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題名 | 中小企業建構品牌之動機、目的、限制及關鍵成功因素--個案分析=Brand Building of SMEs on Motives, Objectives, Constraints, and Key Factors: A Case Study |
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作者 | 楊奕源; 楊英杰; 吳耀昌; | 書刊名 | 中州管理與人文科學叢刊 |
卷期 | 2:1 2012.12[民101.12] |
頁次 | 頁83-98 |
分類號 | 496.1 |
關鍵詞 | 品牌建構; 限制因素; 關鍵成功因素; 個案分析; Brand building; Constraints; Key factors; Case study; |
語文 | 中文(Chinese) |
中文摘要 | 本研究探討個案在建構品牌的過程中,其建構品牌的動機與目的、建構品牌的限制因素及建構品牌的關鍵成功因素為何,選擇一家由代工轉型到行銷通路的中小企業為研究對象,採取個案分析方法,經過深度訪談、彙整逐字稿、運用內容分析法找出語幹,歸納出重要事件的步驟,提出結論、管理意涵與建議,供中小企業在轉型過程中參考。分析結果,彙整重要事件共有建構品牌動機與目的5項、建構品牌的限制因素3項及建構品牌的關鍵成功因素5項,共13項重要事件。 |
英文摘要 | This study attempts to explore what kinds of motives, objectives, constraints, and key factors lead small and medium-sized enterprises (SMEs) to build their brands. In this study, the firm transferring its operation from original equipment manufacturing (OEM) to marketing channel is selected as a subject. Through in-depth interviews and content analysis, the study concludes several vital steps of building brands, results, managerial implications, and suggestions to SMEs striving to transfer their operations.Findings indicate there are 13 important events, including five terms regarding motives and objectives, three term regarding constraints, as well as five terms regarding key factors on brand building. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。