碩士 / 銘傳大學 / 國際企業學系碩士在職專班 / 98 / This study aims at clarifying general Small Medium Enterprises in Taiwan at a “Global Level” through “Marketing Value Activities”, thereby affecting “Coalition of Performance satisfaction” and “Brand value.” From within enterprises, we explore the analysis through “Marketing Value activities” and “Firm’s characteristics” toward “Brand Value”. On the other hand, under intense competition, Taiwan’s SMEs within manufacturer’s characteristics and industry characteristics should consider applying marketing strategy to achieve a satisfaction in a corporate alliance performance as well as increasing corporate brand value. According to a census in 2002-2007, Vietnam’s economic growth rate has surpassed 7.0%, and in addition the industry structure had thus climbed from an agricultural commerce toward an industrial and service commerce becoming one of the world’s most prospected countries toward an economic growth. Therefore, this research aims at Taiwan’s SME investment in Vietnam as a main objective of this study, to acquire and learn more about our oversea SME’s view on brand value.
This study takes “ Global Level”, “ Marketing value activities”, “ Alliance Performance Satisfaction”, “ Brand Value”, and “ Firm’s characteristics” as well as other dimensions toward exploring the effect of “Performance of Enterprise Alliances” and an increase in Brand Value.” Consequently, we took these 5 variables and its relevance thus linking them together in bringing together an innovative research, thus hoping through validating this research model, we could find a practical approach to give to SMEs in helping them increase alliance performance and brand value. Methodologies of this study are based on survey methods, targeting senior executives from SME’s overseas and domestically; Taiwanese SMEs in Vietnam as our research approach. With this said, using multiple variables, LISREL technique applied as the main statistical method in this study.
| Identifer | oai:union.ndltd.org:TW/098MCU05321029 |
| Date | January 2010 |
| Creators | Yu-Chun Chiu, 邱昱群 |
| Contributors | Hsiu-Li Chen, 陳綉里 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 111 |
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