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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 林俊昇 | |
dc.contributor.author | "Michael, Ming – Jen, Chen" | en |
dc.contributor.author | 陳明仁 | zh_TW |
dc.date.accessioned | 2021-06-16T06:35:48Z | - |
dc.date.available | 2019-08-01 | |
dc.date.copyright | 2014-08-14 | |
dc.date.issued | 2014 | |
dc.date.submitted | 2014-08-01 | |
dc.identifier.citation | 中文文獻
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Sullivan (1990),”The Measurement and Determinants of Nueno, J.L. and Quelch, J.(1998),“The mass marketing of luxury”, Business Horizons, Vol. 41 No. 6, pp. 61-9. 62. Spillman, L. (2002), Cultural Sociology, New York: Blackwell. 63. Wong, N. Y., & Ahuvia, A. C. (1998), Personal Taste and Family face: Luxury consumption in Confucian and Western societies. Psychology & Marketing, 15(5), 423-441 64. Wyckoff, D. D., (1984), New Tools for Achieving Service Quality, Cornell Hotel and Restaurant Administration Quarterly, 25(3): 78-92. 65. Yin, R. K. (1994), Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage. 66. GIESSWEIN home page: http://www.giesswein.com | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/57134 | - |
dc.description.abstract | 近年來,國際精品企業集團在歐美市場成長趨於和緩後,紛紛前往新興國家追求企業再成長,尤其以亞洲市場為主,大中華區成為國際精品品牌攻城掠地的最大市場。當全球經濟景氣低迷之際,精品市場的消費反映在整體獲利指數表現,卻是呈現持續上揚的趨勢,吸引越來越年輕化的族群進入消費高昂的時尚精品。
台灣幾十年來經歷精品業的巨大轉變,國際精品品牌從跑單幫、代理、授權、合資到獨資的進入模式,價格也從昂貴到奢華平民化,值得我們探討的是究竟這些國際知名品牌如何在台灣市場以成功的行銷策略,擁有如此龐大的品牌資產?而設計典雅、工藝精湛的奧地利精品服飾,該如何提升其獨特的品牌權益? 本論文從個案奧地利GIESSWEIN精品二十年來在台灣市場的發展案例,用品牌權益、以顧客為基礎的品牌權益、服務等概念,來檢視GIESSWEIN在進入台灣市場的品牌權益狀況,及其市場的品牌知曉、品牌聯想、知覺品質、顧客關係行銷的策略。再從理性的訴求來提升服務品質,將GIESSWEIN品牌奧地利來源國對歐洲文化的影響,形成消費者的品牌形象與競爭優勢。 整體而言,透過檢視品牌權益與服務品質的衡量,改善服務缺口所採用的策略與建議,以強化品牌形象與溝通,來建立一個強而有力的品牌。與三大精品集團形塑時尚奢侈品形象的國際精品品牌相較,個案公司具深度與廣度的品牌知名度,運用其稀有與獨特的品牌聯想,讓顧客產生深刻、正面且易於接近的品牌回應,獲得顧客主動的品牌共鳴與品牌忠誠度,將台灣市場的銷售成果,提供來源國國際行銷的建議與改善。 | zh_TW |
dc.description.abstract | Over the last decade, the international luxury brands have been seeking market growth in Asia. Building strong brand equity thus provides significant benefits for these firms, such as greater customer loyalty, more favorable customer responses, increased marketing communication effectiveness, and larger margins growth. Therefore, how to build and manage brand equity as well as to identify the opportunity for improvement will be crucial for international luxury brands. This research explored the brand equity of the Austrian brand GIESSWEIN in Taiwan. In-depth customer interviews were performed to assess GIESSWEIN’s brand equity based on Customer-Based Brand Equity (CBBE) framework. Results indicate that GIESSWEIN (Taiwan) has to impress its customers through brand marketing communication as well as to deliver great brand service experiences in order to build up a more powerful and influential brand in Taiwan. Managerial implications, limitations and future research directions are then discussed.
| en |
dc.description.provenance | Made available in DSpace on 2021-06-16T06:35:48Z (GMT). No. of bitstreams: 1 ntu-103-P01746011-1.pdf: 1958452 bytes, checksum: 3ef90694919e2f8896b2c0f03f347b99 (MD5) Previous issue date: 2014 | en |
dc.description.tableofcontents | 目錄
口試委員會審定書...................................................................................... I 誌謝............................................................................................................. II 中文摘要.................................................................................................... III 英文摘要(Abstract)................................................................................... IV 目 錄..........................................................................................................V 圖目錄....................................................................................................... VII 表目錄..................................................................................................... VIII 第一章 緒論….…………………………………..................................... 1 第一節、 研究背景………………………....................................... 1 第二節、 研究動機………………………………........................... 3 第三節、 研究問題與目的………………………........................... 4 第四節、 研究流程與步驟………………....................................... 6 第二章 文獻探討….………………………...…………………….......... 8 第一節、 精品與品牌的定義………………….................................. 8 第二節、 品牌權益………………………………............................ 11 第三節、 以顧客為基礎的品牌權益……………............................ 19 第四節、 服務缺口與服務品質…………………............................ 22 第三章 研究方法….…………………………………….…………..… 29 第一節、 個案研究法……………………………......................... 29 第二節、 資料蒐集方式…………………………......................... 37 第四章 個案研究.................................................................................... 44 第一節、 個案企業簡介與沿革..................................................... 44 第二節、 個案品牌簡介與沿革..................................................... 47 第五章 個案分析與策略建議................................................................ 67 第一節、 GIESSWEIN的品牌權益分析...................................... 67 第二節、 GIESSWEIN的服務缺口與服務品質分析................... 80 第六章 結論與建議................................................................................ 87 第一節、 研究結論與建議............................................................. 87 第二節、 管理意涵......................................................................... 90 第三節、 研究限制......................................................................... 91 第四節、 未來研究方向................................................................. 93 參考文獻.................................................................................................... 94 中文文獻............................................................................................ 94 英文文獻............................................................................................ 95 附錄 (壹)訪談大綱與內容............................................................... 101 (貳)國際精品顧客訪談紀要.................................................. 106 圖目錄 圖1-1 新興市場精品銷售佔比圖.......................................................... 1 圖1-2 論文研究流程.............................................................................. 6 圖2-1 Aaker (1991)的品牌權益來源及價值圖.................................. 14 圖2-2 Keller (1993)的品牌知識架構圖.............................................. 18 圖2-3 Keller (2001)以顧客為基礎之品牌權益模式.......................... 19 圖2-4 Parasuraman et al. (1985)服務品質觀念模式........................... 25 圖4-1 GIESSWEIN台灣總代理組織圖.............................................. 46 表目錄 表2-1 學者對服務品質之定義表........................................................ 22 表2-2 服務品質、期望服務與認知服務品質之關係........................ 26 表2-3 SERVQUAL組成構面與決定因素.......................................... 27 表3-1 個案研究法之定義.................................................................... 30 表3-2 研究策略型態表........................................................................ 36 表3-3 受訪談者基本背景分析表........................................................ 39 表4-1 布疋及服飾品零售業各行業範圍............................................ 59 表4-2 國際精品品牌服飾在台灣市場的演進階段表....................... 62 | |
dc.language.iso | zh-TW | |
dc.title | 國際精品品牌在台灣市場之品牌權益檢視
-以奧地利GIESSWEIN為例 | zh_TW |
dc.title | Assessing the Brand Equity of Luxury Brands in Taiwan:
¬The Case of GIESSWEIN | en |
dc.type | Thesis | |
dc.date.schoolyear | 102-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳俊忠,謝佩玲 | |
dc.subject.keyword | 國際精品,行銷策略,品牌權益,服務缺口,服務品質, | zh_TW |
dc.subject.keyword | International Luxury Brand,Marketing Strategy,Brand Equity,Service Gaps,Service Quality, | en |
dc.relation.page | 117 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2014-08-01 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業管理組 | zh_TW |
顯示於系所單位: | 國際企業管理組 |
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