淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


系統識別號 U0002-1906201312463700
中文論文名稱 外國品牌形象進入國內市場行銷策略之研究 -以澳洲品牌 Lorna Jane 為例
英文論文名稱 The Marketing Strategy for Entry of Foreign Brand Image to Domestic Market - A survey from an Australia brand, Lorna Jane
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 101
學期 2
出版年 102
研究生中文姓名 張家綸
研究生英文姓名 Chia-Lun, Chang
學號 699550033
學位類別 碩士
語文別 中文
口試日期 2013-06-16
論文頁數 70頁
口試委員 指導教授-鮑世亨
委員-陳財家
委員-蔡政言
中文關鍵字 品牌形象  來源國形象  運動服飾 
英文關鍵字 Brand image  Country-of-origin  Sports wear  Lorna Jane 
學科別分類
中文摘要 自 2008 年金融海嘯過後,在台灣人民的消費行為已經漸漸由奢侈品轉向平價的 服飾去消費,並且對於日常生活服飾逐漸以「實用性」作為購買時的第一考量。然 而,早在 2000 年許多的運動服飾品牌已經遇見了未來台灣女性消費的商機,因此隨 著運動產業於 2004 年的興起,讓許多的運動品牌營收大有展獲。

近年來政府積極推廣澳洲打工留學,讓人民能夠到澳洲當地體驗不一樣的生活, 此政策除了幫助人民對澳洲有所認識之外,也間接打響了許多外國品牌的知名度。 若是能夠進一步以澳洲正面形象以及 Lorna Jane 自身的品牌形象作為一個行銷策略 的基礎,將有助於這個澳洲本土的女性運動品牌打入台灣市場。

本研究主要探討台灣女性消費者對於國外運動品牌的購買意願,觀察現今國內 外女性運動用品的現況,尤其是以喜好運動的女性族群為主要對象,深度了解澳洲 品牌於台灣市場的可行性。因此將適度採用諸位學者們對品牌形象以及來源國形象 的定義作為一個基礎的架構,並依據架構制定焦點團體訪談大綱,以訪談的方式了 解受訪者對於 Lorna Jane 以及澳洲的印象,作為後續制定行銷策略時的參考。
英文摘要 Since the financial crisis of, the consumption behavior of the people in Taiwan has gradually shifted from the luxury to spend cheap clothing and apparel for everyday life and "functional" will be the first consideration when buying. As early as in 2000, many of the sports apparel have met business opportunities in the future-Taiwan female consumer. With the sports industry development in 2004, the revenue of sports brands was impressive.

In recent years, the government actively promoting “working holiday” in Australia so that the local people can go to Australia to experience a different life. In addition, this policy did help the people to be more familiar with not only Australia but also many foreign brands. If a positive image of Australia and Lorna Jane’s brand images can be applied to occupy consumers’ mind, it will help this Australian native women's sports brand, Lorna Jane to develop marketing strategies in Taiwan market.

This thesis investigated Taiwanese female consumers willingness to buy foreign sports brands. With the surveying of current situations of using domestic and international women's sports clothing and appeals, especially the females who enjoy exercise as the main target and the investigate the feasibility of the Entry of Australian brand in the Taiwan market. To achieve our goals, this research applied some scholars’ arguments of brand image and the image of the country of origin as a basis for the definition of the structure and the focus group interviews outlines. By understanding the respondents’ feedback toward Lorna Jane and Australia impression, it can be used as the references for developing the follow-up marketing strategies.
論文目次 致謝 I
中文摘要 IV
英文摘要 V
目錄 VI
圖表目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與對象 6
第四節 研究流程 7
第二章 文獻回顧 8
第一節 品牌形象 8
第二節 來源國形象 16
第三節 投資環境分析 23
第四節 Lorna Jane 現況分析 26
第五節 SWOT 分析 29
第三章 研究方法與設計 32
第一節 研究架構與假說 32
第二節 研究方法 33
第三節 焦點團體訪談的流程與設計35

第四章 資料整理與分析 39
第一節 澳洲的來源國形象 39
第二節 Lorna Jane 的品牌形象 43
第三節 競爭者的品牌形象 47
第四節 運動服飾的消費動機 51
第五章 Lorna Jane 進入台灣市場之建議 54
第一節 市場區則與產品定位 54
第二節 行銷策略的建議 57
第三節 研究限制 59
焦點團體訪談大綱 60
參考文獻 62

圖表目錄

表2-1:品牌形象的定義 9
表2-2:來源國形象的定義 16
表2-3:來源國的各層構面與要素 19
表3-1:研究架構與假說 32
表3-2:第一次焦點團體訪談受訪者資料 36
表3-3:第二次焦點團體訪談受訪者資料 37
圖1-1:研究架構流程圖 7
圖2-1:Biel品牌形象模型 11
圖2-2: Keller 品牌知識架構圖 13
圖2-3:2012第一季前六大智慧型手機廠商市佔率 15
圖2-4:暈輪效果 18
圖2-5:彙總效果 19
圖2-6:來源國形象對品牌權益影響架構圖 21
參考文獻 中文參考文獻
Adidas,2011,「楊丞琳代言愛迪達adidas健身系列廣告曝光」,Vogue, http://www.vogue.com.tw/news/content-2800.html

Ryan,2009,「紀錄片的廣告化 —《親愛的,你好嗎》」,紀工報,23期

小麥,2008,「白崇亮認為,打造自有品牌是台灣企業未來最好的出路。 」 時報周刊

王棟,2013,大陸民眾奢侈品消費力減弱?台灣百貨業沒感覺,中國新聞網。 http://big5.chinanews.com.cn:89/gate/big5/www.chinanews.com/t w/2013/0-17/4567787.shtml

生活中心,2012,「澳洲品牌進軍台灣,引爆咖啡促銷戰」,東森新聞

行 政 院 體 育 委 員 會 , 2007 , 全 民 動 起 來 - 運 動 人 口 倍 增 計 畫 。 https://www.sac.gov.tw/resource/annualreport/Quarterly155/p1. asp

吳 佩 樺 , 2008 , 「 女 人 高 喊 : 運 動 萬 歲 ! 」 , 自 由 時 報 , http://www.libertytimes.com.tw/2008/new/mar/31/today-fashion6.htm

李珊,2008,「亞力山大驚傳歇業,唐雅君健身王國瓦解」,台灣光華雜誌,33 期: 069~71


法拉•華納,2006,夏娃經濟學,台北:天下雜誌

林貞吟,2004,兩岸大學生對連鎖西式速食品牌個性認知及顧客忠誠度 之研究,東海大學食品科學系碩士論文

林房儹、林經富,2011,「從歷年運動城市調查探討全民運動發展」,國 民體育季刊,第四十一卷第一期, 6~12

施冠羽,2010,「 UNIQLO開幕首日引爆7000人朝聖 估單日業績破3000萬元」, 鉅亨網,http://news.cnyes.com/Content/20101008/KCC7N5HIG8MCM.shtml

陳仲熙,1997,產品知識及來源國形象對顧客滿意度之影響,政治大學 國際貿易研究所碩士論文

徐志宏,2013,102年1月份景氣概況,行政院經濟建設委員會, 新聞 稿,http://www.cepd.gov.tw/m1.aspx?sNo=0018644

陳彥霖,2007,運動用品之運動時尚品牌行銷研究— 以Nike, Adidas, Puma三品牌在台灣的 品牌行銷策略為例,國立體育學院休閒產業經營 學系碩士論文

許伯陽、吳崇旗,2007,「休閒定義的理論與認知研究」運動與遊憩研 究,第一卷第三期:1~3

張怡文,2007 「追蹤唐雅君垮台內幕」,時報周刊,1556期


張煒昇,2008,桃竹苗大學生購買運動服飾動機、考慮因素與消費結果 之研究,國立台灣體育大學運動管理學系碩士論文

曾宏鈞,2011,女性運動服裝消費者生活型態、促銷方式與消費 者行為之研究—以臺北市百貨公司為例,國立臺灣師範大學 運動與休 閒管理研究所 碩士學位論文

葉卉軒,2011,「ZARA開幕!價格與港同步,台北101提早營業」,今日傳媒股 份有限公司,http://www.nownews.com/2011/11/04/1138-2755102.htm

歐祥義,2010,「蘋果iPhone利潤55% 鴻海毛利5%」,自由時報, http://www.libertytimes.com.tw/2010/new/jun/8/today-e3.htm

羅晨溦,2009,體驗行銷, 品牌形象與運動涉入對女性消費者購買運動 產品意願之研究-以Nike Women為例,國立臺灣師範大學運動與休閒管 理研究所碩士論文

譚瑾瑜,2013,受惠於東亞經濟成長2013台灣經濟成長可期,國政評論, http://www.npf.org.tw/post/1/11818

英文參考文獻

Aaker, D, A. 1991. “Managing Brand Equity: Capitalizaing on the value of a brand name”, New Youk: The Free Press.

Agarwal, S. and Sikri, S.1996 “Country Image: Consumer Evaluation of Product
Category Extensions,” International Marketing Review, Vol. 13, No. 4, pp. 23-39.

Ataman, B. & Ulengin, B. 2003 “A note on the effect of brand image on sales”, Journal of Product & Brand Management, Vol. 12, No. 4, pp. 237-250.

Belch, G., Belch, M., Kerr, G., & Powell, I., 2008. “Advertising and promotion: An integrated marketing communication perspective” New York: McGraw-Hill.

Biel, A, L. 1992. “How brand image drives brand equity”, Journal of Advertising Research, Vol 36, No.6 November/December, pp RC6-RC12.

Bilkey, W. J and Nes, E. 1982. “Country of origin effects on product evaluation” Journal of international business studies, Vol.8 No. 1, pp 89-99

Brown, R. 2012. “Australia’s Lorna Jane enters U.S. market” < http://www.wwd.com/ma rkets-news/intimates-activewear/australias-lorna-jane-enters-us-market-5798263>, viewed 22 May 2012.

Bullmore, J. 1984. “The brand and its image revisited”, International Journal of Advertising, Vol. 3, pp235-238.

Campbell, M.C. 2002, "Building brand equity", International Journal of Medical Marketing, Vol. 2 No.3, pp.208-18

Edmistone, L. 2011. Lorna Jane Clarkson. The Sunday Mail, October 16: 6.

Eunju, K., Charles, R. T., Heewon, S., Jooyeon, L., Udo, W., David Martin-Consuegra, N., & Fanghua, W. 2012. “Global marketing segmentation usefulness in the sportswear industry” Journal of Business Research, Vol.65, No.11, pp.1565.

Golightly, S. 2011. “Let's get physical” The Northern Star, November pp19- 40.

Han, M. & Terpstra, V. 1988, ‘Country-Of-Origin Effects for Uni-National and
Bi-National’,Journal of International Business Studies, Vol.19 No.2, pp. 235.

Han, C.M. 1989“Country image: Halo or summary construct” Journal of Marketing
Research, Vol.26, pp. 222-229

Iversen, N, M. & Hem, L, E. 2008 "Provenance associations as core values of place umbrella brands: A framework of characteristics", European Journal of Marketing, Vol. 42, No 5, pp.603 - 626

Jalalkamali, M., & Nikbin, D. 2010. “The effects of motivation on purchase decision” Interdisciplinary Journal of Contemporary Research in Business, 2: 234.

Julie Manning Magid, Anthony D, C. Dena S, C. 2006, “Quantifying brand image: empirical evidence of trademark dilution”, American Business Law Journal. Austin: Spring Vol.43 No1, pp.1-42

Kamins, M.A. and Marks, L, J., 1991 “The perception of kosher as a third party certification claim in advertising fr familiar and unfamiliar brands”. Journal of the academy of Marketing Science. Vol.19, No3, pp. 177-185.

Keller, K. L 1993. “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol.57 No.1, pp. 1-22

Keller, K. L 2001. “Building customer-bases brand equity: marketing management”, Vol. 10 No. 2, pp.15-19

Kidd, R. 2012. With firm bottom line, time to sew up the USA. Boom Magazine, February: 28-29.

Kotler P.(1996). “Principles of marketing. International Edition”, Prentice Hall International Inc.

Lala, V., Allred, A. T., & Chakraborty, G. 2009. “A multidimensional scale for measuring country image” Journal of International Consumer Marketing, No.21, pp.51-66.

Li, Z. & Dant, R. 1997, ‘Dimensions of Product Quality and Country-of-Origin Effects Research’, Journal of International Consumer Marketing Vol.10 No.1, p.93.

Lin, C. H and Kao, D. T. 2004 “The impacts of country-of origin on brand equity” The Journal of American Academy of Business, Vol. 5 pp 34-40

Lona Jane 2012, Viewed 2 Feburary, 2013
Moore, C. M., Doyle, S. A., & Thomson, E. 2001. “Till shopping us do part: The service requirements of divorced male fashion shoppers” International Journal of Retail & Distribution Management, 29: 399-406.

Martin, M. I. and Eroglu S. 1993, "Measuring a Multi-Dimensional Construct: Country Image," Journal of Business Research, Vol.28 No.3, pp.191-2 10.

Meltzer,M. 2012. From buy, buy to bye-bye, , viewed 17 May 2012.

Mills, K. 2011. Designs on the world. BRW, May 19: 20-21.

Nagashima, A. 1997, “A comparison of Japanese and US attitudes toward foreign
products” Journal of Marketing, Vol.34, pp.68-74

O’Rourke, B. K. 2012. “2012 Trend report: What health and fitness leaders should keep their eyes on” , viewed 21 May 2012.

Park, H., Rabolt, N. J. & Jeon, K. S. 2008. “Purchasing global luxury brands among young Korean consumers” Journal of Fashion Marketing and Management, 12: 244-259

Park, W.C., Jaworski, B.J., and MacInnis, D.J. 1986, “Strategic brand concept-image management” Journal of Markeitng, Vol.50, pp.135-145.

Pieri, K. 2012. Gym class hero: 8 High-fashion fitness looks, < http://www.harpersbazaar. com/fashion/fashion-articles/best-workout-gear#slide-1>, viewed 21 May 2012

Porter, M. E. 1980. “Competitive Strategy”, Free Press, New York.

Pughazhendi, A. & Thirunavukkarasu, R. 2012, "A Study on Consumer perceptions and Brand Equity Analysis OF MEN'S SHIRTS: FOREIGN Brands Vs Domestic brands", International Journal of Marketing and Technology, vol. 2, no. 1, pp. 212.

Richardson, P.S., A.S. Dick, and A.K. Jain, 1994, ”Extrinsic and extrinsic cue effect on perceptions of store brand quality ”, Journal of Marketing Research, Vol.58, No.4, pp.28-36.

Richard, S. 2000, "To build brand equity, marketing alone is not enough", Strategy & Leadership, vol. 28, no. 4, pp. 16-20.

Roth, M.S. and Romeo, S.B. 1992, “Matching Product Category and Country ImagePerceptions: A Framework for Managing Country-of-origin Effects”, Journal of International Business Studies, Vol 23, pp 477-497

Roy, D. & Banerjee, S. 2007. “Careing strategy for integration of brand identity with brand image” , International Journal of Commerce and Management, Vol. 17, No.1 , pp.140-148

Szabo, R. 2012. “Lorna Jane fighting fit for US expansion” Brisbane Business News, February, pp 16-17.

Tan, G. 2012. Lorna Jane Clarkson on listing on NYSE and working with Champ Ventures,, viewed 20 March 2012

Tombs, A., & Seamons, O. 2010. “Foundations of marketing, French’s Forest” N.S.W: Pearson Australia.

Vazquez, R.,Rio, A,B,D., Iglesias, V. 2002,”Consumer-based Brand Equity: Development and Validation of a Measurement Instrument” Journal of Marketing Management,Vol.18, No. 1-2, pp. 27-48

Verlegh, P.W.J., 2001. “Country-of-Origin Effects on Consumer Product Evaluations” Doctoral Dissertation, Wageningen University

White, Ph. D. 1979. “Attitudes of U.S. purchasing managers toward industrial products manufactured in selected western European nations” Journal of International Business Studies, No. 10, pp.81-90.

Woolnough, D. 2011. Stylish kit for keeping fit. The Australian, October 19: 17.

Yang, Y.C. 2006, “The attitudes of young consumers towards international fashion brands in Taiwan”, Ph.D thesis, Manchester Metropolitan University ,United Kingdom
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2018-06-21公開。
  • 同意授權瀏覽/列印電子全文服務,於2018-06-21起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信