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| 研究生： |
劉秋慧 Liu, Joyce |
|---|---|
| 論文名稱： |
多品牌管理策略研究 Analysis of multi-brands management in multi-national enterprise |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2011 |
| 畢業學年度： | 99 |
| 語文別： | 英文 |
| 論文頁數： | 49 |
| 中文關鍵詞： | 多品牌 、管理策略 |
| 外文關鍵詞： | multi-brands, management |
| 相關次數： | 點閱：183 下載：0 |
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The case study provides an analysis of the multi-brands management of multi-national enterprise, taking Acer group as an example. The objective of this study is to analyze the reason for Acer group to adopt multi-brands strategy, how Acer group implements the multi-brand strategy and the overview of the industry. Provide SWOT analysis on Acer after its implementation of multi-brands and follows with conclusion and recommendations in the end.
CH 1 Introduction 5
1.1 Objective of the study 5
1.2 Structure 6
CH 2 Literature Review 7
2.1 The Overview of worldwide PC market and ratings 7
2.2 Acer Group Overview 9
2.2.1 Organization/operation strategy 12
2.2.2 Business Summary 18
2.2.3 Market distribution 22
CH 3 Multi-brands concept and execution 25
3.1 Why for multi-brands 25
3.2 Acer group multi-brands strategy 26
3.3 Acer group multi-brands segmentation 27
3.4 Acer group multi-brands implementation 31
CH 4 Pros and Cons of the multi-brand policy 38
4.1 Introduction 38
4.2 SWOT Analysis 40
CH 5 Conclusion and recommends 47
Reference 49
【1】 Quarterly Statistics Telebriefing: Preliminary PC Market Results, Worldwide, 3Q09, Building Toward a Brighter Outlook (Gartner)
【2】 3Q10: Weak Quarter, but 4Q Outlook More Stabile, WW State of the PC Market 3Q 2010 PC Industry Insights (Gartner)
【3】 Expect Sustained Growth for 2H 2010 WW State of the PC Market 2Q 2010 PC Industry Insights (Gartner)
【4】 From IT Supplier to Business Solutions Provider, a Brand Transition Framework and Checklist (Nov, 2005, Gartner)
【5】 Brand Strategy High-Tech Initiative Overview (July 2010, Gartner)
【6】 Acer official websites (www.acer.com)
【7】 Acer Q3 Investor Conference presentation
【8】 Wikipedia, http://en.wikipedia.org.
【9】 McKinsey reports
【10】 IDC shipment report
【11】 宏碁的世紀變革 (施振榮)
【12】 McKinsey
【13】 Internet resources
【14】 再造宏碁 (施振榮)
【15】 第四種全球化模式 (施振榮)
【16】 科技領袖 (電子工業周刊)
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