在開發中國家建構品牌之研究: 以越南國家茶葉總公司為例

現今，品牌在全球多數運行中的企業扮演著極具重要的角色。尤其是處於缺少資訊和技術來建立國際品牌名稱的發展中國家，更是日漸重要。因此，本論文特別針對位於東南亞的發展中國家-越南作為研究地區。本論文的研究目的乃分析企業品牌的價值，許多企業的執行者認為，一間公司最重要的固定資產就是公司必須隨著時間不停地去投資與發展其企業的品牌。因此，本論文期許透過研究「越南國家茶葉總公司」，能更了解品牌的價值，並解決目前面臨的處境。此外，本論文也指出越南國家茶葉總公司的品牌策略方針，並從策略觀點到尋求如何穩定發展及長期發展其企業品牌。為了達成本論文的研究目的，採用個案研究方法來分析品牌策略對於整體企業運作與盈利所產生的影響，並以本研究乃根據位於越南的越南國家茶葉總公司進行探討的結果，期提供越南或其他發展中國家相關產業行銷策略之策略性參考。

關鍵字

品牌；越南國家茶葉總公司；越南茶葉

並列摘要

Nowadays, brand name plays a vital role in running business of majority companies in globally. It becomes more important for the company in developing countries in which lack of information and skill to establish an international brand name, especially in Vietnam – a developing country in Southeast of Asia. The purpose of my study is analyzing the worth of branding with enterprises; as many business executives now recognize that one of the most valuable of a firm’s assets are the brands that they have invested in and developed over time. Accordingly, my paper hope that Vietnam National Tea Corporation understands more the value of brand and we go to find out the situation and solution in branding process of Vinatea of Vietnam National Tea Corporation. Moreover, my research will indicate some orientation in branding strategies for Vietnam Tea Corporation, from these points to stability build of Vinatea and their long-term development strategy. In order to reach the purpose of my study, I have used the case study to analyze the impact of brand strategy on corporation’s business and profit as a whole. The study is conducted by a case- study in Vietnam National Tea Corporation, the Corporation located in Vietnam.

並列關鍵字

Vietnam National Tea Corporation (VNTC) ； brand name ； Vinatea

參考文獻

2. Abimbola, Temi and Kocak, Akin 2007, ‘Brand, organization identity and reputation: SMEs as expressive organizations, A resources-based perspective’s” vol.10, no.4, pp.416-430.

3. Bennett, P.D. (1988), Dictionary of Marketing Terms, American Marketing Association, Chicago, IL

4. Boyle, Emily, 2007, “A process model of brand co creation: brand management and research implications” vol.16, no.2, pp. 122-131

5. Carson, P. and Carson, K. (1993), ``Deming versus traditional management theorists on goal setting, can both be right?’’, Business Horizons, Vol. 36 No. 5 , pp. 79-84.

6. Caldwell, Niall and Freire, Joaor R 2004, “the difference between branding a country, region and a city: applying the brand box model” vol.12, no.1, pp.50-61

國際替代計量

在開發中國家建構品牌之研究: 以越南國家茶葉總公司為例

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