- 學位論文
新品牌在海外市場的介紹-一個波蘭公司的案例
Branding in a foreign market-case study of Polish company in Taiwan
並列摘要
The topic of my thesis is branding in foreign market based on Polish company in Taiwan. The goal of this paper is to show the importance of brand value and to touch on the implications involved during creating a new brand in a foreign market. The paper begins with a literature review that aims to define and discuss branding, in terms of its function viewed by consumers and enterprises. Thre second part is about Polish company in Taiwanese market. The tird is touch on foreign investments and business opportinities in Asia.
參考文獻
J.M. Murphy, Branding: A Key Marketing Tool, The Macmillan Press LTD
Literature:
Chia-Wen Chen, Homin Chen, Lichung, ( 25 March 2006), “Resource Linkages and Capability Development
D.Aaker, (NY 1991), Managing Brand equity, “Capitalizing on the value of a brand name“, The free press”,
David A.Aaker,(1996) Building Strong Brands, The free press
延伸閱讀
- Han, Y. S. (2015). 市場定位與品牌行銷策略之探討 - 以 UNT 為例 [master's thesis, National Tsing Hua University]. Airiti Library. https://www.airitilibrary.com/Article/Detail?DocID=U0016-0312201510261044
- 湛華生（2004）。高科技產業的行銷與品牌管理研究－英代爾公司案例分析〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2004.10381
- 蔡惠如（2006）。品牌策略與通路策略對市場績效關係之研究─以知名品牌歐、美、日系化妝品品牌為例〔碩士論文，中原大學〕。華藝線上圖書館。https://doi.org/10.6840/cycu200600254
- 蔡炎明（2010）。The Marketing Strategy of Taiwan food -A case study of H Company〔碩士論文，國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-1908201014401200
- 張莉翎（2013）。A Case Study of Innovating Luxury Brand Strategyfor Cultural and Creative Industries in Taiwan〔碩士論文，國立臺北科技大學〕。華藝線上圖書館。https://doi.org/10.6841/NTUT.2013.00293