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研究生： 汪怡瑋
I-Wei Wang
論文名稱： 以顧客為基礎的品牌權益 - 以太陽劇團為例
A study of customer-based brand equity: a case study of Cirque du Soleil
指導教授： 王弓
Kung Wang
張明宗
Ming-Chung Chang
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 產業經濟研究所在職專班
Executive Master of Industrial Economics
畢業學年度： 99
語文別： 中文
論文頁數： 68
中文關鍵詞： 品牌權益 、以顧客為基礎的品牌權益 、垂直整合 、資產專屬性 、太陽劇團 、太陽馬戲團
外文關鍵詞： brand equity, customer-based brand equity, vertical integration, asset specificity, Cirque du Soleil
相關次數： 點閱：13  下載：0 
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    • 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.

    中文提要 …………………………………………………………… i 英文提要 …………………………………………………………… ii 誌謝 …………………………………………………………… iii 目錄 …………………………………………………………… iv 圖目錄 …………………………………………………………… v 表目錄 …………………………………………………………… vi 一、 緒論……………………………………………………… 1 1-1 研究背景與研究動機…………………………………… 1 1-2 研究目的與研究問題…………………………………… 2 1-3 研究架構與章節安排…………………………………… 3 二、 文獻探討………………………………………………… 4 2-1 品牌與品牌權益………………………………………… 4 2-2 以顧客為基礎的品牌權益……………………………… 7 2-3 以顧客為基礎的品牌權益模型之理論結構…………… 9 2-4 品牌識別、品牌內涵、品牌反應與品牌關係…………… 11 2-5 CBBE模型之預期成效與原因…………………………… 17 2-6 馬戲和馬戲團…………………………………………… 18 2-7 CBBE模型之應用及應用於西南航空與Levi’s………… 19 2-8 垂直整合與垂直分工…………………………………… 23 2-9 資產專屬性……………………………………………… 24 三、 研究方法………………………………………………… 25 3-1 個案研究法……………………………………………… 25 3-2 次級資料蒐集…………………………………………… 27 四、 個案介紹………………………………………………… 28 4-1 太陽劇團介紹…………………………………………… 28 4-2 太陽劇團重要觀念……………………………………… 29 五、 產業分析………………………………………………… 31 5-1 馬戲劇團產業之生產階段……………………………… 31 5-2 馬戲劇團產業之產業結構……………………………… 33 5-3 馬戲劇團產業之市場結構……………………………… 34 六、 個案分析………………………………………………… 35 6-1 太陽劇團之品牌識別、品牌內涵、品牌反應與品牌關係………………………………………………………… 35 6-2 CBBE模型之應用於西南航空和太陽劇團……………… 39 6-3 CBBE模型之應用於Levi’s和玲玲馬戲團……………… 42 6-4 太陽劇團之品牌金字塔………………………………… 43 6-5 玲玲馬戲團之品牌金字塔……………………………… 45 6-6 太陽劇團和玲玲馬戲團於CBBE模型之比較…………… 46 6-7 太陽劇團之資產專屬性………………………………… 48 6-8 太陽劇團是否為拉斯維加斯之娛樂品牌……………… 49 6-9 太陽劇團常駐策略是否成功…………………………… 55 七、 結論……………………………………………………… 61 7-1 研究結論與相關建議…………………………………… 61 7-2 研究限制與後續研究建議……………………………… 63 參考文獻 …………………………………………………………… 64 附錄一 …………………………………………………………… 68

    英文文獻
    1. Aaker, David A. and Erich Joachimsthaler, Brand Leadership, London, Free Press, 2000.
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    中文文獻
    1. 程育君，「特技」在台灣之探討─從家班特技到劇校特技，私立中國文化大學藝術研究所碩士論文, 民國89年。
    2. 林榮泰，文化創意商品設計與創新經營模式之探討─以台藝大設計學院文化創意產學中心為例，國立台灣藝術大學，民國96年。
    3. 金偉燦、莫伯尼原著， 藍海策略(Blue Ocean Strategy)，黃秀媛譯，台北：天下文化, 2005。
    4. 何沃。貝肯原著，發掘你的太陽魔力 (The Spark Cirque du Soleil)，謝凱蒂譯，天下文化, 2008。
    5. 保羅。泰柏勒原著，打造亞洲新品牌 (Asia’s Star Brands)，蘇宇譯，財訊出版， 2006。
    6. 劉璁翰，企業導入ERP 系統階段性關鍵成功因素之研究，國立台北科技大學生產系統工程與管理研究所碩士學位論文，2002。
    網路文獻
    1. http://www.cirquedusoleil.com/ 太陽劇團官方網站
    2. http://www.lvcva.com/ 拉斯維加斯旅遊會議局

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