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研究生:陳嘉
研究生(外文):Chen Chia
論文名稱:建構國際品牌之決策因子—以消費型居家醫療器材為例
論文名稱(外文):The Determinants of International Branding Strategy : An Example of Home-Using Medical Device
指導教授:蔡翼擎蔡翼擎引用關係
指導教授(外文):Dr. Tsai, Yi-Ching
口試委員:張惠真鄭伶如
口試委員(外文):Dr. Chang, Hu-ChenDr. Cheng, Lin-Ju
口試日期:2014-06-29
學位類別:碩士
校院名稱:實踐大學
系所名稱:企業管理學系碩士在職專班
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:2014
畢業學年度:102
語文別:中文
論文頁數:112
中文關鍵詞:國際品牌品牌權益消費性電子醫療器材層級分析法
外文關鍵詞:International brandbrand equityconsumer electronic medical deviceanalytic hierarchy process (AHP)
相關次數:
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  • 下載下載:66
  • 收藏至我的研究室書目清單書目收藏:2
歐美日高齡人口持續攀升,持續帶動醫療需求成長,新興市場的經濟狀況逐漸好轉,政府陸續提出改善醫療基礎建設的相關政策,提升了整體醫療器材的採購需求,使得醫療器材產業已成為全球廠商積極投入的潛力產業。台灣醫療器材產業結構不同於全球醫材產業結構以醫院用品為主,而是以居家消費型產品為主。本研究目的在探討台灣居家用消費型電子醫療器材品牌想要成功地在全球市場佔有一席之地,該如何有效配置其行銷資源,在迎接經營環境的改變與衝擊時,才不致於如曇花一現後就消失匿跡。

本研究首先透過文獻回顧,以Aaker品牌權益模式(Brand Equity)為研究之理論基礎,設計出建構國際品牌之要素架構。應用分析階層程序法(Analytical Hierarchy Process, AHP),以產官學者為研究對象,驗證建構國際品牌之各決策因素之相對重要性,辨識出關鍵決策因素並排列出優先次序,以歸納出企業建立國際品牌之有效決策模式。本研究發現消費型居家醫療器材產業在建構國際品牌之重要前因變數排序依次為「知覺品質」、「品牌知名度」、「品牌聯想」、「品牌忠誠度」及「其他專屬資產」。 「知覺品質」之重要前因決策因子依序分別是「該品牌具優良品質」、「整體完善服務」、「該品牌產品設計功能及特色」「對該品牌之消費經驗」及「能取得該產品完整資訊」。「品牌知名度」之重要前因決策因子依序分別是「品牌識別」、「品牌經驗」、「品牌個性」、「品牌回憶」及「品牌知識 」。「品牌聯想」之重要前因決策因子依序分別是「該產品提供專屬特色」、「該品牌具價格競爭力」、「建立強勢品牌聯想」、「該品牌足以強調身份地位」、及「該企業的標語」。「品牌忠誠度」之重要前因決策因子依序分別是「經常性重複購買」、「品牌認同程度」、「不受他牌較高價值選擇影響」「公開推薦 」及「掌握目標產品之期待」。「其他專屬資產」之重要前因決策因子依序分別是「通路關係」「專利權」、「社群關係」、「商標」及「實體專賣店」,本研究之研究應可裨益企業品牌經營者,供其發展國際品牌之參考。
關鍵詞: 國際品牌、品牌權益、消費性電子醫療器材、層級分析法

Due to the increasing population of the elderly and the expanding of medical demands in Europe, America and Japan continues to improve medical infrastructures hence gradually enhance the economy of medical industry. The government constantly proposes related policies to improve medical infrastructure, which elevates the entire procurement demand of medical devices and makes medical instruments industry become a potential industry that attract many firms globally. Unlike the structure of the global medical instruments industry which chiefly focuses on hospital appliances, the majority of Taiwan's medical instruments industry produces household consumer products. This study aimed to discussions on how the brands of Taiwan's household consumer electronic could effectively allocate their marketing resources to earn a place in the global market, so that they would not disappear after being a mere flash in the pan while facing changes and impacts in the market.
Through document review, this study based on the mode of brand equity as its research theory to design a framework of the factors for constructing international manufacture brands. Taking experts of industry-government and academia fields as its research subjects, the study adopted analytic hierarchy process (AHP) to verify the relative importance of each decision factor while establishing international private brands, to identify key decision factors, and to prioritize them to sort out the effective decision mode of enterprises for international private brands establishment. This study discovered that the priority ranking of important antecedent variables for consumer household electronic industry to construct international private brands was: 1. perceived quality, 2. brand awareness, 3. brand association, 4. brand loyalty degree; 5. other specific assets. The priority ranking of important antecedent decision factors of “perceived quality” was: “excellent quality of a brand,” “the entirely thoughtful service of a brand,” “designed functions and features of the products of a brand,” “consumption experience in a brand” and “the accessibility to complete information of a certain product.” The priority ranking of important antecedent decision factors of “brand awareness” was “brand identity,” “brand experience,” “brand personality,” “brand recall” and “brand knowledge.” The priority ranking of important antecedent decision factors of “brand association” was “exclusive features of a product,” “price competitiveness of a brand,” “establishment of strong brand association,” “a brand that emphasizes one's status” and “slogan of an enterprise.” The priority ranking of important antecedent decision factors of “brand loyalty degree” was “regular repeat purchase,” “brand identification degree,” “not being influenced by other brand with high-value,” “public recommendation” and “to comprehend expectations of a target product.” The priority ranking of important antecedent decision factors of “other exclusive assets” was “channel relationship,” “patent right,” “community relationship,” “trademark” and “physical store.” The results of the study shall benefit enterprises and brand managers and serve as references when developing international brands.

Keywords: International brand, brand equity, consumer electronic medical device; analytic hierarchy process (AHP).

目錄
摘 要 I
ABSTRACT II
致謝 IV
圖目錄 VII
表目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 品牌 7
一、品牌之定義 7
二、品牌權益定義與發展 9
三、品牌權益評估構面及因素 13
四、台灣醫療器材市場概況 26
第三章 研究方法 35
第一節 研究方法 35
第二節 研究架構 44
第四章 實證結果與分析 61
第一節 信效度 61
第二節 評估項目之權重 61
第三節 評估項目權重彙整 78
第五章 結論與建議 82
第一節 結論與管理意涵 82
第二節 研究限制 84
第三節 後續研究建議 85
參考文獻 86
附錄 99
附錄A 建構國際品牌之決策因子 (前測) 99
附錄B 建構國際品牌之決策因子 (正式問卷) 104


圖目錄
圖 1-1 研究流程 6
圖 2-1 我國生物技術產業 27
圖 2-2 各國醫療器材定義 28
圖 2-3 醫療電子產業類別 29
圖 2-4 我國生技專利申請件數統計 30
圖 2-5 2012年全球醫療器材市場規模 31
圖 2-7 (2008-2012) 台灣生技產業營業額統計 32
圖 2-8 (2013)進出口值 33
圖 2-9 (2013)臺灣生技產業起飛行動方案 34
圖 3-1 AHP分析層級架構之標準型式 38
圖 3-2 層級分析架構初稿 51
圖 3-3 層級分析架構 57
圖 4-1 建構國際品牌第一層級各指標兩兩比較重要程度 62
圖 4-2 建構國際品牌第一層級各指標權重 63
圖 4-3 品牌忠誠度層級各指標權重 63
圖 4-4 品牌忠誠度層級各指標兩兩比較重要程度 63
圖 4-5 品牌知名度層級各指標權重 65
圖 4-6 品牌知名度層級各指標兩兩比較重要程度 65
圖 4-7知覺品質層級各指標權重 67
圖 4-8知覺品質層級各指標兩兩比較重要程度 68
圖 4-9 品牌聯想層級各指標權重 70
圖 4-10 品牌聯想層級各指標兩兩比較重要程度 71
圖 4-11 其他專屬資產層級各指標權重 73
圖 4-13 整體評估指標權重 76
圖 4-14 建立國際品牌總體評估指標權重-樹狀圖 77
圖 4-15 建立國際品牌總體評估指標權重-雷達圖 79
圖 4-16層級二-品牌忠諴度各指標重-雷達圖 79
圖 4-17層級二-品牌知名度各指標重-雷達圖 80
圖 4-18層級二-知覺品質各指標重-雷達圖 80
圖 4-19層級二-知覺品質各指標重-雷達圖 81
圖 4-20 層級二-其他專屬資產各指標重-雷達圖 81


表目錄
表2-1 品牌之定義文獻 8
表2-2 品牌權益定義 10
表2-2 品牌權益定義(續) 11
表2-3 品牌權益衡量構面 11
表2-3 品牌權益衡量構面(續) 12
表2-4 品牌權益次構面之衡量指標 12
表2-5 顧客忠誠度定義 15
表2-5 顧客忠誠度定義(續) 16
表2-6 顧客忠誠度衡量指標 16
表2-6 顧客忠誠度衡量指標(續) 17
表2-7 品牌知名度定義 19
表2-8 知覺品質的定義 21
表2-9 知覺品質的衡量構面 21
表2-10 品牌聯想的定義 24
表2-11 品牌聯想之衡量指標 25
表2-11 品牌聯想之衡量指標(續) 26
表3-1 AHP評估尺度意義及說明 40
表3-2 R.I.參考值 43
表3-3 第一階段問卷態樣 45
表3-4第二階段問卷 46
表3-5 層級一衡量評估構面之評估表-構面排序 48
表3-6 層級一衡量評估構面之評估表-準則比較 48
表3-8 層級架構決策因子定義 52
表3-8 層級架構決策因子定義(續) 53
表3-9 品牌忠誠度意見彙整表 54
表3-10品牌知名度意見彙整表 55
表3-14 建構國際品牌決策要素定義 58
表3-15 層級一評估構面C.R. 60
表4-1 建構國際品牌第一層級各指標權重 62
表4-2 品牌忠誠度層級各指標權重值與整體權重值 64
表4-3 品牌知名度層級各指標權重值與整體權重值 66
表4-4 知覺品質層級各指標權重值與整體權重值 68
表4-5品牌聯想層級各指標權重值與整體權重值 71
表4-6其他專屬資產層級各指標權重值與整體權重值 73
表4-7 建構國際品牌因素整層級權重統計表 78



一、中文部分
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2.Kevin Lane Keller,徐世同編譯 (2006),《策略品牌管理:三版》,華泰文化事業股份有限公司
3.Peter Fisk,池熙璿譯著(2008),《行銷天才:250個領導品牌與頂尖行銷範例解析》,聯合發行股份有限公司
4.Philip Kotler / Waldemar Pfoertsch,孫德萍譯 (2008),B2B 品牌管理勝經,日月文化出版股份有限公司
5.Paul Temporal,蘇宇譯著(2006),《打造亞洲新品牌- 全球化的品牌策略》,財訊出版股份有限公司
6.卓良賢,權自強,蔡明哲著(2006),《讚! Facebook 社群行銷術》,城邦文化出版股份有限公司
7.胡政源著(2006),《品牌管理》,新文京開發出版股份有限公司
8.曾漢壽編著(2008),《讓台灣品牌站上國際舞台-代工與品牌篇》,經濟部國際貿易局
9.洪順慶(2006),《台灣品牌競爭力》
10.蕭富峰(2012),《行銷管理,Marketing Management 3rd ed》
11.Rohit Bhargava,邱慧菁譯者 (2008) ,《Personality not Included,品牌個性影響力
12.經濟部工業局 ( 2013 ),《生技產業白皮書》
13.經濟部(2013) ,《中華民國生物技術與醫藥產業簡介》
14.經濟部(2006) ,《台灣經濟創新白皮書》
15.余錦芳(2002) ,顧客滿意與品牌忠誠度之相關研究- 以汔車業為例,國立高雄第一科技大學行銷流通管理系碩士論文
16.吳文村(2001) 產品製造來源國之國家形象 價格折扣與品牌知名度對消費者產品評價之影響,國立成功大學國際企業研究所碩士論文。
17.吳豐祥、林子正(2008) ,我國OEM/ODM 轉自有品牌廠商建構行銷通路之個案研究-動態能力與組織學習的觀點國立政治大學科技管理研究所行銷評論,第 5 卷,第 3 期,頁 347-370。
18.洪國清(2006),台灣體外診斷醫療器材產業惡性競爭成因探討及可能因應策略之研究,國立中山大學國際高階經營碩士學程在職專班系碩士論文。
19.黃佩云(2003)顧客忠誠度模式之建立與案例分析- 以某驗證公司為例,中原大學工業工程學系碩士學位論文
20.黃汝華(2012) ,城市影展的品牌建立策略-以台北電影節與高雄電影節為例,國立中正大學電訊傳播研究所碩士論文
21.湯絮涵(2009) ,品牌聯想、品牌屬性與品牌利益之研究 ,國立臺灣海洋大學航運管理學系碩士學位論文
22.陳荿松(2007),經營策略,知識管理與創新績效之關聯性研究- 以台灣醫療器材業為例,國立成功大學工學院工程管理碩士在職專班系碩士論文。
23.陳振燧(1996) ,顧客基礎的品牌權益衡量與建立之研究,國立政治大學企業管理研究所博士論文。
24.謝天生(2009) ,英國、日本、德國品牌權益模型實證分析與台灣品牌權益模型之建構-以台灣電腦產業為例,國立台灣科技大學管理學院MBA碩士班論文
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27.劉盈佑、蔡璧如莊(2006)苑仙 ( 2013 ),情感品牌下品牌情意與品牌信任對品牌權益及品牌忠誠之影響,義守大學創新與與管理,第十卷第三期。
28.蔡金宏(2011),台灣生技醫療器材產業,經濟前瞻中華經濟研究院第三研究所。
29.黃延聰、黃淑琴(2009),內部品牌化:臺灣國際品牌廠商之研究,台灣管理學刊第9卷第1期,2009年2月pp. 65-96
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二、英文部分
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of Marketing, Vol.54, pp.27-41
2.Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, 1991, NY: The Free Press, Macmillan.
3.Aaker, D. A. (1991), Managing brand equity. New York: Free Press.
Bagozzi, R. P & Yi, Y (1988). On the evaluation of structural equation models. Academic of Marketing Science, 16, 74-94.
4.Aaker, D. A. and A. L. Biel (1993), Brand Equity & Advertising: Advertising's Role in. Building Strong Brands, New Jersey: Lawrence Erlbaum Associates, Inc.
5.Aaker, D. A. (1995). Building strong brands. Big Apple Tuttle-Mori Literary Agency: The Free Press.
6.Aaker, D. A. (1996), Measuring brand equity across products and markets, California 
Management Review, Vol.38, No.3, pp.102-120.
7.Aaker, J. L. (1997), Dimensions of brand personality. Journal of Marketing Research, 34, pp. 347-356.
8.Aaker, D. A.(1997),“Should you take your brand to where the action is?” Harvard 
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