An exploratory study of the determinants, obstacles and brand equity effect of American higher educational institutions developing owned-brand merchandise

• Main Authors: Chen Chuen-Yuan, 陳春元
• Other Authors: Lo Yen-Hung
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/92058783045860338477

碩士 === 大葉大學 === 事業經營研究所 === 92 === As the sustainable operation and quality management of higher education have progressed in a diversified manner along with the change in Taiwan’s population structure and education pattern, this study focuses on the methods in which branded merchandize is developed and sold. By the experiences of developing brand-proprietary merchandize by higher education institutes in U. S., to be aimed at three main aspects, namely key factors, impedance and rights of brands, to investigate in. In a method of circulating questionnaires by e-mails and using 200 top universities in U.S. as population, with 76 effective samples returned and data analyzed, the following conclusion is reached: In the key factor: designing the products in the light of the school badge and scenery style of the school、various ways to sell memento merchandise as well as varied traffic and channel for them、 school image、school fund financial affairs 、designed capability of memento and school team club is to consider for main development by school goods. In developing obstacles : wills of faculty and staff at the basic level 、short of operating funds、Performance of school team club and designed capability of memento are insufficient is main obstacles factors. equity effect of the brand : whom most think that the helpful factor difference is a patent right on brands, increasing the financial income、improved the proportion of students continuation in seeking higher education、increased the personnel funds income and helped improve the ranking of the schoo etc. influences. Outsourcing for production or licensing for the sales and development of brand-proprietary merchandize with particular organization to enable management, is the main trend of development of merchandize for higher education institutes.