企業併購、品牌權益、通路策略整合對品牌績效影響之研究–網際網路服務業實證

The Effects of Corporation Acquisition, Brand Equity and Channel Strategy Integration on Brand Performance –An Empirical Investigation of Internet Service Industries

巫佳潔(Ja-Jie Wu)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2008年)

摘要

隨著市場的開放和貿易的自由化，企業所面臨的競爭越來越激烈，為了維持生存甚至成長，導致全球併購(Acquisitions)盛行，經濟部商業司新聞稿指出，目前國際以美國、歐洲、日本等先進國家的企業併購最多。美國證劵資料公司指出從1990年到2007年併購金額，從4,464億美元成長到36,300億美元，在16年間併購金額成長了8.13倍。
對於企業的成長，併購無疑是最快速的策略工具，然而，併購的決策將會為組織帶來重大的變革，企業進行併購的主要理由是想藉由兩個企業的整合來達到综效(synergy)。因此，本研究特別加強研究方法，進而瞭解併購對品牌的影響。
本研究將經由相關文獻探討，整合過去學者著作及相關研究，發展一行銷通路關係的理論架構，以台灣地區曾經使用過由企業利用併購方式而來的網際網路服務之顧客為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業在不同的併購方式下，管理者擁有之品牌權益與通路策略對品牌績效所產生之影響。
研究發現：企業併購對品牌權益均有正向影響；企業併購對通路策略有正向關係，而品牌權益對通路策略之影響不顯著；品牌權益與通路策略皆對品牌績效有正向影響。
本研究以網際網路服務業為實證產業，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對企業進行併購之綜效促進有所貢獻。

關鍵字

企業併購 ； 品牌權益 ； 通路策略 ； 品牌績效

並列摘要

Enterprises are facing increasingly fierce competition with the market opening and trade liberalization, in order to maintain growth and even survival, resulting in global acquisitions prevalence of Commerce, the Ministry of Economic Affairs press release pointed out that the current international to the U.S., Europe, Japan and other advanced countries in the largest corporate acquisitions. U.S. Securities and coupons information company from 1990 to 2007 the amount acquisitions, growing from 446.4 billion dollars to 3.63 trillion dollars in 16 years the amount of acquisitions rose 8.13 times.
For corporate growth, acquisitions is undoubtedly the most rapid strategic tool, however, acquisitions for the organization's decision-making will bring about major changes, enterprises is the main reason for acquisitions by the two companies would integrate to achieve synergies. Therefore, this study strengthens research methods to understand the impact of acquisitions of brands.
This study will be discussed by the relevant documentation, integration and related works of the past academic research, the development of a marketing channels between the theoretical framework to the Taiwan region have been used by enterprises from the use of acquisitions Internet services for customers of the study, Through the survey, LISREL linear structure and mode of the industry mergers and acquisitions in different ways, the managers have a brand equity and brand loyalty, the performance generated by the impact.
The most significant findings are：
1.There is a significant, positive correlation between Brand Equity and Brand Performance.
2.There is a significant, positive correlation between Channel Strategy and Brand Performance.
3.There is a significant, positive correlation between Corporation Acquisition and Brand Equity.
4.There is a significant, positive correlation between Corporation Acquisition and Channel Strategy.
5.There is not a significant positive correlation between Brand Equity and Channel Strategy.
The survey takes the Internet service industry evidence on the relationship between the different variables, and to develop marketing strategies for the industry as a reference to the period of mergers and acquisitions of enterprises have contributed to promoting synergy.

並列關鍵字

Corporation Acquisition ； Brand Equity ； Channel Strategy ； Brand Performance

參考文獻

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