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| 研究生： |
蔡淑如 Tsai, Rebecca |
|---|---|
| 論文名稱： |
品牌國際化之關鍵成功因素及挑戰 The key success factors and challenges for brand business worldwide expansion |
| 指導教授： |
譚丹琪
Tan, Dan Chi |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 經營管理碩士學程(EMBA) Executive Master of Business Administration(EMBA) |
| 論文出版年： | 2010 |
| 畢業學年度： | 99 |
| 語文別： | 英文 |
| 論文頁數： | 82 |
| 中文關鍵詞： | 品牌 |
| 外文關鍵詞： | BRAND |
| 相關次數： | 點閱：138 下載：0 |
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本論文主要探討品牌事業國際擴張的過程中所需面臨的挑戰及其關鍵成功因素探討.本篇研究以神達電腦及其旗下宇達電通為探討的個案. 論文的第一章是PND產業的概要, 引用五力分析來探討其產業競爭力及威脅. 第二章談論Mio的品牌擴展, MITAC 為何要建立Mio品牌, 及其所採用的品牌策略. 第三章論述Mio的國際市場進入策略.第四章為結論與管理意涵. 第五章為研究限制.
Abstract------------------------------------------------1
Chapter 1 Introduction----------------------------------2
1.1 Background------------------------------------------2
1.2 Research Purposes-----------------------------------3
1.3 Research Scope -------------------------------------3
Chapter 2. Literature Review ---------------------------8
2.1 Five Forces Model ----------------------------------8
2.2 International Market Entry Strategy ----------------11
Chapter 3. Industry Overview ---------------------------15
3.1 GPS Navigation Industry Summary --------------------15
3.2 GPS Navigation (PND) Industry Characteristics ------16
3.3 GPS Supply Chain------------------------------------26
3.4 Major Players of PND Manufactures-------------------31
3.5 The PND Market Overview ----------------------------40
Chapter 4 The Development of Brand Business Mio --------45
4.1 The Birth of Mio -----------------------------------45
4.2 The Taiwan Market-----------------------------------47
4.3 The Western Europe market --------------------------52
4.4 The North America Market --------------------------54
4.5 The Rest of Other World Market ---------------------61
Chapter 5 Analysis -------------------------------------64
5.1 Key Success Factors of Mio -------------------------64
5.2 Comparison of Mio Business Expanding Into Global Market
5.3 The Challenge of Brand Development -----------------69
Chapter 6 Conclusion -----------------------------------72
6.1 Research Structure ---------------------------------72
6.2 Research Limitation --------------------------------73
6.3 Managerial implication -----------------------------73
Reference ----------------------------------------------76
chinese reference :
1.董國棟 (2005)製藥公司之亞洲進入策略探討
english reference :
1. Anderson E. and Gatignon H., " Model of Foreign entry: A transaction cost analysis and propositional Business Studies17 (1986) pp 1-26
2.Bain J.S. (1986) Industrial Organization
3.Barney J.B. (1986)" Strategic factor markets : Expectations , luck and business strategy" Management Science, 32, pp 1512-1514
4. Brouthers K.D. and Brouthers L B., " Acquisition or Greenfield Start-UP?' Strategic Management Journal 21 (2000) pp 89-97
5. Christensen C.R., Andrews K.R., Bower J.L., Hamermesh G., and Porter M.E. (1980) Business Policy Text and Cases
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