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研究生:詹婉羚
研究生(外文):CHAN,WAN-LING
論文名稱:企業品牌價值及其評價模式之探討-個案分析法
論文名稱(外文):A Case Study on the Corporate Brand Value and its Valuation Model
指導教授:謝永明謝永明引用關係
指導教授(外文):HSIEH,YUNG-MING
口試委員:廖益興陳富祥
口試委員(外文):LIAO,YI-XINGCHEN,FU-XIANG
口試日期:2017-06-01
學位類別:碩士
校院名稱:東吳大學
系所名稱:會計學系
學門:商業及管理學門
學類:會計學類
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:82
中文關鍵詞:品牌價值HIROSE品牌鑑價模型品牌權益
外文關鍵詞:brand valueHIROSE brand valuation modelbrand equity
相關次數:
  • 被引用被引用:1
  • 點閱點閱:366
  • 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
摘要
企業身於不同的時代背景,發展出不同的企業策略,我國經濟發展過程中,從發展勞力密集產業為主體,轉而以資本密集或技術密集產業為主,近年,以產業知識密集產業為主,顯示企業策略於每個經濟時代潮流中,都是不可或缺的要角,長期成功的企業會隨著時代的演進與社會的變遷,調整企業發展的方向。台灣企業若要再成長,發展強勢之國際級品牌是台灣企業必須達成之目標,品牌成功,即是企業成功的關鍵因素。
本研究採用個案研究法,探討台灣個人電腦產業-華碩電腦如何成功創造品牌價值,透過日本 HIROSE品牌鑑價模型計算出品牌價值及其三項動因,價格溢酬動因(Prestige Driver)、忠誠度動因(Loyalty Driver)及擴張力動因(Expansion Driver)之間變動的關聯性,進而分析華碩其品牌策略所創造之品牌價值之變化,其藉由華碩成功之經營模式,做為台灣個人電腦產業欲發展專屬品牌之參考。

關鍵詞:品牌價值、HIROSE品牌鑑價模型、品牌權益

A Case Study on the Corporate Brand Value
and its Valuation Model

Abstract
In different times, corporations need to develop different corporate strategies. During the economic development of our country, the transition from labor-intensive industries to capital-intensive or technology-intensive industries was the main stream, and in recent years, toward knowledge-intensive industries, indicating that the corporate strategy plays an indispensable and important role in every economic trend. As time evolved and society changes, corporations with long-term success have to adjust their developmental directions. If Taiwanese enterprises were to regrow, developing strong international brands is the goal that needs to be achieved. A successful brand is the critical key factor for corporations to succeed.
This research adopts the case study methodology to discuss how the Taiwanese personal computer manufacturer, ASUS, successfully created brand value by means of the Japanese HIROSE brand valuation model to calculate its brand value and the connections of changes among three drivers of the HIROSE model, Prestige Driver, Loyalty Driver and Expansion Driver. In addition, this study also further analyzes the changes of brand value created by Asus brand strategies, using the successful business model of ASUS as a reference for Taiwanese personal computer industry to develop the proprietary brand.
Keywords: brand value, HIROSE brand valuation model, brand equity

目 錄
摘要 I
ABSTRACT II
謝辭 III
目錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 論文架構及研究流程 5
第二章 文獻探討 7
第一節 品牌 7
第二節 品牌策略 10
第三節 品牌權益 17
第四節 國內對品牌價值之文獻回顧 26
第五節 品牌評價方式 30
第三章 研究方法 39
第一節 研究架構 39
第二節 採個案研究法之理由 40
第三節 HIROSE品牌鑑價模型及研究方法 41
第四節 研究樣本選取與資料來源 46
第四章 產業分析及實證結果 48
第一節 產業概況分析 48
第二節 個案公司介紹分析 55
第三節 個案公司品牌價值計算 65
第四節 個案公司品牌價值分析 69
第五章 結論與建議 76
第一節 研究結論 76
第二節 研究限制及建議 77
參考文獻 78


參考文獻
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三、相關網站
American Marketing Association(AMA):www.ama.org.com
Interbrand顧問公司網站:http://interbrand.com
華碩電腦股份有限公司官方網站:
https://www.asus.com/tw/
宏碁股份有限公司官方網站:
http://www.acer-group.com/public/chinese/index.htm
Laptop Magazine:http://www.laptopmag.com/
資策會產業情報研究所 (MIC) :http://mic.iii.org.tw/Default.aspx

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