近年來，品牌（Brand）相關理論逐漸受到重視。而品牌定位（Brand Position）更被視為品牌識別（Brand Identity）的核心，而國內許多企業在進行品牌建立的同時，卻往往忽略了品牌定位的重要性。而本研究針對台灣行動電話服務產業，並以泛亞電信股份有限公司為個案研究，試圖探討該企業在品牌定位建立的獨到之處。
本研究針對泛亞電信進行個案研究之後發現：一、於品牌分析中發現可進行差異化的變數。二、選擇並推動足以區隔其他競爭品牌的目標定位。三、傳播出一致的品牌調性並透過話題性引起注意。四、被併購之後的策略轉向。藉由本研究之研究發現，希望能給國內實務界在品牌定位建立上的一些建議。
關鍵字：品牌定位、品牌識別、泛亞電信。

The brand-related theories had been valued in recent year. Brand position has been viewed as the core of brand identity, and at the meantime of establishing brands of Taiwan corporations who neglected the importance of brand position. This thesis focused on Taiwan’s mobile service industry and tried to analyze and discuss the ways of establishing brand position of TransAsia Telecommunications Inc.
This thesis made the conclusions as followed: (1) Discovering the variable could be differentiated at brand analysis. (2) Choosing and prompting the target-position, which could differentiate itself from other brands’. (3) Communicating the consistent tone of the brand and drawing the attention through being the subject of a talk. (4) The strategic turn of brand position after been merged. Through the discoveries of this thesis, hope it could give some suggestions of building the brand position for practice.
Keywords: Brand Position, Brand Identity, TransAsia Telecommunications Inc.

第一章 緒論……………………………………………………………1
第一節 研究背景與動機………………………………………….1
第二節 研究目的………………………………………………….4
第二章 文獻探討………………………………………………………5
第一節 品牌定位理論…………………………………………….5
第二節 品牌定位之分析與選擇……………………………….…9
第三節 品牌定位之傳播………………………………………...16
第三章 研究方法……………………………………………………..19
第一節 研究架構………………………………………………...19
第二節 研究架構描述…………………………………………...21
第三節 研究設計………………………………………………...24
第四節 研究流程………………………………………………...26
第五節 個案選取………………………………………………...27
第六節 實施過程………………………………………………...27
第七節 研究限制………………………………………………...28
第四章 行動電話服務產業與個案公司簡介………………………..29
第一節 台灣行動電話服務產業………………………………...29
第二節 泛亞電信簡介…………………………………………...32
第五章 個案分析與研究結果………………………………………..36
第一節 訪談個案分析…………………………………………...36
第二節 研究結果與發現………………………………………...51
第六章 研究結論與建議……………………………………………..59
第一節 個案公司之建議………………………………………...59
第二節 研究貢獻………………………………………………...62
第三節 後續研究之建議………………………………………...63
參考文獻………………………………………………………………..64

一、中文部分
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許長田（民80），行銷定位與市場戰略，旺文社股份有限公司。
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劉瑢（民89），電腦電話整合系統之使用對客服代表角色壓力與工作滿意之影響—以泛亞電信為例，國立中山大學傳播管理研究所碩士論文。

二、英文部分
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Rooney, Joseph Arthur (1995), "Branding: A trend for today and tomorrow," The Journal of Product and Brand Management.
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Temporal, Paul (1999), Branding in Asia, John Wiley & Sons.
Trout, Jack and Rivkin, Steve (1996), The New Positioning, McGraw-Hill.
三、網站
中華民國交通部電信總局網頁（www.dgt.org.tw）
泛亞電信股份有限公司網頁（www.tat.com.tw）