如何在中華經濟區域建立強勢品牌名稱，已成為全球化企業所必須面臨的主要挑戰。但在華人傳統信仰文化上，名字往往被視為與命運有某種緊密關係，因此，非常強調選擇一個吉祥名字以期待一生順遂，而如何取一個吉祥名字的「姓名學」理論，已經延伸至商業活動中，甚多品牌研究指出華人為品牌和企業命名時，非常著重名字必須有正面的意涵，並且經常藉由傳統超自然信仰以提昇企業或品牌的「幸運」程度。但是相關研究只見於理論推導，尚未有實務性的資料分析與解讀。
因此，本文以探索性方式調查華人企業重視「幸運」品牌名稱、及傳統超自然信仰影響品牌命名決策之議題。本研究專注於華人幸運名字之筆劃數對品牌命名決策的影響，檢驗這些傳統信仰之命名原則，並依現存學理發展出可供驗證的假設。經實證調查後，超過50%之品牌及企業命決策結果，其名稱總筆劃數係幸運筆劃數；而高動盪的營運環境，也會對品牌暨企業命決策上，運用運筆劃數的程度，產生某些影響。最後，本研究提出進一步之學理討論暨行銷策略意涵，並建議未來研究方向。

Building a strong brand name in the Chinese commonwealth is a main challenge that global corporations need to face with.  Especially, the adoption of the total number of strikes with auspicious meaning from supernatural beliefs is one of the features in labeling Chinese brand and corporate names.  However, studies which surveyed the phenomenon of auspicious number and their application in appellation decision-making are scant.  Therefore, the aim of this dissertation is trying to explore what and how Chinese supernatural beliefs were applied in determining brand/corporate names.  In this study, 1202 brand names and 1000 corporate names in Taiwan were selected; Chi-square test and Binomial test were employed to analyze these data.  Results showed that the total number of strikes for over 50% of the individual brand/corporate names were of auspicious numbers.  Furthermore, the phenomenon is prominent in high turbulent environment.  Suggestions and implication for future research and business decision-making practices are discussed.

謝辭	I
中文提要 II
英文提要 III
目錄	IV
表目錄	V
圖目錄	VI
第一章、	華人品牌策略從這兒開始     	1
第一節、	研究動機	1
第二節、	研究目的	2
第三節、	研究範圍、對象與流程	4
第二章、	品牌暨企業的命名決策與一般原則	7
第一節、	品牌名稱在行銷策略之地位	7
第二節、	品牌與企業命名的一般性原則	13
第三章、	傳統文化對華人命名的影響：語言與超自然信仰	25
第一節、	中文品牌之命名決策	25
第二節、	華人世界的超自然信仰：以風水為例	29
第三節、	姓名學之文化背景與發展	34
第四節、	姓名學概述與幸運筆劃數應用	36
第四章、	姓名學與品牌暨企業命名	39
第一節、	超自然信仰與決策	39
第二節、	超自然信仰與華人商業決策	43
第三節、	姓名學對中文品牌與華人企業命名決策之影響	45
第五章、	幸運或非幸運：研究設計與假設檢定	47
第一節、變數的操作性定義	47
第二節、資料蒐集與分析方法	48
第三節、幸運品牌名稱的檢定	51
第四節、幸運企業名稱的檢定	53
第六章、	傳統信仰與現代企業的交會：結論與建議	56
第一節、傳統姓名學與華人品牌暨企業命名	56
第二節、實務意涵：思想與行動	62
第三節、研究限制與未來研究方向	66
參考文獻	69
附錄	81
表目錄
表1. 決定品牌名稱合適性的品質效標 14
表2. 發展品牌名稱的三元件效標 17
表3. 公司名稱的類型 19
表4. 組織名稱類型之沿革 21
表5. 筆劃數1至81劃之吉凶 37
表6. 幸運品牌名稱之次數分配：個數 51
表7. 幸運品牌名稱之適合度檢定：檢定統計量 51
表8. 幸運品牌名稱之二項式檢定 52
表9. 「幸運品牌名稱」Ｘ「高動盪的營運環境」列聯表 53
表10.「幸運品牌名稱」Ｘ「高動盪的營運環境」卡方檢定 53
表11. 幸運企業名稱之次數分配：個數 54
表12. 幸運企業名稱之適合度檢定：檢定統計量 54
表13. 幸運品牌名稱之二項式檢定 54
表14.「幸運企業名稱」Ｘ「高動盪的營運環境」列聯表 55
表15.「幸運企業名稱」Ｘ「高動盪的營運環境」卡方檢定 55
表16. 超自然信仰決策之正反面意見 65
圖目錄
圖1. 研究流程 6
圖2. 中國銀行香港總部大樓 32
圖3. 運用超自然信仰決策的思想三要件 62

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