跨界聯名對品牌價值之影響:以氣泡水為例 The Impact of Brand Crossover:A Case of Sparkling Water

dc.contributor 林孟彥 zh_TW
dc.contributor Lin, Meng-Yen en_US
dc.contributor.author 陳雅雯 zh_TW
dc.contributor.author Chen, Ya-Wen en_US
dc.date.accessioned 2019-09-06T02:29:08Z
dc.date.available 2019-05-27
dc.date.available 2019-09-06T02:29:08Z
dc.date.issued 2019
dc.description.abstract 本研究主要運用市場資訊蒐集,以及曾經實際操作過氣泡水聯名合作品牌代表之深度訪談,探討品牌在進行跨界聯名合作之前的考量要素,與跨界聯名合作之後對品牌的影響。 在文獻探討部份,提出了跨界聯名最大宗之服裝業與精品業合作現況與成敗分析,並進一步分析各家聯名合作的創新模式與其市場的反應。再根據氣泡水聯名合作品牌代表之訪談結果,為市場有意進行聯名合作的品牌作為實務的案例參考。 zh_TW
dc.description.abstract This research mainly uses market information collection, as well as in-depth interviews with representatives of the co-brands who have actually operated the sparkling water, to explore the considerations of the brand before the crossover joint cooperation, and the influence of the brand after the crossover joint cooperation. In the literature discussion part, the paper analyzes the current situation and success/failure analysis of the cooperation between the major crossover events of fashion and luxury industry, and further analyzes the innovation model of each joint cooperation and its reaction among the market. Using the interview method to gain an in-depth understanding of the process and experience sharing of the crossover joint cooperation of sparkling water as a practical case study for the reference of the industries. en_US
dc.description.sponsorship 國際時尚高階管理碩士在職專班 zh_TW
dc.identifier G0006594109
dc.identifier.uri http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0006594109%22.&%22.id.&
dc.identifier.uri http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/108894
dc.language 中文
dc.subject 聯名訂製 zh_TW
dc.subject 品牌結盟 zh_TW
dc.subject 異業合作 zh_TW
dc.subject 客製化服務 zh_TW
dc.subject 跨界合作 zh_TW
dc.subject 氣泡水 zh_TW
dc.subject Joint customization en_US
dc.subject Brand cooperation en_US
dc.subject Brand collaboration en_US
dc.subject Joint promotion en_US
dc.subject Customized service en_US
dc.subject Crossover en_US
dc.subject Sparkling Water en_US
dc.title 跨界聯名對品牌價值之影響:以氣泡水為例 zh_TW
dc.title The Impact of Brand Crossover:A Case of Sparkling Water en_US
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