全球液晶電視市場蓬勃發展，台灣不僅是液晶面板的主要供應商，同時也積極拓展液晶電視自有品牌，過去關於平面顯示器產業的研究多著重在產業分析或是不同顯示技術間比較，甚少探討台灣液晶電視品牌廠商之行銷策略。然而在液晶電視日漸取代傳統電視之際，液晶電視品牌間的競爭日趨激烈，且各品牌廠商所擁有的資源與行銷策略亦有所不同，如何擬定適當的行銷策略值得深入探討。本研究依據台經院產經資料庫、中華徵信所企業名錄、網路資訊及3C賣場資訊先整理出25家液晶電視品牌廠商名單，進一步分類為資訊科技兼具面板背景、純資訊科技以及家電業三類，然後再以資訊豐富程度、受訪意願及所處類型的產業年資三個指標進一步篩選出9家公司為研究個案。本研究進行多重個案研究並採用紮根理論(Strauss & Corbin, 1990)處理資料量龐大的逐字稿與相關文獻，更透過典範模型提出台灣自有品牌商之行銷策略規劃與執行程序，以邏輯性的思維呈現廠商面臨現況及決策依據，並以交易成本理論分析決策產生後之行銷策略，迥異於過去研究探討橫切面之研究，本研究運用兩理論解釋縱貫面之行銷議題，提出長短期之見解，使廠商更瞭解如何降低消費者的總成本。
研究結論為，資訊科技兼具面板背景類廠商靈活且具多元化之通路、產品以及促銷策略，使其表現勝過其他兩類廠商，尤甚是新視代與明基確實有效觸動消費者的心；純資訊科技類廠商應善用行銷管道，同質化以及行銷活動不足將降低消費者對品牌的印象；家電業類廠商在優異的通路以及產品策略表現，滿足消費者易接觸以及購後安心的條件，其中，大同彈性之價格策略使其短期有效掌握市場，然而本研究建議長期下，除了價格掌握外尚需活用適切的行銷策略。

The global market of TFT-LCD TV expands rapidly. Taiwan is not only a main suppler for LCD TV but also develops its own brands aggressively. Most of the past researches focused on TFT-LCD industry analysis and few focused on the marketing strategy. While the LCD TV has replaced the traditional TV, the competition of LCD TV brands is fiercer than before. It is important to propose appropriate marketing strategies. This research had used multiple case studies and grounded theory (Strauss & Corbin, 1990) to deal with the transcription and document, and advanced the marketing planning and procedure of those Brands by the paradigm model. It's showed the condition and decision-making logically. Therefore, their marketing strategies could be analyzed by the transaction cost theory. In particular, this search using two theories explained the marketing issues longitudinally, and brought up some recommendations, in order to assist them in decreasing the total costs of customer purchasing.
The conclusion is that the first types of brands had better strategies of place, product, and promotion than other types of brands. The second types of brands should take advantage of channels. Homogeneous and insufficient promotion could lower the image of the brand. The third types of brands have excellent strategies of place and product such as collection and service. To sum up, brands should not only control the price but also develop marketing strategies adaptability.

目錄 Ⅰ
圖目錄 Ⅳ
表目錄 Ⅴ
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 1
1.3 研究目的 2
第二章 文獻探討 4
2.1 液晶電視市場分析 4
2.1.1 全球液晶電視產業概況 4
2.1.2 台灣液晶電視產業 8
2.2 自創品牌相關議題 13
2.2.1 品牌理論 13
2.2.2 自創品牌 16
2.3 交易成本理論 19
2.3.1 交易與交易成本的介紹 19
2.3.2 交易成本理論 20
2.3.3 代理成本理論 26
2.3.4 結構交換理論 28
2.3.5 策略行銷分析 28
2.4 行銷策略相關理論 34
2.4.1 行銷策略規劃 34
2.4.2 行銷策略內涵 36
2.4.3 行銷組合策略 39
第三章 研究方法 44
3.1 研究架構 44
3.2 研究流程 45
3.3 研究方法選定 46
3.3.1 研究策略 46
3.3.2 資料處理方式 57
3.3.2 紮根理論 59
第四章 資料分析 64
4.1 個案內分析 64
4.1.1第一類個案內分析 64
4.1.2第一類個案內之分析結論 76
4.1.3第二類個案內分析 77
4.1.4第二類個案內之分析結論 87
4.1.5第三類個案內分析 87
4.1.6第三類個案內之分析結論 101
4.2 跨個案分析 101
4.2.1第一類跨個案比較 101
4.2.2第二類跨個案比較 102
4.2.3第三類跨個案比較 102
第五章 結論與建議 105
5.1 結論 105
5.2 建議 106
5.2.1 廠商建議 106
5.2.2 後續研究建議 106
5.3 研究限制 107
參考文獻 109
一、英文部份 109
二、中文部份 114
三、網路資源 116
附錄一：台灣銷售液晶電視自有品牌廠商之名錄 117
附錄二：台灣銷售液晶電視品牌廠商之基本資料 119
附錄三：訪談者之邀請函以及研究問題 128
附錄四：逐字稿之主軸譯碼表 131
一、第一類個案內比較之主軸譯碼 131
二、第二類個案內比較之主軸譯碼 135
三、第三類個案內比較之主軸譯碼 140

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