臺灣博碩士論文加值系統

90年代起中國大陸木工機械產業憑藉其低勞動成本及政府政策支援所夾帶的龐大資金投入，生產製造技術快速成長，從金字塔底端快速向上爬升，威脅到位居中高階的台灣木工機械業者。為應對對岸的競爭壓力木工機械業者透過產學合作以及政府推廣協助，開始將發展重心轉為研發技術以及品牌行銷端.
為了協助木工機械業者擬定品牌行銷策略，本研究依照品牌、市場定位與行銷策略之研究流程進行探討，著重探討台灣木工機械業者在品牌行銷策略的建構方法與途徑。
因此，本研究首先根據國內外學者文獻整理出品牌、品牌認知與品牌經營、市場定位以及行銷策略的定義與研究成果，研擬出台灣木工機械產業之品牌行銷策略架構圖。以質化研究方式訪談木工機械業主管對於品牌認知程度以及面對既有國際局面之未來市場定位和品牌經營模式，以及訪談木工家具業者瞭解與分析家具業者生產規劃與家具市場趨勢，最後統整出本研究標的產業所需之策略。

Since 1990s, with low-cost labor and huge government subsidy, the advance of manufacture techniques of China has threatened the woodworking machinery companies in Taiwan, who have occupied the median class world market over the past few decades. To address the challenge, Taiwan woodworking machinery companies, by increasing industry-university collaboration and accreting government subsidies, have accentuated R&;D and brand marketing as the operation guidelines.
In order to assist Taiwan companies to build brand marketing strategies, this research emphasizes on exploring the access and methods for Taiwan woodworking machinery companies to develop the strategy of brand marketing, by following the research process – Brand, STP and Marketing strategy.
Therefore, this study starts with the research on the definition and study result of brand, brand recognition, brand operation and marketing strategy in the academic field around the world, to build the brand marketing strategy structure for Taiwan woodworking machinery industry. The study uses qualitative research method to interview Taiwan woodworking machinery company managers to understand the degree of their brand recognition, and realize how they define their STP and the brand operation mode in the future. Moreover, this study has interviewed the wood furniture companies to realize and analyze the manufacture plan and the wood furniture market trend. By gathering and analyzing the collected information, this study constructs the brand marketing strategies for Taiwan woodworking machinery companies as the outcomes of this research.

目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 VIII
第1章 緒論 9
1.1 研究動機與背景 9
1.2 研究目的 10
1.3 論文架構與內容大網 11
第2章 文獻探討 14
2.1 品牌行銷服務系統架構 14
2.2 品牌定義 16
2.3 品牌認知定義 21
2.4 品牌形象 24
2.5 品牌經營與管理 27
2.6 品牌權益 33
2.7 品牌定位 37
2.8 行銷策略 44
2.9 台灣木工機械業產業現況 49
3.1 質化研究定義 57
3.2 深入訪談 61
3.3 立意抽樣 62
3.4 研究流程 63
第4章 台灣木工機械產業之品牌行銷策略分析 66
4.1 訪談主題 66
4.2 研究母體與抽樣 68
4.3 針對木工機械業者之開放式訪談分析整理 68
4.4 針對木工家具製造業者之開放式訪談分析整理 73
4.5 木工機械產業品牌行銷策略發展建議： 76
第五章 結論與未來研究方向 81
5.1 結論 81
5.2 發展策略建議 82
5.3 未來研究方向 87
參考文獻 88
附錄一 101
附錄二 104

表目錄
表2-1 品牌的定義 17
表2-2 台灣木工機械SWOT分析 55
表3-1 質化研究與量化研究之比較 59
表4-1開放式問卷架構分類表 68

圖目錄
圖1-1品牌行銷服務系統 11
圖1-2品牌、市場定位與行銷關聯圖 12
圖2-1 Biel品牌形象模型 26
圖2-2 品牌核心與品牌識別關係互動圖 39
圖2-3 產品定位五步法 41
圖2-4 目前台灣木工機械在全球市場之定位 52
圖3-1研究流程圖 63
圖4-1：木工機械產業品牌行銷 67

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