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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74298

    Title: 企業成長策略對品牌組合策略及通路關係影響之研究
    Other Titles: Study of impact of business growth strategies on brand portfolio strategies and the relations of channels
    Authors: 張峻瑋;Chang, Chun-Wei
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Li, Yueh-Hua
    Keywords: 企業成長策略;品牌組合策略;通路關係;消費者購買決策;Business Growth Strategy;Brand Portfolio Strategy;Channel Relationship;Consumer's Purchasing Decision
    Date: 2011
    Issue Date: 2011-12-28 18:21:33 (UTC+8)
    Abstract: 近年製藥業、傳產業及各連鎖通路皆投入保健食品產業,發展自有品牌充斥於通路中,且競爭廠商爭奪該市場佔有率,影響該產業整體供應鏈運作及價值鏈活動。過去研究較多針對成長策略及營運模式之間關係性研究,且研究對象多以科技產業為主,因此,本研究欲從企業發展策略,探討企業成長策略如何影響品牌組合策略與通路關係,而通路關係如何影響品牌組合策略及消費者購買決策。
    In recent years, the pharmaceutical industry, traditional industry and every chain channels all devote themselves to health food industry and develop their private brand filled in the channels. And main competitors compete for the market share, affecting the whole industry supply chain operations and value chain activities. In the previous studies there are more for the the relationship between growth strategy and business model, and most of the objects of study are technology industry. Therefore, this study is intent on how business development strategy affects brand portfolio strategy and channel relationship, and how channel relationship affects brand portfolio strategy and consumer’s purchasing decision.
    This study synthesizes secondary database of Taiwan health food industry in recent years and in use of growth strategy and brand portfolio strategy as reference with exploratory view in-depth study of more than 30 years of professional leadership of the enterprise. This study attempts the enterprise (1978 to 2011) growth stage of strategy development, and channel relationships for the use of brand portfolio strategy model, illustrating the various stages of growth in the brand portfolio strategy should be adopted to carry out empirical analysis and to clarify the question "how" and "why" occurred, intention of deducing this research proposition.
    As for empirical analysis, the followings are key findings after visit: enterprises in various stages of growth want to achieve growth objectives, in various stages of growth using a different brand portfolio strategy, therefore we can infer from business growth strategy can directly affect the brand portfolio goals of the reach. For all stages of growth companies in the pathway to establish good relations objectives, the business development strategy in a different mode of channel relations strategy, therefore we can infer from business growth strategies can directly affect channel relationships and channel decisions. For each growth stage companies intention of reducing a strong channel for the influence of business goals, in various stages of growth development they adopt different mode of multi-brand portfolio strategy. Therefore we can infer from channel influence can directly affect brand portfolio strategy. Enterprises in various stages of growth, want to increase consumer purchasing decisions for the enterprise goal, so they adopt different channel relationships strategy model in each growth development stage. Therefore we can infer from channel influence can directly affect consumer purchasing decisions.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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