本研究目的有二。第一，建立一有效的品牌管理架構，作為企業擬定品牌策略之參考。第二，經由消費者行為分析、競爭態勢分析以及品牌分析，探討品牌在消費者心中的知覺與定位，並以台灣市場上筆記型電腦主流品牌為對象作實證探討，給予企業實務上之建議。 The notebook computer industry has become one of the fast growth industries in recent years, with the functional diversification and continuous price reduction, the trend that the notebook computer may substitute for desktop computer has become more and more obvious, as far as notebook computer manufactures are concerned, price competition is totally not the method for them to keep on developing and surviving in the long run when facing the customer-oriented market nowadays. Only through brand management to promote its performance and adopting brand management strategy to enhance its own competitiveness can the notebook computer manufactures operate permanently. This thesis treats the brand performances of seven notebook computer manufactures, including Acer、Asus、HP、Toshiba、BenQ、Sony and Lenovo.
There are two purposes for this thesis, first of all, establishing an effective brand management model as the reference to the enterprise when it is setting the brand strategy. Secondly, through consumer behavior ,competition position and brand analyses, this thesis try to treat the brand perception and position in consumer’s mind,taking the high quality brands of the notebook computer in Taiwan as the research objectives, and provides the practical suggestion to the enterprise.
