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研究生:陳倉輝
研究生(外文):CHEN ,TSANG HUI
論文名稱:金屬加工業價值共創與技術創新對於工業性品牌權益的影響 - 以C公司為例
論文名稱(外文):The impact of value co-creation and technological innovation on mental machining industrial brand equity-An example of C Company
指導教授:陳一民陳一民引用關係
口試委員:劉信賢郭家源
口試日期:2018-06-01
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:高階經營管理碩士在職專班(EMBA)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:59
中文關鍵詞:價值共創技術創新知覺品質品牌知名度品牌權益
外文關鍵詞:Value co-creationtechnological innovationperceived qualitybrand awarenessbrand equity
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在台灣產業發展過程中,中小企業扮演著相當重要的角色,隨著全
球經濟不斷成長以及自由貿易下,逐漸受到東南亞國家及中國的生產成
本低廉的威脅,在整個機械產業的競爭受到國際化跟自由化的發展趨勢
下,己無國界的範圍限制。而持續成長是所有企業的主要成功因素,創
新則是驅動成長的最重要因素,企業只有不斷的創新技術、服務、系
統,使公司是符合客戶需求的要求,如此才能在長久的經營取得優勢。
品牌權益的研究一直是產業界及學術界探討的關鍵議題,過去的研究多
數以消費性產品為主;隨著品牌權益的角色愈來愈重要,如何為身處於
B2B 市場中的台灣機械金屬加工業建立品牌權益,也成為國際行銷與品牌
管理的重要研究議題。本研究就價值共創、技術創新、知覺品質、品牌
知名度視為對品牌權益之影響,進而探討如何建立B2B 市場工業性品牌
權益。
本研究對象為精密機械加工業的C 公司,調查對象為C 公司的直接
客戶,以透過電子郵件問卷方式獲得研究所需的問卷數據。研究發現價
值共創及品牌知名度對於工業性品牌權益的影響是顯著的,知覺品質和
技術創新對於工業性品牌權益的影響是不顯著的。雖然本研究顯現假說
之結果與先前學者的研究結果有些許落差,但也為工業性品牌的企業提
供有正面價值的管理意涵;將於後續章節做詳細說明。
Small and medium-sized enterprises (SMEs) play important role in the
economic development of Taiwan. With the continuous growth of the global
economy and free trade, machinery industry in Taiwan is gradually threatened
by the low production costs of countries in Southeast Asia and China. Innovation
is one of the most important factors driving growth of successful companies,
only the companies which continue improving and innovating their technologies,
services, and systems to fulfill the requirements of their customers can gain the
long-term advantages in business.Research on brand equity of consumer
products had been a key topic in the past. As the role of brand equity becomes
more and more important, how to establish brand equity of Taiwan's metals
processing industry in the B2B market becomes a new research issue in the field
of international marketing and brand management.This study examines the
impact of value co-creation, technological innovation, perceived quality and
brand awareness on brand equity, and then explores how to establish industrial
brands in the B2B market.
A case study was undertaken on the C company of precision machinery
processing industry. The survey targets were the direct customers of C company,
and the data required for the study were acquired from the target customers
through an e-mail survey questionnaire.The study found that the impacts of value
co-creation and brand awareness on industrial brand equity are significant, and
meanwhile the impacts of perceived quality and technological innovation on
industrial brand equity are insignificant. Although this study shows that the
results of the hypothesis are slightly different from the previous researches, it
still provides industrial brands with positive management implications; it will be
explained in detail in the following sections.

致謝 ----------------------------------------------II
中文摘要 ------------------------------------------III
英文摘要 ------------------------------------------IV
目錄 ----------------------------------------------VI
表目錄 --------------------------------------------VIII
圖目錄 --------------------------------------------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 -------------------------------4
第三節 研究流程 --------------------------------5
第二章 文獻探付 ----------------------------------6
第一節 價值共創與技術創新的定義 ----------------6
第二節 金屬加工業工業性品牌權益之關鍵構面---------15
第三節 知覺品質、品牌知名度與工業性品牌權益之
關係------------------------------------16
第三章 研究方法 ----------------------------------23
第一節 研究架構 --------------------------------23
第二節 研究方法 --------------------------------23
第三節 研究設計 --------------------------------24
第四章 研究結果------------------------------------29
第一節 敘述性統計分析 ---------------------------29
第二節 衡量模型與信、效度檢定 -------------------30
第三節 結構模型 ---------------------------------33
第四節 研究發現與討論 ---------------------------34
第五章 結論與建議 ---------------------------------37
第一節 研究結論 ---------------------------------37
第二節 研究建議與後續研究 -----------------------39
參考文獻 ------------------------------------------41
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