請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/39360完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎 | |
| dc.contributor.author | Ming-Jen Kuo | en |
| dc.contributor.author | 郭明仁 | zh_TW |
| dc.date.accessioned | 2021-06-13T17:26:47Z | - |
| dc.date.available | 2005-01-31 | |
| dc.date.copyright | 2005-01-31 | |
| dc.date.issued | 2005 | |
| dc.date.submitted | 2005-01-12 | |
| dc.identifier.citation | 參考文獻
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/39360 | - |
| dc.description.abstract | 中 文 摘 要
由於手機價格的快速滑落，手機產業的競爭日益激烈，各手機廠商藉由向外尋求合作，期望以策略聯盟的方式來提高本身的競爭力。本研究擬對智慧型手機供應商與電信營運商之間的品牌聯盟加以分析探討，並嘗試以其價值鏈，及營運模式為主軸，來分析智慧型手機與傳統的消費性產品的不同之處。 本研究案共訪問了華達公司與中傳電信公司以及美格公司與奧斯卡電信公司兩個聯盟個案，藉由對這兩個聯盟個案研討的方式，將品牌聯盟的各個要素加以分析、探討，希望能推論出與理論研究上相符合的事證。 藉由對聯盟個案的分析，我們歸納出如下的結論： 一、 交易成本：從對兩個聯盟個案的分析，聯盟成員所投入的交 易成本符合Coase (1937) 交易成本理論的描述。 二、 價值鏈：藉由營運模式對顧客購買手機時不同情境的分析，驗證了Stabell & Fjeldstad (1998)的觀點，認為價值鏈只適用於製造業，無法對服務業流程進行說明。 三、 對於Keegan (2002)論述中策略聯盟的三種特性，在本研究中也得到實證。 四、 在本研究中，聯盟雙方的產品明顯的是互補品，這也驗證了Anderson & Narus (1990)的論述以及Aaker & Keller (1990)的論述。 五、 兩個聯盟都採用了由原廠來進行電信營運商的資料設定，免除了一般使用者不會設定的困擾，也吸引了那些原本不會進行資料設定而不會購買此手機的消費者，此點驗證了江雨潔(2002)的論述。 六、 個案聯盟的成員均認為由銷售數量來看，該聯盟案是成功的，顯現這樣的聯盟促銷案是成功的，此點驗證了Varadarajan (1986)的論述。 七、 從兩個聯盟個案中對於雙方進行合作原因的描述，可以驗證Spekman & Sawhney (1990)的論述。 八、 由於目前具有開發以Microsoft Windows Mobile 為作業系統的智慧型手機能力的廠商仍屬少數，驗證了Bucklin & Sengupta (1993)的論述。 九、 在個案中，聯盟成員在整個價值鏈上均共同投入了相當的人力資源，驗證了Rich (2003)的論述。 十、 聯盟成員都希望藉由聯盟所展現的品質形象來提高消費者的認同，驗證了梁琬琪 (2004)與Shocker, Srivastava & Ruekert （1994）的論述。 十一、聯盟成員彼此之間是以平等的地位來進行合作，驗證了Alder (1996)與 Varadarajan & Rajaratnam (1986)的論述。 十二、對於Kalb (1988)與Bucklin & Sengupta (1993)的論述，在本研究案也得到了驗證。 十三、對於Grant (2002) 品牌聯盟與配適度的關係，在本研究案也得到了驗證。 | zh_TW |
| dc.description.abstract | The Business Model of Co-branding : An Example of Smart Phone Vender and Operator
The handset price is dropped rapidly due to the market competition for the past two years. The strategic alliance between branding handset suppliers and operators become more and more popular. This study will analyze the business model between Microsoft Windows Mobile based smart phone vender and operator. There are two case studies in this study, one is an alliance in Asian market and the other one is an alliance in European market. We review the below items of the two cases : co-branding, ingredient branding, marketing fit, cooperation motivation, cooperation variance and adaption. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T17:26:47Z (GMT). No. of bitstreams: 1 ntu-94-P91746004-1.pdf: 1024704 bytes, checksum: d14e6fda62318842079ce2bb36f6d3bf (MD5) Previous issue date: 2005 | en |
| dc.description.tableofcontents | 目錄
頁數 中文摘要······················································· I 英文摘要······················································ III 目錄··························································· V 表目錄························································ VIII 圖目錄························································ IX 第一章 導論 第一節 研究背景與動機····································· 1 第二節 研究目的············································ 2 第三節 研究對象與範圍····································· 3 第四節 研究流程············································ 4 第二章 文獻探討 第一節 策略················································· 6 第二節 策略聯盟··········································· 10 第三節 行銷聯盟··········································· 13 第四節 品牌聯盟··········································· 17 第五節 要素品牌聯盟······································ 22 第六節 價值鏈············································· 24 第七節 交易成本··········································· 28 第八節 行銷通路的功能 ······························ 30 第九節 研究架構 ·········································· 32 第三章 智慧型手機產業現況 第一節 行動通訊技術的發展······························· 33 第二節 智慧型手機的定義································· 40 第三節 智慧型手機使用的作業系統························ 42 第四節 手機與智慧型手機的市場現況······················ 44 第四章 資料分析 第一節 華達公司與中傳電信公司品牌聯盟的個案分析····· 49 第二節 美格公司與奧斯卡電信公司品牌聯盟的個案分析··· 55 第三節 兩個聯盟案例之比較······························· 60 第四節 智慧型手機之價值鏈······························· 64 第五節 智慧型手機之營運模式····························· 69 第五章 結論與建議 第一節 本研究之結論······································ 74 第二節 研究限制··········································· 79 第三節 未來研究方向之建議······························· 79 參考文獻························································ 81 | |
| dc.language.iso | zh-TW | |
| dc.subject | 價值鏈 | zh_TW |
| dc.subject | 交易成本 | zh_TW |
| dc.subject | 行銷聯盟 | zh_TW |
| dc.subject | 營運模式 | zh_TW |
| dc.subject | 品牌聯盟 | zh_TW |
| dc.subject | 智慧型手機 | zh_TW |
| dc.subject | Smart phone | en |
| dc.subject | Marketing alliance | en |
| dc.subject | Co-branding | en |
| dc.subject | Value chain | en |
| dc.subject | Transaction cost | en |
| dc.subject | Business model | en |
| dc.title | 品牌聯盟營運模式的探討:以智慧型手機供應商與電信營運商為例 | zh_TW |
| dc.title | The Business Model of Co-branding :An Example of Smart Phone Vender and Operator | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 93-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 趙義隆,吳勝雄 | |
| dc.subject.keyword | 行銷聯盟,營運模式,品牌聯盟,價值鏈,交易成本,智慧型手機, | zh_TW |
| dc.subject.keyword | Business model,Transaction cost,Value chain,Co-branding,Marketing alliance,Smart phone, | en |
| dc.relation.page | 90 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2005-01-12 | |
| 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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