臺灣博碩士論文加值系統

台灣從早期製造鞋子、雨傘、玩具、紡織品，到現在資訊電子、電機、機械、光電產品，積體電路、液晶顯示器等都與民生必需品有關，這些企業經營最重視的在於工廠的製造效率和規模經濟，似乎從來沒有重視過品牌經營，然而，長久以來台灣的產業主要以代工為主，世界工廠的概念趨勢下，我國競爭優勢已不再，研發及發展自有品牌已成為必要之路。所以本研究從全球百大品牌價值排名之類型，探討以國家別趨勢是如何？以產業別趨勢是如何？以商品別趨勢是如何？台灣品牌可否名列全球最有價值的百大品牌之列？透過全球百大品牌價值排名的認識，希望對於台灣品牌價值的發展有所裨益。
本研究之品牌價值評估是依財務分析(估計品牌未來創造之收益)、市場分析(品牌作用指數決定品牌之收益)、品牌強度(品牌強度因子決定品牌之收益)三方面作評價。研究方法共分敘述統計及進階分析二方面。敘述統計乃將全球百大品牌依國家別、產業別、商品別三方面作統計敘述及分析；而進階分析乃使用皮爾森簡單相關係數、累積年品牌價值成長率、年度品牌價值成長率及品牌價值複合成長率…等作進階分析，另外，也加入品牌穩定性分析及全球百大品牌排名之變異數值分布情形。
研究結果發現全球百大品牌主要集中於美、德、日、法、英、瑞士、義大利、荷蘭、南韓等國家，美國的品牌數目正式微當中，並與GDP值比較呈現負相關，而南韓卻呈現高度正相關；以產業別區別之，全球品牌係以資訊科技、食品飲料、運輸機械佔前三位，時尚精品類成長趨勢最強，媒體娛樂類衰退趨勢最強；以商品別區分之，成長最快速品牌應屬Google、成長力道最強應屬Samsung，並品牌排名推論其結果，變異數值愈小，品牌價值排名穩定度愈佳，變異數值愈大，品牌價值排名穩定度愈差。

From the manufacturing of shoes, umbrella, toy, and textile in the early days in Taiwan to the IT electronics, electrical machinery, optoelectronics product, IC's, and LCD display in the present days are all related to living necessities. These enterprises value most in the manufacturing efficiency and economy of scale of these factories. It seems they had never emphasized in the operation of brandname. For a long time, Taiwan's industry has been mainly based on OEM, and it is losing competitive advantage under the current trend of world factory concept. The R&D and development of own brand has become the inevitable pathway. Therefore, this study starts from the types of Top 100 global brands in the investigation of what is the trend by country, by industry, and by merchandise, and whether Taiwanese brands could be in the rank of Top100 global brands with most value? Through understanding the ranking of the top 100 global brand values, we hope it could be beneficial to the development of Taiwan's brand values.
The evaluation of brand value in this research is made based on financial analysis (estimation of earning created by brand in future), market analysis (brand action index determining earning of brand), and brand intensity (brand intensity factor determining earning of brand). The methods of this research are divided into two aspects including descriptive statistics and advanced analysis. Descriptive statistics is to conduct statistical description and analysis on the top 100 global brands based on three categories including country, industry, and merchandise; whereas advanced analysis is to conduct advanced analysis using Pearson Correlation coefficient, annual brand value growth rate, and brand value compounded annual growth rate. In addition, the brand stability analysis and variance distribution of the top 100 global brands are also included.
The result of this research shows that the top 100 global brands are mainly concentrated in the U.S., Germany, Japan, France, U.K., Switzerland, Italy, Holland, and South Korea, etc. The number of brands in the U.S. is dwindling down and is showing negative correlation compared to GDP value, while South Korea is showing highly positive correlation. Categorizing in terms of industry, the IT technology, food and drink, and transportation machinery are ranking top three in global brands, while fashion industry has the strongest growing trend and media entertainment industry has the largest decreasing trend. Categorizing based on merchandise, the brand having the fastest growth belongs to Google, and the brand having the strongest growth goes to Samsung. And concluding from the ranking of brands, the smaller the variance, the better is the stability of the ranking of brand value; the larger the variance, the worse is the stability of ranking of brand value.

目次 I
表次 II
圖次 Ⅳ
第一章 緒論1
第一節 研究背景與動機1
第二節 研究問題及目的7
第三節 研究方法及架構8
第二章 文獻及專書探討10
第一節 品牌價值相關文獻10
第二節 品牌專書探討21
第三章 全球百大品牌敘述統計及分析23
第一節 以國家別區分品牌價值趨勢23
第二節 以產業別區分品牌價值趨勢30
第三節 以商品別區分品牌價值趨勢46
第四章 全球百大品牌進階分析49
第一節 品牌價值與國家GDP的相關性49
第二節 年度品牌價值成長(衰退)的趨勢55
第三節 品牌價值排名的穩定性分析66
第五章 結論及建議70
第一節 結論70
第二節 建議74
參考文獻75
附錄79
附錄一 全球前一百大品牌來源國分布圖79
附錄二 2006年十大台灣優良品牌獲選廠商80
附錄三 全球品牌價值排名的四大天王81
附錄四 2001年全球百大品牌價值排行82
附錄五 2002年全球百大品牌價值排行85
附錄六 2003年全球百大品牌價值排行88
附錄七 2004年全球百大品牌價值排行91
附錄八 2005年全球百大品牌價值排行94
附錄九 2006年全球百大品牌價值排行97

一、國外文獻
Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Aaker, David A. (1996), Building Strong Brands. New York: The Free Press.
Aaker, David A. 2001. Strategic Market Management. 6th ed. New York: John Wiley & Sons.
Blackston,Max(1992),”observations:building brand equity by managing the brand’s relationships”,Journal of Advertising Research,32(3):79-83.
Baldinger,Allan L.(1990),”Defining and applying the brand equity concept:why the researcher should care”,Journal of Advertising Research,30(3):RC2-RC5.
Brasco,T.C.(1988),How brand name are valued for acquisitions,Journal of Consumer Research,2(5):24-39.
Craig,c.Samuel &Susan P.Douglas(2000),”Building global brands in the 21th century”,Japan and The World Economy,12:273-283.
Crimmins,James C.(1992),”Better measurement and management of brand value”,Journal of Advertising Research,32(4):11-19.
Doyle,Peter(1990),”Building successful brand:the strategic options”,The Journal of Consumer Marketing,7(2):5-20.
De Chernatony,L.and Dall Olmo Riley,F(1998),”Defining a Brand:Beyond the Literature with Experts’ interpretations”,Journal of Marketing Marketing management,vol.14:417-443.
Don E.Schultz ＆Beth E.Barnes(1999),”Strategic Brand Communication Campaigns”中文書名《品牌策略》，郭瓊俐、曾慧琦、陳柏安 譯(2003)。
Farquhar, P. H. (1989), Managing Brand Equity, Marketing Research, 1, pp.24-33.
Gainer Zimmermann(2002),Brand Equity Excllence,BBDO Group,Germany.
Interbrand, (2006), “Best Global Brands 2006”
Jack Trout(2001),”Big Brands Big Trouble”中文書名《大品牌 大麻煩》，高登第 譯(2002)。
Matt Haig(2004),”Brand Royalty:How the World’s TOP 100 Brands Thrive & Survive”
Kapferer Jean-Noel(1992),”Strategic Brand Management:New Approaches to Measuring and Managing Brand Equity”,London,Kogan page.
Keller,K.L.,S.E.Heckler and M. J.Houston(1998),The Effect of Brand Name Suggestiveness on Adversting Recall,Journal of Marketing,62:48-57.
Kochan, Nicholas, Ed.( 1996), The World’s Greatest Brands. London: Macmillan.
Laforet,Sylvie & John.Saunders(1999),”Managing brand portfolios:why leaders do what they do”,Journal of Advestising Research,39:51-66.
Levitt,Theodore(1983),”The globalization of markets”,Harvard Business Review,61:92-102.
Oliver, R. L., (1997),Satisfaction－A Behavioral Perspective On the Consumer, McGraw-Hill Companies, Inc.
Pearson, Carol S, and Margaret Mark (2001),The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. New York: McGraw-Hill Companies.
Porter, Michael E.( 1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press.
Rao,Vithala R.,Manoj K.Agarwal & Denise Dahlhoff(2004) ,”How is manifest branding strategy related to the intangible value of a corporation?”Journal of marketing,68:126-141.
Ries, Al and Jack Trout (2000), Positioning: The Battle for Your Mind. New York: McGraw-Hill Companies, 2000.
Riezebos.H.J.(1994),”Brand-Added Value:Theory and Empirical Research About the Value of Brands to Consumers”,phD.series in General Management, Nr.9, Rotterdam School of management,Delff,Eburon Press.
Roll,Martin(2005),Asian Brand Strategy:How Asia Builds Strong brands Palgrave Macmillan.
Stobert, P.(1989),Alternative Methods of Brand Valuation,In:J. Murphy,ed.,Brand Valuations:Establishing a True and Fair View,London:The Interbrand Group.
Thom Braun(2004),”The philosophy of branding:great philosophers think brands”中文書名《品牌思考很簡單》，陳信宏 譯(2005)。

二、中文文獻
王春和、唐麗英(2004)，《Excel 2003 統計分析》。
艾豐(2002)，《企業名牌戰略》。
李月華、丁學敏(2006)，「以顧客為基礎的品牌權益之探討」，臺北科技大學學報第三十九之一期。
金恩堯編譯(2006)，《贏在品牌》，前景文化出版，譯自Marshall King。
洪慶順 (2006)，《台灣品牌競爭力》。
高登第編譯（2000），《品牌領導》，台北：天下文化，譯自David A. Aaker。
吳鴻編譯(2006)，《為什麼有些品牌比較強》，遠流出版，譯自AlRies Laura Ries。
胡政源(2006)，《品牌管理-品牌價值的創造與管理》。
陳怡婷編譯(2006)，《Excel 函數の範例字典》，旗標出版，譯自清水博子。
陳東霖(2005)，「企業形象、品牌來源國對品牌權益的影響研究—以化妝品為例」，立德管理學院國際企業管理研究所碩士論文。
廖琇華(2005)，「運用實質選擇全模式從事企業品牌價值分析之研究」，實踐大學企業管理研究所碩士論文。
賴亮秀(2004)，「資訊電子業品牌價值與企業價值關聯性之探討」，東吳大學會計研究所碩士論文。
蘇宇編譯(2006)，《打造亞洲新品牌：全球化的品牌策略》，財訊出版，譯自Paul Temporal。
黎曉旭編譯(2006)，《品牌背後的故事：品牌經營策略與企業文化》，久石文化，譯自Albrecht Rothacher。
三、相關報導及網站
《管理雜誌》第387期。
《管理雜誌》第389期。
95/9/30《經濟日報》財經要聞，A2版。
95/9/29《經濟日報》今日焦點，A3版。
95/10/4《經濟日報》金融新聞，A4版。
95/11/18《經濟日報》上市櫃公司，B4版。
http://www.brandchannel.com
http://www.businessweek.com
http://www.taiwantrade.com.tw
http://www.taitra.com.tw
http://www.brandingtaiwan.com.tw
http://www.interbrand.com
http://www.cocacola.com
http://www.microsoft.com
http://www.ibm.com
http://www.ge.com