本研究是以台灣的摩托車產業做產業升級，並以自有品牌經營的策略做研究的主軸。
其中，以往台灣各摩托車廠都以小型摩托車做內銷，但內銷市場面臨飽和，故以SWOT分析，以台灣的技術開發、生產，進入利基市場，沙灘車（ATV�UTV）會是最有利的選擇。
一、針對全球沙灘車市場（ATV�UTV）的總量，分佈及各廠牌、機種的分析，定位台灣廠商應走的路。
二、自有品牌經營
（一）要經營品牌，最重要的是要能有清楚的定位，有差異化的創意產品做出發點。
（二）通路的開拓。
（三）向消費者傳遞訊息，以客為尊，品牌公司不只是賣產品（其性能、功能、品質）價格、服務亦同等的重要，直到顧客滿意，品牌才能得到顧客的認同。
（四）研究台灣自有品牌公司和專家訪談是本研究重要驗證的部份。

This thesis focuses on how to elevate the Taiwanese motorcycle industry through a strategy based on successful branding.
One of the items discussed is how most Taiwanese manufacturers produce mainly small sized motorcycles that are facing increasing competition and slower sales due to a saturated domestic market. Using the SWOT analysis and taking advantage of Taiwan’s capabilities in R&D and production, entering the ATV/UTV niche market is the best path to long term profitability.
（1）A thorough analysis of the world’s ATV/UTV market, sales volume by country, brand and model, is the path that should be taken by all the Taiwanese manufacturers.
（2）A successful branding strategy requires the following:
1．One of the key factors is to start with clear product positioning and have differentiating and innovative products.
2．Successful sales channel development
3．Communicate the brand value with the consumer-the customer is always right. A branding company is not in the business of just selling products (where the performance, features, and quality must be right), but price and after service also play an equally important role. A brand will not be fully accepted by the consumer until the brand has achieved full customer satisfaction by taking care of all the items above.
4．An analysis on Taiwan’s branded companies and interviews with the professionals who have helped create such brands are the key validation processes.

目 錄
國立中山大學研究生學位論文審定書……………………………………………...i
致謝辭………………………………………………………………………………..ii
中文摘要…………………………………………………………………………......iii
Abstract……………………………………………………………………………….iv
目錄……………………………………………………………………………………v
表目錄……………………………………………………………………………......vii
圖目錄…………………………………………………………………………….....viii
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
第三節 研究流程…………………………………………………………………5
第二章 文獻探討…………………………………………………………………....6
第一節 ATV/UTV產業概況……………………………………………………..6
第二節 品牌行銷經營策略……………………………………………………..21
第三節 自有品牌策略管理模式建構…………………………………………..35
第三章 研究設計與研究方法……………………………………………………..43
第一節 研究架構………………………………………………………………..43
第二節 研究設計………………………………………………………………..44
第三節 研究方法………………………………………………………………..46
第四章 台灣自有品牌公司現況分析與專家訪談………………………………..48
第一節 台灣自有品牌公司現況分析...………………………………………...48
第二節 專家訪談………………………………………………………………..54
第五章 實證分析…………………………………………………………………..61
第一節 Y公司介紹……………………………………………………………..61
第二節 Y公司ATV/UTV自有品牌現況………………………………………65
第三節 品牌管理系統建立……………………………………………………..76
第四節 SWOT Analysis 強弱危機分析………………………………………..77
第六章 結論與建議………………………………………………………………..78
第一節 研究結論………………………………………………………………..78
第二節 研究限制…………………………………………………………………83
第三節 對後續研究者之建議…………………………………………………....83
文獻探討……………………………………………………………………………..84

參考文獻
一、中文部份
1.王瑞堂，2009/12/01，捷安特品牌故事，經濟日報。
2.司徒達賢，1995，策略管理，台北:遠流出版事業股份有限公司。
3.江顯新，1993，行銷學，台北：三民。
4.李吉仁，1996，國際分工與廠商策略選擇/ODM的策略架構，第五屆產業管理研討會/台灣產業之創新與國際化。
5.林銘松，1996，台灣自創品牌廠商國際行銷通路選擇之研究—以資訊電子業為例，交通大學科技管理研究所碩士論文。
6.袁世珮、黃家慧編譯，2001，品牌思維，(Knapp. D.2000.The Brand Mindset)，台北：美商麥格爾．希爾出版。　　
7.財團法人工業技術研究院，2005/05，產業經濟與資訊服務中心，2006汽、機、自行車產業年鑑。
8.許士軍，1985，管理學，台北：東華書局。
9.陳振祥，1996，ODM策略之理論架構實證，國立台灣大學研究所碩士論文。
10.黃俊英，2001，行銷學的世界，台北：天下遠見。
11.黃蕙娟，1990，台灣企業國際上自創品牌策略之研究，政大企研所碩士論文。
12.榮泰生，1991，行銷管理學，台北：五南。
13.簡炯瑜，2007，台灣汽車銷售經營策略研究－以高都汽車公司個案為例，中山大學管理學院高階經營碩士學程在職專班碩士論文。
14.林傑毓、許國崢、詹凱婷，2004，傳統產業品牌全球化策略－以台灣健康器材產業為例，長榮大學「管理思維與實務」學術研討會論文集。
15.劉淑姿，2003，無品牌與品牌行銷策略差異之研究－從4Ps模式觀點，樹德科技大學經營管理研究所碩士學位論文。
16.吳俊杰，台灣機車產業發展與企業競爭策略－沙灘車產業為例，中山大學高階經營碩士論文。


二、英文部份
1.Aaker D. A.1996. Measuring Brand Equity across Product and Markets, California Management Review. 102-120.
2.Aaker, David A. 1991. Managing Brand Equity. New York: Free Press.
3.Boyd, H.W. Jr., Walker. O. C. Jr. & Larreche. Jean-Claude 1995. Marketing Management a Strategic Approach with a Global Orientation, 2th ed., Irwin Inc., P253-257
4.DeChernatony, L. and G. McWilliam. 1989. Branding Terminology-The Real Debate. Marketing Intelligence and Planning. Vol. 7(7,8),29-32.
5.Dodds, W.B., Monroe K.B. and D. Grewal, 1991. Effects of Price, Brand and Store Information on Buyers, Product Evoluation, Journal of Marketing Research, vol. 28, P307~319.
6.Doyle, P., 1990. Building successful Brands: The Strategic Option, Journal of consumer 21, p17.
7.Keller, Kevin L. Conceptualizing, 1993, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, vol. 57, p7.
8.Keller, Kevin Lane. 1998. Strategic brand management: building, measuring and managing brand equity, Upper Saddle River, N.J.: Prentice Hall。
9.Kotler, P. & Fox, K.F. 1995. Strategic Marketing for Education Institutions. （2nd ed.）, Englewood Cliffs: Prentice-Hall.
10.Kotler, P., 1994. Marketing Management: Analysis Planning and control, 8th ed., N.J.: Prentice Halls, Inc.
11.Kotler, Philip. 2000. Marketing Management, tenth ed., Upper Saddle River, N.J.: Prentice Hall.
12.Leslie de Chernatony, 1991. Auditing the Factors Influencing Brand success, Marketing Intelligence & Planning, Vol. 8, No. 7, P33-38.
13.MIC 2009 Owner survey Summary Report, 2009
14.Mooij, M. K. de. 1998. The 22 Immutable Lawa of Branding, Harper-Collins Publisher, Inc., USA.
15.Onkvisit S and J.J. Shaw. 1989. International Dimension of Branding, Strategic considerations and Decisions, International Marketing Review, vol. 6, 3, P24.
16.Sullivan and Simon, A Survey Based Method for Measuring and Understanding Brand Equity and its Extendibility, Journal of Marketing Research, vol. 31 No.5, Suerior Performance, Free Press, N.Y., 1993, P271~288.
17.Barney, J. B. 1995. Looking inside for competitive advantage. Academy of Management Executive, 9(4), pp. 49-61.
18.Nigel, P., & William, G. 1996. Making SWOT analysis work. Marketing Intelligence & Planning


三、網站部份
1.http://icetrek.wordpress.com/
2.http://www.badlani.com/blog/2006/12/05/unilever%E2%80%99s-brand-impact-concept-will-definitely-make-them-a-stronger-company/
3.http://www.dealernews.com/dealernews/article/articleDetail.jsp?id=617654&sk=&date=&pageID=2
4.http://www.dealernews.com/dealernews/Sales/Consumers-Fuel-the-UTV-Market/ArticleStandard/Article/detail/466206
5.http://www.motorcycletaiwan.com.tw
6.http://www.pg.com/en_US/_images/brands/brands_landing_noflash.jpg　
7.www.Businessdictionary.com
8.http://www.absoluteastronomy.com/topics/Individual_branding
9.http://www.knowthis.com/principles-of-marketing-tutorials/managing-products/approaches-to-branding/
10.http://www.absoluteastronomy.com/topics/Family_branding
11.http://en.wikipedia.org/wiki/Family_branding
12.http://en.wikipedia.org/wiki/Asus#Pirated_software_and_dissemination_of_confidential_data
13.http://en.wikipedia.org/wiki/Brand_extension#cite_note-22
14.www.dcstrategy.com/mediacentre/full_article.php?article=44
15.http://en.wikipedia.org/wiki/Co-branding
16."Competing for Customers and Capital". Southwest Airlines: Put a Little LUV in Your Logo!. customersandcapital.com. http://www.customersandcapital.com/book/2007/09/co-branding-tra.html
17.http://www.knowthis.com/principles-of-marketing-tutorials/managing-products/approaches-to-branding/
18.http://www.tgb.com.tw/