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研究生:許郁敏
研究生(外文):Hsu, Dianne Sharmaigne Pua
論文名稱:台灣中小企業品牌投資決策與品牌收益 之研究:Heckman 選擇模型之應用
論文名稱(外文):An Empirical Study of Taiwan’s SMEs in Brand Investing Decision and Branding Revenue: Application of Heckman Selection Model
指導教授:林灼榮林灼榮引用關係陳靜瑜陳靜瑜引用關係
指導教授(外文):Jwu-Rong LinJing-Yu Chen
口試委員:彭作奎王葳林灼榮陳靜瑜
口試委員(外文):Tsu-Kuei PengWang, WeiJwu-Rong LinJing-Yu Chen
口試日期:2014-06-12
學位類別:碩士
校院名稱:東海大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:46
中文關鍵詞:品牌投資決策品牌收益海外直接投資Heckman選擇模型電子商務
外文關鍵詞:Brand Investing DecisionBranding RevenueForeign Direct InvestmentHeckman Selection ModelE-Commerce
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台灣中小企業,係以內需型代工製造(OEM)為主題,能否轉型為國際化品牌製造(OBM)之經營模式,係本文所關注之課題。本文分別以2006年與2011年工商普查資料中,各約10萬家製造業有效樣本,利用Heckman選擇模型,聯立推估品牌投資決策與品牌收益迴歸方程式。實證結果主要發現:(1)由偏低的品牌投資決策(普及率)、品牌收益占總營收比及國際化程度等構面,充分印證台灣中小企業,仍停留在內需型代工製造之營運模式;惟由品牌投資決策與品牌營收比率,分別由2006年之6.8%及5.232%,上升至2011年之12.0%與9.019%,顯示已初步彰顯品牌深化效益;(2)海外直接投資提高不利於國內企業品牌開拓效益;反觀出口市場之擴增,則有激發台灣中小企業之品牌開拓潛能;(3)電子商務的執行,有利於品牌的經營環境,顯示電子商有利於維持台灣中小企業競爭力。
As the motif of this research, it is probe that Taiwan’s SMEs, Original Equipment Manufacturer (OEM) has the ability to transform its business model into an Original Brand Manufacturer (OBM). In this paper, 2006 and 2011 census data for industry commerce and service, there are about 100,000 manufacturing observable samples. Using such data, Heckman selection model is applied to estimate the brand investing decision and brand revenue regression equation. The findings of the empirical results are organized as follows: (1) Due to the low brand investing decision (penetration), brand revenue ratio, degree of internationalization and other dimensions, it confirms Taiwan SMEs remains to operate as a manufacturer; provided that, brand investing decision and branding revenue ratio in 2006 is 6.8% and 5.232% raise to 2011’s 12.0% and 9.019%. This signifies that there is a highlight in the initial effectiveness of brand. (2) Foreign direct investment is not conducive to improve the efficiency of enterprises to promote branding. In contrast, the amplification of export market inspires Taiwan’s SMEs to explore their potential in branding. (3) Implementation of e-commerce is conducive to brands’ operating environment which signifies the convenience provided by e-commerce plays an important role in maintaining Taiwan’s SMEs competitiveness.
Table of Contents
摘要 I
Abstract II
Table of Contents III
Lists of Tables V
Lists of Figures VI
1. Introduction 1
1.1 Research Background and Research Motivation 1
1.2 Research Objectives 2
1.3 Research Frameworks 2
2. Literature Review 4
2.1 Brand Literature 4
2.2 Brand Investing Decision 4
2.3 Branding Revenue 6
3. Research Design 7
3.1 Research Structure 7
3.2 Source of Data 8
3.3 Measures 9
3.4 Methodology 10
4. Empirical Results 16
4.1 Observable Data Summary 16
4.2 Descriptive Statistics Analysis 17
4.3 Industry Diversification 19
4.4 Regression Results 22
4.5 Goodness of Fit 29
5. Conclusions 35
5.1 Conclusion 35
5.2 Managerial Implications 36
5.3 Limitation and Suggestions 37
References 38
附錄 41

BOOKS
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5.Wreden, N., Profit Brand: How to Increase the Profitability, Accountability and Sustainability of Brands, United Kingdom: Kogan Page, 2007.
JOURNALS
1.Aaker, D. (2004). Leveraging the Corporate Brand. California Management Review, 46(3).
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8.Chu, W. (2009). Can Taiwan’s Second Movers Upgrade via Branding? Research Policy, 38(6), 1054-1065.
9.Davis, D., Golicic, S. and Marquardt, A. (2008). Branding a B2B Service: Does a Brand Differentiate a Logistics Service Provider? Industrial Marketing Management, 37, 218-227.
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14.Gromark, J. and Melin, F. (2011). The Underlying Dimensions of Brand Orientation and Its Impact on Financial Performance. Journal of Brand Management, 18, 394-410.
15.Keller, K. and Lehman, D. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-759.
16.Lee, J. et al. (2008). The Impact of the Brand Management System on Brand Performance in B-B and B-C Environments. Industrial Marketing Management, 37, 848-855.
17.Lipsman, A. et al. (2012). The Power of “Like”: How Brands Reach (and Influence) Fans through Social-Media Marketing, Journal of Advertising Research.
18.Michell, P., King, J., and Reast, J. (2001). Brand Values Related to Industrial Products. Industrial Marketing Management, 30, 415-425.
19.Mudambi, S. M., Doyle, P. and Wang, V. (1997). An Exploration of Branding in Industrial Markets. Industrial Marketing Management, 26, 433-446.
20.Mudambi, S. (2002). Branding Importance in Business-to-Business Markets Three Buyers Clusters. Industrial Marketing Management, 31, 525-533.
21.Norris, D. G. (1993). “Intel Inside” Branding Component in a Business Market. Journal of Business & Industrial Marketing, 8(1), 14-24.
22.Özsomer, A. (2012). The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness. Journal of International Marketing, 20(2), 72-95.
23.Puhani, P. (2000). The Heckman Correction for Sample Selection and Its Critique. Journal of Economic Surveys, 14(1), 53-68.
24.Singh, S. and Sonnenburg, S. (2012). Brand Performances in Social Media. Journal of Interactive Marketing, 26, 189-197.
25.Webster, F. and Keller, K. (2004). A Roadmap for Branding in Industrial Markets. Brand Management, 11(5), 388-402.
26.Weerawardena, J., O’Cass, A. and Julian, C. (2006). Does Industry Matter? Examining the Role of Industry Structure and Organizational Learning in Innovation and Brand Performance. Journal of Business Research, 59, 37-45.
27.Wong, H. Y. and Merrilees, B. (2008). The Performance Benefits of Being Brand-Orientated. Journal of Product & Brand Management, 17(6), 372 – 383.
28.胡名雯、陳永哲 (2012)。台灣企業自創品牌之決策與績效。台灣經濟金融月刊,48(10),30-39。
CONFERENCE
1.Chang, H. C., Lee, Y. H. and Cheng, L. J. (2013). “The Relationship among Country-of-Origin, E-Com, and Purchase Intention of Foreign Brands-with Samsung as an Example.” Bali Conference.
2.Johansson, S. (2004). “Export-Biased Productivity Growth in Swedish Manufacturing.” A Preliminary Draft for ETSG Conferencein Nottingham.
3.Kao, K. Y. et al. (2013). “A Study on Brand Strategy, Brand Popularity, Brand Experience and Brand Performance.” Bali Conference.
THESIS / SCHOOL PAPER
1.De Chernatony, L. and McWilliam, G. (1989). The Varying Nature of Brands as Assets: Theory and Practice Compared. School Working Paper, SWP 38/39.
2.Quan, T. H. M. (2006). Retailers’ Perceptions of Product Brand Equity: An Empirical Study of Vietnamese Independent Grocers. DBA thesis, Southern Cross University.
3.楊承樺 (2013)。資訊科技投資-營運績效與人力資源之攸關性研究。東海大學會計系碩士論文,未出版,台中市。
WORLD WIDE WEB
1.Measuring Brand Performance by Brad VanAuken (The Blake Project), 2011, retrieved March 30, 2014, from the World Wide Web: http://www.brandingstrategyinsider.com/2011/02/measuring-brand-performance.html#.UzkBafmSwX9.
2.Private Label Manufacturers Association, 2014, retrieved June 1, 2014 from the World Wide Web: http://www.plmainternational.com/.

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