世界品牌競爭策略研究

A Study of Worldwide Branding Strategy

鍾現(Zhong, Xian)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2012年)

摘要

本研究主要目的在於探討世界級品牌之品牌行銷策略與競爭策略，試圖完整架構出以打造世界品牌為目標之企業，其經營、行銷與競爭策略之整體模式。

行銷的演進，從推銷（selling）到行銷（marketing），再到品牌行銷（branding）。從過去追求產品價值，到現在要全力追求品牌價值。

是此本研究嘗試提出一個『品牌競爭策略架構圖』，試著架構出品牌行銷發展流程與企業價值鏈之交互關聯結構，接著綜合探討各流程涉及之學理與文獻，並輔以近年來發展世界品牌取得重大成功的個案公司三星電子為例，作為本研究學理架構之實證。

關鍵詞： 品牌、行銷、競爭、策略

關鍵字

品牌 ； 行銷 ； 競爭 ； 策略

並列摘要

The purpose of this study is to research the marketing strategy and competition strategy for developing a world-class brand. This study tries to construct a complete structure including branding, marketing and competitive strategy for the enterprise whose objective is to be a worldwide brand.

Firstly this study proposes a chart named “Branding competition chart” which tries to integrate the interaction and association of brand marketing process and value chain with competitive strength.

Secondly this study researches the related theoretical literature, and investigates a case company Samsung which successfully and greatly increases its brand value in recent years.

Finally this study connects case company’s key success factors and “Branding competition chart” then analyzes case company’s branding& competition strategy.

Key words: Brand, Marketing, Competition, Strategy

並列關鍵字

Brand ； Marketing ； Competition ； Strategy

參考文獻

1. Davis, M.S.（2000）, Brand Asset Management, Jossey-Bass.

2. Kevin Lane Keller （2001）, 品牌管理（吳克振譯）,華泰文化.

4. David Aaker（1996）, Measuring Brand Equity Across Product and Markets, California Management Review.

8. Keller, K.L.（2008）, Strategic Brand Management 3rd, Prentice Hall.

12. Chernatony, L. （2001）,” From Brand Vision to Brand Evaluation”, Elsevier Ltd.