線上品牌建立策略之探索性研究

─以網路證券商為例



范秋足

慈濟技術學院醫務管理系

邱紹群

慈濟技術學院醫務管理系

林虹君

銘傳大學資訊管理研究所





摘　要



隨著網際網路的普及與電子商務的盛行，許多企業莫不積極搶佔這個新興的市場，然而在網際商務時代，第一品牌的佔有率往往令第二、三名的企業望塵莫及。因此，線上品牌的建立與經營是不容忽視的。本研究針對國內四家知名的網路證券商進行個案研究，並比較不同類型的網路券商在品牌策略上的異同，在檢視其品牌權益之後，嘗試探索成功的網路券商建立與經營線上品牌的策略與作法，以提供業者在制定品牌策略時的重要參考。



關鍵字：線上品牌、品牌策略、品牌權益、網路券商

　



An Exploratory Study of On-line Branding Strategy
— The Cases of Stock Brokerages



Shao-Chun Chiu
Department of Health Administration

Tzu Chi College of Technology



Chiu-Tsu Fan
Department of Health Administration

Tzu Chi College of Technology



Hung-Chun Lin

MS, Department of Information Management

Ming-Chuan University



Abstract


With the advent of E-commerce, many companies have been aggressively directing their marketing efforts to this emerging market. In most cases, however, the leading brand is preeminent in market share and the firms that lag behind are faced with an urgent and essential task of building an on-line brand. This study aims at investigating the brand strategy of Taiwan's four renowned on-line stock brokerages specializing in different areas of business. After examining the firms' brand equity, this study also attempts to pinpoint the basic principles of successful strategy.



Keywords: on-line brand, brand strategy, brand equity, on-line stock brokerage.