本研究依據David A. Aaker 的品牌權益理論為基礎，其將品牌權益之來源分
成五個構面：品牌忠誠度、品牌知名度、品質認知、品牌聯想及其他品牌資產。
重點乃在於了解四家台資企業（統一企業、捷安特、麗嬰房、自然美）於中國市
場建立品牌權益之主要活動。
研究所得之主要結論如下：
1. 品牌權益之活動
在品牌權益方面，本研究認為在中國市場上品牌知名度與品牌聯想主要
來自於通路發展與媒體應用兩項活動。而品牌忠誠度與品質認知主要來自於
企業致力於創造超出中國消費者預期的消費經驗並積極建立與消費者間的信
任關係。
2. 終端通路的控制力
終端通路的控制能力在品牌權益發展過程中扮演關鍵性的角色。一方面
其在提升品牌知名度與品牌聯想上，在實務上有顯著的成效；一方面因為中
國市場上仍無一成熟、大涵蓋面的通路經營商。另外，通路合作夥伴或員工
在商業道德、管理技術與企業倫理的不確定性或不可控制性較高的情況下，
直營通路能幫助企業確實執行品牌的精神與價值。
3. 品牌權益活動的可複製性
品牌忠誠度、品牌知名度與品質認知三項，較能直接複製至中國市場，
品牌聯想與其他品牌資產（通路經營一項），相對之下較無法移植企業過去在
台灣的學習經驗。
4. 品牌建構歷程
在企業品牌權益的建構過程中，本研究歸納出研究個案在各營運階段：
準備階段、建立階段、擴張階段及經驗階段，與品牌相關的主要活動有其一
致性，並且在品牌權益各項資產的活動上有一邏輯順序：從品牌知名度、品
牌聯想、品質認知到品牌忠誠度。

This study is to discuss how the Taiwan corporations (Uni-Prisident, Giant, Les
Enphants, NB) build the successful brand equity in China Market. The theory base is
according to the Brand Equity that proposed by David A. Aaker. There are five
dimensions: brand loyalty, brand awareness, brand association, perceivable quality,
and other brand assets.
The conclusions of this study are presented as follows:
1. The Activity of Brand Equity
As to the brand equity, this study considers that the brand awareness and
association come from the channel development and the media application. The
corporations do their best to create the consumption experience beyond the
expectation and establish the trust relationship between each other. In this way, the
brand loyalty and perceivable quality could be accumulated.
2. The Control Force of the Terminal Channel
In the brand equity development procedure, the control force of the terminal
channel plays a critical role. There are two reasons. One is there is still no a
developed channel partner in China market. One is the partners or co-workers
whose business ethics, management skills are more suspected in China. So, to
control the development of terminal channel will execute the truly brand sprits and
values certainly.
3. The Brand Equity Activity is duplicable or not
The brand loyalty, awareness and perceivable quality are more duplicable than
brand association and other brand assets.
4. The Process of the Brand Establishment
In the process, this study concludes that the main brand activities in the
business stages (preparation, establishment, expansion and experienced) of the
four cases are consistent and there is a logical procedure in the execution of the
brand equity dimensions.

目錄
致謝.....................................................1
摘要.....................................................2
第一章 緒論.............................................4
第一節 研究背景與動機......................................................................................4
第二節 研究目的與問題......................................................................................5
第三節 章節架構..................................................................................................6
第二章 文獻探討.........................................7
第一節 品牌與品牌權益之定義..........................................................................7
第二節 品牌權益之來源....................................................................................12
第三節 品牌權益之構面....................................................................................14
第四節 本研究觀念性架構................................................................................24
第三章 研究方法........................................25
第一節 個案研究方法........................................................................................25
第二節 研究對象與範圍....................................................................................27
第三節 研究限制................................................................................................29
第四節 研究流程................................................................................................30
第四章 中國行銷環境介紹................................31
第一節 區域市場概念........................................................................................31
第二節 中國行銷現況........................................................................................36
第三節 通路系統發展狀況................................................................................38
第五章 個案介紹與整理..................................40
第一節 統一企業................................................................................................41
第二節 捷安特....................................................................................................46
第三節 自然美....................................................................................................50
第四節 麗嬰房....................................................................................................55
第五節 個案總整理............................................................................................60
第六章 研究發現與分析..................................63
第七章 研究結論與建議..................................85
第一節 研究結論................................................................................................85
第二節 後續研究建議........................................................................................89
參考文獻................................................91
問卷....................................................94

參考文獻
一、中文部分
1. 方至民，企業競爭優勢，前程，2000
2. 李秀恆，21 世紀中國市場，三聯書店，2001
3. 李驄華，中國消費革命，寰宇，2000
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5. 柯秋霜，台灣子公司於MNC 投資及經營大陸市場之知識資源貢獻程度研
究，國立中山大學企業管理研究所碩士論文，2002
6. 耿慶武，中國區域經濟發展，聯經，2001
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12. 盧泰宏主編，行銷大中國，時報國際，2001
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三、網站資料
1. 大陸台商經貿網 http://www.china.org.tw
2. 資策會市場情報中心 http://mic.iii.org.tw/
3. 中華人民共和國國家統計局 http://www.stats.gov.cn/
4. 大陸台商經貿網http://www.chinabiz.org.tw/index.asp
5. 巨大集團http://www.giant.com
6. 自然美http://www.nb.com.cn 、http://www.nb.com.tw
7. 統一企業http://www.uni-president.com.cn 、http://www.uni-president.com.tw
8. 麗嬰房http://www.enphants.com.tw