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品牌與創新對公司經營績效之影響 = The Impact of Bran...

國立高雄大學亞太工商管理學系碩士班

品牌與創新對公司經營績效之影響 = The Impact of Brand and Innovation on Corporate Management Performance

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Impact of Brand and Innovation on Corporate Management Performance
作者:	李晨誼,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	93面圖，表 : 30公分;
標題:	品牌經營
標題:	Brand Management
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/34433410921200789791
摘要註:	企業若要從激烈競爭中脫穎而出並且提高經營績效，就必須具備更多的競爭優勢，其中品牌經營與創新型態便成為企業重視的一環。而「品牌」本身即為一種隱藏在消費者內心深處的自我認知，企業經營者若要實施品牌經營相關活動，必須審慎考量諸多層面，方能掌握品牌經營關鍵成功因素；且在面對全球化競爭環境之現代企業，企業也必須不斷的思考要如何在產品與服務上進行創新活動。在過去研究，針對品牌與創新議題討論的文獻很多，但大多學者都個別討論品牌經營或創新型態對經營績效之影響，較少學者是以整體性的觀點來探討品牌經營、創新型態與經營績效這三者之間的關係。因此，本研究針對2009天下雜誌所公佈的千大企業中製造業與服務業為對象，透過文獻探討建立研究模型，以品牌經營、創新型態與企業經營績效為研究模型之主體。再依此設計問卷，實證研究之結果分析後可瞭解製造業與服務業品牌經營、創新型態與企業經營績效三者之關係。本研究結果發現，在品牌經營對企業經營績效方面，對製造業而言，實施「品牌發展」對於經營績效的影響具顯著性；對於服務業而言，企業實施「品牌維護」相關活動對經營績效的影響具顯著性。在創新型態對經營績效方面，對製造業而言，導入「流程創新」對於提高經營績效面的「顧客忠誠度」不具有顯著性，而「產品與服務創新」及「經營創新」對於經營績效的影響均具有顯著性；對於服務業而言，導入「產品與服務創新」對於企業經營績效的影響具顯著性。而針對品牌經營與創新型態之間的關係，對於服務業而言，實施品牌經營對企業採取創新型態的影響具有顯著性。最後，針對企業實施品牌經營狀況下，若進一步導入創新型態是否會影響企業經營績效，研究結果發現，服務業在這方面是具有顯著性的，亦即，服務業在實施品牌經營活動時，導入「產品與服務創新」、「流程創新」或「經營創新」均會對企業的經營績效具有影響性。 To survive through competitions and to obtain sustainable growth, enterprises would have to equip themselves with more competitive advantages. Among the competitive advantages, brand management and types of innovations capability are an important one. ”Brand” itself is a kind of hidden message that brings about the self-awareness in the consumers hearts, therefore, if enterprise managers want to carry out the brand management, they need to carefully consider the impact on many levels. Clarity in the inter-relationship impact between the elements is necessary to ensure the brand critical success factors; and in the face of modern business of global competitive environment, enterprise must be constantly thinking about how to implement innovation activities on the products and services. In the existing research, there are many literatures discussing about brand and innovation, but most studies were separately discussing the effect of brand management or types of innovations on corporate management performance, less were basing on a holistic approach to the relationships among brand management, types of innovation and corporate management performance. The objective of this research is to explore the relationships among brand management, types of innovations and corporate management performance. The required data were collected by a questionnaire survey based on the top 1000 corporations of manufacturing industry and service industry in the 2009 Common Wealth. Results of this research show that, in regard to the brand management to the corporate management performance, the effect of “carrying out brand development on corporate performance” is significant in the manufacturing sector; the effect of “carrying out brand maintenance on corporate performance” is significant in the service sector. In regard to the types of innovations to the corporate management performance, the effect of “carrying out process innovation on customer loyalty” is not significant, whereas the effects of “carrying out product/service innovation and carrying out business innovation on corporate performance” are both significant in the manufacturing sector; the effect of “carrying out product/service innovation on corporate performance” is significant in the service sector. In regard to the brand management to the types of innovation, the effect of “carrying out brand management on the types of innovation” is significant in the service sector. Finally, this research confirms that the types of innovation have mediating effect between the brand management and the corporate management performance in the service sector. That is, the effects of “carrying out product/service innovation, process innovation, and business innovation on corporate performance” are all significant in the service sector.

品牌與創新對公司經營績效之影響 = The Impact of Brand and Innovation on Corporate Management Performance
李, 晨誼

品牌與創新對公司經營績效之影響 = The Impact of Brand and Innovation on Corporate Management Performance / 李晨誼撰 - [高雄市] : 撰者, 民99[2010]. - 93面 ; 圖，表 ; 30公分.
參考書目：面.
品牌經營Brand Management

品牌與創新對公司經營績效之影響 = The Impact of Brand and Innovation on Corporate Management Performance
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