本研究是以台灣的摩托車產業做產業升級，並以自有品牌經營的策略做研究的主軸。
其中，以往台灣各摩托車廠都以小型摩托車做內銷，但內銷市場面臨飽和，故以SWOT分析，以台灣的技術開發、生產，進入利基市場，沙灘車（ATV／UTV）會是最有利的選擇。
一、針對全球沙灘車市場（ATV／UTV）的總量，分佈及各廠牌、機種的分析，定位台灣廠商應走的路。
二、自有品牌經營
（一）要經營品牌，最重要的是要能有清楚的定位，有差異化的創意產品做出發點。
（二）通路的開拓。
（三）向消費者傳遞訊息，以客為尊，品牌公司不只是賣產品（其性能、功能、品質）價格、服務亦同等的重要，直到顧客滿意，品牌才能得到顧客的認同。
（四）研究台灣自有品牌公司和專家訪談是本研究重要驗證的部份。

This thesis focuses on how to elevate the Taiwanese motorcycle industry through a strategy based on successful branding.
One of the items discussed is how most Taiwanese manufacturers produce mainly small sized motorcycles that are facing increasing competition and slower sales due to a saturated domestic market. Using the SWOT analysis and taking advantage of Taiwan’s capabilities in R&D and production, entering the ATV/UTV niche market is the best path to long term profitability.
（1）A thorough analysis of the world’s ATV/UTV market, sales volume by country, brand and model, is the path that should be taken by all the Taiwanese manufacturers.
（2）A successful branding strategy requires the following:
1．One of the key factors is to start with clear product positioning and have differentiating and innovative products.
2．Successful sales channel development
3．Communicate the brand value with the consumer-the customer is always right. A branding company is not in the business of just selling products (where the performance, features, and quality must be right), but price and after service also play an equally important role. A brand will not be fully accepted by the consumer until the brand has achieved full customer satisfaction by taking care of all the items above.
4．An analysis on Taiwan’s branded companies and interviews with the professionals who have helped create such brands are the key validation processes.

目 錄
國立中山大學研究生學位論文審定書……………………………………………...i
致謝辭………………………………………………………………………………..ii
中文摘要…………………………………………………………………………......iii
Abstract……………………………………………………………………………….iv
目錄……………………………………………………………………………………v
表目錄……………………………………………………………………………......vii
圖目錄…………………………………………………………………………….....viii
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
第三節 研究流程…………………………………………………………………5
第二章 文獻探討…………………………………………………………………....6
第一節 ATV/UTV產業概況……………………………………………………..6
第二節 品牌行銷經營策略……………………………………………………..21
第三節 自有品牌策略管理模式建構…………………………………………..35
第三章 研究設計與研究方法……………………………………………………..43
第一節 研究架構………………………………………………………………..43
第二節 研究設計………………………………………………………………..44
第三節 研究方法………………………………………………………………..46
第四章 台灣自有品牌公司現況分析與專家訪談………………………………..48
第一節 台灣自有品牌公司現況分析...………………………………………...48
第二節 專家訪談………………………………………………………………..54
第五章 實證分析…………………………………………………………………..61
第一節 Y公司介紹……………………………………………………………..61
第二節 Y公司ATV/UTV自有品牌現況………………………………………65
第三節 品牌管理系統建立……………………………………………………..76
第四節 SWOT Analysis 強弱危機分析………………………………………..77
第六章 結論與建議………………………………………………………………..78
第一節 研究結論………………………………………………………………..78
第二節 研究限制…………………………………………………………………83
第三節 對後續研究者之建議…………………………………………………....83
文獻探討……………………………………………………………………………..84

參考文獻
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三、網站部份
1.http://icetrek.wordpress.com/
2.http://www.badlani.com/blog/2006/12/05/unilever%E2%80%99s-brand-impact-concept-will-definitely-make-them-a-stronger-company/
3.http://www.dealernews.com/dealernews/article/articleDetail.jsp?id=617654&sk=&date=&pageID=2
4.http://www.dealernews.com/dealernews/Sales/Consumers-Fuel-the-UTV-Market/ArticleStandard/Article/detail/466206
5.http://www.motorcycletaiwan.com.tw
6.http://www.pg.com/en_US/_images/brands/brands_landing_noflash.jpg　
7.www.Businessdictionary.com
8.http://www.absoluteastronomy.com/topics/Individual_branding
9.http://www.knowthis.com/principles-of-marketing-tutorials/managing-products/approaches-to-branding/
10.http://www.absoluteastronomy.com/topics/Family_branding
11.http://en.wikipedia.org/wiki/Family_branding
12.http://en.wikipedia.org/wiki/Asus#Pirated_software_and_dissemination_of_confidential_data
13.http://en.wikipedia.org/wiki/Brand_extension#cite_note-22
14.www.dcstrategy.com/mediacentre/full_article.php?article=44
15.http://en.wikipedia.org/wiki/Co-branding
16."Competing for Customers and Capital". Southwest Airlines: Put a Little LUV in Your Logo!. customersandcapital.com. http://www.customersandcapital.com/book/2007/09/co-branding-tra.html
17.http://www.knowthis.com/principles-of-marketing-tutorials/managing-products/approaches-to-branding/
18.http://www.tgb.com.tw/