商標對品牌國際化策略之研究 : 以S公司為例

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Title:	商標對品牌國際化策略之研究 : 以S公司為例
Other Titles:	The study of trademark to globalization strategy of branding : the case of S corporation
Authors:	林黎雯;Lin, Li-Wen
Contributors:	淡江大學國際行銷碩士在職專班林江峰;張勝雄;Lin, Li-Wen
Keywords:	商標;品牌;國際化;Trademark;branding;Globalization strategy
Date:	2015
Issue Date:	2016-01-22 14:48:56 (UTC+8)
Abstract:	本研究針對通訊產業的現況及發展趨勢，探討在因應產業環境變化下，如何利用商標品牌結合企業的國際化策略，來降低因市場更動所引發的困難與區域差異所造成的損失，並以其優勢達成區域發展策略，隨著行動裝置便利及普及，因應而起的行動裝置相關的潛在商機，本研究藉由探討一特定公司，透過個案公司的發展歷程瞭解，所開展的多方面國際合作，建立本研究分析架構，歸納出商標品牌企業競爭策略形成之重要相關因素。根據以上所述，本研究三重點：一、探討企業商標品牌之類型、權益以及行銷策略對於國際化之要點與施行之策略方向。二、探討國際化策略、獲利模式與通路行銷對於品牌國際化發展目標之相關。三、個案分析可瞭解S企業所面臨的市場變動以及組織調整之必要。並探討投入品牌國際化之重要性。 This study focused on the present situation and future development of the communicate industry that how they used the trade mark with globalization strategy to control the losses caused by the market changed and to achieve the regional developing strategies through this advantage. According to the mobile device tread and its potential market as a case study to the S corporation. Based on all the above analyses, the frame of this research is built; the key factors in industrial competitive strategy formation are summed up, and these provide references to the trade mark effect to the competition, this study summarizes the conclusion as below: 1. Discussion on the type of corporate trademark brand equity and marketing strategies for policy and implementation of international points of direction 2. Discussion on the globalization strategies, revenue model and channel marketing for the target globalization develop branding related. 3. Case study to know the market changed and necessary to organization adjustment for S corporation and discussion on importance to put in branding globalization.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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