||The Key Success Factors of Own Brand Building:
An In-depth Study of Taiwanese Brands
Using AHP Analysis
||Institute of International Management (IIMBA--Master)(on the job class)
||Lisa Chi-Fei Shih
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 。
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.
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
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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