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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 趙義隆 | |
dc.contributor.author | Guan-Sheng Renn | en |
dc.contributor.author | 任冠生 | zh_TW |
dc.date.accessioned | 2021-06-13T16:41:55Z | - |
dc.date.available | 2005-07-06 | |
dc.date.copyright | 2005-07-06 | |
dc.date.issued | 2005 | |
dc.date.submitted | 2005-07-02 | |
dc.identifier.citation | 參考文獻
一、 中文部份 1. Bossidy Larry & Ram Charan, Execution;The Discipline of Getting Things Done,common wealth publishing corp.,2002. 中譯本,「執行力」,李明譯,天下文化出版。 2. Christensen, C.M. & Raynor, M.E. The Innovator’s Solution, Harvard Business School Press.,2003. 中譯本,「創新者的解答」,李芳齡、李田樹譯,天下雜誌出版。 3. Jo achimsthaler Erich & David A Ker.., Brand Management, Harvard Business Review..1999. 中譯本,「品牌管理」,高登弟譯,天下遠見出版社。 4. 麥可波特1980,「競爭策略」。 5. 麥可波特1985,「競爭優勢」。 6. 麥可波特1990,「國家競爭優勢」。 7. 施振榮,2000,「施先生開講-國際企業的經營與策略」 8. D-Link WebSite :www.delink.com.tw 9. Planet WebSite :www.planet.com.tw 10. DrayTek WebSite:www.draytek.com.tw 二、 英文部份 1. Aaker, D. A, Building Strong Brand, N.Y:Free Press, A Division of Simon and Schuster.,1996. 2. Brahm, R., “National Targeting Policies, high Technology Industries, and Excessive Competition, “Strategic Management, 1995. 3. Chandler, A.D., Jr. The Visible Hand:The Managerial Revolution in American Business, Belknap Press of Harvard University Press, Cambrige, MA,1977. 4. Gilbert, R. J. and D. M. . Newberry, “Preemptive Patenting and the Persistence of Monopoly, “American Economic Review, Jun 1982. 5. Grant, Tobert M, Contemporary Strategy Analysis, black well publishers Inc.,2002. 6. Hill, Charles W.L. & Gareth R. Jones, Strategic Management Theory:An Integrated Approach,4th ed, Houghton Mifflin, Boston, 1998. 7. Kapferev, Jean-Noel, Strategic Brand Management ,N.Y.:Free Press, A Division of Macmillan, Inc.,1992. 8. Keegan, Warren J & Mark C. Green J., Principle of Global Marketing, Simon & Schuster Pte Ltd. ,1997. 9. Klemperer, P., “Markets with Consumer Switching Cost, “PhD thesis, Graduate School of Business, Stanford University, 1986. 10. Kotler, Philip, How to Create, Win, and Dominate Market, Simon & Schuster Inc., 1999. 11. Kolter, P, Marketing Management:Analysis, Planning, Implementation, And Control, 8th ed., Englewood Cliffs, Nj;Prentice Hall, Inc.,1994. 12. Liberman, M.B. & D.B. Montgomery, “First-Mover Advantages,” Strategic Management Journal, 1988. 13. Luo Y., “ Timing of Investment and International Expansion Performance in China” , Journal of International Business Studies,1998. 14. Park, C. Whan,Bernard J. Jaworski, and Deborah J. Maclnnis, “Stragic Brand Concept-Image Management” Journal of Marketing, Vo 50. October, PP.135~145.,1986. 15. Porter, M.E. Competition in Global Industries, Boston: Harvard Business School Press, 1986. 16. Porter, M.E. Competition Strategy: Techniques for Analzing Industries and Competitors, New York” Free Press, 1980. 17. Porter, M.E. Interbrand Choice, Strategy and Bilateral Market Power, Harvrd University Press, Cambridge, MA, 1976. 18. Sengupta, Subroto Brand Positioning, New Pelhi:Tata Mc Graw-Hill publishing Company.,1990. 19. Spence, M., “The Learning Curve and Competition, “Bell Journal of Economics, 1981. 20. Teece, D. J., “The Diffusion of an Administrative Innovation,” Management Science, May,1980. 21. Wernerfelt, B., “Umbrella Branding as a Singnal of New Product Quality:an Example of Signaling by Posting a Bond,” Unpublished, Kellog Graduate School of Management, Northwestern University, September,1987. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/38683 | - |
dc.description.abstract | 中文摘要
台灣資訊產業大多數以代工為主,代工的毛利持續縮水。相較於其它資訊產業,台灣發展網通品牌的成功案例較多,在產業特性及代工經驗的特殊背景下,台灣網通產業投入自有品牌的機會很大。本論文的研究目的為: 1. 探討台灣網通產業品牌成功的關鍵成功因素。 2. 品牌網通廠商差異化與競爭策略的選擇。 3. 台灣後進網通廠商品牌發展策略的建議。 本研究根據研究目地做個案研究及分析結果,推導出台灣網通廠商不僅適合推展品牌並結論出台灣網通廠商在品牌的關鍵成功因素。對後進網通業者欲發展品牌者提出以下具體建議。 1. 利用代工深耕技術,再拓展品牌。 2. 選擇新興市場切入並依策略選擇通路。 3. 選擇利基產品切入市場並持續創新。 品牌與代工的價值相差很大,因為製造基地退路有限,但品牌發展卻無國界限制,藉由對網通產業品牌的研究探討,本論文對其它資訊產業在思考品牌出路時提供以下參考: 1.完整的產業分析。 2.歸納出產業特性。 3.找出該產業成功的KSF。 4. 如果符合KSF,可參考本論文“網通廠商進入品牌市場”可行方案。 本論文中的品牌關鍵成功因素不僅適用於網通產業,對其它資訊產業在發展品牌的策略上應該也頗具參考價值,可作為檢驗是否適合發展品牌的標準之一。 | zh_TW |
dc.description.abstract | ABSTRACT
The business model of Taiwan IT industry focuses more on OEM (Original Equipment Manufacturing) than OBM (Own Brandname Manufacturing) business model. Profit margin of OEM business is getting worse year after year. Comparing to other IT industries in Taiwan, Networking industry has successfully developed many companies focusing on OBM business model. With the special environment and the past OEM experiences in the Networking industry, OBM business model is a relatively successful model comparing to other IT industry in Taiwan. With the research objectives listed in this thesis, we analyzed the business environment of Networking industry and three individual cases which are all Taiwanese public companies focusing on OBM business model. The results are: 1. Taiwan is suitable for BOM business model in Networking industry. 2. We came out the KSF (Key Successful Factors) of Taiwanese Networking companies who has been very successful in OBM business model. With the above results in mind, we also give feasible steps for those companies willing to spend resources to get into OBM business model from their current OEM business model. The value of OBM is much more important than that of OEM in the value chain of IT industry. There will eventually be a limit to the “cost down” strategy used in OEM, while there is virtually no limit to the development of OBM business. We hope the OBM successful business model in Networking industry can be a good starting point for other IT industry to follow and reference so we can see more IT brand names from Taiwan IT industry. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T16:41:55Z (GMT). No. of bitstreams: 1 ntu-94-R88724010-1.pdf: 1064300 bytes, checksum: 6d7029bb5c41fbfdc8ced4ec900dd09a (MD5) Previous issue date: 2005 | en |
dc.description.tableofcontents | 目錄
中文摘要----------------------------------------------------------------- 一 英文摘要----------------------------------------------------------------- 二 表目錄-------------------------------------------------------------------- 五 圖目錄-------------------------------------------------------------------- 六 第一章 緒論---------------------------------------------------------------1 第一節 研究動機----------------------------------------------------1 第二節 研究目的----------------------------------------------------1 第三節 研究對象----------------------------------------------------2 第二章 文獻探討---------------------------------------------------------4 第一節 競爭策略與先佔優勢理論------------------------------4 第二節 市場策略選擇-------------------------------------------14 第三節 品牌策略與市場定位----------------------------------22 第三章 研究方法-------------------------------------------------------30 第一節 研究架構------------------------------------------------- 30 第二節 資料來源------------------------------------------------- 30 第四章 產業分析------------------------------------------------------ 31 第一節 世界網通產業現況與分析---------------------------- 31 第二節 友訊科技之個案分析---------------------------------- 35 第三節 普萊德科技之個案分析-------------------------------39 第四節 居易科技之個案分析----------------------------------42 第五節 綜合分析------------------------------------------------ 45 第五章 結論與建議---------------------------------------------------56 第一節 研究結論-------------------------------------------------56 第二節 研究建議-------------------------------------------------58 參考文獻 中文部份-----------------------------------------------------------61 英文部份-----------------------------------------------------------62 作者簡歷-----------------------------------------------------------------64 | |
dc.language.iso | zh-TW | |
dc.title | 網通產業利基市場廠商品牌策略之研究 | zh_TW |
dc.type | Thesis | |
dc.date.schoolyear | 93-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 黃恆獎,方文昌 | |
dc.subject.keyword | 網路通訊產業,代工, | zh_TW |
dc.subject.keyword | Networking industry,OEM, | en |
dc.relation.page | 64 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2005-07-04 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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