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研究生:李正修
研究生(外文):Cheng-Hsiu Li
論文名稱:品牌定位建立之研究-以泛亞電信為例
論文名稱(外文):The Study of Establishment of Brand Position-The Case Study of TransAsia Telecommunications Inc,.
指導教授:梁慧玫梁慧玫引用關係黃俊英黃俊英引用關係
指導教授(外文):Hui-Mei LiangJun-Ying Huang
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:72
中文關鍵詞:泛亞電信品牌定位品牌識別
外文關鍵詞:Brand Position.TransAsia Telecommunications IncBrand Identity
相關次數:
  • 被引用被引用:8
  • 點閱點閱:828
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:9
近年來,品牌(Brand)相關理論逐漸受到重視。而品牌定位(Brand Position)更被視為品牌識別(Brand Identity)的核心,而國內許多企業在進行品牌建立的同時,卻往往忽略了品牌定位的重要性。而本研究針對台灣行動電話服務產業,並以泛亞電信股份有限公司為個案研究,試圖探討該企業在品牌定位建立的獨到之處。
本研究針對泛亞電信進行個案研究之後發現:一、於品牌分析中發現可進行差異化的變數。二、選擇並推動足以區隔其他競爭品牌的目標定位。三、傳播出一致的品牌調性並透過話題性引起注意。四、被併購之後的策略轉向。藉由本研究之研究發現,希望能給國內實務界在品牌定位建立上的一些建議。
關鍵字:品牌定位、品牌識別、泛亞電信。
The brand-related theories had been valued in recent year. Brand position has been viewed as the core of brand identity, and at the meantime of establishing brands of Taiwan corporations who neglected the importance of brand position. This thesis focused on Taiwan’s mobile service industry and tried to analyze and discuss the ways of establishing brand position of TransAsia Telecommunications Inc.
This thesis made the conclusions as followed: (1) Discovering the variable could be differentiated at brand analysis. (2) Choosing and prompting the target-position, which could differentiate itself from other brands’. (3) Communicating the consistent tone of the brand and drawing the attention through being the subject of a talk. (4) The strategic turn of brand position after been merged. Through the discoveries of this thesis, hope it could give some suggestions of building the brand position for practice.
Keywords: Brand Position, Brand Identity, TransAsia Telecommunications Inc.
第一章緒論……………………………………………………………1
第一節研究背景與動機………………………………………….1
第二節研究目的………………………………………………….4
第二章文獻探討………………………………………………………5
第一節品牌定位理論…………………………………………….5
第二節品牌定位之分析與選擇……………………………….…9
第三節品牌定位之傳播………………………………………...16
第三章研究方法……………………………………………………..19
第一節研究架構………………………………………………...19
第二節研究架構描述…………………………………………...21
第三節研究設計………………………………………………...24
第四節研究流程………………………………………………...26
第五節個案選取………………………………………………...27
第六節實施過程………………………………………………...27
第七節研究限制………………………………………………...28
第四章行動電話服務產業與個案公司簡介………………………..29
第一節台灣行動電話服務產業………………………………...29
第二節泛亞電信簡介…………………………………………...32
第五章個案分析與研究結果………………………………………..36
第一節訪談個案分析…………………………………………...36
第二節研究結果與發現………………………………………...51
第六章研究結論與建議……………………………………………..59
第一節個案公司之建議………………………………………...59
第二節研究貢獻………………………………………………...62
第三節後續研究之建議………………………………………...63
參考文獻………………………………………………………………..64
一、中文部分
沈雲驄、湯宗勳譯(1996),Aaker, David A.,品牌行銷法則:如何打造強勢品牌?,商周出版。
吳幸容(民90),行動電話消費者滿意度之研究,長榮管理學院經營管理研究所碩士論文。
吳玟琪譯(1995),Upshaw, Lynn B.,建立品牌識別,台視文化事業股份有限公司。
洪順慶(民79),市場區隔研究的回顧與展望,管理科學論述,2期:9∼20。
許長田(民80),行銷定位與市場戰略,旺文社股份有限公司。
陳炳宏(民86),台灣行動電話產業研究:新興電信產業結構分析與市場集中度初探,1999 年傳播管理研討會─傳播管理新思潮。
陳慧月(民90),客戶關係管理應用之研究-以行動電話系統服務業為例,淡江大學資訊管理研究所碩士論文。
黃俊英(民88),行銷研究─管理與技術,華泰文化事業股份有限公司。
劉瑢(民89),電腦電話整合系統之使用對客服代表角色壓力與工作滿意之影響─以泛亞電信為例,國立中山大學傳播管理研究所碩士論文。
二、英文部分
Arnott, D.C. (1992), Bases of Financial Services Positioning in the Personal Pension, Life Assurance and Personal Equity Plan Sectors, Ph.D. Thesis, Manchester Business School, University of Manchester.
Arnott, D.C. (1993), "Positioning: Redefining the Concept," Warwick Business School Research Papers #81.
Brooksbank, R. (1994), "The Anatomy of Marketing Positioning Strategy," Marketing Intelligence & Planning, 12(4), 10-14.
Clement, M. and Werner-Grotemeyer, H. (1990), "The Iterative Positioning Process: An Internal Approach from the Pharmaceutical Industry," Marketing and Research Today, June, 85-96.
Coonan, C. (1993), "Coke battles Pepsi," Business & Finance, Vol. 30.
Devlin, J., Ennew, C. and Mirza, M. (1995), "Organisational Positioning in Retail Financial Services," Journal of Marketing Management, 11(1-3), 119-132.
Dibb, S. and Simkin, L. (1993), "The Strength of Branding and Positioning in Services," International Journal of Service Industry Management, Vol.4, No.1, 25-35.
Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (1997), Marketing: Concepts and Strategies, (3rd edition), Houghton Mifflin.
Dimingo, Edward (1988), "The Fine Art of Positioning," The Journal of Business Strategy, March/April, 34-38.
Duncan, Tom and Moriarty, Sandra (1997), Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationship, McGraw-Hill.
Duncan, Tom (2001), IMC: Using Advertising and Promotion to Build Brands, McGraw-Hill.
Fill, C. (1995), Marketing Communications: Frameworks, Theories and Applications, Prentice Hall, Inc.
Fisher, R.J. (1991), "Durable Differentiation Strategies for Services," The Journal of Services Marketing, 5(l), 19-28.
Kapferer , Jean-Noel (1992), Strategic Brand Management, The Free Press.
Kotler, Philip (1997), Marketing Management: Analysis, Planning, Implementation, and Control, (9th edition), Prentice Hall, Inc.
Liesse, J. (1990), "Endangered species: brands," Advertising Age, Vol.61.
Lovelock, Christopher H. (1999), Services Marketing, (3rd edition), Prentice Hall, Inc.
McAlexander, J., Becker, B. and Kaldenberg, D. (1993), "Positioning Health Care Services: Yellow Pages Advertising and Dental Practice Performance," Journal of Health Care Marketing, 13, Winter, 54-57.
McKenna, R. (1986), The Regis Touch: New Marketing Strategies for Uncertain Times, Addison-Wesley Publishing Company.
Park, C.W., Jaworski, B.J. and MacLnnis, D.J. (1986), "Strategic Brand Concept - Image Management," Journal of Marketing, 50, October, 135-145.
Pickton, David and Broderick, Amanda (2001), Integrated marketing communications, Harlow: Financial Times Prentice Hall.
Ries, Al, and Trout, J. (1986), Positioning: The Battle for your Mind, (1st edition revised), McGraw-Hill.
Rooney, Joseph Arthur (1995), "Branding: A trend for today and tomorrow," The Journal of Product and Brand Management.
Shimp, Terence (1997), Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, Fort Worth: Dryden Press.
Temporal, Paul (1999), Branding in Asia, John Wiley & Sons.
Trout, Jack and Rivkin, Steve (1996), The New Positioning, McGraw-Hill.
三、網站
中華民國交通部電信總局網頁(www.dgt.org.tw)
泛亞電信股份有限公司網頁(www.tat.com.tw)
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