臺灣博碩士論文加值系統

本研究以資源基礎觀點作為理論背景，主要探討如何利用透過品牌併購方式以因應
品牌延伸之挑戰。本研究以 W文教機構作為研究對象，並以 2021年 2月至 2022年 3月作為研究的時間範圍，使用單一個案研究方法，針對研究問題以訪談受訪者的方式進
行質化研究分析。根據研究結果，本研究提出以下 3個主要發現：一、 W文教機構現有
較具競爭優勢之兒童美語、國小課輔的資源基礎與能力不利於以品牌延伸的方式發展國
中課輔新事業。 二、就資源基礎觀點而言， 併購既有國中課輔品牌是克服 W文教機構
進行品牌延伸障礙之方式。三、師資系統、教材 開發與行政管理資源仍是進行品牌併後
資源整合的主要方向。

Based on the theoretical lens of resource-based view, this study aims to explore how brand merger & acquisition copes with the challenges of brand extension. This study uses W educational institution a single-case study to analyze the primary data from interviewing the participants with research questions during a period from Febuary 2021 to March 2022. Based on the results, this study proposes the following findings. First, the existing resources and capabilities of W educational institution in American English for children and after primary school tutoring do not facilitate to develop its new venture of after junior high school tutoring by using brand extension. Second, based on the resource-based view, for W educational institution, merging and acquiring the established brands in the junior high school tutoring market is the way to cope with the challenges of brand extension. Third, faculty, learning materials, and administration systems are critical to the post-merger resource integration.

目次
中文摘要
表次
圖次
第一章 緒論
第一節 研究背景和動機
第二節 研究問題
第三節 研究目的
第四節 研究流程
第二章 文獻探討
第一節 資源基礎理論發展與延伸
第二節 品牌延伸與回饋效果
第三節 併購
第四節 併後整合的管理
第三章 研究方法
第一節 研究架構
第二節 個案研究方法
第三節 個案選取
第四節 資料蒐集
第四章 個案分析
第一節 W文教集團的資源基礎
第二節 W文教集團的品牌延伸
第三節 併購：資源基礎的觀點
第四節 併後整合管理
第五章 研究討論與未來研究建議
第一節 研究意涵
第二節 管理意涵
第三節 未來研究建議
參考文獻
附錄：訪談記錄

表次
表 1 受訪者名單
表 2 W文教集團師資現況
表 3 W文教集團教材現況

圖次
圖 1 研究流程
圖 2 資源基礎取向的策略分析架構
圖 3 購併後整合過程
圖 4 研究架構
圖 5 個案研究的設計類型
圖 6 W文教集團與4間子公司
圖 7 W文教集團沿革

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