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研究生:鄭羽君
研究生(外文):Yu-Chun Cheng
論文名稱:品牌延伸策略之研究–以興采S.Cafe為例
論文名稱(外文):A Study on Brand Extension Strategy – The Case Study of S.Cafe of SINGTEX
指導教授:曾志弘曾志弘引用關係方至民方至民引用關係
指導教授(外文):Zeng,Zhi-HongFong,Cher-Min
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:2021
畢業學年度:110
語文別:中文
論文頁數:55
中文關鍵詞:資源基礎商業模式紡織產業品牌延伸品牌發展策略
外文關鍵詞:Resource-Based ViewBusiness ModelTextile IndustryBrand ExtensionBrand Development Strategy
相關次數:
  • 被引用被引用:1
  • 點閱點閱:104
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  • 下載下載:28
  • 收藏至我的研究室書目清單書目收藏:0
面對快速變動的市場環境,紡織產業長期處於高度競爭的壓力之下。品牌商一年四季需要推出多次各式各樣的服飾,供應商則透過穩定品質、技術升級以及研發多樣性產品來獲得品牌商的青睞。隨著永續再生的價值興起,許多品牌商會找尋相同理念的供應商夥伴。不單單是找尋大自然植物、重複性的再生物質作為衣物纖維,供應商開始建立自有品牌、策略聯盟來增加銷售。而單一的品牌或產品難以滿足品牌商、終端消費者的需求,品牌延伸是一個嶄新契機。

本研究探討興采集團S.Café的品牌延伸策略,首先分析產業環境與品牌創立的過程,接著檢視集團整體的商業模式與核心資源。以基礎資源觀點理解集團如何利用內外部資源交換,階段性策略建構品牌延伸。再進一步討論延伸品牌行銷策略,歸納出S.Café品牌延伸的關鍵成功因素。最後,我們可以發現興采的品牌延伸一種策略性的行動,目的在於提升品牌價值以創建持續的競爭優勢。
With the rapidly changing market environment, the textile industry has been under highly competitive pressure for a long time. Brand owners have to launch a variety of apparel many times throughout the year. On the other hand, the suppliers gain the favor of brand owners through stable quality, technological upgrades, and the development of diversified products. Many brand owners look for suppliers who speak the same language with the rise of valued sustainable regeneration. To increase sales, the suppliers not only look for natural plants or renewable materials as clothing fibers but build strategic alliances and create their brand. A single brand or product hardly meets the needs of brand owners and end consumers, and thus brand extension is a whole new opportunity.

This research exhibited the brand extension strategy of S.Café of SINGTEX. It first analyzed the industrial environment and the process of brand building. The overall business model and core resources in the group were reviewed afterward. From the perspective of Resource-Based View, we realized how the group built the brand extension in different stages by exchanging the resources internally and externally. Further, we discussed the marketing strategy of extended-brand and then summarized the key success factors of brand extension of S.Café. In the end, we can find the brand extension of SINGTEX is a strategic action to enhance brand value to construct a sustainable competitive advantage.
論文審定書 ⅰ
中文摘要 ⅱ
Abstract ⅲ
目錄 ⅳ
圖目錄 ⅵ
表目錄 ⅶ

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 研究步驟與流程 4
第二章 文獻探討 5
第一節 品牌定位 5
第二節 品牌延伸 7
第三節 資源基礎觀點 12
第四節 品牌行銷策略 16
第三章 研究設計與方法 17
第一節 研究方法 17
第二節 研究架構 18
第三節 個案公司選擇 19
第四章 產業概況與個案介紹 20
第一節 紡織產業概況 20
第二節 興采實業介紹 22
第三節 S.Café品牌介紹 25
第四節 S.Café延伸品牌介紹 27
第五章 研究分析 28
第一節 紡織產業PEST分析 28
第二節 興采商業模式與資源分配策略 30
第三節 S.Café品牌延伸階段性策略 34
第四節 S.Café延伸品牌行銷策略 36
第五節 S.Café品牌延伸關鍵成功因素 39
第六章 結論與建議41
第一節 研究回顧與結論41
第二節 個案公司建議42
第三節 研究範疇與限制43
參考文獻44

圖次
圖1-1:研究流程 4
圖2-1:綠色品牌與品牌態度 6
圖2-2:品牌延伸類型 8
圖2-3:品牌延伸成功因素10
圖2-4:企業資源類型 12
圖2-5:核心能耐與持續性競爭優勢 15
圖3-2:研究架構 18
圖4-1:興采集團架構 23
圖4-2:科技咖啡紗生產流程25

表次
表4-1:臺灣紡織產業產值總計 21
表4-2:2020 年興采主要產品營業比重 22
表4-3:S.Café 四大特色 26
表5-3:各階段品牌行銷比重34
一、文獻資料
1.方至民著(2019)。策略管理。台北:前程出版。
2.Alexander Osterwalder (2010). Business Model Generation:A Handbook for Visionaries, Game Changers, and Challengers. New Jersey: Wiley.
3.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(January), 27-41.
4.Aaker, D. A (1992). Managing the most important asset: Brand equity. Planning Review, 20, 56-58.
5.Aaker, D. A., & Joachimsthaler, E. (2000). The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review, 42(4), 8–23.
6.Bohman, J. (1991). New Philosophy of Social Science. UK: Polity Press.
7.Barney, J., 1991. Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), pp.99-120.
8.Barone, M. J., Miniard, P. W., & Romeo, J. B. (2000). The influence of positive mood on brand extension evaluation. Journal of Consumer Research, 26(4), 386-400.
9.Barney, J. B. (2001). Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view. Journal of Management, 27(6), 643–650.
10.Bottomley, Paul & Holden, Stephen. (2001). Do We Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies. Journal of Marketing Research. 38. 494-500.
11.Brush, C., Patricia G. Greene, Myra M. Hart, & Harold S. Haller. (2001). From Initial Idea to Unique Advantage: The Entrepreneurial Challenge of Constructing a Resource Base [and Executive Commentary]. The Academy of Management Executive (1993-2005), 15(1), 64-80.
12.Crawford CM. A new positioning typology. Journal of Product Innovation Management 1985;4:243–53.
13.Eisenhardt, K. (1989). Building Theories from Case Study Research. The Academy of Management Review, 14(4), 532-550.
14.Gigauri, Iza. (2019). Perceptual Mapping as a Marketing Research Tool for Brand Positioning. International Journal of Economics and Management Studies.
15.Hartmann, P., Ibáñez, V., & Sainz, F.J. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23, 9-29.
16.Hussain, S., & Rashid, Y. (2016). Brand Extension Success Elements: A Conceptual Framework.
17.Jugdev, Kam & Mathur, Gita. (2012). Classifying project management resources by complexity and leverage. International Journal of Managing Projects in Business. 5. 105-124.
18.Keller, K. L & Aaker, D.A. (1992). The Effects of Sequential Introduction of Brand Extension. Journal of Marketing Research, 29 (2), 35-50.
19.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
20.Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control. New Jersey: Prentice - Hall I Inc.
21.Kotler, P. (2000). Marketing Management:Analysis, Planning, Implementation, and Control, 10ed, New Jersey: Prentice-Hall Inc.
22.Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Sage Publications, Inc.
23.Pitta, Dennis A and Katsanis L.P. (1995). Understanding Brand Equity for Successful.
24.Papula, Ján & Volna, Jana. (2013). Core Competence for Sustainable Competitive Advantage.
25.Product Attributes Model: A Tool for Evaluating Brand Positioning Carol F. Gwin and Carl R. Gwin Journal of Marketing Theory and Practice Vol. 11, No. 2 (Spring, 2003), pp. 30-42.
26.Rangaswamy, A., Burke, R.R., & Oliva, T.A. (1993). Brand equity and the extendibility of brand names. International Journal of Research in Marketing, 10, 61-75.
27.Reddy, S. K., Holak, S. L., & Bhat, S. (1994). To extend or not to extend: Success determinants of line extensions. Journal of Marketing Research, 31(2), 243–262.
28.Ries, AI (2000). Positioning: The Battle for Your Mind. New York: McGraw-Hill
29.Tauber, E. M. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 24, 36-41.
30.Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost - control world. Journal of Advertising Research, 28, 26-30.
31.The Effects of Brand Extensions on Market Share and Advertising Efficiency
Daniel C. Smith and C. Whan Park Journal of Marketing Research Vol. 29, No. 3 (Aug., 1992), pp. 296-313.
32.Urde, Mats & Baumgarth, Carsten & Merrilees, Bill. (2013). Brand orientation and market orientation — From alternatives to synergy. Journal of Business Research - J BUS RES. 66.
33.Völckner, Franziska & Sattler, Henrik. (2006). Drivers of Brand Extension Success. Journal of Marketing - J MARKETING. 70. 18-34.
34.Yin, R. K. (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage.
二、網路資料
1.興采S.Café官網
https://www.scafefabrics.com/en-g lobal
2.NU SKIN,2015,藍色經濟大師剛特˙鮑利:商業模式創新比技術革命更重要!,天下雜誌
https://www.cw.com.tw/article/5071364
3.經濟部工業局,2018,興采創造紡織新價值 專利獨步全球 歐美戶外品牌合作,經濟日報
https://money.udn.com/money/story/6808/3414067
4.台灣精品,2014,P4DRY™咖啡渣環保舒適印花,台灣精品網頁
https://www.taiwanexcellence.org/tw/award/product/13131
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