被授權品牌關鍵成功因素之研究：以國內服飾業品牌為例

The Study of Key Successful Factors of Taiwan Fashion Licensee Brands

丁瑞華(Jui-Hua Ting) ； 鄭弘毅(Hung-Yi Cheng)

《輔仁民生學誌》 18卷1期 (2012/06) Pp. 67-82

https://doi.org/10.29440/FJJHE.201206.0004

摘要

品牌授權相關之文獻有限，本研究以被授權者為基礎，選擇國內被授權品牌服飾產業，探討品牌授權的策略，目的為：1.以消費者與廠商觀點，以品牌延伸評估模式，來探究被授權品牌商經營管理上之重要構面，進而提供廠商的關鍵成功因素。2.使用AHP法實證分析各關鍵成功因素，在經營管理上之權重。3.依照實證分析之結果，提供被授權廠商經營管理之建議，並提供國內企業在品牌授權決策之參考。本研究發現，被授權廠商十分重視消費者觀點的構面，而關鍵成功因素最重要的是知覺品質；依次為認知契合度、原品牌優勢與獨特行銷能力。

關鍵字

品牌授權 ； 被授權品牌 ； 關鍵成功因素

並列摘要

Studies related to the key successful factors on licensee brands have been limited and no consistent results are reported within the finite literature. In our study we chose Taiwan fashion licensee brands and attempted to explore the strategy of licensee brands.1. Our study use both consumer-based and firm-based perspectives, and by the evaluation model of brand extensions to explore the key success factors of licensee brands.2. Using Analytic Hierarchy Process to analyze the key successful factors of licensee brands, and investigates the weight of each aspect and principle and their ranking was identified.3. From the findings, we can draw the following two implications in studying licensee brands. First, the customer-based perspectives are more important than the firm-based in the key successful factors. Second, the most important successful factors of licensee brands is perceived quality, then follow by the perceived fit, original brand strength, and unique selling proposition.

並列關鍵字

ahp ； brand licensing ； brand licensee ； key successful factors