碩士 / 國立臺灣海洋大學 / 航運管理學系 / 92 / To minimize costs and maximize profits, the merger and acquisition of companies in the competitive shipping industry has been a common practice in Taiwan. In this respect, how much does a company cost? In addition to tangible assets, it is also necessary to take into consideration intangible assets, such as brand equity. In the highly competitive liner shipping market, is there any difference between brand names in the minds of consumers? If there is, exactly how different are the brand names? This paper focuses on the methods of evaluating the intangible brand equity in an objective manner.
From the view point of consumers (ocean freight forwarders), the research studies the preferences, attitudes, and willingness of purchase toward liner shipping service providers. Using conjoint analysis, the research establishes an evaluation model to assess relative brand equity between four liner shipping operators: EVERGREEN MARINE CORP., YANG MING MARINE TRANSPORT CORP., MAERSK SEALAND, and HANJIN SHIPPING. Relative brand equity value is calculated by using Maersk as a benchmark.
The study findings show that compared with the benchmark MAERSK SEALAND , EVERGREEN MARINE CORP. overall brand equity is worth US$55.3782, YANG MING MARINE TRANSPORT CORP. US$48.3808, and HANJIN SHIPPING US$–248.5410. To ocean freight forwarders, EVERGREEN MARINE CORP. enjoys the highest relative brand equity value, YANG MING MARINE TRANSPORT CORP. ranks the second, MAERSK SEALAND and HANJIN SHIPPING are the third and the fourth respectively.
| Identifer | oai:union.ndltd.org:TW/092NTOU5301019 |
| Date | January 2004 |
| Creators | I-Wen Liu, 劉逸文 |
| Contributors | 梁金樹 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 91 |
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