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博碩士論文 etd-0625106-182212 詳細資訊
Title page for etd-0625106-182212
論文名稱
Title
設計能力對於品牌權益之影響-以明基為例
The influence of design ability to brand equity-Case study for BENQ
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
96
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2006-06-10
繳交日期
Date of Submission
2006-06-25
關鍵字
Keywords
設計能力、品牌權益
design ability, brand equity
統計
Statistics
本論文已被瀏覽 5713 次,被下載 2766
The thesis/dissertation has been browsed 5713 times, has been downloaded 2766 times.
中文摘要
中文摘要
環境的快速變化及市場競爭激烈,品牌為許多企業漸漸重視的課題。如何從眾多產品中吸引消費者的注意?如何維持消費者忠誠度?「品牌」都是一項非常關鍵的因素。品牌強度往往影響到企業與消費者的議價能力。許多從以往的代工為主的企業,也漸漸建立自己的品牌及品牌權益,亦或是利用企業內部的資源來提升品牌價值。而學術界及實務界也討論的如火如荼,品牌權益更是一項新的觀念,代表品牌價值的高低價值及正負影響,也是企業維持競爭優勢與產生利潤的重要機能。
美的議題在近年來廣受各界注意,甚至產生了美學經濟的觀點。不同於以往科技帶動經濟成長的模式,美學價值可能成為下一波成長的驅動力。正因為如此,除了以往注重設計的產業,許多資訊產業也正尋求將設計元素添加在以往刻板的3C產品上,希望在傳統給人冷漠印象的3C產品也可以變成流行飾品,變成流行的一種代言。而設計能力傳遞情感與體驗,使得標準化及規模量產的生產體系有所改變,並將新的人性體驗帶入人類的生活。
但是,設計能力真的可以為品牌權益加分嗎?本論文,以明基為例,站在企業內部設計者及消費者的角度,探討設計能力對於品牌權益的影響。由文獻整理中,統整出影響品牌權益的因素。並且經由企業訪談建立了設計能力的核心及架構,再以此兩種變數為基準對於消費者發行問卷,並對問卷結果進行統計分析。最後,給予結論及建議。究竟設計能力對於品牌權益扮演何種關鍵性的角色?在美學及品牌越來越被重視的趨勢中,設計能力可以成為企業永久的競爭優勢嗎?本研究將試圖找出設計能力對於品牌權益的影響並給予明基相關建議。

關鍵字:品牌權益、設計能力
Abstract
Abstract
Surroundings are changing, “Brand” has become an important topic of every companies. How to attract consumer’s eyes? How to keep consumer’s loyalty? “Brand” is a key factor. Also, brand’s power influences the bargain power. Many companies which started from the OEM or ODM have built their own brands or used the inner resources to enhance the brand value. “Brand Equity” is a new opinion. It presents the value of brand value. It’s also an important function which a company maintain competitive advantage and benefit.
Topics about “Beautiful” are caught a lot of attentions in recent years. Differentiate with the model which technology brings economical growth before, value about “beautiful” may become next thrust of growth. Because of this, many companies are looking for adding design elements on 3C products and try to change traditional image of stony to be a fashionable thing. And design ability passes emotion and experience to let the standardized and scale produced system change. It try to take new life experiences into human’s life.
Is design ability can be plus to brand equity? This thesis, take BENQ for example, standing on the designer and consumer sides to discuss about the influence of design ability to brand equity. Concluding the factors that influence brand equity through documents and establishing the structure of design ability by interviewing design manager of BENQ. Making the questionary to consumers on the basis of these two variables and analyze the questionary . After above steps, I will give the conclusion and suggestions to BENQ. After all, what kind of role can the design ability play? Can design ability be the competitive advantage of a company? This research tries to find the relation.

Key words: Brand equity, design ability
目次 Table of Contents
圖目錄 VII
表目錄 VIII
第一章 緒論...........................................1
第一節 研究動機.......................................1
第二節 研究目的.......................................3
第三節 研究流程與步驟.................................4
第二章 文獻探討.......................................5
第一節 何謂品牌.......................................5
第二節 品牌權益的定義及相關文獻回顧...................7
第三節 設計能力及其相關文獻之探討.....................16
第四節 明基電通之基本簡介.............................21
第三章 研究設計.......................................23
第一節 研究方法.......................................23
第二節 研究架構.......................................29
第三節 研究假說.......................................30
第四節 分析方法.......................................32
第四章 研究結果.......................................34
第一節 曾使用過BenQ手機之消費者.......................34
第二節 曾使用過BenQ筆記型電腦之消費者.................47
第三節 兩者皆未使用過之消費者.........................61
第五章 結論與建議.....................................73
第一節 研究結果與管理意涵.............................73
第二節 對於明基之建議.................................75
第三節 研究限制.......................................77
參考文獻 ...............................................78
附錄....................................................82
參考文獻 References
參考文獻
一. 中文部分
臧魯望,品牌權益、顧客滿意與消費者購買行為之關係-以加油站為例。朝陽科技大學企業管理系碩士論文,2003
黃尹嬿,品牌行銷中產品風格傳遞設計價值之研究。朝陽科技大學設計研究所碩士論文,2005
施翠娟,品牌知覺、品牌聯想對顧客基礎品牌權益之影響。銘傳大學傳播管理研究所碩士論文,2003
黃馨瑩,消費者生活形態對休旅車品牌權益評價之研究。朝陽科技大學企業管理系碩士論文,2004
陳振遂,顧客基礎的品牌權益衡量與建立之研究。國立政治大學企研所博士論文,1996
陳順宏,工業設計公司知識儲存與分享之研究。國立成功大學工業設計學系碩士論文,2005
陳士昀,工業設計師所具備之塑膠材料加工專業知識範圍研究,銘傳大學設計管理研究所碩士論文,2003
江海平,明基電通經營策略之個案研究,國立交通大學科技管理研究所碩士論文,2003
楊東曉,以資源基礎觀點探討轉型策略-明基電通為例,銘傳大學碩士論文,2002
陳初梅,國際智慧財產權法保護工業設計的制度及爭議,東吳大學法學院碩士論文,2005
陳振遂,顧客基礎的品牌權益衡量與建立之研究,國立政治大學企業管理研究所,1996
高登第譯,David A. Aaker原著,品牌領導,天下文化,台北,2002
曾坤明,工業設計的基礎,六合出版社,台北,1980
石靈慧,品牌魔咒:打造奢華名牌的Branding工程,高談文化,台北,2004

二. 西文部分
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4.Park, C.S,& Srinivasan, V (1994), “A survey-bade method for measuring and understanding brand equity and extendibility”, Journal of the Acdemy of marketing Science, PP 1=12
5.Biel, A.L., (1992 ), “How brand image drives brand equity”, Journal of Advertising Research, 32(6): 6-12
6.Blackston, M, (1993), “ Obervations: Building Brand equity by managing the brand’s relationships”, Journal of Advertising Research, May/June : PP 79-83
7.Brasco, T.C, (1998), “How brand name are valued for acquisition”, Cambridge MA: Marketing Science Institute
8.Doyle P. (1990), “Building successful brands: The strategic options”, Journal of Consumer Marketing, Vol.7, PP.5-20
9.Farquhar, P.H. (1990), “Managing Brand Equity”, Journal of Advertising Research, Vol.30, No.4, PP.7-12
10.Louviere, P.A., and Johnson, H.(1988), “The effect of brand portfolio characteristics on consumer evaluations of Brand Extensions”, Journal of Marketing research, Vol.31, No5, PP.29-42
11.Srivastava, Rajendra and Allen D. Shocker (1991), “Brand Equity: A Perspective on its Meaning and Measurement“, Report#91-124, Cambridge, MA: Marketing Science Institute
12.Stobart, P.(1989), “Alternative Methods of Brand Valuation :Establishing a true and fair view, London”, The interbrand group
13.Tauber, E. M.(1988), “Brand leverage: Strategy for growth in a Cost-Control World”, Journal of Advertising Research, Vol.28, No.4, PP.26-30
14.Kohli and Harich (1995), “Brand Equity: The Hallo Effect Measure”, European Journal of Marketing, Vol.29, PP.57-66
15.Aaker, D.A.(1991), “Managing Brand Equity: Capitalizing on the value of a brand name”, New York: The free press
16.Aaker, D.A.(1992), “ The Value of Brand Equity”, Journal of business strategy, 13(4), PP29
17.Aaker, D.A.(1996), “ Measuring brand equity and across product and markets, California Management Review, 38(3), PP 102~120
18.Aaker, D.A.(1998), “Building strong brands”, New York: The free press
19.Keller, K.L.(1993), “Conceptualizing, Measuring, and Managing Brand Equity”, Upper Saddle River, New Jersey : Prentice-Hall
20.Shocker, A.D. and B. Weitz(1988), “A perspective on brand equity Principles and Issues, “Marketing Science and Institute, PP.88-104
21.Oliver, R.L., Rust, R.T., and Varki S.( 1997 ), “Customer Delight: Foundations, Findings and Managerial Insight”, Journal of Retailing, Vol.73, PP.311-336
22.Ravi Pappu and Pascale Quester (2005), “A consumer-based method for retailer equity measurement: Result of empirical study” , Journal of retailing and consumer services
23.Hong-bumm kim and Woo Gon Kim (2004), “The relationship between brand equity and firm’s performance in Luxury hotels and chain restaurant”, Tourism of Management
24.Kevin Lane Keller (1993), “Conceptualizing, Measuring, and Managing Customer- Based Brand Equity”,Journal of marketing, Vol.57,PP 1-22

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