 Factors Evaluation. 49
4.2 AHP Computation. 51
4.2.1 Level Two Priority. 52
4.2.2 Level Three Priority. 52
4.2.3 Level Four Priority. 55
4.3 Ranking Criteria and Sub-Criteria for Acer, ASUS, and BenQ. 61
4.4 Weighted Scores for Three Brands. 66
CHAPTER FIVE CONCLUSION AND DISCUSSION 71
5.1 Research Conclusions. 71
5.2 Managerial Implications. 73
5.3 Limitation and Suggestions. 75
REFERENCE 79
APPENDICES 88
Appendix 1: Questionnaire for Preliminary Test (English). 88
Appendix 2: The AHP Questionnaire. 91
Appendix 3: Questionnaire for Expert (For the Three Brands). 103
Appendix 4: Questionnaire for Preliminary Test (Chinese). 105
Appendix 5: The AHP Questionnaire (Chinese). 108
Appendix 6: Questionnaire for Expert (For the Three Brands) (Chinese). 118
Appendix 7: Expert Lists for Preliminary Test. 120
Appendix 8: Expert Lists for the Three Brands. 121
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