摘要
鑑於現今社會的高科技廠商多運用名人從事代言策略，適當的代言策略可以使代言廠商的品牌與形象得以延伸、並且加強代言產品與競爭者產品的差異化與更明確的市場區隔，雖然代言策略有眾多的優點，但是代言策略仍有存在一些缺點，像是代言策略風險偏高，只要代言人的負面消息或是代言產品的品質不良，都會直接給代言的產品或是代言人有嚴重的負面影響，但是廠商一旦投資一個代言策略時，需花一筆龐大的金錢與時間，因此如何找出一個適當的代言人代言適合的產品變得非常的重要，而且如何合理的評量代言策略的效果，是本論文想要研究的內容。 因此本研究將以單一個案研究法，找出一套代言策略的流程與評量代言策略的方法，透過定性的研究方式中的深度訪談法蒐集主要資料，訪談代言廠商、代言人與消費者對於代言策略的看法，並收集報章雜誌與網頁等次級資料，加以整理與分析獲得在代言策略上的建議。經由訪談獲取的代言策略初級資料與報章雜誌的次級資料，本研究透過對於上述資料的分析與整理，建立一套對於高科技廠商在決定代言策略的一個原則與標準，並建議高科技廠商可以搭配代言策略的其他行銷手法，與使用虛擬指標與實際數據評估代言策略的結果，相信對於日後想要從事代言策略的高科技廠商會有相當的助益。
並列摘要
High-tech companies often apply the celebrity endorsement, because they expect to expand the brand, to have a more clear segmentation, and to strengthen differentiation of their products via adopting a good celebrity endorsement. Despite of those benefits, celebrity endorsement may bring faults, such as high risks which result from either bad quality of the products or bad image of endorsers. Any of them will jeopardize the reputation of companies and endorsers. Besides, if a company decides to adopt the celebrity endorsement, its marketing expense will get very high. Therefore, how to find a suitable endorser to execute and evaluate celebrity endorsement is quite important. This research focuses on the celebrity endorsement of high-tech products. This research uses the case study to find the process of deciding celebrity endorsement and the way of evaluating celebrity endorsement. By interviewing the marketing executives of the company, endorsers, and consumers, there are three issues to be elaborated further more. First, this research provides the principle and standard of celebrity endorsement when high-tech companies want to apply the celebrity endorsement. Second, it suggests that there are other marketing strategies can be combined with the celebrity endorsement. Third, it helps high-tech companies to evaluate the celebrity endorsement. This research will help high-tech companies that want to apply the celebrity endorsement.