Dissertations / Theses on the topic '品牌策略'

碩士
國立政治大學
企業管理研究所
86
High-tech industry is the important industry in Taiwan. However, in order to become the "Technology Island", not only should we improve the ability of R&D, but also the ability of marketing, especially branding. The author used personal interview to understand the brand strategy of high-tech enterprise. The brand strategy means how does high-tech enterprise face the environment、 allocate the resource、 design marketing and brand management activities to create a global brand. Computer industry is the major type of Taiwan high-tech industry. Acer, the most famous enterprise of creating global brand in Taiwan computer industry, was chosen the research object. The conclusions of the research are as follows: (1) For the international trend, creating a self-owned brand is necessary for Taiwan high-tech enterprises. (2)The basic ideas between high-tech and consumer brand strategy are simi lar. But the main differences between these two categories are product itself, consumers who buy it, and market factors. (3)The essential conditions for high-tech products branding are products' quality and executives' determination. (4)High-tech enterprise can enhance its brand value by brand acquisition and brand extensions. (5)Beside brand marketing activities, high-tech enterprise should also enforce its services. (6)Branding strategy of high-tech enterprise should be implemented as the integrated redesign of business model.

碩士
佛光大學
公共事務學系
101
Under the influence of globalization, tourism has become the important industry which promoted the economy and increased the quality of life for the community. Besides, the central government has started to pay more attention to tourism in recent years. They hoped that the local government could build up their distinctive characteristics of scenes, cultures, religions, sports and so on. Not only establish a self-sufficient and independent economy through the promotion and conservation of natural and cultural heritage but also lower the carbon emissions. 　　How to bring new ideas to the marketing strategy of local tourism and to reach the goal of sustainable development? In this paper, we talked about the theory and pragmatism in marketing strategy of local tourism, as well as the idea of “create and maintain the brand” proposed by Philip Kptler. Furthermore, the public sector and private sector were combined to discuss the city branding. In addition, 8 persons belonging to different fields were interviewed and tried to find out the local features of Luodong Township, Yilan County. To help Luodong Township build its brand through analyzing the product, price, place and promotion. After researching, here we got conclusions. 　　1.What is brand?What is marketing strategy of local tourism? 　　2.What are the strengths, weaknesses, opportunities and threats of Luodong 　　　　Township? 　　3.What are the views of the public sector and private sector? Can they 　　　　　　cooperate to promote the development of local tourism? 　　4.How can Luodong Township build the marketing strategy of local tourism 　　　　　through city brand?

碩士
東吳大學
國際經營與貿易學系
99
This research of brand management strategy for HP starts with fact finding stage that first investigates available references of other brands in the industry. Then, it analyzes applicable case studies that support the researches. Finally, using surveys of field specialists to support these strategies. By understanding the history of HP brand and its current status, we can truly appreciate how HP manages its brand with what strategies and model. This research concludes with brand management methodology as to how to maintain and promote positive image to establish the brand value in the computer industry.

碩士
國立臺灣大學
國際企業學研究所
93
ABSTRACT The business model of Taiwan IT industry focuses more on OEM (Original Equipment Manufacturing) than OBM (Own Brandname Manufacturing) business model. Profit margin of OEM business is getting worse year after year. Comparing to other IT industries in Taiwan, Networking industry has successfully developed many companies focusing on OBM business model. With the special environment and the past OEM experiences in the Networking industry, OBM business model is a relatively successful model comparing to other IT industry in Taiwan. With the research objectives listed in this thesis, we analyzed the business environment of Networking industry and three individual cases which are all Taiwanese public companies focusing on OBM business model. The results are: 1. Taiwan is suitable for BOM business model in Networking industry. 2. We came out the KSF (Key Successful Factors) of Taiwanese Networking companies who has been very successful in OBM business model. With the above results in mind, we also give feasible steps for those companies willing to spend resources to get into OBM business model from their current OEM business model. The value of OBM is much more important than that of OEM in the value chain of IT industry. There will eventually be a limit to the “cost down” strategy used in OEM, while there is virtually no limit to the development of OBM business. We hope the OBM successful business model in Networking industry can be a good starting point for other IT industry to follow and reference so we can see more IT brand names from Taiwan IT industry.

碩士
東吳大學
企業管理學系
92
On-line game is very popular in Taiwan in these years. No matter what companies are, such as game companies, new rival or other companies that are not belong to game field, all of they want to share the huge market what grow up quickly. But how will they win this game from keen competition of on-line game market? Except a good product, one good brand marketing strategy becomes more important. Urde(1994) pointed out that, because difference between products is less and less, we can not win any game depend on product performance. All companies should reconsider how to create the brand value. Urde thought an enterprise should return nature of marketing philosophy and become a brand oriented organization. This research is base on In-depth Open-ended interview and simple questionnaire. According to collect the result of questionnaire for random game companies and interview with two famous game companies. This thesis induct some observations and suggestions to brand strategies of on-line game companies.

碩士
國立政治大學
經營管理碩士學程(EMBA)
99
Mergers and acquisitions (abbreviated M&A) are important strategies for improve firms’ performance and competitive advantage. The trend of increased M&A has been caused by the intensifying global economic competition. Considering the ever-intensifying global they face, and the diminishing margin of their traditional OEM business models, most Asian governments are keen to upgrade their industries by acquiring international firms for improving their capability of international business management and global brand operation. Despite the goal of performance improvement, results of M&A are nevertheless often disappointing. Numerous empirical studies show high failure rates of M&A deals. M&A often creates brand issues, beyond the bigger issue of what to call the company after the transaction and going down to detailed choices about what business, product and service brands to keep. The future success of an M&A depends on making wise brand choices and strategy execution. This thesis presents a case study of marine lubricants industry, by reviewing the background and motivations for the latest M&A activities in oil industry, and analyzing their variant brand strategies after M&A. With Michael Porter's famous Five Forces of Competitive Position model, this provides a framework for assessing and analyzing the current Marine lubricants industry. Moreover, Porter suggested that there three Generic Strategies for firms to improve competitive advantage. They are “cost leadership”, “differentiation”, and “market segmentation (or focus)” strategies. BP has become the market leader with its duel brands for two targeted customer segments in marine lubricants industry. By adopting Poter’s three generic strategies, this study also evaluates factors of BP’s success, as well as potential issues on its brand strategies.

碩士
國立高雄師範大學
成人教育研究所
103
Perception of the linking between marketing strategies and brand loyalty to southern Taiwan hospitals’ medical staff Abstract The study, entitled "Perception of the linking between marketing strategies and brand loyalty to southern Taiwan hospitals’ medical staff". It’s aimed to provide more specific strategies based on the findings of the study and try to provide any references to pharmaceutical’s top management and marketing staff, to reinforce marketing strategy and improve medical staff’s loyalty to target brands. To reach some results, the study took questionnaires to collect data from Tainan, Kaohsiung and Pingtung County’s Hospitals; and those who accepted questionnaires are doctors, pharmacists and procurement personnel. Taking reference from other questionnaires, the study totally issued 500 questionnaires, 473 returned and 458 validated. The effective response rate is 96.8%. The study uses SPSS 18.0 software to analyze data acquired, the analytic tools include descriptive statistical analysis, independent sample “T” test, single factor analysis for variance, Pearson correlation analysis and other statistical methods and so on. According to the study, conclusions as below: 1. The medical staff’s perception to marketing strategy is in middle-high level, and much more impressive to "channel strategy". 2. The perception of royalty of medical staff to S pharmaceutical is in medium level, much more concern with "choose and use". 3. According to the study it indicated men, junior, public medical center or private hospital, Pingtung County’s medical staff has much higher perception to S pharmaceutical’s marketing strategy. 4. The study said men, doctor, public medical center, Pingtung County’s medical staff has much higher perception in royalty to S Pharmaceutical. 5. The more the medical staff’s perception to marketing strategy, the higher the medical staff’s loyalty to a brand. According to the study findings it recommends that pharmaceuticals should build up partnership with hospitals and create customer satisfaction. It also recommends a product detailing can increase its prescription rate. Furthermore, the pharmaceuticals should work closely with medical associations and patients clubs to make a good corporate image while comply with marketing rules. The above are for S pharmaceutical’s reference in the future when they are working out marketing strategy. Keywords: southern hospitals’ medical staff, marketing strategy, brand loyalty.

碩士
國立政治大學
會計研究所
95
The brand strategy of being an agent (or being a franchiser) is extensively adopted by domestic industries. Brand choice, brand performance evaluation, and brand management are closely related to the existence and growth of brand agents. The important managerial issue for brand agents is to build a systematic model of choosing agent brand in all-round terms of evaluating the organizational performance and further use the model to management and evaluate the brand performance. With the concept of balance-scored card and strategy map, we are trying to develop the key measures of brand decision, brand management, and performance evaluation by identifying and describing the issues met by the agents in the agent business. In addition, the empirical analysis forms the case agent’s basic agent brand decision model, and it analyzes and compares the model with the agent’s practical condition. This study further brings up the suggestions about improvement and management to help achieve the agent’s vision. This study shows that the core competitive competence for the agents is the ability to acquire the power of attorney. For agents, the key factors of being a high-grade brand are as follows: 1.Brands with good reputation and image easily win acceptance and high revenue. 2.If the brand win the channel owner’s acceptance, it is easy to acquire the best location. 3.The brand owner sufficiently support, maintain the brand image, and help brand manager strike the forgery. 4.The brand owner and the agent fairly share the cost of brand management and sincerely communicate with each other. 5.The brand owner respects the agent’s opinion of enlarge market, and it doesn’t interfere excessively. In addition, the empirical results summary the key factors which affect the agent evaluating performance as follows: 1.The level of increasing revenue 2.The difficulty of cost control 3.Brand management 4.Whether the agent product is a complete series and high quality 5.Promote the agent’s reputation

碩士
東吳大學
國際貿易學系
95
The trend is come by globalization and it is advanced on internet and communication technology, the enterprise is facing global competition in business operation currently. In these years, brand management is called for business bible and standing strong with own advantage in current competed environment. In the past long time, Taiwan was focusing on substituted industry in worldwide and famous with each product but they are lost to build up their own brand. It is only way to compete others in the world via developing own brands otherwise the related industries will be dead out in the future. Back to inspect our neighbor South of Korea, their GDP per capita has already surpassing Taiwan officially in 2004 and also advance on more technologies. They are also trying to improve national image by each policy and make closed relationship with each country more aggressively which shows their ambition toward the world. Samsung is showing excellent especially and the brand value surpasses SONY in 2006, also jumping to top brand 20 in world ranking. The brand operation t is become a popular topic of marketing research, but most of discussions are focusing the procedure of brand recognition which means relationship research with customer satisfaction, re-purchase behavior and brand loyalty, and more pay attention to evaluation of brand equity but less overall researches. Therefore it is our motivation to analysis this case –“Samsung Group” which expects to provide operator reference in brand operation. There are three points of this research: first is “document analysis”, second is “Case study” and third is “Interview”. The main purpose of his research is expected to understand Samsung how to manage their brand and what their brand strategy is, base on related analysis and deep interview to seek what status in their implementation, which will establish a roll model of brand management to provide related enterprises reference. There are key points of this purpose are followed as below: 1.Based on related researches to find out what differentiation and establish one completed structure, which provides related enterprises reference. 2.To understand what background of Samsung development is and what present situation they are implementing. 3.To analysis what strategy and decision model of Samsung in brand management. 4.To understand what benefit Samsung gain while they reach successfully.

碩士
高雄師範大學
成人教育研究所
98
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
國立臺灣師範大學
設計研究所
98
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.

博士
國立臺北教育大學
教育經營與管理學系
99
Abstract This study examines the relationships among the strategies of managing the elementary and junior high schools, the brand-molding, and the differences of school performance. The research subjects are the principals, directors, and teachers of the quality schools of Taipei city, the excellent school of the New Taipei city, the laureate schools of the Hualien County, the specialist schools of Taoyuan County, and the model schools of Penghu County. The research results are deducted from the analysis of the findings, the survey of the questionnaires, and the interviews catering to the research purposes and research questions. The analysis results provide suggestions for future researches for the educational administrative institutes, school innovative management, and teachers’ creative teaching. Based on previous researches, a research theoretical scaffolding was built with the focus group and Delphi analysis technique. The questionnaire of the strategies of managing the elementary and junior high schools, the brand-molding, and the differences of school performance was used to draw random samples of the 1,137 principals, directors, and teachers of the Taipei city, the New Taipei city, Hualien County, Taoyuan County, and Penghu County. There were 1,006 effective questionnaires. The dada was analyzed by the Windows SPSS 17.0 statistics analysis software, analyzing the mean value and standard deviations of the view points of the subjects in managing the elementary and junior high schools, the brand-molding, and the school performance. Analysis of variance and the Scheffé method were conducted to compare subjects from different school backgrounds and community backgrounds to decide if they have obvious differences upon school managing strategies, the brand-molding, and school performance. Stepwise multiple regression analysis was used in analyzing the managing strategies of the specialist schools and the brand-molding in affecting the school performance. With the analyzed data from the questionnaires along with the researches and the information acquired from the interviews, the following conclusions are formed after comprehensive discussions— 1. The research discovered that the top score of managing strategies of the specialist school in junior high schools is on “group leadership and overall upgrading”. The second to fifth highest scores are on “activate creative teaching”, “developing localized featured curriculum”, “reform campus environment and space”, and “promoting students’ creative value learning” accordingly. 2. The principals of the junior high and elementary schools use multiple correlated strategies in managing specialist schools. 3. The top score in the strategy of forming featured brand-molding schools for junior high and elementary schools is on “enriching featured brand content” and “promoting featured brand teaching” each. The second to fourth highest scores are on “establishing featured brand name”, “performing featured brand marketing”, and “evaluating featured brand quality” accordingly. 4. The strategies of forming brand-molding specialist schools for principals of the junior high and elementary schools vary according to “the cultural environment of the school”, “the scale of the school” and “the features of local resources”. 5. The top score in school performance for junior high and elementary specialist schools is on “building the featured curriculum of the school”. The second and third highest scores are on “creating high quality school culture” and “highlighting students’ versatile performance”. 6. There are diverse ways of promoting the school performance for principals of junior high and elementary specialist schools. It is also found that “teachers’ honor and enthusiasm” is another way to show school performance. 7. The differences in managing junior high and elementary specialist schools vary greatly on difference school scales and different school identifications. The score of managing strategies of a “49 classes and above” school scale is higher than that of a “13~48 classes” school scale. The managing strategies score is higher in schools with “high identification” than schools with “medium identification” or “no identification”. However, the differences between different school areas and different schools are not obvious. 8. The most obvious differences in brand-molding for junior high and elementary specialist schools are on the different school foundings and the different school identities. The score of brand-molding of a “51 classes and above” school scale is higher than that of an “11~30 classes” school scale. The brand-molding score is higher in schools with “high identification” than schools with “medium identification” or “no identification”. There’re no obvious differences for different scales of schools and in different school areas. 9. The most obvious differences in school performance for junior high and elementary specialist schools are on the different school foundings and the different school identities. The score of school performance of a “51 classes and above” school scale is higher than that of an “11~30 classes” school scale. The school performance score is higher in schools with “high identification” than schools with “medium identification” or “no identification”. There’re no obvious differences for the different scales of schools and the different school areas. 10. In managing strategies for junior high and elementary specialist schools, there’re no obvious differences for the different community structure of schools and the different community cultures. 11. In brand-molding for featured junior high schools and elementary schools, there’re no obvious differences for the different community structure of schools and the different community cultures. 12. In school performance for junior high and elementary specialist schools, there’re no obvious differences for the different community structure of schools and the different community cultures. 13. There is a high degree of predictability in the management strategies to the school performance for junior high and elementary specialist schools. The highest degree of predictability is on the variable of “modifying campus environment and space” to the school performance. 14. There is a high degree of predictability in the brand-molding to the school performance for junior high and elementary specialist schools. The highest degree of predictability is on the variables of “evaluating featured brand quality” and “promoting featured brand teaching” to the school performance. 15. The highest percentage of variable affecting the difficulty in developing the junior high specialist schools in the dimension of “innovative administrative management” is in “parents’ emphasis on the concept of further education, not on the development of a specialist school”; the highest percentage of variable affecting the dimension of “teachers’ creative teaching” lies in “teachers are restrained by the formal curriculum, and thus not able to develop creative teaching”; the highest percentage of variable affecting the dimension of “promoting students’ creative value learning” lies in “ formal curriculum takes up the time, there’s no time for students’ creative value learning. 16. The highest percentage of variable affecting the difficulty in developing the featured elementary school in the dimension of “innovative administrative management” is in “giving up promoting school featureds due to limited funds and resources”; the highest percentage of variable affecting the dimension of “teachers’ creative teaching” lies in “not able to promote creative teaching due to heavy work loads for teachers”; the highest percentage of variable affecting the dimension of “promoting students’ creative value learning” lies in “ formal curriculum takes up the time, there’s no time for students’ creative value learning. 17. The most difficult parts in developing junior high and elementary specialist schools lie in the quality and willingness of school staff and the restrictions of resources. 18. The most efficient ways in solving the problems in developing junior high and elementary specialist schools lie in preparing detailed specialist school development plan, developing a specialist school development platform, and combining local resources. According to the above conclusions, the researcher had tried to make some suggestions for educational administrative authorities, innovative management of school, innovative teaching of teachers and researchers in the future. Keywords: specialist school, management strategies, brand-molding, school performance

碩士
國立成功大學
國際企業研究所
87
A successful bundling strategy which regards of the differences between different products can increases the purchase intention of existing and potential consumers .On the other hand, a bundling strategy that fits consumers’ needs will contribute to satisfying their various needs, and increasing the firms’ sales . This research attempts to explore the characteristics of item product and their effects on consumers’ purchasing behavior. Based on previous literature and the product characteristics of records , this research will analysis the characteristics of item product and their effects on consumers’ purchasing behavior , and this research will focus on the effects of brand、price and consumer’s preference . In addition, this research will also discuss the effect of item product’s price discount on consumer’s purchasing behavior. And we use an interactive computer experiment to simulate a CD purchasing situation and collect data.

碩士
高苑科技大學
經營管理研究所
100
Smart phones are the most popular product in recent years. The growth even exploded in recent two years. The population using smart phones increases rapidly. Major mobile manufacturers thus invest in the manufacturing, research, and development of smart phones one after another. The market competition of smart phone hence becomes extremely fierce. Currently, there are mainly six systems in the market of smart phones, including Android, iOS, Symbian, BlackBerry, Windows phone, and Bada, and the market share of Android is the highest. In this study, HTC and Samsung, the top two manufacturers of Android smart phones were employed as the research objects, and their competitive strategies were compared in hopes of understanding the possible influential factors in the overall performance of respectively HTC and Samsung in 2011. TO achieve the research purpose, this research applied the case study method to get the overall understanding of the case company, and further used comparative approach to compare the cases. From the comparsion, the differences between HTC and Samsung would be obviously shown. Finally, the success or failure factors of applied strategies from HTC and Samsung would be organized from historical literature review. It was found that different strategies indeed resulted in different influences on HTC and Samsung. HTC used strategies to complement its weaknesses, but the strategies did not obviously influence its overall performance. Instead, the performance significantly declined in Q4, 2011. However, Samsung continued to enhance its advantages in hardware and made its overall performance continue to grow substantially in 2011.

碩士
國立政治大學
科技管理研究所
91
The Internet rumor usually makes a huge damage to the company so that we have an interest in comparing influence between the publicity and Internet rumor, and which kind of strategy will be more effective in handling the rumor. We will study the consumer behavior（include attitude change, attitude ambivalence and forward intention）in the different media sources（publicity and forwarded Email）, different message types（positive and negative）, different brand commitment（high and low） and different company response strategies（counter argumentation and diagnosticity response）. So we design the 2*2*2*2 experiment and 420 valentines join this experiment, and acer is our trial brand. After our analysis, we finally make some important conclusion. 1.Publicity is more powerful than the forwarded Email in forward intention. 2.Negative message is more powerful than the positive message in consumer''s attitude change and forwarded intention. 3.The difference of influences（include attitude change, attitude ambivalence and forward intention）on consumer, that made by different message types won''t be affected by various sources of message media. 4.Consumer will distort the explanation to messages result from the various brand commitments. It means that the negative message will be more powerful to the low commitment consumer, and the positive message will be more powerful to the high commitment consumer. But in forwarded intention, the influence of different message types will not interfere with brand commitment. 5.The difference of influence（include attitude change, attitude ambivalence and forward intention）on consumer, that made by various message types and different brand commitment won''t be affected by various sources of message media. 6.The company''s response message is more acceptable to the high brand commitment consumer than the lower one. 7.The company''s response strategy can''t interfere with the brand commitment. 8.In the attitude change, there is no interactive effect between the media sources, brand commitment and the company''s response strategy. But there is an interactive effect in attitude ambivalence. We think that message''s credibility may interfere with the brand commitment, so company''s response message will make the different result to the different brand commitment consumer.