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題 名 | 中小企業之品牌建立策略--以核心價值為基礎=The Brand-Building Strategy by Small and Medium Enterprises--Based on Core Values |
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作 者 | 陳綉里; 黃彥明; | 書刊名 | 中小企業發展季刊 |
卷 期 | 3 2007.03[民96.03] |
頁 次 | 頁135-157 |
分類號 | 555.45 |
關鍵詞 | 中小企業; 品牌建立; 品牌價值; SMEs; Brand-building; Brand value; Core values; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究之目的乃嘗試發展出一套有系統、且符合中小企業資源較為匱乏之品牌建立策略。本研究參考過去文獻,並以價值來源為基礎,將品牌建立程序分為四個階段,即:(1)價值來源。其包括「公司價值」、「顧客價值」與「產業價值」;(2)品牌要素分析。將品牌要素依價值來源予以分類;(3)品牌策略發展。依要素分析後之結果發展適當的策略;(4)品牌行動計畫。將要素構面分為「高」優先執行領域及「中」、「低」優先執行領域,並發展相關的活動。經由頂呱呱炸雞店(TKK)的實證結果發現,TKK應從高優先執行領域的「追趕要素」、「獨特要素」、「使命延伸要素」等構面之要素進行,改進其缺點,其次再改善中、低優先執行領域。利用本研究之流程,中小企業能有系統的發展出適合自己的品牌策略以及行動計畫,以利品牌之建立。 |
英文摘要 | The main purpose of this study is to develop a systematic brand-building strategy that fits for small and medium enterprises (SMEs). This paper has established the brand building process into four stages: the sources of brand value, the analysis of brand factors, the development of brand strategies, and finally, the plan action. The empirical study examines the TKK in Taiwan utilizing the proposed brand building strategy. It has found that the high priority improvement area includes "catch-up factors" "unique factors" and “mission extending factors" dimensions; the medium priority improvement factors are "word of mouth" "innovation" "perceived quality" ; The low priority improvement area is the "core factors" dimension which includes "service" and "tasting" factors. Through the process of this proposed brand-building strategy, SMEs could systematically develop their own brand strategies and plan action, and to build a success brand. |
本系統中英文摘要資訊取自各篇刊載內容。