企業價值與品牌表現：淺談華碩與宏達電之十年經驗

簡易檢索 / 詳目顯示

回結果列表

研究生：	彭敬雅
論文名稱：	企業價值與品牌表現：淺談華碩與宏達電之十年經驗 10-Year Branding Experience: A Case Study of ASUS and HTC
指導教授：	林哲群
口試委員:	楊屯山張焯然
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 國際專業管理碩士班 International Master of Business Administration(IMBA)
論文出版年：	2014
畢業學年度：	102
語文別：	英文
論文頁數：	50
中文關鍵詞：	Taiwanese brand 、ASUS 、HTC 、EV/EBITDA ratio 、Brand value 、Security valuation
相關次數：	點閱：4 下載：0
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

Taiwan as a second mover in the global branding battleground, there must be numerous particular obstacles need to overcome. This study aims to compare enterprise performance before and after branding, targeting ASUS and HTC as the study cases.

After calculating the EV/EBITDA ratios of both companies since they has gone public, collecting brand values provided by Interbrand, and conducting security valuations by two models, the results show two different stories: a steady-growing and a risk-taking one, which are ASUS and HTC, respectively. Investing in innovation and branding might not get the pay-off in a short run; however, the earlier enterprises start, the more they can learn from it. Owing to the precious experiences provided by ASUS and HTC, if executives and investors change their mindset to the sustainable development, the branding future of Taiwan is worth waiting.

CHAPTER 1 INTRODUCTION
CHAPTER 2 LITERATURE REVIEW
1 Industrial Footprints in Taiwan
2 OEM, ODM and OBM
3 Postindustrial Possibilities and Manufacturing Servitization
4 Branding in Taiwan
CHAPTER 3 METHODOLOGY
1 Research Method
1.1 EV/EBITDA Ratio
1.2 Multiple Discriminant Analysis and Logit Analysis
1.3 Interbrand’s Multiplier Model
2 Research Process
CHAPTER 4 CASE STUDY AND COMPREHENSIVE DISCUSSION
1 Case Overview
1.1 ASUS
1.2 HTC
2 Enterprise Performance Before and After Branding
2.1 ASUS
2.2 HTC
CHAPTER 5 CONCLUSION
CHAPTER 6 REFERENCES
                                

Arruñada, B., & Vázquez, X. (2006) When your contract manufacturer becomes your competitor. Harvard Business Review, 84(9), 135-144.
Banies, T., & Lightfoot, H. (2014) Servitization of the manufacturing firm. International Journal of Operations & Production Management, 34(1), 2-35.
Bennett, D. (2014) Future challenges for manufacturing. Journal of Manufacturing Technology Management, 25(1), 2-6.
Birnik, A., Birnik, A.K., & Sheth, J. (2010) The branding challenges of Asian manufacturing firms. Business Horizons, 53, 523-532.
Chu, W.W. (2009) Can Taiwan’s second movers upgrade via branding? Research Policy, 38, 1054-1065.
Jaffe, J., Jordan, B., Ross, S., & Westerfield, R. (2011) Core principles and applications of corporate finance: global edition. McGraw-Hill/Irwin.
Patel, K. (2011) America’s hottest brands; HTC. Advertising Age, 82, 49.
Penman, S. (2013) Financial statement analysis and security valuation, fifth edition. McGraw-Hill Education (Asia).
Salinas, G. (2009) The international brand valuation manual. John Wiley & Sons, Ltd.
Anonymous (2011) Business: Android alert; HTC’s patent problem. The Economist.
Anonymous (2012) The brand form nowhere; HTC. The Economist.

全文公開日期本全文未授權公開 (校內網路)
全文公開日期本全文未授權公開 (校外網路)

簡易檢索 / 詳目顯示

相關論文