| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 96 === In the growing process, the enterprise accompanies the more brands and product lines, and which leads the resource allocation and interrelationship among the brand strategies to be more complicated, so does demand for the brand logistics management. The aim of the essay is how the company deals with the strategic position and arrangement of different brands to optimize the organizational performance, while the company proceeds multi-brand management.
To solve the dynamic complication of the above problem, we use the system dynamics to simulate the operation of brand management. Because the uniqueness of different case including brand numbers and arrangement, we take the concept of modularity to build up the two model “model of brand operation” and ”model of brand connection”, and it will enable us simulate different case and promotes practical applications.
In the case study of ACER, we focus on the situation of multi-brand logistics after ACER acquire Gateway and build up the brand model of 3 markets to test “same brand-three market”, “one brand-one market” and “endorsed relationship among markets”. The result show us different market share as well as profit in three markets, and the company’s total revenue and profit in three model. All of these results can help the manager make a better decision on brand logistic to meet the enterprise’s goal.
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