本課程主要從經濟學的觀點介紹行銷與品牌。內容涵蓋(1)以行為經濟學探討消費者的購買決策與如何影響行銷策略的擬定。(2)介紹品牌定義與品牌行銷的範疇，(3)從消費者角度探討品牌的意義及其重要性，顧客的選擇與決策如何受到品牌的影響。(4)從公司角度探討，廠商如何藉發展品牌累積無形的資產，幫助其未來銷售，並作為新廠商加入的障礙。(5)討論以客戶為本的品牌定位，介紹廠商如何選擇品牌元素、設計行銷方案建構品牌權益。(6)探討從OEM到OBM的問題與B to B品牌的建立。除上課的講授外，課程將大幅採用課堂討論與課後個案作業的方式以增加學生對實務分析能力。This course mainly introduces marketing and branding from economics perspectives. Content covers (1) Exploring consumers' purchase decisions and how to influence marketing strategies based on behavioral economics. (2) Introduce the scope of brand definition and brand marketing, (3) Explore the meaning and importance of the brand from the perspective of consumers, and how customer choices and decisions are affected by the brand. (4) From the perspective of the company, we explore how manufacturers can help their future sales by developing brand accumulation intangible assets and act as a barrier to new manufacturers' joining. (5) Discuss customer-oriented brand positioning and introduces how manufacturers choose brand elements and design marketing plans to build brand rights. (6) Explore the problems from OEM to OBM and the establishment of B to B brands. In addition to lectures in the class, the course will significantly adopt the method of class discussion and post-class case study to increase students' ability to analyze their practice.
由於台灣經濟近年來低的經濟成長與低薪資水準，許多人認為這和台灣製造業低毛利率OEM的商業模式有關。微笑曲線的提出，更讓許多人以為發展自己的品牌就可以賺取高額的利潤，一方面這是一種對品牌的誤解，另一方面責怪專業代工廠商，抹滅過去和現在這些公司對台灣經濟的貢獻，也是不公平的。本課程將定義品牌是什麼和品牌行銷的範圍，解釋為什麼品牌可以幫助消費者做出選擇，以及為什麼品牌可以是公司重要的無形資產，投資品牌可以幫助其未來銷售，並可以作為阻止新廠商加入的障礙。除此之外，課程將以客戶為本的品牌概念為核心，介紹建構強勢品牌的步驟，如何選擇建構品牌的元素，以及品牌行銷的策略。本課程除了課程講授外，將輔以個人及分組作業、報告以及個案的討論，來加強對實務的了解與學習的深度。
Due to the low economic growth of Taiwan's economy in recent years and the low-wage salary level, many people believe this is related to the business model of low-gross profit margin OEMs in Taiwan's manufacturing industry. The introduction of the smile curve has made many people think that developing their own brand can make high profits. On the one hand, this is a misunderstanding of the brand, and on the other hand, it is unfair to blame professional OEM manufacturers for smearing the contributions of these companies to Taiwan's economy in the past and now. This course will define what a brand is and the scope of brand marketing, explain why brands can help consumers make choices, and why brands can be an important intangible asset for the company, and investing in brands can help them sell in the future and serve as a barrier to prevent new manufacturers from joining. In addition, the course will focus on the customer-oriented brand concept, introducing the steps to build a strong brand, how to choose the elements of building a brand, and the strategies for brand marketing. In addition to the course teaching, this course will use personal and sub-item discussions, reports and case discussions to enhance the depth of understanding and learning of practice.
1.Keller, Kevin Lane, (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, (fourth edition) Upper Saddle River, NJ: Pearson
2.徐世同編譯，2014，策略品牌管理(Keller/ Strategic Brand Management 4/e)，台北：華泰文化
3.Kotler, P & W. Pfoertsch, 2006, B2B Brand Management, Berlin: Springer.
4.Schultz, D.E., & H.F. Schultz, 2004, Brand Babble: Sense and Nonsense about Brand, Ohio: South-w
Western
5.施振榮，2000，品牌管理，大塊文化
6.施振榮，2004，宏碁的世紀變革：淡出製造、成就品牌，天下文化。
1.Keller, Kevin Lane, (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, (fourth edition) Upper Saddle River, NJ: Pearson
2. Edited by Xu Shitong, 2014, Strategic Brand Management (Keller/Strategic Brand Management 4/e), Taipei: Huatai Culture
3.Kotler, P & W. Pfoertsch, 2006, B2B Brand Management, Berlin: Springer.
4.Schultz, D.E., & H.F. Schultz, 2004, Brand Babble: Sense and Nonsense about Brand, Ohio: South-w
Western
5. Shi Zhenrong, 2000, Brand Management, Big Culture
6. Shi Zhenrong, 2004, Acer's Century Changes: Fade out of manufacturing, achieve brand, and world culture.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
25 | |
| 期末考期末考 Final exam |
25 | |
| 上課出席與參與討論上課出席與參與討論 Attendance and Participation in the previous class |
20 | |
| 作業與報告作業與報告 Operations and Reports |
30 |
