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研究生:夏友瓊
研究生(外文):HA-HUU QUYNH
論文名稱:在開發中國家建構品牌之研究: 以越南國家茶葉總公司為例
論文名稱(外文):A Study of Building International Brand Name in Developing Countries:A Case of Vietnam National Tea Corporation
指導教授:李正文李正文引用關係
指導教授(外文):Cheng-Wen Lee
學位類別:碩士
校院名稱:中原大學
系所名稱:國際商學碩士學位學程
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2013
畢業學年度:102
語文別:英文
論文頁數:68
中文關鍵詞:品牌越南國家茶葉總公司越南茶葉
外文關鍵詞:Vietnam National Tea Corporation (VNTC)brand nameVinatea
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現今,品牌在全球多數運行中的企業扮演著極具重要的角色。尤其是處於缺少資訊和技術來建立國際品牌名稱的發展中國家,更是日漸重要。因此,本論文特別針對位於東南亞的發展中國家-越南作為研究地區。本論文的研究目的乃分析企業品牌的價值,許多企業的執行者認為,一間公司最重要的固定資產就是公司必須隨著時間不停地去投資與發展其企業的品牌。
因此,本論文期許透過研究 「越南國家茶葉總公司」,能更了解品牌的價值,並解決目前面臨的處境。此外,本論文也指出越南國家茶葉總公司的品牌策略方針,並從策略觀點到尋求如何穩定發展及長期發展其企業品牌。
為了達成本論文的研究目的,採用個案研究方法來分析品牌策略對於整體企業運作與盈利所產生的影響,並以本研究乃根據位於越南的越南國家茶葉總公司進行探討的結果,期提供越南或其他發展中國家相關產業行銷策略之策略性參考。

Nowadays, brand name plays a vital role in running business of majority companies in globally. It becomes more important for the company in developing countries in which lack of information and skill to establish an international brand name, especially in Vietnam – a developing country in Southeast of Asia. The purpose of my study is analyzing the worth of branding with enterprises; as many business executives now recognize that one of the most valuable of a firm’s assets are the brands that they have invested in and developed over time.
Accordingly, my paper hope that Vietnam National Tea Corporation understands more the value of brand and we go to find out the situation and solution in branding process of Vinatea of Vietnam National Tea Corporation. Moreover, my research will indicate some orientation in branding strategies for Vietnam Tea Corporation, from these points to stability build of Vinatea and their long-term development strategy. In order to reach the purpose of my study, I have used the case study to analyze the impact of brand strategy on corporation’s business and profit as a whole. The study is conducted by a case- study in Vietnam National Tea Corporation, the Corporation located in Vietnam.

中文摘要……………………………………………………...I
Abstract……………………………………………………....II
Acknowledgements………………………………………..…...III
Table of Content:.....................................................................IV
Table and Figure:....................................................................IX
Chapter 1: Introduction………………………………………1
Chapter 2: Literature review....................................................3
2.1. Overview of band……………………………………………3
2.1.1 Notion of brand………………………………………...……..3
2.1.2 Brand name……………………………………………………4
2.1.3 Brand equity…………………………………………………..5
2.1.3.1 Concept of Brand Equity…………………..……………...5
2.1.3.2 Sources of Brand Equity…………………………………..5
2.1.3.2.1 Brand Awareness………………………...……….5
2.1.3.2.2 Brand Image………………………………………6
2.1.4 Brand Benefit………………………………………………….7
2.1.4.1 Influence of Choice …...……………………………7
2.1.4.2 Loyalty and Advocacy …………...………………...7
2.1.4.3 Command a Price Premium ……………......…......8
2.1.4.4 A Vital Differentiator……………….…....……...…8
2.1.4.5 Present Your Business……………...……………....8
2.2 Marketing Advantages of Strong Brand……...….…...…....9
2.3 Developing a Unique Brand………………………………..11
2.4 Brand Strategy………………...……………………………12
2.5 Poster’s Five Forces……………………..………….………14
Chapter 3: Methodology……………………………………..17
3.1 Type of Research……………...…………………………….17
3.2 Study Rationale……...……………………………………...18
3.3 Research Approach…………………………………………18
3.4 Research Strategy………...……………………………...…19
3.5 Data Collection…...………………………..………………..19
3.5.1 Secondary Data…………………...………………………….20
Chapter 4: Introduction about Vietnam National Tea Corporation and Actual State of Vinatea.………………….21
4.1 Introduction about Vietnam Tea Corporation……..……...21
4.1.1 The Formation………………………………………………..21
4.1.2 Period from 1979 to 1986…………………………………….21
4.1.3 Period from 1987 to 1995………………………………….…21
4.1.4 Period from 1996 until now……………………………….…22
4.2 Awareness of brand in Vietnam market…………………..23
4.2.1 The Role and Perception about Brand of Vietnam Tea Manufacturer………………………………………………………23
4.2.2 Infringement of copyright and imitation…………………...24
4.3 The Necessary in Building Strong Brand of Vietnam National Tea Corporation (Vinatea)……………………..……26
4.4 The Vital Role in Domestic Beverage Market of Tea…….29
4.5 Factors Created Brand Vinatea …………………………...30
4.5.1 Characteristics of Vietnamese Tea ………………………....30
4.5.2 Product Quality……………………………………………....31
4.5.3 Corporation’s Reputation …………………………………..31
4.5.4 The History………………………………………………...…31
4.6 Five Forces Porter Analysis ………………………….……32
4.6.1 Rivalry among Existing Firms………………………..……..32
4.6.2 Threat of New Entrains………………………….…………..33
4.6.3 Bargaining Power of Supplier………………………….……33
4.6.4 Bargaining Power of Buyer…………………………….……34
4.6.5 Threat of Substitute………………………………………….34
Chapter 5: Case Studies and Solutions for Developing International Brand of Vinatea……………………………..36
5.1 TRUNG NGUYEN Coffee Company’s Case……...………36
5.1.1 History…………………………..…………………………….36
5.1.2 TRUNG NGUYEN’s Case……………………………….…..37
5.1.3 TRUNG NGUYEN’s Strategies……………………………..38
5.2 Solutions for Processing of Products………………………40
5.2.1 Renovation and Upgrading of Processing Plants ...……….40
5.2.2 Solutions for Improving Product Quality…………………..42
5.2.3 Solution for Product Diversity …………….………….….…44
5.3 Solutions for Market……………….……………………….45
5.3.1 Solution for Market Researching Stage ……………..……..45
5.3.2 Marketing and Advertising Strategies …..……….………...47
5.4 Solutions for Organizational Management and Human Resource Training…………………………………………..…..50
5.4.1 Organizational Management………………………………..50
5.4.2 Human Resource Investment……………………..…………50
5.5 Capital Solutions………………….………………..……….52
Chapter 6: Conclusion and Recommendation……………..55
6.1 Conclusion……………………..………………………………….55
6.2 Limitations……………..………………………………………….56
Reference…………………………………………………..…57

Table and Figure:
Figure 1: Porter’s Five Forces……………………………………………..……16
Figure 2: Source of Data……………………….………………………………..22
Figure 3: Vietnam Tea Price Compare with World tea price...........................29
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From Reference Websites:
1.http://en.wikipedia.org/wiki/Brand
2.http://www.mard.gov.vn
3.http://www.vinatea.com.vn
4.http://www.vnexpress.vnn.vn
5.http://www.ttxvn.org.vn
6.http://www.vietrade.gov.vn
7.http://www.vneconomy.com.vn
8.http://www.hatrade.com
9.http://www.e-myth.com/cs/community/view/ms_a/120
10.http://www.talkvietnam.com
11.http://www.trungnguyen.com.vn
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