趙義隆臺灣大學：國際企業學研究所曹立仁2007-11-282018-06-292007-11-282018-06-292004http://ntur.lib.ntu.edu.tw//handle/246246/60308全球化(Globalization)帶給企業的是挑戰與機會併存的新環境。企業無分大小，產業不論成長期或成熟期均需面臨相同激烈與嚴苛的挑戰，無可倖免。但好的是，如果經營得體，企業面臨的市場也是史無前例的開放、自由、商機無限。 領導廠商，挾其雄厚的資源，在此波新浪潮中，大肆進行全球化的佈局；多角化投資，企業併購等方興未艾，唯恐落人之後，有所不及。但二線企業，就無法和其共舞此種資源揮霍的大戲，其成長的關鍵，則毫無疑問的，在其是否有足够的創新能力，形成差異化競爭。 本文以競爭嚴苛但成長亦最看好的血糖計產業為研究對象，透過一個二線製造商以創新行銷的模式，試圖達成企業目標的實際案例，來印証了一個事實；資源的多寡並非是企業成敗的因素，而是創新策略決定勝負。 我國產業大多是中小規模，論資源無法和世界級大廠抗衡，尤其是行銷和品牌經營能力更是遠遠落人之後，此亦是急須迎頭趕上之處。它山之石可以攻錯，本文所研究的創新行銷模式 － 聯合品牌策略，正是借力使力，以小博大的真實佳例。如本文的呈現對我國產業之創新活動，有絲　毫抛磚引玉之效，則甚幸之，甚慰之！Globalization, the magic word of nowadays business world, no enterprise or company can stand against the tide or ignore the invincible power of this world trend, Business, big or small, young or old, all confronting the survival issues in this period of social transition. Our world is moving rapidly toward great changes, great changes bring the toughest of challenges and the greatest of opportunities at the same time-- the opportunities for growth. Any business apt to changes, push forward with winning strategies, shall prosper in the booming globalized market, and enjoy innumerable business opportunities. Leader business always have the advantages of abound resource both financially and strategically, diversification or business merge within their reach, and they take it for granted to win it all; while second-tiers can not possibly compete in that matter, innovation is their best deterrent to defeat, innovate to create differentiation, thus establish different appeal to create their own business openings. In this thesis, the chosen project business is the intensely competitive, yet promising glucose meter industry. Through the actual experience of a second-tier glucose meter maker, shows how it innovate its Sales and Marketing activities, sail through the heated battleground, and realize its business goal. Its experience shows that success doesn't always depend upon what resources you have; it depends on what you think and how you act. Smaller firm can create competitive edge by alternative thinking, and innovation is the KEY. Here in Taiwan, large enterprise is rare, with not enough resource to compete on the world level, above all disadvantages, lacking the ability to create sales channels and brand name are the most crucial drawbacks. We are now at the point where we must innovate to joint the race, or sidelined by the world trend. Human beings are unique in having the ability to learn from the experience of others, if this discussion of a innovated Sale and Marketing model — co-branding; were able to provide example to business in Taiwan, the author will be immensely honored.謝詞．．．．．．．．．．．．．．．．．．．．．．．．． 一 中文摘要．．．．．．．．．．．．．．．．．．．．．．． 二 英文摘要．．．．．．．．．．．．．．．．．．．．．．． 三 表目錄．．．．．．．．．．．．．．．．．．．．．．．． 四 圖目錄．．．．．．．．．．．．．．．．．．．．．．．． 五 第一章 緒論．．．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景．．．．．．．．．．．．．．． 1 第二節 研究對象．．．．．．．．．．．．．．． 4 第三節 研究問題與目的．．．．．．．．．．．． 6 第四節 論文架構．．．．．．．．．．．．．．． 8 第二章 文獻探討．．．．．．．．．．．．．．．．．．． 10 第一節 品牌與市場區隔決策．．．．．．．．．． 10 第二節 價值鏈活動．．．．．．．．．．．．．． 15 第三節 聯合品牌．．．．．．．．．．．．．．． 25 第四節 績效評估方法．．．．．．．．．．．．． 33 第三章 研究方法．．．．．．．．．．．．．．．．．．． 36 第一節 研究架構．．．．．．．．．．．．．．． 36 第二節 個案選擇標準．．．．．．．．．．．．． 38 第三節 研究限制．．．．．．．．．．．．．．． 38 第四章 個案企業創新行銷結果分析．．．．．．．．．．． 40 第一節 個案背景．．．．．．．．．．．．．．． 40 第二節 血糖計產業分析．．．．．．．．．．．． 41 第三節 成長動因與願景．．．．．．．．．．．． 51 第四節 成長策略．．．．．．．．．．．．．．． 52 第五節 聯合品牌策略之執行．．．．．．．．．． 57 第五章 結論與建議．．．．．．．．．．．．．．．．．． 59 第一節 聯合品牌之績效評估．．．．．．．．．． 59 第¬二節 結論．．．．．．．．．．．．．．．．． 64 第三節 建議．．．．．．．．．．．．．．．．． 66 參考文獻 ．．．．．．．．．．．．．．．．．．．．．． 69 中文部份 ．．．．．．．．．．．．．．．．．． 69 英文部份 ．．．．．．．．．．．．．．．．．． 70 作者簡歷 ．．．．．．．．．．．．．．．．．．．．．． 72447524 bytesapplication/pdfen-US聯合品牌Co-Brandthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60308/1/ntu-93-R90724008-1.pdf