品牌權益向來是管理學中重要的課題。Keller(1993) 所提出對於品牌權益的定義為：行銷創造了品牌的獨特性。Aaker and Joachimsthaler(2000) 定義品牌權益是一種品牌資產，和加在商品或服務上的品牌名稱、圖像等是息息相關的。而Keller(2001)提出了以顧客為基礎的品牌權益之模型，使得品牌可以透過四個步驟達到強勢品牌。而在經濟學議題中，產業結構為一項重要的課題。產業結構可以分為垂直分工和垂直整合，各有其優缺點。而在定位產業之結構時，亦必須了解傳統製造業生產流程應用於該產業，會有何變化。另，資產專屬性的高低，對於交易成本與買賣方間的互動，亦有相關性。 在馬戲團產業中，太陽劇團 (Cirque du Soleil)、玲玲馬戲團 (Ringling Bros. and Barnum & Bailey) 皆屬世界三大馬戲團之一，但是兩個表演團體卻有著不同的經營理念，而其目標客群、表演型態等皆有著顯著的差異。太陽劇團可以在短短二十年內，從加拿大魁北克的一個小型表演團體，變成世界知名的劇團，其成功的關鍵因素，是值得去探討和驗證的。 在本研究中，透過建構太陽劇團和玲玲馬戲團的「以顧客為導向的品牌權益模型」來分析其品牌權益相關構面，同時透過對產業結構和資產專屬性議題的探討，亦有助於對馬戲團產業有更深入的了解。 Brand equity has always been one of the important issues in management. Keller (1993) proposed for the brand equity is defined as: Marketing creates brand uniqueness. Aaker and Joachimsthaler (2000) defined brand equity is a kind of brand equity and are closely related with brand names, images on goods or services. And Keller (2001) proposed a customer-based brand equity model, making the brand can become a strong brand via four steps. Industrial structure is an important issue in economics. Industrial structure can be divided into vertical integration and vertical disintegration and there are advantages and disadvantages in each of them. We must understand the traditional manufacturing processes when we define the industrial structure. In addition, there are some relevance between the level of asset specificity and the transaction costs and the interaction between buyers and sellers. In the circus industry, Cirque du Soleil and Ringling Bros. and Barnum & Bailey are among the world's three major circuses, but two groups have different philosophies. Their target customers and show significant are quite different. It is worth to explore and validate the key points of Cirque du Soleil becoming a world-famous theater company within 20 years. In this study, we construct the customer-based brand equity model to analyze the brand equity dimensions of Cirque du Soleil and Ringling circus. Also, discussing industrial structure and asset specificity issues are also helpful.
