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研究生:蕭怡珍
研究生(外文):HSIAO I CHEN
論文名稱:國內外汽車品牌存活率之探討-以台灣市場為例
論文名稱(外文):Brand Mortality Rate of Automobile Industry in Taiwan
指導教授:吳孟玲吳孟玲引用關係
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士班
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:2004
畢業學年度:95
語文別:中文
論文頁數:27
中文關鍵詞:組織生態品牌死亡來源國形象
外文關鍵詞:organizational ecologybrand mortalitycountry of origin image
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本研究以組織生態理論為基礎,探討「品牌死亡」之議題。樣本共計1233個品牌,時間範圍涵蓋1986年1月至2005年12月,本研究以logistic迴歸模型檢視影響品牌死亡之因素。主要研究結果為(1)制度環境會影響品牌之存續,其中以利率、公路密度對品牌死亡的解釋力特別顯著。(2)品牌死亡率與集群密度之間呈U型關係,死亡率會先隨著集群密度的增加而遞減,當集群密度達到某ㄧ低點後,死亡率則呈現遞增的情況。(3)品牌之死亡率會隨著年齡而遞減。(4) 品牌的改變會增加品牌之死亡率。(5)來源國形象會影響品牌之存續。(6) 品牌權益對品牌死亡率並無顯著影響。
In this article, we draw on organizational ecology theory to investigate the issue of brand mortality. The sample includes 1233 brands and data were collected from 1986 to 2005 to analyze the significant determinants of the brand mortality by using a logistic regression model. There are five major findings: (1) Institutional environmental variables, especially loan rate and density of the highway are related to brand mortality. (2) There is an U shape between brand mortality rate and population density. (3) Brand mortality rate declines with age. (4) Changes increase the brand mortality rate. (5) Country-of-Origin effect is related to the brand mortality rate. (6) Brand equity is not related to brand mortality significantly.
目錄

封面內頁
簽名頁
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vi
目錄 vii
表目錄 ix

第一章 緒論 1
第二章 文獻探討
第一節 制度環境 4
第二節 集群密度 5
第三節 年齡依賴 6
第四節 品牌改變 7
第五節 來源國形象 8
第六節 品牌權益 9
第三章 研究方法
第一節 研究對象 12
第二節 操作性定義 12
第三節 分析方法 15
第四章 研究結果 16
第五章 結論與建議
第一節 研究結論 20
第二節 後續研究建議與限制 22
參考文獻 23
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