臺灣博碩士論文加值系統

本論文藉由研究睿能創意股份有限公司（GOGORO Inc.）之品牌價值與商業模式，探討其如何創造品牌價值、訂定商業模式。本研究採質性單一個案研究，透過文獻資料之蒐集，並以商業模式、強弱危機分析及行銷組合4Ps策略為基礎進行分析，了解個案企業之品牌價值與商業模式對於競爭力之影響。彙整出企業未來之發展方向，協助GOGORO思考未來之全球佈局。
本研究發現GOGORO以產品、技術及商業模式創新之交叉運用下，提升產品附加價值，創造品牌價值。其商業模式著重在產品創新價值、技術創新、合作夥伴之策略聯盟，以及品牌行銷與通路之佈建等，形成完整且難以取代之價值網絡。造就GOGORO自2011年成立迄今，市場佔有率達85.1%，成為電動機車市場之領導品牌，並改變消費者的使用習慣，突破傳統電動機車產業之疆界。

In this research, the author analyzes the brand value and business model from the company named GOGORO Inc.. Explore how it creates brand value, set a business model. This study uses a qualitative single-case study, through the literature collection, and based on business model, the SWOT analysis, marketing mix 4Ps strategy to analyze, understand the impact of brand value and business model of the case company on their competitiveness. Summarized the future direction of the development of enterprises, assist GOGORO in thinking about the global layout of the future.
This study found that GOGORO enhances the added value of products and creates brand value through the cross-application of products, technologies and business models innovative. Business model focuses on product innovation value, technological innovation, strategic alliances of partners, and the establishment of brand marketing and place etc., the formation of a complete and difficult to replace the value network. GOGORO since its establishment in 2011 so far, the market share of 85.1%, become a leading brand of electric scooter market, and change the consumer’s habits, break through the traditional electric scooter industry boundaries.

致謝............................................................................ I
摘要............................................................................ II
ABSTRACT................................................................. III
目錄............................................................................ IV
表目錄........................................................................ VI
圖目錄........................................................................ 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 研究流程......................................................... 3
第二章 文獻探討......................................................... 5
第一節 品牌定義......................................................... 5
第二節 品牌價值......................................................... 6
第三節 商業模式......................................................... 9
第四節 強弱危機分析（SWOT Analysis）................... 13
第五節 行銷組合（4Ps）............................................ 15
第三章 研究方法......................................................... 20
第一節 研究架構......................................................... 20
第二節 質性研究......................................................... 22
第三節 個案選擇......................................................... 23
第四節 資料蒐集......................................................... 24
第五節 資料分析......................................................... 24
第六節 三角檢定（Triaugulation）............................. 25
第四章 研究結果......................................................... 27
第一節 個案簡介......................................................... 27
第二節 商業模式分析.................................................. 31
第三節 SWOT分析...................................................... 36
第四節 4Ps分析.......................................................... 42
第五節 分析結果......................................................... 45
第五章 結論與建議...................................................... 52
第一節 結論................................................................ 52
第二節 建議................................................................ 53
第三節 研究限制......................................................... 54
第四節 未來研究方向.................................................. 55
參考文獻..................................................................... 56
附錄一........................................................................ 64

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網站資料
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