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研究生:藍日宏
研究生(外文):Lan, Jih-Hung
論文名稱:探討臺灣金融業品牌管理之研究-Y金控公司的敘說探究
論文名稱(外文):Narrative Inquiry Study of Discussing the Brand Management of Financial Industry in Taiwan - An Example from Y Financial Holding Company
指導教授:蔡展維蔡展維引用關係
指導教授(外文):Tsai, Chan-Wei
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:企業管理系所
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:2011
畢業學年度:99
語文別:中文
論文頁數:164
中文關鍵詞:敘說探究品牌化品牌權益品牌延伸策略
外文關鍵詞:Narrative InquiryBrandingBrand EquityBrand Extension Strategy
相關次數:
  • 被引用被引用:1
  • 點閱點閱:458
  • 評分評分:
  • 下載下載:47
  • 收藏至我的研究室書目清單書目收藏:0
  在現今的多元化社會中,多樣的商品以及多變的消費者,讓企業面臨了多重的壓力,想要單靠提升商品的特性來取得競爭上的優勢已顯不足,還要加上一種烙印在消費者心中的價值,這也就是品牌的概念。在開放新銀行設立之後,臺灣的銀行總家數急遽上升,金融業的戰國時代就此展開,造成過多的銀行爭食過小的市場,而隨著金融業務的推陳出新,各種金融商品之間的差異性愈見模糊,唯有透過建構鮮明的品牌性格,以獲得消費者的認同,才能夠顯現出其區隔性。本研究循著時間的脈絡進行品牌管理的動態性研究,藉此找出個案公司在採用品牌管理策略上的適用順序,並作為同類型或有意發展自有品牌的企業在品牌管理上的參考依據。
  本研究採用質性研究中的敘說探究法,以 Y 金融控股公司為分析對象,藉由與受訪者的深度訪談,將其所述說的經驗故事,整理成關鍵事件,並透過策略事件之探討以了解其經驗及行事作為背後所隱含的管理意涵,歸納出公司品牌發展的歷程。
  研究發現,品牌的建立並非一蹴可及,而是一個步驟接著一個步驟循序漸進而成就的,個案公司在不同時期所發展出的不同品牌管理策略,依序為品牌化、品牌權益與品牌延伸策略。先透過企業名稱、註冊商標、統一的室內外裝潢、員工制服等方法,在短時間之內有意圖的將普通企業轉變為品牌企業。然後經由廣告、促銷、事件、代言人與公正第三者背書等方式,逐步厚實企業的品牌權益,以奠定其品牌延伸與多角化經營的根基。

  In today’s society, where diverse merchandise and volatile consumers prevail, firms have been facing multiple pressures in winning competitive edges, of which the enhancement of a commodity’s features shall be integrated into the “brand image”, a specific value imbedded in the mind of consumers. After the ban of opening a bank was lifted, the number of banks in Taiwan has seen a sharp increase; thereof the finances industry’s war time unfolds, when a small pie has to be divided among a large number of banks. Along with the ever changing financial business, the discrepancies among financial products have become blurred. Only through creating specific brand characters can a brand win the recognition and favor from consumers and demonstrate its distinction. This current paper undergoes a dynamic study on brand management under the timeframe, hoping to uncover the priorities that applied to brand management strategies taken by the case company. The aforesaid findings might serve as reference for same-type companies or for companies that attempt to develop a brand of their own.
  The study adopts narrative inquiry from Qualitative Research Method, using Y Financial Holding Company as subject of analysis. Experiences and stories had been compiled after some deep interviews with interviewees were finished, and became key incidents. Upon further exploration of strategic incidents, the implications regarding management might be disclosed and the brand’s developing process might be induced consequently.
  Research findings demonstrate that “brand creation” requires time and a step-by-step process. Brand management strategies adopted by the case company are first “branding”, followed by “brand equity” and “brand extension strategy”. Through well-planned actions such as the publicity of a firm’s name and its trademark, integrated exterior and interior designs and staff uniform, the firm can be transformed into a brand enterprise in no time. The firm may subsequently take advantage of advertisements, promotion, incidents, celebrity, or a trusted third party to strengthen its brand equity and to constrcut the foundation for brand extension and business diversification.
摘 要 I
Abstract III
謝 誌 V
目 錄 VII
圖表索引 IX
第一章 緒論 - 1 -
1.1 研究背景 - 1 -
1.2 研究動機 - 5 -
1.3 研究目的 - 9 -
1.4 研究流程 - 10 -
第二章 文獻探討 - 13 -
2.1 品牌的定義 - 14 -
2.2 品牌化 - 26 -
2.2.1 品牌識別 - 27 -
2.2.2 品牌要素 - 35 -
2.2.3 品牌化的過程 - 40 -
2.3 品牌權益 - 44 -
2.3.1 Aaker(1991)的品牌權益模式 - 44 -
2.3.2 Keller(1993)的品牌知識架構 - 49 -
2.4 品牌延伸 - 59 -
2.4.1 企業成長機會矩陣 - 59 -
2.4.2 品牌/產品策略矩陣 - 61 -
2.4.3 品牌延伸矩陣 - 63 -
2.5 小結 - 66 -
第三章 研究設計 - 68 -
3.1 質性研究法 - 68 -
3.2 敘說探究 - 70 -
3.3 敘說探究的結構 - 76 -
3.4 敘說探究五層級 - 77 -
3.5 研究範圍與資料收集 - 81 -
3.6 研究設計 - 83 -
第四章 個案探討 - 86 -
4.1 個案公司簡介 - 86 -
4.2 個案公司年表 - 90 -
4.3 敘說品牌故事 - 101 -
4.3.1 套牢之後的創業 - 101 -
4.3.2 打造嶄新的航艦 - 106 -
4.3.3 啟航邁向新紀元 - 109 -
4.3.4 驚滔駭浪中晉升 - 120 -
4.4 回首品牌路 - 128 -
第五章 結論與建議 - 131 -
5.1 研究結論 - 131 -
5.2 實務建議 - 138 -
5.3 研究貢獻與研究課題 - 140 -
參考文獻 - 141 -
中文文獻 - 141 -
西文文獻 - 145 -
網站與年報 - 151 -
作者簡介 - 153 -
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網站與年報
中華民國行政院經濟部:http://www.moea.gov.tw/
行政院金融監督管理委員會:http://www.banking.gov.tw/
元大金融控股股份有限公司:http://www.yuanta.com/
元大證券股份有限公司:http://www.yuanta.com.tw/
元大銀行股份有限公司:https://www.yuantabank.com.tw/bank/
元大證券金融股份有限公司:http://www.yuantafinance.com.tw/
元大證券投資信託股份有限公司:http://www.yuantafunds.com/
元大證券投資顧問股份有限公司:http://intra.yuanta.com.tw/
元大期貨股份有限公司:http://www.yuantafutures.com.tw/
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