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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃崇興(Chung-Hsing Huang),謝明慧(Ming-Huei Hsieh) | |
dc.contributor.author | Hsin-Hua He | en |
dc.contributor.author | 賀新花 | zh_TW |
dc.date.accessioned | 2021-07-11T14:46:32Z | - |
dc.date.available | 2021-10-14 | |
dc.date.copyright | 2016-10-14 | |
dc.date.issued | 2016 | |
dc.date.submitted | 2016-07-05 | |
dc.identifier.citation | 網路資源部分:
1. 交通部觀光局行政資訊網:http://admin.taiwan.net.tw/。 2. 台北天成大飯店官網:http://www.cosmos-hotel.com.tw/。 中文部分: 1. 林佩璇,2000, 「個案研究及其在教育研究上的應用」,載於中正大學教育學研 究所(編),「質的研究方法」:239-263,高雄,麗文出版社。 2. 胡政源,2006,「品牌管理─品牌價值的創造與經營」,台北,新文京出版社。 3. 袁方編,2002,「社會研究方法」,台北,五南出版社。 4. 張宏榮,2009,「策略創業之整合模式」,經營管理論叢,5 卷 1 期:81-98。 5. 張宏榮與侯嘉政,2009,「策略創業研究之觀念性架構」,創業管理研究,4 卷 3 期:29-54。 英文部分: 1. Aaker, D.A. (1996). Building strong brands. New York: Free Press. 2. AAaker, D.A. (2004). Brand portfolio strategy: creating relevance, differentiation, energy, leverage, and clarity. New York: Free Press. 3. Agarwal, R., Audretsch, D., and Sarkar, M.B. (2007). The process of creative construction: knowledge spillovers, entrepreneurship, and economic growth. Strategic Entrepreneurship Journal 1(3‐4): 263-286. 4. Barney, J (1991). Firm Resources and Sustained Competitive. Advantage, Journal of Management: 17: 99-120. 5. Chernatony, L. D., & McWilliams, G. (1989). The Strategic Implications of Clarifying how Marketers Interpret Brands. 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Thousand Oaks: Sage Publications, Inc. 12. Gephart, R. P., Jr. From the editors: Qualitative research and the academy of management journal. Academy of Management Journal, 2004, 47(4), 454–462. 13. Hitt, M.A., Ireland, R.D., Camp, M., and Sexton, D.L. (2001). Strategic entrepreneurship: Entrepreneurial strategies for wealth creation. Strategic Management Journal 22(6‐7): 479-491. 14. Hitt, M.A., Ireland, R.D., Sirmon, D.G. and Trahms, C.A. (2011), ‘Strategic Entrepreneurship: Creating Value for Individuals, Organizations, and Society’, Academy of Management Perspectives, 25(2), 57-75. 15. Ireland, R.D., Hitt M.A., Camp, S.M., and Sexton, D.L. (2001). Integrating entrepreneurship and strategic management actions to create firm wealth. The Academy of Management Executive (1993-2005): 49-63. 16. Ireland, R.D., Hitt M.A., and Sirmon, D.G. (2003). A model of strategic entrepreneurship: The construct and its dimensions. Journal of Management 29(6): 963-989. 17. Ireland, R.D. and Webb, J.W. (2009). Crossing the great divide of strategic entrepreneurship: Transitioning between exploration and exploitation. Business Horizons 52(5): 469-479. 18. Ireland, R. and Webb, J.W. (2007). Strategic entrepreneurship: Creating competitive advantage through streams of innovation. Business Horizons 50(1): 49-59. 19. Keller, K.L. (2003). Strategic brand management: Building, measuring, and managing brand equity, Prentice Hall Upper Saddle River, NJ. 20. Kotler, P. (2003), Marketing Management: Analysis, Planning, Implementation and Control, 11th ed.,NJ: Prentice-Hall. 21. Kuratko, D.F. and Audretsch, D.B. (2009). Strategic entrepreneurship: exploring different perspectives of an emerging concept. Entrepreneurship Theory and Practice 33(1): 1-17. 22. Luke, B., and Verreynne, M. L. “Exploring strategic entrepreneurship in the public sector,” Qualitative Research in Accounting & Management, 3(1), 2006, pp.4-26. 23. Lumpkin, G.T. and Dess, G.G. (2001). Linking two Dimensions of Entrepreneurship Orientation to Firm Performance: The Moderating Role of Environment and Industry Life Cycle. Journal Business Venturing. 16 (5): 429-451. 24. McGrath, R. M., & MacMillan, 1. C. The entrepreneurial mindset. Boston: Harvard Business School Press. 2000. 25. Mosakowski, E. 2002. Overcoming Resource Disadvantages in Entrepreneurial Firms: When less is more. In M. A. 26. Peter F. Drucker.(1985), Innovation and Entrepreneurship: Practice and Principles. New York: Harper & Row. 27. Rindova, V., Barry, D., & Ketchen, D. J., Entrepreneuring as emancipation. Academy of Management Review, 2009, 34(3), 477-491. 28. Scott Davis, (2002) 'Brand Asset Management2: how businesses can profit from the power of brand', Journal of Consumer Marketing, Vol. 19 Iss: 4: 351-358. 29. Shane, S. A., (2003), A General Theory of Entrepreneurship: The Individual-opportunity Nexus, Edward Elgar Publishing, Cheltenham, UK. Northampyon, MA, USA. 30. Sharan B. Merriam (1998), Qualitative Research and Case Study Applications in Education. 31. Shepherd, D.A., Patzelt, H., and Haynie, J.M. (2010). Entrepreneurial Spirals: Deviation‐Amplifying Loops of an Entrepreneurial Mindset and Organizational Culture. Entrepreneurship Theory and Practice 34(1): 59-82. 32. Sirmon, D.G., Hitt, M.A., Arregle, J., and Campbell, J.T. (2010). The Dynamic Interplay of Capability Strengths and Weaknesses: investigating the bases of temporary competitive advantage. Strategic Management Journal 31(13): 1386-1409. 33. Wang, H. and Li, J. (2008). Untangling the Effects of Over exploration and Overexploitation on Organizational Performance: The Moderating Role of Environmental Dynamism. Journal of Management 34(5): 925-951. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/78220 | - |
dc.description.abstract | 面臨觀光市場成長趨緩、飯店硬體供過於求以及政府政策限縮陸客的狀況下,
台灣飯店業正處於轉型的關鍵時刻,唯有靠品牌、差異化定位及有效的資源運用 與整合,才能在瞬息萬變的市場上維持不敗的競爭優勢。因此,本研究透過策略 創業觀點,審視企業品牌策略之發展歷程,分析企業特定時期品牌策略發展的原 因,以及會受到那些關鍵因素的影響,並探究企業如何在利用市場機會及運用優 勢資源中形成平衡,提升整體品牌的價值。 本研究將個案公司的品牌策略發展歷程劃分為三個時期,分析個案如何透過 辨識市場機會的探索活動與策略管理資源能力的開發活動,建立品牌的策略、累 積品牌的資產、以及提升品牌的價值。 本研究結果發現,企業發展品牌策略之首要關鍵因素為領導者創業心智與策 略管理資源能力的協同運作、企業發展品牌策略受到市場環境驅動因素與企業資 源整合情境因素的交互循環影響、以及企業發展品牌策略促進機會辨識活動與優 勢利用活動形成平衡。 | zh_TW |
dc.description.abstract | Taiwan is now approaching the critical moment of transformation for hotel industry, while hotel market faces slowing growth of tourism industry, oversupply of hotel industry and limit of mainland tourists of government policy. And corporate must build sustainable competitive advantage through brand building, differentiated positioning and effective use and integration of resources. Therefore, the research aimed to explore the developing process of brand portfolio from the perspective of strategic entrepreneurship to. The purpose of the research is to investigate the reasons in specific period, the key factors of developing process of brand portfolio, as well as how corporate maximizes the value of brand portfolio by balancing the opportunity-seeking activities and advantage-seeking activities. With three different developing periods, the research focused to understand how corporate build strategies accumulate assets and enhance the value of brand portfolio through both the opportunity-seeking activities and advantage-seeking activities. The research concluded: (a) The collaboration of both entrepreneurial mindset of corporate’s leaders and the ability of managing resources strategically is the essential for the development of brand portfolio. (b) The distinct cyclical interaction of both environmental factors and resources integration is the effect for the development of brand portfolio. (c) The balance of both the opportunity-seeking activities and advantage-seeking activities is the acceleration for the development of brand portfolio. | en |
dc.description.provenance | Made available in DSpace on 2021-07-11T14:46:32Z (GMT). No. of bitstreams: 1 ntu-105-P03748031-1.pdf: 3097136 bytes, checksum: a91c31388a740938d3bba74f595982ca (MD5) Previous issue date: 2016 | en |
dc.description.tableofcontents | 口試委員審定書 ............................................................................................................... I
致謝 .................................................................................................................................. II 中文摘要 ......................................................................................................................... III THESIS ABSTRACT ..................................................................................................... IV 目錄 .................................................................................................................................. V 圖目錄 ........................................................................................................................... VII 表目錄 .......................................................................................................................... VIII 第一章 緒論 ..................................................................................................................... 1 第一節 研究背景與動機 ......................................................................................... 1 第二節 研究目的 ..................................................................................................... 2 第二章 文獻探討 ............................................................................................................. 4 第一節 品牌 ......................................................................................... 4 第二節 策略創業觀點 ............................................................................................. 9 第三節 小結 ........................................................................................................... 19 第三章 研究方法與設計 ............................................................................................... 21 第一節 研究方法 ................................................................................................... 21 第二節 資料蒐集與分析 ....................................................................................... 22 第三節 研究流程 ................................................................................................... 23 第四章 個案介紹 ........................................................................................................... 25 第一節 創業初始期 ............................................................................................... 27 第二節 多元化擴展期 ........................................................................................... 29 第三節 垂直領域整合期 ....................................................................................... 32 第五章 個案分析 ........................................................................................................... 36 第一節 單一品牌時期 ........................................................................................... 36 第二節 多品牌發展時期 ....................................................................................... 43 第三節 品牌綜效時期 ........................................................................................... 53 第四節 小結 ........................................................................................................... 62 第六章 結論與建議 ....................................................................................................... 65 第一節 研究結論 ................................................................................................... 65 第二節 管理意涵 ................................................................................................... 67 第三節 研究限制 ................................................................................................... 68 第四節 後續研究建議 ........................................................................................... 69 參考文獻 ......................................................................................................................... 71 | |
dc.language.iso | zh-TW | |
dc.title | 以策略創業觀點探討品牌策略之發展歷程 ─以 C 集團為例 | zh_TW |
dc.title | Exploring Brand Strategies Developing Process from Strategic Entrepreneurship Perspective -The Case of Enterprise Group C | en |
dc.type | Thesis | |
dc.date.schoolyear | 104-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳俊忠(Chun-Chung Chen) | |
dc.subject.keyword | 品牌,品牌組合,策略創業, | zh_TW |
dc.subject.keyword | Brand,Brand portfolio,Strategic entrepreneurship, | en |
dc.relation.page | 74 | |
dc.identifier.doi | 10.6342/NTU201600611 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2016-07-05 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學組 | zh_TW |
顯示於系所單位: | 商學組 |
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