臺灣博碩士論文加值系統

臺灣位於歐亞板塊與菲律賓板塊交界，地震頻繁，民國88年921大地震重創，房屋及公共建設毀損，導致傷亡慘重，也喚醒了消費者與公務部門對建築結構的重視，政府從嚴修改建築法規，結構安全標準亦大幅提升，鋼材生產廠商也積極導入品質制度，堅守品質政策，提供安全可靠符合CNS國家標準的產品，消費者選擇品質優良、穩定性佳，有品牌之鋼鐵生產廠商，對民眾的生命財產安全才會有保障。國內鋼鐵產業長期處於供過於求的情況，近期更面臨大陸鋼廠低價競爭傾銷，隨著未來進口量可能擴大，勢必使鋼鐵產業的挑戰更為嚴峻，鋼鐵廠商應善用在地優勢，建立自有品牌，長期維護該品牌產品品質，在消費者心中塑造出品質保證的形象，了解並滿足消費者的需求，尋求永續經營的生存之道。
本研究嘗試研究:
1、 探討台灣鋼鐵產業創造品牌價值的關鍵因素。
2、 品牌鋼鐵廠商差異化與競爭策略的分析。
3、 影響企業品牌價值的因子計算分析。
4、 影響品牌價值的因子與企業經營策略關聯性探討。
5、 台灣鋼鐵廠商未來品牌發展策略的建議。
鋼鐵產業為資本密集產業，被稱為工業之母，大多以內銷為導向並以B2B商業模式，本研究以電爐鋼鐵產業為研究對象，以HIROSE品牌鑑價模型，透過個案2011至2015年近五年之公開財務報告資料，計算其品牌溢價力、品牌忠誠度及品牌擴張力，探討影響老品牌鋼鐵廠之品牌價值，提供個案公司及台灣鋼鐵公司未來發展及提升品牌價值之參考。

Owing to its location at the junction of Eurasian Plate and Philippine Plate, Taiwan is in a frequent earthquake zone. On December 21st, 1999, an enormous earthquake hit the southern part of Taiwan destroying a lot of houses and public constructions, and resulting in heavy casualties. This incident brought the consumers and the public sector onto the importance of the fundamental structure of buildings and pushed the government to scrutinize existing structural safety standards and come up more stringent construction laws. In the private sector, the steel manufacturers were also actively introducing quality assurance systems and adhering to quality policies in order to provide safer and more reliable products in line with the CNS national standards. Consumers were leaning towards choosing brand name steel manufacturers with good quality control and product stability to safeguard people's life and property. The domestic steel industry in Taiwan has long been facing the situation of oversupply, in addition to the recent low-priced steel mills competition from China. In the foreseeable future, given the possible increases in low-priced steel imports, the domestic steel industry is bound to facing more severe challenges. Domestic steel manufacturers should take the advantage of being close to the market and build up their own brand name through creating and maintaining long-term product quality, understanding and meeting consumer need, and establishing the quality assurance image in the minds of consumers to seek the sustainable way of survival.
The purpose of this study:
1. To explore the key factors of creating brand value from Taiwan steel industry
2. Analyze the differentiation and competition strategies of brand name steel manufacturers
3. Analyze and identify the factors influencing corporate brand name value
4. Discuss the correlation between the identified factors and business management strategy
5. Provide strategy recommendations to Taiwan steel manufacturers in future brand development
The steel industry, known as the mother of industry, is a capital-intensive industry with mostly domestic oriented and B2B business model. In this study, through using the electric furnace steel industry as the research object, HIROSE brand evaluation model, and nearly five years (2011 ~ 2015) of public available financial report data of the case company, we want to calculate the premium brand power, the brand loyalty, and the brand expansion potential, explore their influence over the brand name value of old brand steel mills, and, finally, provide references to the future development and brand name value enhancement of the case company as well as other Taiwan steel manufacturing companies.

目錄

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 論文架構 6
第二章 文獻探討 9
第一節 品牌之定義 9
第二節 品牌權益定義 12
第三節 品牌價值評價模式探討 19
第三章 研究方法 28
第一節 研究架構 28
第二節 HIROSE品牌鑑價模型研究方法 29
第三節 品牌管理模型 35
第四章 產業概況與實證分析 39
第一節 台灣鋼鐵產業概況介紹 39
第二節 個案公司介紹 42
第三節 個案公司與基準企業品牌價值計算 49
第四節 個案公司品牌價值計算結果分析 54
第五章 結論與建議 60
第一節 研究結論 60
第二節 管理意涵 62
第三節 研究限制及建議 64
參考文獻 65

一、中文部分
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朱延智(2013)。品牌管理。台北市：五南圖書出版公司。
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王無為(2012)。台灣鞋業行銷策略對企業品牌價值影響之探討-以La new為例。東吳大學會計系碩士論文。
周孝衡(2013)。經營策略對品牌價值關聯性之研究-以消費性無線網通設備為例。東吳大學EMBA高階經營碩士在職專班論文。
袁郁淳(2005)。品牌價值評價模型之探討－日本HIROSE品牌鑑價模型為例。東吳大學會計系碩士論文。
經濟部台灣經濟研究院(民97)。「經濟部商業發展專案：商業服務業品牌價值推廣計劃-商業服務業品牌鑑價機制報告」。
許淑慈(2013)。品牌策略對企業價值影響之探討-以蘋果公司為例。東吳大學EMBA高階經營碩士在職專班論文。
黃美玲(2014)。品牌價值之實證研究-以個案T公司作為例。東吳大學EMBA高階經營碩士在職專班論文。
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二、 外文部分
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三、參考網站：
公開資訊觀測站：mops.twse.com.tw
中華民國經濟部：www.moea.gov.tw
經濟部工業局：www.branding-taiwan.tw
MoneyDJ理財網財經知識庫:www.moneydj.com
東和鋼鐵企業股份有限公司:www.tunghosteel.com
數位時代(Business Next)：www.bnext.com.tw
America Marketing Association(AMA)：www.ama.org.com
Interbrand官網：www.interbrand.com
華文專業鋼鐵網：www.steelnet.com.tw