臺灣博碩士論文加值系統

中國在過去的十年當中其經濟呈現大幅度的成長，在這成長的過程中，從集權導向的計畫型經濟轉變成為以市場導向為主的經濟體制；而在中國的外資企業與本地企業為了吸引更多消費者對於其產品的重視與購買意願，大幅增加其產品在品牌塑造與廣告上的支出。因此，台商在大陸對於品牌形象策略的制訂方式，形成本研究的動機。
本研究利用公司因素、產品因素二個構面來對兩岸品牌形象策略的差異性進行研究。本研究利用二項羅吉斯迴歸來檢測變數之間的關連性。結果發現，公司因素中，競爭能力，機器取得與資金取得對於指定不同的兩岸品牌形象策略有所影響。而產品因素中，只有推銷方式的變動會有所影響。
因此，本研究認為台商如有需要在大陸市場制訂不同於台灣市場的品牌形象策略，則是因為該公司的產品在大陸市場具有低度的競爭優勢，所以，為了提升競爭地位，必須制訂更適合的品牌形象策略。再者，公司有必要將在台灣，為了獲取機器與資金所得到的經驗移轉至大陸子公司。

China have got great growth of economy in the recent years. In this process of growth, the economy system of China was changed from Planned Economy to Market Economy. Many foreign companies and local companies in China spend more expenditure on brand forming and advertisement in order to attract more local customers and expand their market share.
This study reports that Firm Characteristics and Product Characteristics’ effects on forming different brand image strategies between Taiwan and China. Binary Logistic Regression was used to analyze the relationship between variables. For Firm Characteristic, the results suggest that Taiwanese companies should transfer their experience of machine and capital acquiring to subsidiary in China. For Product Characteristics, sales policy would affect brand image strategy in China market.
Key words: Brand Image Strategies, Firm Characteristics, Product Characteristics.

目錄
中文摘要 …………………………………………………………i
英文摘要 …………………………………………………………ii
目錄 …………………………………………………………….iii
表目錄 ……………………………………………………………vi
圖目錄 ……………………………………………………………vii
第一章 緒論 ……………………………………………………1
第二章 文獻探討 ………………………………………………3
第一節 公司因素 ……………………………………………4
第二節 產品因素……………………………………………7
第三節 品牌形象相關理論…………………………………8
第三章 研究方法 ………………………………………………15
第一節 研究架構 ……………………………………………15
第二節 研究假設 ……………………………………………19
第三節 問卷設計與資料收集 ………………………………21
第四節 資料分析 ……………………………………………24
第四章 研究結果討論 …………………………………………26
第一節 樣本描述 ……………………………………………26
第二節 研究假說檢定之結果 ………………………………28
第五章 結論與建議 ……………………………………………31
第一節 研究結論………………………………………………31
第二節 研究操作與行銷建議 ………………………………33
第三節 研究限制 ……………………………………………38
第四節 後續研究建議 ………………………………………39
參考文獻 …………………………………………………………42
附錄一 研究問卷 ………………………………………………47
表目錄
表3-3-1 變數與測量項目對照表………………………………22
表3-3-2 問卷基本資料分析表 …………………………………23
表4-1-1 自變數之敘述性統計…………………………………27
表4-1-2 應變數之敘述性統計…………………………………27
表4-1-3 自變數之相關係數矩陣………………………………28
表4-2-1 公司因素、產品因素與國家文化因素對兩岸品牌形象策略
的羅吉斯迴歸分析結果………………………………31
表4-2-2 研究假說之檢定結果……………………………… 31
圖目錄
圖 2-1-1 國際品牌策略標準化之策略矩陣……………………6
圖 2-3-1 品牌知識的概念圖……………………………………11
圖 2-3-2 品牌概念管理架構圖………………………………13
圖 3-1-1 本研究之觀念性架構圖………………………………18
圖 3-1-2 本研究操作性架構圖…………………………………18
圖 5-1-1 本研究之整合性架構及顯著之路徑圖………………35

中文參考文獻
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