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題名：強化中小企業品牌管理之論述
書刊名：中小企業發展季刊
作者：顧萱萱 引用關係
作者(外文)：Ku, Hsuan-hsuan
出版日期：2010
卷期：15
頁次：頁159-171
主題關鍵詞：市場導向之組織學習；品牌管理；創意行銷；顧客關係管理；行銷通路；Market-based organizational learning；Brand management；Creative marketing；Customer relationship management；Marketing channels
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(1)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:27
中小企業雖為多數已開發或新興工業化國家之主要經濟基礎，然因資源限制，品 牌經營議題甚少受到重視。本研究倡導市場導向之組織學習對中小企業品牌行銷之重 要性，並論述中小企業品牌管理策略、綠色創意行銷，以及顧客關係管理的角色，最 後鎖定通路經營，包括健全實體通路關係，誘使通路成員作為其與市場間之橋樑，發 揮推式行銷力量，以彌補其行銷能量之不足，以及思考網路行銷可行性。
Small and medium-sized enterprises (SMEs) account for the vast majority of businesses in most developed or newly industrialized economies. However, SMEs lack the financial resources to have much of an impact, suggesting a limited role of branding for them. Both of SME marketing and brand management are thus relatively young fields of study. This article proposes discussing the ways of successful brand management in SMEs and highlights the roles of market-based organizational learning, brand management strategies, creative marketing, customer relationship management, channel partnership, and internet marketing.
期刊論文
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2.Cohen, Joel B.、Basu, Kunal(1987)。Alternative Models of Categorization: Toward a Contingent Processing Framework。Journal of Consumer Research，13(4)，455-472。  new window
3.Slater, Stanley F.、Narver, John C.(1995)。Market orientation and learning organization。Journal of Marketing，59(3)，63-74。  new window
4.Leuthesser, L.(1997)。Supplier Relational Behavior: An Empirical Assessment。Industrial Marketing Management，26(3)，245-254。  new window
5.Blattberg, R. C.、Deighton, J.(19911015)。Interactive marketing: Exploiting the age of addressability。Sloan Management Review，33(1)，5-14。  new window
6.Simonin, Bernard L.、Ruth, Julie A.(1998)。Is a Company Known by the Company It Keeps? Assessing the Feedback Effects of Brand Alliances on Consumer Brand Attitudes。Journal of Marketing Research，35(1)，30-42。  new window
7.Kohli, Ajay K.、Jaworski, Bernard J.(1990)。Market Orientation: The Construct, Research Propositions, and Managerial Implications。Journal of Marketing，54(2)，1-18。  new window
8.Knight, G.(2000)。Entrepreneurship and Marketing Strategy: The SME Under Globalization。Journal of International Marketing，8(2)，12-32。  new window
9.Smith, J. Brock、Barclay, Donald W.(1997)。The effects of organizational differences and trust on the effectiveness of selling partner relationships。Journal of Marketing，61(1)，3-21。  new window
10.Jaworski, Bernard J.、Kohli, Ajay K.(1993)。Market Orientation: Antecedents and Consequences。Journal of Marketing，57(3)，53-70。  new window
11.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
12.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
13.Park, C. Whan、Jun, Sung Youl、Shocker, Allan D.(1996)。Composite Branding Alliances: An Investigation of Extension and Feedback Effects。Journal of Marketing Research，33(4)，453-466。  new window
14.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
15.Bertbon, P.、Ewing, M. T.、Napoli, J.(2008)。Brand Management in Small to Medium-sized Enterprises。Journal of Small Business Management，46(1)，27-45。  new window
16.Colombo, G.(2000)。Internet-only Selling Will Fail。Sales and Marketing Management，153(8)，32-36。  new window
17.Becherer, R. C.、Halstead, D.(2004)。Characteristics and Internet Marketing Strategies of Online Auction Seller。International Journal of Internet Marketing and Advertising，1(1)，24-37。  new window
18.Abimbola, T.(2001)。Branding As a Competitive Strategy for Demand Management in SMEs。Journal of Research in Marketing & Entrepreneurship，3(2)，97-106。  new window
19.Abimbola, T.、Vallaster, C.(2007)。Brand。Organizational Identity and Reputation in SMEs，10(4)，341-348。  new window
20.Carson, D.、Gilmore, A.(2000)。Marketing at the Interface: Not 'What' but 'How。Journal of Marketing Theory and Practice，8(2)，1-7。  new window
21.Collett, S.(2000)。Penny, J. C. to Add Online Service。Computerworld，34(4)，18-19。  new window
22.Heeler, R. M.、Kearney, M. J.、Mehaffey, B. J.(1973)。Modeling Supermarket Product Selection。Journal of Marketing Research，101(1)，34-37。  new window
23.Merrilees, B.(2007)。A Theory of Brand-led SME New Venture Development。Qualitative Market Research: An International Journal，10(4)，403-415。  new window
24.Rao, V. R.、McLaughlin, E. W.(1989)。Modeling the Decision to Add New Products by Channel Intermediaries。Journal of Marketing，53(1)，80-88。  new window
25.Lassen, P.、Kunde, J.、Gioia, C.(2008)。Creating a Clearly Differentiated SME Brand Profile: The Case of Montana A/s。Brand Management，16(1/2)，92-104。  new window
26.Huang, X.、Brown, A.(1999)。An Analysis and Classification of Problems in Small Business。International Journal of Small Business，18(1)，73-86。  new window
27.Huang, X.、Soutar, G. N.、Brown, A.(2002)。New Product Development Processes in Small and Medium-sized Enterprises。Journal of Small Business Management，40(1)，27-42。  new window
28.Krake, F.(2005)。Successful Brand Management in SMEs: A New Theory and Practical Hints。Journal of Product & Brand Management，14(4)，228-238。  new window
29.Machlis, S.(1998)。Online Auction Services Thriving。Computerworld，32(24)，1-17。  new window
30.Reda, S.(2000)。Retailers Migrate to On-line。Stores，82(9)，138-140。  new window
31.Sheehan, K. B.、Doherty, C.(2001)。Re-weaving the Web: Integrating Print and Online Communications。Journal of Interactive Marketing，15(2)，47-59。  new window
32.Shocker, A. D.、Srivastava, R. K.、Ruekert, R. W.(1994)。Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issues。Journal of Marketing Research，31(2)，149-158。  new window
33.Wong, H.、Merrilees, B.(2005)。A Brand Orientation Typology for SME: A Case Research Approach。Journal of Product & Brand Management，14(3)，155-162。  new window
圖書
1.MacNeil, Ian R.(1980)。The New Social Contract: An Inquiry into Modern Contractual Relations。Yale University Press。  new window
2.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
3.Rosenbloom, Bert(1995)。Marketing Channels: A Management View。The Dryden Press。  new window
4.Brown, J. P.、Purwar, P. C.(1980)。A Cross-channel Comparison of Retail Supplier Selection Factors。Marketing in the 80's。Chicago。  new window
圖書論文
1.Hamel, G.(1994)。The concept of core competence。Competence-based competition。New York, NY：John Wiley & Sons。  new window
 
 
 
 
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