臺灣博碩士論文加值系統

摘要
隨著時代的變遷，「品牌」已是許多企業越發重視的議題，建立良好的「品牌」可以強化企業形象、核心價值，進而區隔競爭者、提升營收。為了衡量品牌的價值，「品牌權益」的概念早在許多研究中被提出，品牌被視為企業的一種資產，也是消費者對於企業給予產品或服務的一種認識。而在運動用品界最具代表性的龍頭企業-Nike，其在interbrand在2013年所整理的世界品牌排名中排行第24名，擁有170億美金的品牌價值，Nike一直以來就已充滿創意及渲染力的行銷策略聞名，本研究將針對此個案進行探討，試圖找出一間企業如何制定成功的品牌行銷策略進而建立品牌權益，提升品牌價值。
本研究利用Aaker所提出的品牌權益構面，結合Keller的品牌權益行銷策略發展出架構，並採取個案研究法(case study)，利用深度訪談及次級資料的蒐集釐清供應方的策略及消費者的看法，進而探討個案在建立品牌權益之行銷策略上的關鍵成功因素。
本研究歸納之主要研究結論如下：
一、 建立品牌權益的根基來自企業的核心，也就是良好的產品與服務。企業要能產出真正符合需求、高品質的產品才能讓品牌產生價值，顧客對品牌的認同源自於最基本的產品使用經驗，經驗轉化成品牌忠誠度，進而提升品牌權益。
二、 透過故事行銷，企業更能說服消費者品牌的價值。在同質化、產品互相模仿嚴重的市場中，如何將品牌差異傳達給消費者，必須利用說故事的方式，將品牌的特性、優勢、核心理念透過故事包裝，才能順利傳入消費者的心中。
三、 建立品牌權益的關鍵在行銷策略的交互運用。有好的產品及價格策略建立了顧客對品牌的第一印象，透過通路策略的擴散傳達品牌理念進而提升知名度，最後由整合行銷傳播策略與消費者溝通，將品牌形象烙印在消費者心中。

Abstract
With the changing times . The &;quot; brand &;quot; is increasingly important issue to many enterprises. To establish a good &;quot;brand&;quot; can strengthen corporate image, core values , differentiate competitors and enhance revenue . In order to measure the value of the brand , the concept of &;quot; brand equity &;quot; to be presented in a number of earlier studies, the brand is seen as a corporate asset , but also for the companies to give consumers a cognition of the product or service.
The best knowing in the sporting goods industry leading enterprises -Nike, which ranked by Interbrand in 2013 ,finishing the top 24 ranked brands in the world , with 17 billion dollars in brand value , Nike is always famous for creative and full of rendering force marketing strategies , this study will be discussed for this case , trying to figure out how to make a business successful brand marketing strategy and further build brand equity , enhance brand value.
In this study, by using Aaker’s brand equity model , combined with Keller’s brand equity marketing strategy to develop study stucture and take the case study (case study), the use of in-depth interviews and secondary data collection to clarifying the supply side and the consumer view , and then discusses the title: “how the impact of marketing strategies on building brand equity –case study of Nike”
The study ''s main conclusions are summarized as follows :
1. The foundation of building brand equity is a good product and service . Enterprises must be able to find the demand of market ,produce high- quality products in order to enhance value of the brand. Customer’s brand identity derived from the basic product experience, which will turn into brand loyalty , and thus enhance brand equity .
2. Through the story of marketing , corporate can show consumers about brand .
In homogenization serious market, products imitate each other. How to transmit the brand differentiation to consumers must use the way of tell story.The story can combined the brand features, advantages and core concepts ,then use the story to successfully communicate to consumers.
3. The key on building brand equity is the use of interactive marketing strategies . Have a good product and price strategy can establish customer’s first impression of the brand , then the brand concept to convey through the diffusion path strategy and thus enhance the visibility. At the last, use the integrated marketing communications strategy to communicate with consumers, to build the brand on the mind of consumers.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 v
第一章 緒論 1
第一節 研究背景與動機 .1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 品牌的定義 5
第二節 品牌權益理論 9
第三節 建立品牌權益之行銷策略 20
第三章 研究方法 35
第一節 研究架構 35
第二節 研究設計 35
第三節 研究對象 38
第四章 個案描述與分析 40
第一節 個案公司簡介 40
第二節 個案行銷策略 43
第三節 行銷策略對建立品牌權益影響分析 56
第五章 結論與建議 68
第一節 研究發現 68
第二節 結論 71
第三節 建議 73
第四節 研究限制 74

參考文獻 75

參考文獻
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三.網路部份
Interbrand - Best Global Brands 2013
http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
Nike台灣官方網站
http://www.nike.com/tw/zh_tw/
Nike官方網站
http://nikeinc.com/
MBAtics
http://www.mbatics.com/
聖米爾顧問
http://blog.yam.com/samuelHR
盧建彰，2014，「請你花十秒鐘告訴我，Nike慢跑鞋和Adidas的不同？」，天下雜誌。http://www.cw.com.tw/article/article.action?id=505771