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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/89001


    Title: 台灣企業的品牌國際化: 創造國際性「品牌名稱」的策略考量和決策
    Other Titles: International Branding of Taiwanese Enterprises: Strategic Consideration and Decisions in Creating International Brand Name
    Authors: 陳定國;張力
    Contributors: 淡江大學經營決策學系
    Keywords: 品牌國際化;國際性品牌名稱;品牌命名決策;國際化策略;國際行銷;International branding;International brand name, Brand naming decision-making;International strategy;International Marketing
    Date: 2008-05
    Issue Date: 2013-05-01 19:44:09 (UTC+8)
    Publisher: 臺北縣淡水鎮 : 淡江大學
    Abstract: 本文係探索台灣企業品牌國際化策略之議題。本研究將建構一個整合「品牌國際化」與「國
    際性品牌命名決策」的概念性架構,尤其針對自創中文品牌名稱進行英文轉譯時,所可能影
    響的背景因素進行探討,期能將台灣企業創造國際性品牌的策略性決策予以結構化。而後續
    的研究上,將進一步利用「品牌國際化」與「國際性品牌命名決策」之架構關係,發展試驗
    性假設,經由適當的調查方法驗證這些假設,最後根據研究成果,提出國際行銷策略之相關
    理論與實務意涵
    This article is to explore the international strategy issue of branding of Taiwanese enterprises.
    This research will propose a conceptual framework incorporating international branding and
    international brand naming decision-making, especially focusing on those contextual factors that
    will have an impact on translating Chinese brand name into English, for structuring the decision of
    Taiwanese enterprises to create international brand. Moreover, this research will develop further
    hypotheses pertaining to the relationship between the variables in conceptual framework, and then
    test these hypotheses employing some survey methods. Finally, this research may provide some
    theories and implications for international marketing strategies.
    Relation: 2008年兩岸管理科學暨企業經營學術研討會論文集,頁141-159
    Appears in Collections:[管理科學學系暨研究所] 會議論文

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