請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林俊昇(Jiun-Sheng Chris Lin),黃恆獎(Heng-Chiang Huang),連勇智(Yung-Chih Lien) | |
| dc.contributor.author | Pei-Hwang Frederick Jeng | en |
| dc.contributor.author | 鄭佩璜 | zh_TW |
| dc.date.accessioned | 2021-07-10T21:37:45Z | - |
| dc.date.available | 2021-07-10T21:37:45Z | - |
| dc.date.copyright | 2021-03-05 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-02-05 | |
| dc.identifier.citation | 英文參考資料 Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press. American Marketing Association (N.D.). Branding. American Marketing Association. https://www.ama.org/topics/branding/ Banks, A. (2020). Why do luxury watches cost so much money? Highsnobiety. https://www.highsnobiety.com/p/why-are-watches-so-expensive/ Beckett, K. (2018, November 14). A Swiss town designed for the glory of time. The New York Time. https://www.nytimes.com/2018/11/14/fashion/watches-la-chaux-de-fonds-switzerland.html Brown, T. (2011). “Are you a digital native or a digital immigrant? Being client centred in the digital era.” British Journal of Occupational Therapy, 74(7), 313. Deloitte (2019). Global Powers of Luxury Goods 2019. Deloitte. https://www2.deloitte.com/tw/tc/pages/consumer-business/articles/2019-luxury-report.html Deloitte (2020). The Deloitte Swiss Watch Industry Study 2020. Deloitte. https://www2.deloitte.com/content/dam/Deloitte/it/Documents/consumer-business/The%20Deloitte%20Swiss%20Watch%20Industry%20Study%202020.pdf Federation of Swiss Watch Industry. (2020a). Exports of Swiss watches by price categories. https://www.fhs.swiss/scripts/getstat.php?file=histo_gp_200909_a.pdf Federation of Swiss Watch Industry. (2020b). Swiss watch exports by region: January–December 2019. https://www.fhs.swiss/pdf/regions_190112_a.pdf Federation of Swiss Watch Industry. (2020c). Swiss watch exports January–December 2019. https://www.fhs.swiss/pdf/a_190112_a.pdf Federation of Swiss Watch Industry. (2020d). World distribution of Swiss watch exports January–December 2019. https://www.fhs.swiss/pdf/a_180112_a.pdf Kamaletdin, A. (2020, April 28). The Swiss watch market report by US investment bank Morgan Stanley. Timekeepers. https://timekeepers.club/en/forum/topic/597 Kasasa. (2020, October 20). “Boomers, Gen X, Gen Y, and Gen Z Explained.” Kasasa. https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z Keller, K. L. (2001). “Building customer-based brand equity: A blueprint for creating strong brands.” Marketing Management, 28(1), 35–41. Kolter, P. (1994). Marketing Management: Analysis, Planning, Implementation and Control. NY: Prentice-Hall. Landes, D. (1983). Revolution in time: Clocks and the making of the modern world. Belknap Press of Harvard University Press. Lassar, W., Mittal, B. Sharma, A. (1995). “Measuring customer-based brand equity.” Journal of Consumer Marketing, 12(4), 11-19. Martin, G. S. Brown, T. J. (1990). “In search of brand equity: The conceptualization and measurement of the brand impression construct.” In: Childers, M. L., et al., (Eds.). Marketing theory and applications, Chicago. Illinois: American Marketing Association. Merriam, S. B. (1988). Case study research in education. Thousand Oaks, CA: Jossey-Bass. NPD (2017, September 12). “Watch Market Faced with Opposing Generational Demands, Reports NPD.” NPD Press Releases. https://www.npd.com/wps/portal/npd/us/news/press-releases/2017/watch-market-faced-with-opposing-generational-demands-reports-npd/ NPD (2019, September 24). “A New Breed of Watch-Wearer is Emerging, and They’re Not Just Sporting Smart, Reports NPD.” NPD Press Releases. https://www.npd.com/wps/portal/npd/us/news/press-releases/2019/a-new-breed-of-watch-wearer-is-emerging-and-theyre-not-just-sporting-smart-reports-npd/ Perpetual. (n.d.). The history of time: A history of obsession. Watches of Switzerland. https://www.watchswiss.com/perpetual/history-of-time/ Stake, R. E. (1995). The art of case study research. Thousand Oaks, CA: Sage. Statista. (2019). Average price of the leading luxury watches worldwide in 2018, by brand (in U.S. dollars). Strauss A. Corbin J. (1990). Basics of qualitative research. Thousand Oaks, CA: Sage. Strauss A. Corbin J. (1997). Grounded theory in practice. Thousand Oaks, CA: Sage. Swithinbank, R. (2017, March 23). “Generation Z turn to watches, not just phones, for the time.” Financial Times. https://www.ft.com/content/8ef4bb4e-8956-11e6-8cb7-e7ada1d123b1 Thompson, J. (2009, December 20). “1969: Seiko’s breakout year.” Watch Time. https://www.watchtime.com/featured/1969-seikos-breakout-year/ Yin, R. K. (1994). Case study research: Design and methods. Thousand Oaks, CA: Sage. 中文參考資料 Hu, W. (2020年2月27日)。改變鐘錶產業的石英革命(下)。Watchviews。https://watchviews.com/2020/02/quartz-revolution-3/ 周慧福(2019)。消費者認知品牌權益之比較以個食化冷凍調理食品為例。德明財經科技大學行銷管理系在職專班碩士論文。 林佩璇(2000)。個案研究及其在教育研究上的應用－質的研究方法。高雄：麗文。 林秋媖(2019)。跟著Lamigo 那米哥去健行！從品牌權益角度探討旅客行為及滿意度：以新興科技媒體的運用作為調節變項。銘傳大學觀光學院觀光事業學系碩士在職專班碩士論文。 邱憶惠(1999)。個案研究：質化取向。國立高雄師範大學教育系教育研究，七期，113-127頁。 黃愉棻(2018)。電子遊戲機對非洲市場行銷策略之研究：以 K 公司為例。國立高雄大學高階經營管理碩士(EMBA)在職專班碩士論文。 楊怡娟(2003)。企業跨組織知識分享之研究—以資訊系統委外為例。國立中山大學資訊管理學系研究所碩士論文。 劉德貞(2019)。有機農業旅遊地景資源、體驗、品牌權益影響關係之研究。國立高雄餐旅大學觀光研究所博士論文。 蔡敦浩(2000)。組織創新能耐、知識管理與組織學習－台灣三家中小企業的個案研究，中華民國科技管理學會：科技管理學刊，5(2)，81-101頁。 駐瑞士經濟組(2020)。瑞士鐘錶業產業現況。經濟部國際合作處。2020年10月29日取自https://www.moea.gov.tw/MNS/ietc/bulletin/Bulletin.aspx?kind=54 html=1 menu_id=33779 bull_id=7559 | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76819 | - |
| dc.description.abstract | 過去的手錶以手工製作、採用高級的金屬和珠寶，屬貴族才擁有攜帶的權利，因此也塑造了一種「奢侈」、「高貴」、「稀有」、「精品」的印象。然而，隨著科技的進步、消費世代的轉變，現代顧客對於精品手錶的需求和購買模式已出現明顯的變化。為了因應新的顧客需求，精品手錶品牌對於品牌權益的觀念必須要轉變，包含商品和品牌形象的重新定位，以迎合新世代消費者的需求、建立其品牌忠誠度。新世代在購買精品的時候在乎哪些因素？精品品牌應如何為新世代消費者設計產品？應透過哪些管道和新世代的消費者互動和溝通？這些都是很重要的問題。本文以知名精品手錶品牌F品牌為例，重新建立以顧客為基礎的品牌權益，強調品牌價值，務實打造品牌權益金字塔以極大化顧客價值，輔以SWOT和4P模型來探討精品手錶為新興世代所應實行的策略調整，不僅討論如何極大化年輕族群的顧客價值，也論及如何有效吸引他們成為精品手錶產業未來的消費主力。 | zh_TW |
| dc.description.abstract | Advancements in technology and evolutions in consumer preferences have dramatically changed consumers’ demands and purchase behaviors in luxury watch markets. Therefore, it is essential for the luxury watch industry to reinvestigate their brand strategies. Adopting the case study methodology, this research explores how luxury watch companies could build up strong brands and cultivate customer loyalty. Implications limitations, and future research directions are then discussed. | en |
| dc.description.provenance | Made available in DSpace on 2021-07-10T21:37:45Z (GMT). No. of bitstreams: 1 U0001-0502202122415800.pdf: 1289998 bytes, checksum: f3cbbda4fcc735042ecf558673e4a17d (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 誌 謝 i 中文摘要 ii THESIS ABSTRACT iii 目錄 ii 表目錄 iv 圖目錄 v 第一章、緒論 1 第一節、研究動機與目的 1 第二節、研究架構和流程 2 第二章、產業現況分析 4 第一節、品牌與品牌權益 4 第二節、精品手錶產業起源與發展 10 第三節、全球精品手錶產業市場數據 14 第三章、個案研究 24 第一節、研究方法 24 第二節、個案公司介紹 27 第三節、個案公司面臨的挑戰 28 第四節、個案公司行銷策略分析 35 第四章、結論與建議 41 第一節、研究結論 41 第二節、管理意涵 43 第三節、研究限制 45 第四節、未來研究方向 46 參考文獻 47 | |
| dc.language.iso | zh-TW | |
| dc.subject | 精品鐘錶 | zh_TW |
| dc.subject | 品牌權益 | zh_TW |
| dc.subject | 品牌策略 | zh_TW |
| dc.subject | 品牌忠誠度 | zh_TW |
| dc.subject | Brand strategies | en |
| dc.subject | Luxury watch | en |
| dc.subject | Brand equity | en |
| dc.subject | Brand loyalty | en |
| dc.title | 精品手錶品牌策略之研究—以F品牌為例 | zh_TW |
| dc.title | Exploring the Brand Strategies of Luxury Watches—The Case of Brand F | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 109-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 林政佑,周恩頤 | |
| dc.subject.keyword | 精品鐘錶,品牌權益,品牌忠誠度,品牌策略, | zh_TW |
| dc.subject.keyword | Luxury watch,Brand equity,Brand loyalty,Brand strategies, | en |
| dc.relation.page | 51 | |
| dc.identifier.doi | 10.6342/NTU202100619 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2021-02-07 | |
| 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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| U0001-0502202122415800.pdf 未授權公開取用 | 1.26 MB | Adobe PDF |
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