跳到主要內容

臺灣博碩士論文加值系統

(44.213.60.33) 您好!臺灣時間:2024/07/21 12:26
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:廖維新
研究生(外文):LIAO, WEI-SHIN
論文名稱:國際品牌進入國內市場策略:以消費者採用過程為例
論文名稱(外文):Using Consumer Adoption Process to Examine the International Market Entry Strategy
指導教授:陳綉里陳綉里引用關係
指導教授(外文):CHEN, HSIU-LI
口試委員:顧萱萱陳澤義
口試委員(外文):KU, HSUAN-HSUANCHEN, TSER-YIETH
口試日期:2016-12-07
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:98
中文關鍵詞:國際品牌市場策略品牌形象品牌價值
外文關鍵詞:International brandMarket entranceBrand imageBrand value
相關次數:
  • 被引用被引用:0
  • 點閱點閱:181
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
拓展海外市場一直都是廠商國際化過程,各國品牌自然不例外,不甘願只做本國市場的龍頭,更要成為世界性的品牌。現今社會及經濟結構不斷改變,國人生活水準不斷提高,相對的對購買各項產品所注重的亦與以往不同,多數人不再以經濟實惠作為其購買商品第一要素,反之朝向知名、質感、品味、安全性等高單價的國際知名品牌為主。各國企業逐步走向各國發展,以品牌良好形象、品牌的價值及針對各國國情擬定不同行銷策略,使消費者產生興趣進而接受產品,最後口碑傳播,逐漸擴大市佔率。
在上述發展背景下,國內的相關研究鮮少有國際品牌導入市場策略之研究,本研究即從國際品牌進入市場的策略及行銷刺激手段角度,討論國際化品牌策略發展的過程,以此為基礎提供國內企業發展的架構。

Entering the foreign market is the main process of Internationalization. For most of companies, they are intentionally to be worldwide brands instead of leading domestic brands. On the other side, as the economy structure changes and economy development, the living quality level increases in Taiwan, consumers are no longer to buy cheaper product. On the contrary, they are interested in buying branded, high-quality, high-imaged products. Therefore, the international brand when step in the foreign countries will be focused on well brand image, high quality product and cultural-oriented marketing strategies to get high brand value. Finally, the brand can have higher brand loyalty and more market share.
This study uses experimental design method. The target product is shoes. The thesis uses 2X2 design (FDI vs. Agency) X (Web AD vs. DM). The main results are: (1) the type of entrance in foreign country (FDI vs. Agency) has no significantly different effect on brand value. Therefore, both types can create brand value; (2) The type of advertising (Web AD vs. DM) have no significantly different effect on brand value. So the company can use either traditional advertising or website advertising will have the same effect on brand value. (3) However, the different adoption period has different effect on brand value. The heavy users have higher brand values devoted to the company.

目 錄 I
圖 目 錄 IV
表 目 錄 V
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 5
第一節 國際品牌進入市場模式 5
一、國際進入模式定義 5
二、國際市場進入模式之類型 5
三、國際市場進入模式選擇之考量因素 10
四、進入模式選擇 16
第二節 消費者採用過程與採用類型 19
一、消費者採用過程定義 19
二、相關文獻探討 20
第三節 品牌權益定義與內涵 27
一、品牌權益的發展 27
二、品牌權益的定義 28
三、品牌權益的價值 31
四、品牌權益構面 32
第四節 行銷刺激 34
一、行銷刺激的定義 34
二、行銷刺激的特性 35
三、行銷刺激的類型 36
四、行銷刺激的應用價值 37
五、行銷刺激的衡量方法 39
第參章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 變數之定義與衡量 43
第四節 問卷設計與調查方式 44
一、調查方式與研究對象 44
二、問卷設計 44
第五節 資料分析方法 45
一、調查研究方法與步驟 45
二、量表尺度 46
第肆章 實證分析與假設檢定 47
第一節 樣本結構分析 47
一、性別 47
二、年齡 47
三、教育程度 47
四、職業 47
五、平均月收入 48
六、廣告形式與提高購買意願 48
七、從知曉該品牌到第一次購買該品牌大約多久 48
第二節 信度、效度分析 50
一、信度分析 50
二、效度分析 50
第三節 假設驗證 52
一、假設一之驗證 52
二、假設二之驗證 55
三、假設三之驗證
四、假設四之驗證 57
第四節 本章小結 59
第伍章 結論與建議 60
第一節 研究結果與管理意涵 60
一、國際品牌「市場進入策略」對於「品牌權益」有顯著影響 60
二、消費者採用過程之不同,對品牌權益之影響亦有顯著差異 60
三、行銷刺激具調節效果,亦即行銷刺激不同,則市場進入策略對品牌權益的影響亦有顯著不同。 61
四、消費者採用過程對市場進入策略與品牌權益間具有調節效果 62
第二節 研究貢獻 63
第三節 研究限制與未來研究之建議 64
參考文獻 65
附 錄:研究問卷(共四份) 74

中文文獻
1.王蓉,2010。消費者對於品牌延伸和品牌授權效果評價之研究,輔仁大學織品服裝學系碩士論文。
2.汪志堅,2006。消費者行為,台北:全華科技圖書公司。
3.李雅敏,2009。從文化觀點探討廠商進入模式對整體經營績效的影響-以台商進入越南市場為例,大同大學事業經營研究所碩士論文。
4.李正祜,2003。消費者基礎品牌權益衡量在台灣實務界的應用探討,國立政治大學廣告研究所碩士論文,13-22
5.李偉綾,2012 。以消費者特性、創新採用者類型和產品屬性探討創新產品購買意願,中原大學企業管理學系碩士論文。
6.李威德,2002 。品牌權益衡量模式之建立與評估,國立政治大學,企業管理系碩士論文。
7.杜玉蓉編譯,2006。消費者行為,Michael R. Solomon著,台北:臺灣培生教育出版股份有限公司。
8.林建煌,2010。消費者行為,台北:華泰文化事業股份有限公司。
9.林欽榮,2010。消費者行為,台北:揚智文化出版社。
10.吳克振譯,2001。品牌管理,Kevin Lane Keller著,台北:華泰書局。
11.吳青松,1999。「國際企業管理-理論與實務」,台北:智勝出版社。
12.吳家佩,2013。進入市場策略對知覺貿易環境力與知覺貿易風險度影響之研究—台灣貿易商進入RCEP與TPP區域經濟組織之比較分析,中原大學企業管理學系碩士論文。
13.洪順慶、陳振燧,1999。消費品品牌權益衡量量表之建構-顧客基礎觀點。中山管理評論,7(4),1175-1199。
14.施幸佑,2011。大學生生活型態與金錢態度對購買決策的影響—個人價值觀與行銷刺激的干擾效果,真理大學企業管理學系碩士論文- p.38
15.宣家鳳,2015。涉入程度與品牌權益及品牌共鳴對顧客公 民行為的影響-以越南摩托車產業為例,南臺科技大學,企業管理系碩士論文。
16.張茹茵,2013。國際品牌在台灣市場如何進行策略品牌管理?以廣告商 AE 角度探討,國立中正大學企業管理學系碩士論文。
17.麥嘉容,2002。零售商在大陸市場的進入模式,國立中山大學企業管理學系碩士論文。
18.陳秋瑜,2001。行銷刺激對品牌態度之研究--鎮金店 JustGold 品牌之實證分析,國立臺北大學企業管理學系碩士論文。
19.陳志銘譯,2005。消費者行為,Michaei R. Solomon著,台北:全華科技圖書股份有限公司,620-622
20.游冉琪,2009。博物館行銷策略研究—以生活型態論推薦博物館之因素,國國立政治大學行政管理碩士系碩士論文。
21.榮泰生,1999。消費者行為,台北:五南圖書出版有限公司。
22.彭家賢,1999。顧客基礎品牌權益之研究—交易成本理論觀點,國立政治大學,國際貿易學系碩士論文。
23.黃明蕙譯,2006。消費者行為 :策略性觀點, Henry Assael著,台北:雙葉書廊有限公司。
24.廖淑伶,2007。消費者行為:理論與應用,台北:前程出版社有限公司。
25.黃海清,2006。品牌價值管理與運用,PC home個人新聞台(http://mypaper.pchome.com.tw/haichins/post/1282651976)。
26.黃海清,2005。品牌的起源及發展,PC home個人新聞台(http://mypaper.pchome.com.tw/haichins/post/1282651972)。

英文文獻
1.Anderson, E., & Gatignon, H., 1986. Modes of foreign entry: A transaction cost analysis and propositions. Journal of International Business Studies, 1-26.
2.Anderson, John. R., 1983. The architecture of cognition. Cambridge, MA: Harvard University Press.
3.Antil, J. H., 1988. New product or service adoption: when does it happen? Journal of Consumer Marketing, 5(2), 5-16.
4.Aaker, D. A., 1991. Managing brand equity. Capitalizing on the value a brand name. New York: The Free Press.
5.Agarwal, S., & Ramaswami, S. N., 1992. Choice of foreign market entry mode: Impact of ownership, location and internalization factors. Journal of International Business Studies, 1-27.
6.Aaker, D. A., 1992. The value of brand equity. Journal of business strategy, 13(4), 27-32.
7.Aaker, D. A., & Erich, A. Joachimsthaler. E., 2000. Brand Leadership, Brandweek
8.Assael, H., 2004. Consumer behavior: A Strategic approach. Boston: Houghton Mifflin Company.
9.Barwise, P., 1993. Brand equity: snark or boojum?.International Journal of Research in Marketing, 10(1), 93-104.
10.Brasco, T. C., 1988. How brand names are valued for acquisition. In Defining, measuring and managing brand equity: A conference summary report (No. 88-104). Cambridge, MA: Marketing Science Institute.
11.Biel, A. L., 1992. How brand image drives brand equity. Journal of advertising research, 32(6), 6-12.
12.Blackson, T., 1992. Observations: Building Brand Equity by Managing the Brand’s Relationships, Journal of Advertising Research, May/June, 79-83.
13.Burke and Oliva., 1993. Brand Equity and Extendibility of Brand Names , International Journal of Research in Marketing , 10, 61-75
14.Brouthers, L. E., Brouthers, K. D., & Werner, S., 1999. Is Dunning's eclectic framework descriptive or normative? Journal of International Business Studies, 831-844.
15.Blackwell, Roger D. Paul W. Miniard and James F. Engel., 2005. Consumer Behavior, Fort Worth, TX: Harcourt College Publishers.
16.Churchill., 1979. G.A., A Paradigm for Developing Better Measures of Marketing Concept. Journal of Marketing Research, 16, 64-73.
17.Crawford, C. M., 1994. New Product Management. Boston: Richard D. Irwin.
18.Cobb- Walgren, C. J., Ruble, C. A., & Donthu, N., 1995. Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
19.Dunning, J. H., 1980. Towards an eclectic theory of international production: some empirical tests. Journal of International Business Studies, 11(1), 9-31.
20.Davidson, W. H., 1982. The location of foreign direct investment activity: Country characteristics and experience effects. Journal of International Business Studies, 11(2), 9-22.
21.Dodds, W. B., Monroe, K. B., & Grewal, D., 1991. Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 307-319.
22.Davis, S., & Douglass, D., 1995. Holistic approach to brand equity management. Marketing News, 29(2), 4-5
23.Darden, W. R., & Flaschner, A. B., 1974. Visual presentation of marketing stimuli defined in hyperspace. Journal of Marketing Research, 456-461.
24.Farquhar, P. H., 1990. ``Managing brand equity'' Journal of Advertising Research, 30, August-September, 7-10
25.Grewal, D., Monroe, K. B., & Krishnan, R., 1998. The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, 46-59.
26.Guiltinan, J. P., 1999. Launch strategy, launch tactics, and demand outcomes. Journal of Product Innovation Management, 16(6), 509-529.
27.Holak, S. L., 1988. Determinants of innovative durables adoption an empirical study with implications for early product screening. Journal of Product Innovation Management, 5(1), 50-69.
28.Hill, C. W., Hwang, P., & Kim, W. C., 1990. An eclectic theory of the choice of international entry mode. Strategic Management Journal, 11(2), 117-128.
29.Hawkins, Del I., Roger J. Best and Kenneth A. Coney., 2000. Consumer Behavior: Building Marketing Strategy, 8/e, McGraw Hill Company.
30.Henry, A., Nigel, P., Linda, B., & Kevin, V., 2004. Consumer behavior: a strategic approach. Boston, M. A.: Houghton Mifflin Company.
31.Kaiser ., 1974. An index of factorial simplicity. Psychometrika, 39, 31-36.
32.Kotler, P. &; G. Zaltman., 1976. ''Targeting Prospects for a New Product'', Journal of Advertising Research, 16(1), 7-18.
33.Kim, W. C., & Hwang, P., 1992. Global strategy and multinationals' entry mode choice. Journal of International Business Studies, 29-53.
34.Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
35.Kamakura, W. A., & Russell, G. J., 1993. Measuring brand value with scanner data. International journal of Research in Marketing, 10(1), 9-22.
36.Kotler, P., 1999, Marketing Management: Analysis, Planning, Implementation and Control, (10th ed.). Prentice Hall.
37.Kotler, Philip., 2000. Marketing Management. 10th ed. New Jersey: Prentice-Hall Inc.
38.Kevin Lane Keller., 2008. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, (third edition) Upper Saddle River, NJ: Prentice Hall.
39.Leuthesser, 1988, Defining , Measuring and Managing Brand Equity:A Conference Summary , Cambridge , MA:Marketing Science Institute
40.Light, L., 1990. February. How Advertising and Promotion Help to Build Brand Assets. In Speech before the Second Annual Advertising Research Foundation Advertising and Promotion Workshop.
41.Leuthesser,Kohli and Harich., 1995."Brand Equity: the Halo Effect Measure", European Journal of Marketing, 29, 57-66.
42.Lasser, Walfried, Banwari Mittal and Arun Sharma., 1995. Measuring customer-base Brand Equity, Journal of Consumer Marketing, Fall 1995 Vol.12 No.4 11-20.
43.Mullen & Mainz., 1989. Brands, Bids and Balance Sheet: Putting a Price on Protected Products , Acquistions Monthly, pp.26-27
44.Mukherjee, A., & Sastry, T., 1996. Automotive industry in emerging economies: A comparison of South Korea, Brazil, China and India. Economic and Political Weekly, M75-M78.
45.Miller, E. G., 2008. Real Consumers Have Curves: The Effects of Body Esteem and Weight on Consumer Responses to Marketing Stimuli. Advances in Consumer Research, 35, 205-208.
46.Nunnally, J., 1978, Psychometric Theory, New York: McGraw-Hill.
47.Nord, W. R., & Peter, J. P., 1980. A behavior modification perspective on marketing. The Journal of Marketing, 36-47.
48.Nick, Handrinos, Roulet Dave de, Conroy Pat and Sibert Stephen., 2007. Shopper Marketing: Capturing a Shopper’s Mind, Deloitte Consulting LLP for the Grocery Manufacturers Association, 1-32.
49.Philip & Gray Armstrong., 1991. Principles of Marketing. NJ. : Prentice Hall,6.
50.Park, C. S., & Srinivasan, V., 1994. A survey-based method for measuring and understanding brand equity and its extendibility. Journal of marketing research, 271-288.
51.Palenzuela, V. A., & Bobillo, A. M., 1999. Transaction Costs and Bargaining Power: Entry Mode Choice In Goreign Markets. Multinational Business Review, 7(1), 62-75.
52.Pan, Y., Li, S., & Tse, D. K., 1999. The impact of order and mode of market entry on profitability and market share. Journal of International Business Studies, 30(1), 81-103.
53.Peter, J. Paul and Jerry C. Olson., 2004. Consumer behavior and marketing strategy. London: McGraw-Hill, 122-123
54.Philip Kolter & Gary Armstrong., 2006. Principle of Marketing (11th ed.). New Jersey: Pearson Education, 130.183
55.Robertson, T. S., 1967. The process of innovation and the diffusion of innovation. The Journal of Marketing, 31(1), 14-19.
56.Rogers, E. M., & Shoemaker, F. F., 1971. Communication of innovations New York.
57.Reynolds, Fred D. &; William D. Wells .1977, Consumer Behavior, New York:McGraw-Hill.
58.Root, Franklin R., 1987. Entry Strategies for International Markets, D. C.: Health and Company. 51-69.
59.Root, F. B., 1994. Entry Strategies for International Markets, Revised and Expanded, New York: Lexington Books,. (Ⅱ)Periodical.
60.Shocker, A. D., & Weitz, B., 1988. A perspective on brand equity principles and issues. Report, (88-104), 2-4.
61.Srinivasan, V., 1979. Network Models for Estimating Brand Specific Effects in Multiattribute Marketing Models. Management Science,
62.Stobert, P. 1989, Alternative Methods of Brand Valution. In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.
63.Smith, J. W., 1991, February. Thinking about brand equity and the analysis of customer transactions. In Managing Brand Equity: A Conference Summary, Report (No. 91-110, pp. 17-18).
64.Srivastava, R., & Shocker, A., 1991. Brand equity: A perspective on its meaning and measurement. MSI Report ,91-124
65.Simon, C. J., & Sullivan, M. W., 1993. The measurement and determinants of brand equity: A financial approach. Marketing science, 12(1), 28-52.
66.Sheinin, D. A., & Schmitt, B. H., 1994. Extending brands with new product concepts: the role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research, 31(1), 1-10.
67.Solomon, M. R., 2005. Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall.
68.Schiffman, L. G., & Kanuk, L. L., 2000. Consumer behavior, 7th. New York:Prentice Hall Inc.
69.Solomon, G. B., 2004. Developmental sport and exercise psychology: A lifespan perspective. Morgantown, WV: Fitness Information Technology.
70.Solomon, M. R., 2014. Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall.
71.Taylor, V. A., & Bearden, W. O., 2002. The effects of price on brand extension evaluations: The moderating role of extension similarity. Journal of the Academy of Marketing Science, 30(2), 131-140.
72.Wyer, Robert S., Jr. and Thomas K. Srull., 1989, Person Memory and Judgment, Psychological Review,96(1),58-83
73.Woodcock, C. P., Beamish, P. W., & Makino, S., 1994. Ownership-based entry mode strategies and international performance. Journal of International Business Studies, 253-273.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊