臺灣博碩士論文加值系統

品牌被認為是名稱、期間、象徵或是設計，亦或是上述這些要素的組合，用來區別商品或服務不同於競爭對手。在當今行銷環境中，品牌如何被建立及管理，被認為是一個重要的活動。在現有品牌建構活動中，仍然有許多議題需要克服。本研究將提供一個新的思維，即是透過專案管理架構來探討管理品牌建構的議題。
為了改善這些品牌建構活動中的議題，本研究提出了使用專案管理方法論，來解決這些品牌建構活動中的議題。因此，本研究主要的目的在於探討以專案管理實踐方式應用於品牌建構活動的可應用性。這篇研究以文獻回顧、書面資料及個案訪談為主。為了使命題更具備有效性，個案研究的研究方法也被使用在這篇論文研究的執行過程中。結果顯示專案管理方法可以有效德被使用於品牌建構的實施。此外，本文證實了專案管理方法，在未來可以適用於協助品牌建構的實踐。

Brand was considered as a name, a term, symbol or design, or a combination of them to identify the goods or services and differentiate from its competitors. How brands can and should be built and managed is an important campaign in today’s marketing environment. There are still many issues existed in building a brand and they need to be conquered. This research will provide a new way to solve or manage the issues of building brand by using the project management framework.
In order to get these through these issues of brand building campaigns, the method of the project management methodology is proposed. Therefore, the main purpose of this study is to explore the project management methodology as a practical solution for the brand building campaigns. This research was conducted by gathering data from literature review and written documents. A case study method is also used in this research to validate the proposition. The conclusion suggests that project management methodology is applicable for brand building implementation. Moreover, the project management methodology discussed in this paper could be applied to any brand building practices to prove its validity in the future.

致謝 I
摘要 II
Abstract III
Contents IV
List of Tables VI
List of Figures VIII
Chapter 1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purpose 5
1.4 Research Procedure 5
Chapter 2. Literature Review 7
2.1 Project Management 7
2.1.1 Development of Project and Project management 7
2.1.2 Definition of Project and Project management 8
2.1.3 The Competence Elements of ICB3.0 10
2.1.4 Project Management Body of Knowledge (PMBOK) 12
2.2 Brand Building 15
2.2.1 Development and Definition of Brand？ 15
2.2.2 Brand Building related issue -- Branding and internal Branding 19
2.3 The Brand Development and Overall Environment of the Dairy Food 23
2.3.1 The Geography and Industry Environment of the Dairy Food 23
2.3.2 The Market Environment of the Dairy Food 29
2.3.3 The Brand Development of the Dairy Food 34
Chapter 3. Methodology 38
3.1 Research Design 42
3.1.1 A study’s questions 42
3.1.2 Its propositions 43
3.1.3 Its units of analysis 43
3.1.4 The logic linking the data to the propositions 44
3.1.5 The criteria for interpreting the findings 48
3.2 Research Framework 48
Chapter 4. Case Analysis and Discussion 50
4.1 Reliability and Validity Analyzing 50
4.2 Pilot study analyze and discussion 52
4.2.1 The case company practice experience 52
4.2.2 Explanation building of proposition 54
4.2.3 The base issue of brand building 56
4.3 Case result analyze and discussion 60
4.3.1 Initiating Processes Group 62
4.3.2 Planning Processes Group 66
4.3.3 Executing Processes Group 70
4.3.4 Monitoring & Controlling Processes Group 74
4.3.5 Closing Processes Group 77
4.3.6 Brief summary 79
Chapter 5. Conclusion 82
5.1 Conclusion 82
5.2 Future Directions 83
Chapter 6. References 85
Chapter 7. Appendix 93

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