臺灣博碩士論文加值系統

品牌延伸，對於產業來說是一項必經發展的過程，利用品牌延伸來拓展市場吸取更多對於品牌忠誠者，也是各競爭對手會做的一項品牌策略之一。但現有的研究多屬於品牌延伸的成功因素甚多，卻鮮少有較深入的研究其延伸過程中的失敗因素。
本研究將藉由個案公司的品牌產品之延伸過程加以瞭解相關因素並從中了解影響延伸失敗之各種因素與具體細節。更進而瞭解同一品牌在延伸過程之中面對各項因市場環境之決策不同時所產生的成功與失敗，並希望透過本研究所提出之個案案例之後，可做為日後避免品牌失敗因素之應用，以及延續企業競爭優勢與改善避免之參考。
研究方向將從以下四點去做更詳細之： (1) 供應鏈夥伴投機與管理問題。(2) 品牌延伸策略搖擺問題。(3) 品牌延伸產品是否視為核心能力延伸之決策問題。 (4) 品牌延伸之其他相關問題。

Brand extension, for the industry it is a necessary process of development, the use of brand extension to expand the market absorb more of a brand strategy for brand extension success factors for many, but few have a more in-depth study of its failure to extend the process factors.
This study extends the process of the case by the company''s branded products to understand the relevant factors and learn about the various factors affecting the extension fails with the specific details. More then to understand the process of the same brand in the face of the extension of the successes and failures of the market environment for decision-making is not the same generated, and hope that through case after case presented in this study can be used as future applications to avoid brand failure factors , as well as the continuation of competitive advantage and improve avoid reference.
Research done from the following four points in more detail: (1) supply chain partners speculation and management issues. (2) brand extension strategy swing problems. (3) whether the product is considered as brand extension decision to extend the core capabilities of the problem. (4) brand extension of other related issues.

目錄 Ⅰ
圖目錄 III
表目錄 IV
第一章 緒論1
1.1 研究背景1
1.2 研究動機2
1.3 研究目的2
1.4 研究流程4
第二章 文獻探討5
2.1 品牌定義5
2.2 品牌延伸定義5
2.3品牌延伸之優點7
2.4品牌延伸之缺點8
2.5品牌延伸之相關文獻9
第三章 研究設計12
3.1個案公司背景介紹12
3.2個案公司面臨困境14
3.3 資料收集步驟15
3.3.1研究方法15
3.3.2 研究進行方式16
第四章 資料分析17
4.1訪談人員說明17
4.2個案品牌延伸發展主軸說明—美國篇18
4.2.1母品牌銷售長紅，開始有品牌延伸的考量18
4.2.2品牌名稱的考量19
4.2.3與大陸投影布簾工廠合資，製造銷售至美國20
4.2.4大陸合資工廠bypass O公司，以低價白牌投影布簾切入美國市場，造成O公司投影布簾銷售與市場佔有率下滑21
4.2.5屋漏偏逢連夜雨，O公司決定與另一家工廠合資生產，但投入大量金額後突然停止生產計畫，造成O公司大量資金失血22
4.2.6美國投影機競爭者競爭激烈，加上金融海嘯影響，投影布簾與投影機搭配銷售 (bundle selling)，使得O公司投影布簾銷售加速下滑22
4.2.7美國投影機布簾市場搭配銷售已成定局，O公司於美國投影布簾之品牌延伸計畫終告失敗23
第五章 結論與建議27
5.1 研究結論27
5.2 個案所要解決的問題27
參考文獻31

一、 英文文獻
Aaker, D.A. (1990). Brand Extensions: The Good, the Bad, and the Ugly. Sloan Management Review, 31(4), 47-56.
Aaker, D. A. (1991). Managing Brand Equity, Capitalizing on the Value of a Brand Name. New York: Free press.
Albrecht, C.M., Backhaus, C., Gurzki, H. & Woisetschlager, D.M. (2013), Drivers of Brand Extension Success: What Really Matters for Luxury Brands, Psychology and Marketing, 30(8), 647-659.
Carolin, Wobben. (2007). Brand Extensions: Keys to Success in International Marketing. Berlin: VDM Verlag.
David, Taylor. (2004), Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds. Hoboken: Wiley.
Ernst & Young and ACNielsen (1999), New Product Introduction: Successful Innovation/Failure: A Fragile Boundary, Paris: Ernst & Young Global Client Consulting.
Ian, C.S. (2010). Do Line Extensions Influence Parent Brand Equity? An Investigation of Supermarket Packaged Goods. Journal of Product & Brand Management, 19(1), 18-26.
Jia, C.S. & Jing, G. (2012), The Analysis of Challenges and Opportunities in Brand Extension, Halmstad University.
Kotler, P. & Keller, K.L., (2006) Marketing Management 12 ed. New Jersey: Pearson Prentice Hall.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kapferer, J.N. (2006), The New Strategic Brand Managemnet: Creating and Sustaining Brand Equity Long Term, Londo: Kogan Page.
Kotler,P, & Armstrong, G, (1996) Principles of Marketing, NJ.
Lassar, Mittaal,& Sharma.,(1995) Measuring Customer-Based Brand Equity, Journal of Consumer Research,12(4),11-19.
Rangaswamy, A., Burk, R.R.. & Oliva, T.A. (1993), Brand Equity and the Extendability of Brand Names, International Journal of Research in Marketing, 10(1), 61-75.
Seyama, W. (2006), Factors of Successful Brand Extensions in the FMCG Industry, University of Pretoria.
Tauber, E.M. (1988). Brand Leverage Strategy for Growth in s Cost-controlled World. Journal of Advertising Research,28, 26-30.
Völckner, F. & Sattler, H. (2006). Drivers of Brand Extension Success. Journal of Marketing, 70(2), 18-34.
二、 網頁
1. 台 灣 精 品 協 會 (2012) ， 品牌研究， 2013 年8 月20 日取自網頁：
http://www.teba.org.tw/upload/Image/epaper/B-paper-06/images/Matiz.pdf。
2. David Taylor (2004) ，Virgin: The Worst of Best of BrandExtension，2013年7月21日取自
網頁：
http://wheresthesausage.typepad.com/my_weblog/2007/03/virgin_the_wors.html
3. Datuk Shireen Mludeen (2014) ，Cannibalising boards Multiple-board or tiered structures
can be wasting time and money，2014年3月1日取自網頁：
http://www.thestar.com.my/Business/Business-News/2014/03/01/Cannibalising-boards/
三、 中文文獻
1. 經理人月刊，2013.09 No.106