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研究生:李佳陵
研究生(外文):臺灣機車廠商產品線與品牌管理之研究
論文名稱:Product line and brand management the implication of taiwanese motorycle manufacturers
指導教授:陳建維陳建維引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
畢業學年度:93
語文別:英文
論文頁數:113
中文關鍵詞:生產線品牌管理
外文關鍵詞:Product LineBrand Management
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Taiwan’s recent population is growing in a declining rate, where an aging population era has arrived and struck us. The reality that only a fixed number of potential users will continue consuming motorcycle product goods has shrunk the market to an even smaller size since each household may not require as many transportation tools as they might have used to do because most of the family size structure is becoming small. On top of that, governmental policy on pushing for construction project of Metropolitan Railway Transportation (MRT) that basically benefits the general public with inexpensive convenient rides from east to west and north to south. Such construction projects have made the public eventually rely less on scooters as a necessary and convenient transportation tool. Instead, the public perceives MRT is rather time and money saving than scooters. Nonetheless, along with the growth of GDP per capita and the increasing reliance on public transportation means, the public has begun to change their perceptions on what and how they use motorcycles.
The purpose of this research is to understand and investigate the relationship of the three key motorcycle players, namely, Yamaha Motors (YMT), San Yang Motors (SYM) and Kymco Motors’ (KYMCO) brand management system and their product lines decision. Since the more diversified one’s products lines is, the more complicated the process could be to manage both parent and family brand. In addition, the decision of extending one’s products lines and the synergy effects of such extensions bringing to the product equity and the entire business are worthy of studying. Since these are likely to affect how each company invests resources in R&D and market expansion.
CHAPTER I INTRODUCTION
1.1 Research Background…………………………………………………………...…1
1.2 Research Objectives…………………………………………………………….…2
1.3 Outline of the Thesis……………………………………………………………....3

CHAPTER II LITERATURE REVIEW
2.1 Definition of Brand………………………………………………………………..5
2.2 Brand Management………………………………………………………………..5
2.3 Leveraging the Brand…………………………………………………………….14
2.4 Research Framework……………………………………………………………..25

CHAPTER III RESEARCH METHODOLOGY
3.1 Introduction of Case Study Methodology………………………………………..27
3.2 Research Design………………………………………………………………….29
3.3 Research Process………………………………………………………………....29
3.4 Case Selections…………………………………………………………………...31

CHATPER IV INDUSTRY ANALYSIS
4.1 The Present of Taiwan’s Motorcycle Manufacturing Industry…………………...33

CHAPTER V CASE STUDY
5.1 Case 1: Sanyang Motors Company (SYM)………………………………………39
5.2 Case 2: Yamaha Motors Company (YMT)……………………………………….58
5.3 Case 3: Kwang Yang Motors Company (KYMCO)……………………………...75
5.4 Conclusion………………………………………………………………………..90

CHAPTER VI CONCLUSION AND SUGGESTIONS
6.1 Conclusion….…………………………………………………………….……..102
6.2 Suggestion……………………………………………………………...……….106
6.3 Further Research………………………………………………………………..106
6.4 Research Limitations………………………………………………………...….107

REFERENCES…………………………………………………………………….109

APPENDIX………………………………………………………………………...113
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