Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/98814
標題: 品牌重定位與經營績效之間的關係:轉換型領導所扮演的角色
The Relationship Between Brand Repositioning and Management Performance: The Role of Transformational Leadership
作者: 孫碧娟
黃憲隆
王雪梅
何建韋
Pi-Chuan Sun
Hsien-Long Huang
Hsueh-Mei Wang
Chien-Wei Ho
關鍵字: 品牌重定位;平衡計分卡;轉換型領導;brand repositioning;balanced scorecard;transformational leadership
Project: 台灣管理學刊, Volume 19, Issue 1, Page(s) 17-30
摘要: 
本研究以平衡計分卡分析架構為基礎,論述轉換型領導在品牌重定位過程中對經營績效的影響,以A飯店為個案研究對象,發現A飯店業者採取品牌重定位的行為策略,此策略包括:重新選擇目標市場、改變產品與服務及調整訂價政策,最後完成A飯店的品牌重定位。本研究也發現,A飯店業者在品牌重定位的過程中,轉換型領導對經營績效有正面的影響。

Based on the frameworks of the balanced scorecard (BSC), this study discusses the brand repositioning strategy of Taiwan's hot spring hotel industry and further illustrates the transformational leadership and performance of brand repositioning. This study conducts case analysis method and puts forward the research proposition based on the findings. This research explores the brand repositioning strategy in Taiwan's hot spring hotel industry, and further examines how the brand repositioning strategy influences performance. In addition, this study examines the role of transformational leadership in the process of brand repositioning. The concrete strategies of brand repositioning will include re-selecting target market, re-adjusting product and service, and implementing of pricing strategy. This research use balanced scorecard to evaluate the performance of brand repositioning and finds that transformational leadership influence management performance positively.
URI: http://hdl.handle.net/11455/98814
Appears in Collections:臺灣管理學刊 第19卷 第01期

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