臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：國外市場品牌行銷策略與績效：臺灣製造業之實證研究
書刊名：顧客滿意學刊
作者：黃延聰 引用關係／陳頌德
作者(外文)：Huang, Yen-tsung／Chen, Sung-te
出版日期：2010
卷期：6:2
頁次：頁167-202
主題關鍵詞：品牌行銷策略；策略群組；品牌績效；國際品牌建構；Brand marketing strategy；Brand performance；International branding
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(4) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:5
  • 點閱點閱:46
本研究探討臺灣製造業自有品牌廠商在特定國外市場的品牌行銷策略及其所採取的品牌行銷策略對其品牌績效與財務績效之影響。回顧過去品牌行銷策略的文獻後，採取行銷組合、目標行銷與品牌定位等做爲品牌行銷策略的構面，並依據品牌廠商在這些決策構面的表現，進行國外市場品牌行銷策略類型的分群，並探討其對品牌行銷績效的影響。藉由問卷調查法，本研究共蒐集了80家在國外市場進行品牌行銷的臺灣製造業廠商的資料進行分析，得到下列結論：(1)臺灣製造業在國外市場的品牌行銷策略可以分成積極行銷者、整合行銷者、價値與目標行銷者、以及行銷活動低重視者等四個群組，不同品牌行銷策略群組對於品牌績效有顯著的影響；(2)不同品牌行銷策略群組在產品類別上具有顯著的差異。積極行銷者廠商所提供產品大多屬於B2C類別，品牌績效也最佳；(3)積極行銷者與整合行銷者的廠商無論在公司規模與營收方面，或是在國際市場經營的時間長短方面，都優於其他群組的廠商，其較重視國際配銷與推廣策略，對當地市場也較爲瞭解，其品牌績效也較佳。
This study explored international brand marketing strategies adopted by Taiwanese manufacturers that marketed own brand products to specific foreign markets and how these strategies affect these firms' brand performance and financial performance. In order to conduct this study, we reviewed the literature on brand marketing strategy to identify the key strategic dimensions, including marketing mix, target marketing, and brand positioning. According to the importance of these dimensions regarded by these firms' managers, we developed a taxonomy of brand marketing strategy adopted by Taiwanese manufacturers and discussed how they influenced firms' performance. Through mail survey, 80 effective samples of Taiwanese firms were collected. We obtained the following conclusions: (1) We proposed a taxonomy of brand marketing strategies which consists of Active Marketers, Integrated Marketers, Value and Target Marketers, and Low-attention Marketers, and then observed that different strategic types between firms affect their brand performance significantly. (2) We found that there is significant difference between strategic groups on product category. Among all strategic groups, the firms in the strategic group of Active Marketers mostly are B2C firms, and these firms' brand performance is the best. (3) For Active Marketers and Integrated Marketers, regardless of firm's scale and sales or the time firms operating in foreign markets, they are better than the others. Therefore, they more emphasize international distribution and promotion strategies and more understand the situations of foreign markets. Moreover, their performance is better.
期刊論文
1.McNamara, G. M.、Deephouse, D. L.、Luce, R. A.(2003)。Competitive Positioning within and across a Strategic Group Structure: The Performance of Core, Secondary, and Solitary Firms。Strategic Management Journal，24(2)，161-181。  new window
2.Doyle, Peter(1989)。Building successful brands: the strategic options。Journal of Marketing Management，5(1)，77-95。  new window
3.Wong, H. Y.、Merrilees, B.(2005)。A Brand Orientation Typology for SMEs: A Case Research Approach。Journal of Product and Brand Management，14(3)，155-162。  new window
4.Alpert, L.、Gatty, R.(1969)。Product positioning by Behavioral Life Styles。Journal of Marketing，33，65-69。  new window
5.Hatten, K. J.、Hatten, M. L.(1987)。Strategic Groups, Asymmetrical Mobility Barriers and Contestability。Strategic Management Journal，8(4)，329-342。  new window
6.Morrison, A. J.、Roth, K.(1992)。A Taxonomy of Business-level Strategies in Global Industries。Strategic Management Journal，13(6)，399-417。  new window
7.Brouthers, K. D.(2002)。Institutional Culture and Transaction Cost Influences on Entry Mode Choice and Performance。Journal of International Business Studies，33(2)，203-221。  new window
8.Slater, Stanely F.、Olson, Eric M.(2001)。Marketing's Contribution to the Implementation of Business Strategy: An Empirical Analysis。Strategic Management Journal，22(11)，1055-1067。  new window
9.Hambrick, D. C.(1980)。Operationalizing the Concept of Business level Strategy in Research。Academy of Management Review，5(4)，567-575。  new window
10.Dess, G. G.、Lumpkin, G. T.、Covin, J. G.(1997)。Entrepreneurial strategy making and firm performance: Tests of contingency and configurational models。Strategic Management Journal，18(9)，677-695。  new window
11.Buzzell, R. D.、Gale, B. T.、Sultan, R. G. M.(1975)。Market Share: A Key to Profitability。Harvard Business Review，53(1)，97-106。  new window
12.Keller, Kevin L.、Lehmann, Donald R.(2006)。Brands and Branding: Research Findings and Future Priorities。Marketing Science，25(6)，740-759。  new window
13.McDaniel, Stephen W.、Kolari, James W.(19871000)。Marketing Strategy Implications of the Miles and Snow Strategic Typology。Journal of Marketing，51(4)，19-30。  new window
14.Covin, Jeffrey G.、Slevin, Dennis P.(1991)。A Conceptual Model of Entrepreneurship as Firm Behavior。Entrepreneurship Theory and Practice，16(1)，7-26。  new window
15.洪順慶、吳長生(20000300)。臺灣廠商自創國際品牌策略與行銷績效之關係研究。中山管理評論，8(1)，71-104。new window  延伸查詢new window
16.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
17.Wong, H. Y.、Merrilees, B.(2007)。Closing the Marketing Strategy to Performance Gap: The Role of Brand Orientation。Journal of Strategic Marketing，15(5)，387-402。  new window
18.Cavusgil, S. T.、Zou, S.(1994)。Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures。Journal of Marketing，58(1)，1-21。  new window
19.Chematony, L.、de McWilliam, G.(1989)。The Strategic Implications of Clarifying How Marketers Interpret "Brands"。Journal of Marketing Management，5(2)，153-171。  new window
20.Keller, Kevin Lane(2009)。Building strong brands in a modern marketing communications environment。Journal of Marketing Communications，15(2/3)，139-155。  new window
21.余明助、秦兆偉(2002)。我國多國籍企業國際行銷策略、政治風險、進入模式與經營績效關係之研究。國立高雄應用科技大學學報，32，505-533。new window  延伸查詢new window
22.洪順慶、吳長生(1998)。地主國特性與自創國際品牌績效之關係研究--以臺灣廠商爲例。國立政治大學學報，78，197-220。  延伸查詢new window
23.Davis, S.(1995)。A Vision for the Year 2000: Brand Asset Management。Journal of Consumer Marketing，12(4)，65-82。  new window
24.Albaum, G.、Tse, D. K.(2001)。Adaptation of International Marketing Strategy Components, Competitive Advantage, and Firm Performance-A Study of Hong Kong Exporters。Journal of International Marketing，9(4)，59-81。  new window
25.Altinay, L.、Altinay, E.(2008)。Marketing Strategies of Ethnic Minority Businesses in the UK。Service Industries Journal，28(8)，1183-1197。  new window
26.Greenley, G. E.(1989)。An Understanding of Marketing Strategy。European Journal of Marketing，23(8)，45-58。  new window
27.Bloom, P. N.、Kotler, P.(1975)。Strategies for High Market-Share Companies。Harvard Business Review，53(6)，63-72。  new window
28.Fiegenbaum, A.、Sudharshan, D.、Thomas, H.(1991)。Assessing Mobility Barriers in Dynamic Strategic Group Analysis。Journal of Management Studies，28(5)，429-438。  new window
29.Gregory, G.、Karavdic, M.、Zou, S.(2007)。The Effects of E-Commerce Drivers on Export Marketing Strategy。Journal of International Marketing，15(2)，30-57。  new window
30.Hooley, G. J.、Beracs, J.、Kolos, K.(1993)。Marketing Strategy Typologies in Hungary。European Journal of Marketing，27(1)，80-101。  new window
31.Kotler, P.(1965)。Competitive Strategies for New Product Marketing over the Life Cycle。Management Science，12(4)，104-109。  new window
32.Lee, C.、Griffith, D. A.(2004)。The Marketing Strategy-Performance Relationship in an Export-Driven Developing Economy: A Korean Illustration。International Marketing Review，21(3)，321-334。  new window
33.Rutihinda, C.(2009)。Marketing Strategies and Performance of Foreign Ventures in Tanzania。Journal of International Business & Cultural Studies，1，1-10。  new window
34.Scheuing, E. E.(1969)。The Product Life Cycle as an Aid in Strategy Decisions。Management International Review，9(4/5)，111-125。  new window
35.Thoumrungroje, A.、Tansuhaj, P.(2004)。Globalization Effects, Co-marketing Alliances, and Performance。Journal of American Academy of Business, Cambridge，5(1/2)，495-502。  new window
36.Woo, C. Y. Y.、Cooper, A. C.(1981)。Strategies of Effective Low Share Businesses。Strategic Management Journal，2(3)，301-318。  new window
37.Cravens, D. W.(1975)。Marketing Strategy Positioning。Business Horizons，18(6)，53-61。  new window
學位論文
1.Hunt, M. S.(1972)。Competition in the Major Home Appliance Industry 1960-1970(博士論文)。Harvard University。  new window
圖書
1.Hill, C. W. L.,、Jones, G. R.(2001)。Strategic Management Theory (5th ed.)。Boston, MA：Houghton Mifflin Company。  new window
2.Keller, Kevin Lane(2003)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Upper Saddle River, NJ：New York：Pearson Education：Prentice Hall：Prentice Hall。  new window
3.吳萬益、林清河(2001)。企業研究方法。臺北：華泰圖書出版公司。  延伸查詢new window
4.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
5.Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。  new window
6.Kotler, Philip(2002)。Marketing Management。Prentice-Hall。  new window
7.Robinson, J. P.、Shaver, P. R.、Wrightsman, L. S.(1991)。Criteria for Scale Selection and Evaluation, Measures of Personality and Social Psychological Attitudes。San Diego, CA：Academic Press。  new window
8.鄭吉明、徐木蘭(1992)。高科技公司產品行銷組合型態之實證研究。中華民國科技管理研討論文集。新竹。  延伸查詢new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：628（臺灣：627，外國：1） ／ 本年度總使用人次：1885225 ／ 訪客人次（自102年09月）：67686776
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上