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姓名 朱怡穎(Yi-Ying Chu)  查詢紙本館藏   畢業系所 產業經濟研究所
論文名稱 手機領導廠商品牌權益提升之策略探討--以Nokia為例
(A strategy analysis of brand equity improvment in leading mobile phone companies: a case study of Nokia)
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摘要(中) 1980年代末期,Motorola成為全球第一的行動電話供應商,也是第一家推出行動電話的公司;北歐的Ericsson地域與Nokia相鄰,當時的業務量也大於Nokia。這三家廠商在相同的時點與相同的時空背景下,各自運用不同的營運策略,而在短短十年內,Motorola敗給了Nokia,而Ericsson就此落後。2000年後,Nokia獨占鼇頭,依舊維持手機領導廠商地位。是什麼原因造成近代手機產業龍頭的誕生與確立?本文運用個案分析的方式,以Nokia以及各手機大廠競爭激烈的中國為主要探討對象及目標市場,找出Nokia從過去到現在在品牌上的策略以及成功的原因。發現Nokia在產品平台的管理與產品線延伸上比起其他廠商有更獨特的觀點,不僅能創造產品差異化,還能在降低成本的同時滿足各區隔市場客戶的需求。又更進一步,我們發現Nokia品牌權益提升的關鍵要素除了廣泛且完整的產品線延伸外,品牌延伸之下的契合程度也是影響品牌權益的重要因素之一,也因此造就Nokia難以攻破的手機品牌領導地位。
摘要(英) At the late 1980’s, as the first company selling mobile phone, Motorola becomes industry leader. At the same time, the Swedish Ericsson ran a larger business than its northern Europe competitor-Nokia. Ten years later, Motorola lost the market to Nokia while Ericsson fell behind. After 2000, the status of Nokia as the No.1 in the mobile phone industry becomes unshakable. How to explain the changes taking place on the landscape of the mobile phone industry? Through case study on the way major mobile phone companies compete in the China market, we seek to uncover the reasons behind Nokia’s successful brand marketing. It is found that Nokia is much more creative in its management of production platform and puts more emphasis on product variety, which makes it capable of catering to the needs of segmented markets amid falling production cost. Further, with an ever-extending product line, Nokia takes great care in maintaining a unified image for all its products that raises its brand equity, giving it unrivaled leadership among mobile-phone makers.
關鍵字(中) ★ 品牌權益
★ 契合度
★ 產品線延伸
★ Motorola
★ Nokia
★ 手機
★ 品牌策略
關鍵字(英) ★ brand equity
★ fit
★ line extension
★ Motorola
★ Nokia
★ mobile phone
★ brand strategy
論文目次 圖目錄 vii
表目錄 ix
第1章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 論文架構 5
第2章 文獻回顧 6
2.1 品牌定義與品牌權益(brand equity) 6
2.2 品牌策略 9
2.2.1 品牌-產品矩陣 9
2.2.2 品牌階層 10
2.3 品牌延伸(brand extensions) 11
2.3.1 品牌延伸定義 11
2.3.2 品牌延伸與原品牌關聯之議題 16
2.3.3 消費者對品牌延伸評價過程 18
2.3.4 品牌延伸價值的衡量 19
2.3.5 契合度與相似性對品牌延伸之影響 21
第3章 研究方法與架構 25
第4章 全球手機產業競爭與開發 30
4.1 全球手機產業現況 30
4.2 九0年代手機廠商競爭與策略比較 38
4.2.1 系統標準與產品規格上的策略 38
4.2.2 策略聯盟 45
4.2.3 小結 47
4.3 二十一世紀Nokia面臨的對手與挑戰 48
4.3.1 手機產業趨勢與手機廠商比較 48
4.3.2 Motorola 55
4.3.3 Samsung 56
4.3.4 SonyEricsson 59
4.3.5 小結 62
第5章 個案分析 63
5.1 Nokia的歷史背景 63
5.2 Nokia的品牌價值 64
5.3 Nokia產品與品牌管理策略 67
5.3.1 企業與原品牌核心理念 68
5.3.2 品牌階層策略 70
5.3.3 產品線延伸與契合度之影響 74
5.3.4 消費者偏好與市場趨勢 87
5.4 其他廠商品牌策略演變 93
5.4.1 Motorola 93
5.4.2 Samsung 94
5.4.3 小結 97
第6章 結論與建議 101
6.1 結論 101
6.2 研究限制 104
6.3 建議 104
文獻回顧 106
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指導教授 王弓(Kung Wang) 審核日期 2007-7-22
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