Dissertations / Theses on the topic '品牌化'

碩士<br>國立臺灣師範大學<br>美術學系<br>101<br>What is the "trend"? This vocabulary was extensive use of local media, among the younger generation lips, the local trend of the brand rised, and thus become a huge business opportunities in the independent market, the influence should not be underestimated; however, only very few people in actually parsing trend "comes from. This special clothing type from the extension of Western popular culture, youth sub-culture out its aesthetic point of view is rooted in the cultural backgrounds, trace the origin is an important objective of this study: this creation research were based on sub-cultural texts and world famous street wear brands, and explore how to design strategies to establish a whole line of various trend of brand image, coupled with itself as a trend brand (DeMarcoLab), as an art director of the work experience and product design to verify the enforceability of the design pattern has a unique style and the international competitiveness of the trend of world-class brand image to the visual vocabulary practice.

碩士<br>國立政治大學<br>企業管理研究所<br>91<br>Since the 1970s, “brand personality” has become a popular issue, which was discussed by many scholars and widely used in business practice. Most scholars studied this topic from the consumer’s point of view, and the framework of brand personality dimensions has been most completely worked out. However, culture differences had great influence on brand personality, but there were limited studies that focused on this issue. Since advertisements contained sufficient information of culture and brand personality, this study intended to make a cross-cultural comparison of brand personality by referring to the brand personality dimensions found by previous researchers and performing advertisement research. The purposes of this study are to compare the differences of brand personality between Taiwan and Mainland China, to investigate the influence of product category on brand personality, and to combine “self concept” with brand personality. Compiling the dimensions studied by previous scholars for coding indicators, this study uses content analysis to make this study. Not only does this study fulfill the scope of brand personality analysis, it also provides insights for building brand strategies and entering the market in China. The samples are newspaper advertisements from 1996 to 2001. China Times in Taiwan and Shang-Hai Wen-Hui Bao in Mainland China are chosen. There is a total of 864 advertisements. After statistics analysis, the results are listed as the following: 1.To the appearance of brand personality, ads in Taiwan show more humanity, while those in Mainland China emphasize on product functions. 2.There are different proportions between the representations of dimensions. Those dimensions with higher frequencies may be easily perceived by consumers or may more appealing to them. 3.Relationships exist between brand personality and culture. Positive relationship means certain dimension should be emphasized when the relative culture tendency is higher. 4.There exists a great difference in brand personality between product categories: the “utilitarian-expressive” products emphasize on “competence” dimension, while the “value-expressive” products show more humanity. 5.Brand personality is closely related with “self-concept”: “peacefulness” and “sincerity” are positively related to “actual self,” while the other three dimensions are positive related to “ideal self.” This study discusses this issue for the first time; however, further studies are needed to investigate the moderating effects.

碩士<br>東吳大學<br>企業管理學系<br>91<br>Running a business to make a profit has become very difficult, thus how to reduce the cost and increase the profit continually has become the most important job for many companies. Logistics outsourcing alternative to reduce costs becomes a popular business practice and it requires an indepth analysis and comparison of current logistics operations and best pratices for the make-or-buy decision. This research is based on a real case study of the logistics outsourcing evaluation project that was executed by the Taiwan branch of a well-known global cosmetic brand company. The purpose of this study is to review the detail evaluation process and collect the related data from the project, in an attempt to find out the major problems and the critical elements and procedures of the evaluation process in a logistics outsourcing decision, and provide the improvement suggestions. The research conclusions and suggested logistics evaluation flow model will help those companies with the similar logistics outsourcing decisions. The major research conclusions and suggestions are as follows: 1.To discover the advantages and disadvantages of the logistics outsourcing evaluation process in the case study company and provide the improvement suggestion. (1)The ultimate decision maker has to approve the logistics outsourcing evaluation task in advance and provide the recommendation and suggestion periodically in between the evaluation process. (2)The logistics outsourcing evaluation project members must have good professional background including the necessary functional departments. (3)The project team must promote and communicate the logistics outsourcing evaluation plan to the internal staff. 2.To develop a general logistics outsourcing evaluation process flow model. 3.To collect and set up the logistics data sheet required for the evaluation process. 4.To collect and set up the third party logistics service provider evaluation format and reference. 5.To collect and set up a general Request for Quotation format for the logistics outsourcing decision.

碩士<br>國立臺灣師範大學<br>設計研究所<br>98<br>In this transient world, CEOs in all walks of life rack their brains to elevate the competitiveness of company in the hope of their products to take the initiative to become the dominant brand in the market. However, for most of the small and medium enterprises in Taiwan, although their products meet an international level of quality, they lack the ability to execute the plan to promote the brand awareness. After the expansion of production line for more than a decade, the small and medium enterprises begin to face a situation that the subsidiary brands are well-managed but the mother company is not comprehensively developed. How to use the brand strategy to improve the above situation is the main issue of this research. The research subject is KEHONG Cosmetic Co., Ltd., which is a company in Mainland Chinese owned by a Taiwanese businessman. By proposing the integrated strategies of brand image identity of the small and medium enterprises, the research is expected to provide the reference of developing brand integration strategies for the related organization in the future. CIS is known for and adopted by many famous corporations in Taiwan and the small and medium enterprises follow the trend to adopt this business model as well. However, the small and medium enterprises fail to make good use of the core value of the identified system; instead, they just imitate the visual design part but leave the part of management strategies behind. With the rise of “brand” concept in recent years, plenty of innovative brands abandon the traditional CIS approach and follow the new brand design trend. The traditional CIS and brand design seem to be incompatible. However, for an expanding small and medium enterprise, if we can combine and modify two different approaches along with proper strategies, it will be a good way to strengthen the brand equity. The thesis will first review the relevant literatures of the notion of brand and CIS. Furthermore, for the interior reform of the company, the case study method is applied to the subject with an aid of SWOT analysis and the Marketing Theory of 7Ps to do the collection of fact information and investigation of present state of the company. As for the performance of the company in the market, the benchmarking method is adopted to make a comparison with the competitors with similar backgrounds and some suggestions worth putting into practice will be put forth. Furthermore, based on the research topic, the individual in-depth interview and questionnaire method are conducted in the company and from the collected data, a conclusion of the research results will be drawn. Based on the results, the subject receives the brand transformation by means of “brand image identity design.” With design strategies to combine CIS and the concept of brand together, a new series of design methods will be introduced to the subject. In the conclusion, some crucial points during the research process will be discussed and some further suggestions will also be given in hope that the brand integration design will be more specialized in the future and provide a new opportunity for the sustainable development in the small and the medium enterprises.

碩士<br>高雄師範大學<br>成人教育研究所<br>98<br>The Study of Kindergarten’s Marketing Strategy and Brand Abstract This study discusses the marketing strategy and brand positioning of kindergartens encountering the trend of a low birth rate. In order to facilitate the conduct of this study, relevant research literature used as the theoretical framework and the reference of developing the research tools of this study was studied first. Based on the research framework to design a questionnaire to collect data; to conduct the item analysis and factor analysis of the pre-test; to revise the questionnaire and establish good reliability and validity, and then by which to develop the research tool of this study. After the research tool was developed, nursery teachers and administrative staff of kindergartens in Kaohsiung District were the research targets. In Kaohsiung District, 800 questionnaires were issued and 775 valid questionnaires were obtained. The effective recovery rate is 96.8%. Stratified random sampling for survey questionnaire data collection will be compiled into the computer for statistical tests. The final results were analyzed and discussed. The following will be discussed in this essay: the effect of pre-school education caused by a low birth rate; the cognitive differences between kindergarten teachers and administrative staff with variable backgrounds, which are related to marketing strategies and brand positioning; the interaction between the kindergarten teachers and administrative staff with diverse backgrounds, marketing strategies, and brand positioning. The means of statistics involved standard deviation, t-test, ANOVA analysis, Schiff’s methods, data analysis and sorting. Finally, the study results were summarized and then incorporated into the discussion. Several conclusions of this study are as follows: I. Kindergartens have to strengthen their competitive edge in order to survive when the low birth rate has become an inevitable trend. II. Kindergarten teachers and administrative staff consider service strategy the most important of all the marketing strategies. III. Kindergarten teachers and administrative staff consider improving their image the most important point of brand positioning. IV. Due to the variety in backgrounds, Kindergarten teachers and administrative staff regard marketing strategies and brand positioning from different points of view. V. The better marketing strategies a kindergarten has, the easier it will be for the kindergarten to create it's brand positioning. According to the conclusions mentioned above, the researcher proposes the following suggestions: I. Suggestions for kindergarten operators: A. To establish marketing mechanisms to assure the success of the marketing strategies and, as an all-directional marketing-oriented kindergarten, develop nursery products and improve service quality. B. To make the kindergarten unique in order to increase the public recognition; hence, the brand can be positioned. C. To maintain marketing and professional capacity personnel training courses regularly in order to enhance competitiveness. D. To establish a shared vision for kindergartens in order to conduct a kindergarten-based business. II. Suggestions for the supervisors of administrative and education-related departments of the government: A. The proposition for administrative authorities: a. Pay attention to the problem caused by the low birth rate; encourage procreating to increase the birth rate; figure out an approach to decrease the impact brought about by a low birth rate. b. Promote nurturing child care welfare policy and social care responsibilities. B. The proposition for educational-related authorities: a. Establish the personnel training system and improve the professional capacity of teachers to improve the performance of a kindergarten. b. Give substantial merit awards to those high performing kindergartens to implement the principles of performance. c. Realize the reduction of students; establish the mechanisms for long-term longitudinal study; understand the relationship between the characteristics of children in different generations and the educational development as the reference to developing the educational policies. d. The information with regard to government policies on early childhood education must be approachable. Keywords: low birth rate, kindergarten, marketing strategy, brand positioning

碩士<br>德明財經科技大學<br>資訊管理系<br>103<br>This research collects background information by Qualitative method of Exploratory Research. Base on the concept of Innovation Diffusion Theory,“CONTAMINATION”is being used as a VERB here to define and state the value of cultural contamination. In addition, by telling the stories of certain brands, relating the individuals, groups, evens and situations to processing system compiling and logical analysis to explain the multi-aspects of cultural contamination in different levels of the society. This research selects samples from interviewees who are teachers in junior high schools and primary schools in Taipei by using Snowball Sampling and Judgmental Sampling methods. Applying Good of Fit method to analyze information as well as combining Qualitative and Quantities Analysis, to explore how the power of Cultural Contamination interfering interviewee’s behaviors and habits by consuming habits and brand recognition. The interpretation of analyzed result compares with relevant studies creating meaningful information to acquire advance deeper value during the qualitative reasarch.

碩士<br>國立中央大學<br>企業管理學系<br>101<br>Considering the potential market of LED lighting equipment powered with regenerative energy, more and more corporations start to think about how to connect solar technique with traditional products. Hopefully, this innovation can bring new opportunities to the traditional industries and initiate new international markets for the small and medium-sized enterprises. This thesis is based on the approach of case study, using two methods - SWOT and Five-Forces – to analyze the strategies of A company about entering the solar LED lighting equipment industry. The analytic results show that: First, A company has three advantages – fundamental distribution channels, professional teams with related cultural context, and competitive products. Second, A company build up three useful strategies – diversified distribution management, brand promotion, and conformity of supply chain. The above two factors let A company maintain its competitive advantages and growth opportunities.

碩士<br>國立政治大學<br>會計研究所<br>94<br>In this study, we examine how auditor’s brand name reputation, industry specialization, and client importmance affect the quality of financial statements in China. Using three kinds of abnormal accruals to proxy for earnings quality, our empirical results are as follows: First, univariate results suggest that fiancial statemenets audited by Big 4 are better than those audited by non-Big 4. But after controlling for variables established in prior work to be related to abnormal accruals, we find no evidence that clinets of Big 4 have lower abnormal accruals than clients of non-Big 4. Besides, we find that when we use discretionary accruals (DAC) to proxy for earnings quality, evidence shows that DAC are lower when clients of Big 4 are small and have little bargaining power. Therefore, client bargaining power indeed impairs audit quality in some extent in China. Second, we don’t find a statistically significant association between abnormal accruals and industry specialization. We also find no evidence that client bargaining power will affect industry specialization. Third, we use total fees and ratio of client’s total fees to audit firm’s total revenue as our two proxies for client importance. Evidence shows that total fees are positively associated with magnitude of abnormal accruals, especially when abnormal accruals are negative.

碩士<br>南台科技大學<br>企業管理系<br>91<br>According to the data of 2003 from National Statistics, the outcome of the service industry is more than two-thirds GDP in our country and advanced countries such as USA, Japan and Germany. As a result, the service industry significantly influences the national economic. As well as, scholars pay the huge academic attention on the related issues about the service industry. The brand is the key factor for the success of service industries（Berry, 2000 ; Lovelock and Wright, 2002, etc）, and then the success of service brand primarily depends on the service behavior of service providers. Therefore, the essence of building a successful service brand is to let employees understand and internalize the value of brand in the service industry（Berry, 2000; Mangini, 2002）. According to literature review, we found that the service industry can use Internal Marketing（IM） to internalize the brand of a company（Berry and Parasuraman, 1991）. Brand internalization is also the essence of building a successful service brand. However, few studies focus on the relationship between brand internalization, IM, and service behavior. Thus, to clarify this relationship was the main purpose of my study. Because the employees engaged in the retailer industry are the most population of the service industry, the target subjects were retailers’ employees. Regarding to the well-known trademark and the popularity of commercial locations, the full-time service providers（except to salesmen） of chain department stores in Tainan city were the perfect targets for my study. The research result of 92 valid questionnaires was showed as following: 1. The IM practices done by companies had positive influences to the level of brand internalization of employees, particularly in product design and staff marketing. 2. The higher level of brand internalization the employees had, the better their performances of service behavior were improved. 3. The IM practices could enhance the employees’ level of brand internalization, so that their performances of service behavior could be improved. 4. The impact of brand internalization to service behavior was much stronger than that of IM. In IM practices, product design and communication channel had positive and significant effects on service behavior. On the brand internalization, age, education background, product design and staff marketing could enhance the effect of service behavior. 5. Demographic statistics had a significant impact on marketing survey, staff marketing, internal encouragement, brand internalization and service behavior.