题名

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

并列篇名

The Relationship Between Brand Repositioning and Management Performance: The Role of Transformational Leadership

DOI

10.6295/TAMJ.201902_19(1).0002

作者

孫碧娟(Pi-Chuan Sun)；黃憲隆(Hsien-Long Huang)；王雪梅(Hsueh-Mei Wang)；何建韋(Chien-Wei Ho)

关键词

品牌重定位 ； 平衡計分卡 ； 轉換型領導 ； brand repositioning ； balanced scorecard ； transformational leadership

期刊名称

台灣管理學刊

卷期/出版年月

19卷1期（2019 / 02 / 01）

页次

17 - 30

内容语文

繁體中文
中文摘要

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。
英文摘要

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.
主题分类 社會科學 > 管理學
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