摘要
哈雷機車為美國百年經典品牌，享有高等的品牌溢價，也是全球在地化（Glocalization）操作成功的案例，本文從行銷3.0的趨勢形成的外在脈絡：協同行銷（collaborative marketing），文化行銷（cultural marketing）精神行銷（spiritual marketing）等三個構面，經過訪談、文獻映照、田野調查，呈現出台灣哈雷機車車隊的主旋律與變奏，主要研究結論顯示：1.哈雷百年經典品牌的主旋律（key themes）基調不變，卻隨著十年的文化，政治，經濟變遷，產生品牌的變奏（variations）：持久的迷人主旋律基調與美國自由騎士文化底蘊（哈雷機車的品牌四大構面），加上每個世代的配適性變奏，成就百年經典品牌。2.台灣哈雷騎士認同美國自由騎乘的夢想，在台灣哈雷機車雖為奢侈品，但這奢侈品卻不是炫耀財，也不是拿來提升社會地位，而是挑戰自我的騎士配備。3.全球品牌在地化轉型：台灣哈雷騎士間的社群文化不是美國孤狼文化，反而接地氣，成為重視友誼與親情的社群。
並列摘要
From the perspectives of marketing 3.0, this case study explore four key issues of the case of Harley Davison. From the Triangulations process this study deems the qualities of being authentic, plausible, and being critical. Rreflections upon the key theme and variations of this case are below: 1. Harley Davison maintains its classic key themes, which fit with the politic, economic, and cultural changes. These variations enhance its fitness, whiles tunes with the old classic key themes. 2. Variations happens in the context of the Taiwan Harley Davison. Even though Harley Davison deems as the luxury goods in Taiwan, Taiwanese position Harley Davison to explore selves, not to show off, or not to consolidate their social status. In addition, Taiwanese riders are not American lonely wolves, but becomes the community to cherish brotherhood and family values.