建构於美学观点下之品牌延伸策略.doc

建構於美學觀點下之品牌延伸策略-以時尚產業為例The Research of Building the Theoretical Framework of Brand Extension Strategy Based on the Perspective of Aesthetics -Examples from Fashion Industry 研究生:楊雅淳 Yang, Ya-Chun 指導教授:蔡展維 Tasi,-Wei 【摘要】 綜觀現今市場己由原本單一多元化轉向多元市場多元化，因此企業開始大量地使用品牌延伸策略來增加企業之收益。消費型態的改變，亦將原有的理性購買行為轉而利用感官功能完成，因此美學概念在品牌管理中亦扮演著重要的角色。本研究之主要研究目的在於試圖導入美學之概念至品牌知識架構中，進而建立一個全面性的品牌延伸策略之理論性架構，並透過對品牌發展較成熟之時尚產業實施多重個案研究以進一步了解品牌延伸策略與美學於產業界中之發展重點並進而推演出重要理論命題。 本研究嘗試將美學指標導入品牌知識架構中，以彌補當前品牌延伸策略的衡量指標不足之處。最後，研究發現，主品牌及副品牌雖可獨自進行產品延伸發展，然而其延伸方式仍然是以垂直延伸及水平延伸二大方向為主軸，因此形成種延伸方式:主品牌垂直延伸策略、副品牌垂直延伸策略、主品牌水平延伸策略及副品牌水平延伸策略而品牌延伸策略大多起於垂直延伸策略並大量使用副品牌名稱來執行。此外，美學指標可劃分為品牌文字設計及產品外觀設計，存在於主品牌及副品牌中主品牌美學指標及副品牌美學指標，其中主品牌美學指標是的精神表現，副品牌美學指標則是補足主品牌美學指標的不足之處或是以主品牌所表現的精神予以變化。美學指標品牌延伸策略，品牌延伸的方向是取決於美學指標的使用，其中掌控美學指標的發展為品牌名稱的使用，掌控延伸方向的發展為產品種類的使用，美學指標發展的數量與品牌延伸數量並不成正向關係。【Abstract】 Today’s market had changed from originally monopolistic to pluralistic, and then the company reinforces its profit by using brand extension strategies. Owing to the change of consumer pattern, the consumer purchased behavior of sensibleness is turned into sensory behavior. Therefore, the concept of aesthetic plays an important role in brand management. The main purpose of this study is putting the concept of aesthetic into brand knowledge, and trying to establish a comprehensive theoretical framework of brand extension strategy. This study use multiple case study through fashion industry which have more mature brand development and know more developable main points between brand extension strategy and aesthetic, and deduced into more important theoretical tests. Through the review of existing references, the study builds theoretical framework of brand extension strategy by direction of brand extension and the use of master brand and sub brand. In order to make up for measure index of brand extension strategies , the study attempt to put an aesthetic index which consisted of five senses: sight、hearing、taste、smell and touch. Finally, the comparative approach