淡江大學機構典藏:Item 987654321/54847
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/54847


    Title: 品牌形象與產品設計對新產品開發績效影響之研究--以臺灣精品獎得獎廠商為例
    Other Titles: Effects of Brand Image & Product Design on New Product Development Performance--The Manufacturing of Taiwan Excellence Awards as an Example
    Authors: 林明杰;陳基祥;李昱辰
    Contributors: 淡江大學企業管理學系
    Keywords: 新產品開發;產品設計;品牌形象;New product development;Product design;Brand image
    Date: 2007-06
    Issue Date: 2013-07-11 11:37:19 (UTC+8)
    Publisher: 桃園縣：中原大學企業管理研究所
    Abstract: 本研究結合品牌形象與產品設計兩項因素，探討其對於新產品開發績效之影響。研究發現：(1)產品設計對於新產品開發績效具有顯著正向的影響；(2)企業訴求功能性品牌形象之企業，較為重視產品之工程設計；而訴求感官性品牌形象之企業，則較為重視產品之外觀與形象設計；(3)訴求功能性品牌形象之企業，採取工程導向的產品設計，比採取美學導向者有更佳之新產品開發績效；而訴求感官性品牌形象之企業，則無法僅依靠採取美學導向的產品設計，即獲得較佳之新產品開發績效；(4)訴求不同品牌形象對新產品開發績效具有顯著差異，訴求功能性品牌形象的企業，具有較高之新產品開發績效。
    Relation: 中原企管評論=Chung Yuan Management Review 5(1)，頁65-85
    DOI: 10.30104%2fCYMR.200706.0004
    Appears in Collections:[Graduate Institute & Department of Business Administration] Journal Article

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