臺灣博碩士論文加值系統

在全球市場創新與品牌無疑是近五年來最熱門的兩個議題。近年來製造商及供應商競相展開創新及品牌工程，藉此創造差異化以期達到市場廠寡占地位。品牌管理不僅適用於流行性產業，對亞洲相對較強勢之製造業及科技產業來說，成功的創新品牌化可為企業大幅提昇產業創新效率及創新動力，而藉由良好的內部品牌管理還可為創新型企業奠定良好的發展基礎。
品牌化是使創新成功的關鍵要素，缺乏品牌化的創新只能對市場帶來短暫的影響力，因此本研究以創新品牌化理論為基礎，並將研究焦點聚焦於內部品牌的建立、員工品牌意識及內部教育訓練。在本文研究中我們發現了影響可能企業創新品牌化成敗的幾項關鍵因素。
本研究結果發現，企業欲進行成功的創新品牌化，在内部管理層面需要就內部控管、內部授權、品牌內化及企業資源配置等四大議題進行深度探討，方能為創新品牌化長期發展奠定良好發展基礎。就內部品牌管理而言，良好的內部品牌控管能確保內部品牌管理品質及其成效，而藉由品牌價值的内化則可有效影響員工品牌態度。由於內部品牌管理是一項有彈性、與時俱進的工程，因此短中長期的資源計劃是否完善將影響到企業之長期發展的可能性。最後組織亦需對管理者充分授權才能使得組織變革有效運作。
透過內部品牌管理四大議題探討可協助企業增強創新品牌化成功之可能性，並為品牌長期發展奠定良好基礎。本研究發現之運用可做為管理者欲進行創新品牌化之內部管理策略參考。

In the global market, innovation and brand management are definitely two of the most popular concepts for the last five years. Manufacturers and suppliers around the world are competing in setting up their own brands in order to create differentiation in an oligopoly market. The brand management is not only applicable to popular industries but also to Asian&;#39;s relatively strong manufacturing and technology industries. A successful brand will dramatically improve the efficiency and innovative power of industrial innovations.
The finding of this study lays a good foundation for the long-term development of innovative branding. Manager needs to have in-depth understanding about the four concepts: internal controls, internal authorization, and branding and resources distribution. Good internal controls can ensure brand quality, the effectiveness of internal brand management and brand value. Internalization can influence employees’ attitude towards the brand. Internal brand management is a flexible, advanced engineering no matter whether companies having comprehensive short, medium or long-term resource, it can affect the companies’ opportunities for long-term development.
Eventually, organization should also fully authorize managers in order to make effective change in the organization. Through this study towards four issues on internal brand management, reveals that it can increase the companies’ possibilities for innovation branding and would lay a good foundation for the brand’s long-term growth. The findings of this study would serve as a strategic reference for managers who plan to undertake internal management of innovation branding.

第一章 緒論....................................................1
第一節 研究背景…………………………………………………1
第二節 研究動機…………………………………………………2
第三節 研究目的…………………………………………………2
第四節研究流程…………………………………………3
第五節 研究貢獻…………………………………………………5
第二章 文獻探討………………………………………………………………6
第一節 創新產業品牌化…………………………………………6
第二節 內部品牌管理與外部環境變遷………………………………11
第三節 組織品牌化………………………………………………14
第四節 組織內部品牌管理運作…………………………………18
第三章 研究方法………………………………………………………………27
第一節 研究架構…………………………………………………27
第二節 專家問卷調查方法………………………………………28
第三節 研究設計…………………………………………………38
第四章 研究結果與分析………………………………………………………41
第一節 內部品牌管理影響力分析………………………………41
第二節 影響因子與管理現況……………………………………45
第三節 研究成果分析…………………………………………………55
第三節 研究討論 …………………………………………………56
第五章 結論 ……………………………………………………………………59
引用文獻 ……………………………………………………………………………62
附錄一 專家問卷……………………………………………………………………67
附錄二 Expert Choice分析資料 …………………………………………………72

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