臺灣博碩士論文加值系統

品牌建立耗時費力，卻很有可能轉眼間毀於一旦，抑或在一定時間後逐漸銷聲匿跡的例子也不在少數。儼然，品牌的長久經營已成為從業者不可忽視的重要課題，企業對外傳播的行為若未將品牌的重要性考慮在內，或經營決策未能持續進行品牌價值的輸出，將使品牌光環揮霍殆盡。過去文獻雖然大多已探討品牌為什麼成功與失敗，然而，對於研究品牌無法長久成功的貢獻卻非常少，因此我們通過與17位業界的品牌主管和專家深入訪談進行探索性調查，獲得品牌揮霍的見解和開發。
本研究綜合了有關該主題的現有知識，通過闡明品牌揮霍的構念定義、發展研究命題以及構建其前因和後果的整合框架，為未來研究奠定基礎，並根據研究結果提出若干管理意涵，期能有助於管理實務上之參考。

Brand building is time-consuming and labor-intensive, but it is very likely to be destroyed in a blink of an eye, or it is not rare that it gradually disappears after a certain period of time. It seems the long-term operation of the brand has become an important issue that practitioners cannot ignore. If enterprises do not take the importance of brands into account in their external communication, or if their business decisions fail to continuously make value, their brand value will be squandered. Although most of the previous literature have discussed the success and failure of brands, there is very little contribution to focus on brand’s long-term success. Therefore, we conducted in-depth interviews with 17 brand executives and went through exploratory study to obtain insights and development of Brand Squander.
This research synthesizes existing knowledge on the subject, clarifies the definition of the construct, develops research propositions, and builds an integrated framework for the antecedents and consequences of Brand Squander, laying the foundation for future research, and proposing several management implications based on the research results hoping that it can be helpful in management practice.

摘要 I
Abstract II
謝誌 III
目錄 IV
圖目錄 VII
表目錄 VIII
壹、 緒論 1
第一節、 研究背景、動機與重要性 1
第二節、 研究目的與問題 2
貳、 品牌揮霍的現有知識 3
第一節、 品牌如何受到損害 3
一、 市場行銷的觀點 3
二、 戰略管理的觀點 4
三、 意象相似的觀點 5
第二節、 現有知識尚未充分回答的問題 7
一、缺乏前因的探討 7
二、回到品牌建設與管理檢視潛在憂患 8
參、 探索性調研 9
第一節、 實地調研與深度訪談 9
第二節、 資料收集與樣本 9
第三節、 資料分析 11
肆、 建構品牌揮霍的範疇 12
第一節、 比較文獻與訪談觀點 12
一、 揮霍的觀點 12
二、 品牌揮霍的表現形式與導致失去的涵義 13
三、 品牌揮霍的可持續發展的前提與判別準則 18
四、 品牌揮霍的潛在心理驅動因素 20
第二節、 闡釋品牌揮霍的構念 22
一、走在錯誤的軌道上on the wrong track 23
二、沒有持續在軌道上運作not on track 24
三、難以保持在軌道上difficult to stay on track 25
四、品牌持續沒有做出突破failure to keep up your pace on track 26
第三節、 彙整與綜論 27
伍、 研究命題 28
第一節、 品牌揮霍的前因 28
一、企業內部沒有良好的根基持續支持品牌 29
二、品牌說一套做一套 34
三、品牌資源未能妥善轉化與運用成為品牌成長的利基 39
四、品牌落入活下去的被動經營思維 46
第二節、 品牌揮霍因子之間的聯繫 50
第三節、 品牌揮霍的後果 51
陸、 管理意涵 54
第一節、 品牌第一優先和統一底線 54
第二節、 企業內部正循環 55
第三節、 以目的導向驅動戰略的經營 56
第四節、 持續創造動能 57
柒、 討論與結論 58
第一節、 討論 58
第二節、 研究貢獻 59
第三節、 研究限制與未來研究建議 59
第四節、 結論 60
參考文獻 61
附錄一 69
附錄二 73
附錄三 80
附錄四 90
附錄五 102
附錄六 108
附錄七 120
附錄八 130
附錄九 137
附錄十 145
附錄十一 153
附錄十二 163

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