地主國特性、事業(yè)策略對品牌化策略與國際行銷績效之影響

摘要
本研究的目的在于探討地主國特性和事業(yè)策略對品牌化策略及國際行銷績效之影響。本研究提出了八個研究假說欲進行驗證，以中華民國自創(chuàng)品牌協(xié)會會員、第一至十屆獲頒「臺灣精品標志」廠商和出口前500大企業(yè)為研究對象，有效回收樣本數(shù)為122家，結(jié)果發(fā)現(xiàn)地主國的經(jīng)濟發(fā)展程度和總體經(jīng)濟規(guī)模對于自創(chuàng)品牌營業(yè)額比例有負面的影響，另外地主國之經(jīng)濟發(fā)展程度及總體經(jīng)濟規(guī)模較高(低)者，配合較低(高)的自創(chuàng)品牌營業(yè)額比例，對國際行銷績效有正面影響;來源國形象對自創(chuàng)品牌營業(yè)額比例的影響是正向的，但彼此間的配合對于國際行銷績效是無影響的。其次，事業(yè)策略對于自創(chuàng)品牌營業(yè)額比例是無影響的，而事業(yè)策略與自創(chuàng)品牌營業(yè)額比例之配合，對國際行銷績效也是無影響。

ABSTRACT
This study investigate the influence of host country characteristics and business strategy on branding strategy and international marketing performance .Base on members of Brand International promotion association、firms of Symbol of Excellence Award from 1992 to 2002 and Top 500 of export firms, we collect 122 firms dates . The result indicates that the economic development stage and macroeconomic scale of host country characteristics have negative impaction on OBM ratio, besides, positive interaction impact of high(low)-level economic development stage or high(low)-level macroeconomic scale of host county characteristic and low(high)-level OBM sales ratio on international marketing performance are found ; Country of origin image has positive impact on OBM sales ratio, but there is no interaction effect of country of origin image and OBM sales ratio on international marketing performance .Business strategy and its with OBM sales ratio have no influence on international marketing performance.

Keywords: Business strategy、 branding strategy 、international marketing performance 、OBM。
壹、緒 論

一、研究背景與動機
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地主國特性、事業(yè)策略對品牌化策略與國際行銷績效之影響