筆記型電腦品牌管理之研究

A study of brand management for notebook computer

張正邦(Cheng-Bang Chang)

指導教授 ： 楊維楨 ； 婁國仁

淡江大學/管理學院/管理科學研究所碩士班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00251

摘要

筆記型電腦是近幾年來發展相當快速的產業之一，隨著功能的多元化，價格持續下降，取代桌上型電腦的趨勢已逐漸明顯。對於筆記型電腦廠商而言，現今面對以消費者為導向的市場時，價格競爭絕非企業營運發展長久之計，如可以善用品牌管理提升經營之績效，並擬定品牌經營策略強化本身之競爭力，使得廠商能達成永續發展的目的。有鑑於此，本研究以過去品牌管理文獻為基礎，探討七家筆記型電腦廠商包括Acer、Asus、HP、Toshiba、BenQ、Sony、Lenovo。

本研究目的有二。第一，建立一有效的品牌管理架構，作為企業擬定品牌策略之參考。第二，經由消費者行為分析、競爭態勢分析以及品牌分析，探討品牌在消費者心中的知覺與定位，並以台灣市場上筆記型電腦主流品牌為對象作實證探討，給予企業實務上之建議。

關鍵字

筆記型電腦 ； 品牌管理 ； 品牌策略 ； 消費者行為

並列摘要

The notebook computer industry has become one of the fast growth industries in recent years, with the functional diversification and continuous price reduction, the trend that the notebook computer may substitute for desktop computer has become more and more obvious, as far as notebook computer manufactures are concerned, price competition is totally not the method for them to keep on developing and surviving in the long run when facing the customer-oriented market nowadays. Only through brand management to promote its performance and adopting brand management strategy to enhance its own competitiveness can the notebook computer manufactures operate permanently.
This thesis treats the brand performances of seven notebook computer manufactures, including Acer、Asus、HP、Toshiba、BenQ、Sony and Lenovo.

There are two purposes for this thesis, first of all, establishing an effective brand management model as the reference to the enterprise when it is setting the brand strategy. Secondly, through consumer behavior ,competition position and brand analyses, this thesis try to treat the brand perception and position in consumer’s mind,taking the high quality brands of the notebook computer in Taiwan as the research objectives, and provides the practical suggestion to the enterprise.

並列關鍵字

Notebook computer ； Brand management ； Brand strategy ； Consumer behavior

參考文獻

(41) 蔡明昌 (2004)，「筆記型電腦消費者購買行為與市場區隔之研究---以三大都會區為例」，元智大學企業管理研究所碩士論文。

(42) 蔡昆樺(2004) 「品牌形象、認知風險與顧客滿意對品牌忠誠的影響--以台灣市場內筆記型電腦品牌為例」，成功大學企業管理研究所碩士論文。

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