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研究生: 詹佳旻
Chia-Min Chan
論文名稱: 為自己定位:GPS 定位圖
Position Your Positioning: GPS Perceptual Map
指導教授: 林孟彥
Tom M. Y. Lin
口試委員: 林孟彥
Tom M. Y. Lin
方正璽
Cheng-Hsi Fang
黃美慈
Mei-Tzu Huang
吳姮憓
Heng-Hui Wu
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 35
中文關鍵詞: 消費者屬性競爭者商業策略重新定位STP(S:市場細分;T:目標市場;P:市場定位)概念性論文
外文關鍵詞: Customer attributes, Competitors, Business strategies, Repositioning, STP (Segmentation; Targeting; Positioning), Conceptual papers
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  • 摘要 I ABSTRACT II 誌謝 III 目錄 IV 表目錄 V 圖目錄 VI 壹、緒論 1 一、研究背景 1 二、研究動機 1 三、研究目的 2 四、研究重要性 2 貳、文獻回顧 4 一、什麼是定位圖 4 二、多樣的定位圖 5 三、定位圖的比較 6 參、GPS 定位圖 11 一、定位的意義 11 二、地理 GPS 地圖 12 三、繪製 GPS 定位圖(五步驟) 12 (一)步驟一、坐標軸 13 (二)步驟二、坐標 14 (三)步驟三、具標示之地圖 15 (四)步驟四、相對位置 17 (五)步驟五、前進方向 18 肆、討論與結論 19 一、GPS 定位圖與過去定位圖之比較 19 二、重新定位 21 (一)重新定位使用時機 21 三、理論與實務貢獻 22 四、未來研究建議 22 (一)GPS 定位圖實作與適用性 23 (二)GPS 定位圖之競爭與最佳路徑 23 (三)重新定位之契機與時間演進 23 (四)GPS 定位圖結合企業績效表現 23 參考文獻 25

    全球定位系統 (2021, June 12). In Wikipedia, the free encyclopedia. Retrieved July 07, 2021, from https://w.wiki/3bnL
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    Almquist, Eric, John Senior, and Nicholas Bloch (2016), “The Elements of Value: Measuring and delivering what consumers really want.” Harvard Business Review, 94 (9), 47-53.【有中譯】
    Alpert, Lewis, Ronald Gatty (1969), “Product Positioning by Behavioral Life-styles,” Journal of Marketing, 33 (2), 65-69.
    Berlo, David K (1960), The process of communication; an introduction to theory and practice., New York, Holt, Rinehart and Winston, Inc.
    Caldieraro, Fabio, Ling-Jing Kao, and Marcus Cunha (2015), “Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages,” Journal of Marketing, 79 (6), 50-70.
    D'Aveni, Richard A. (2007), “Mapping Your Competitive Position,” Harvard Business Review, 85 (11), 110-120.【有中譯】
    Dawar, Niraj, Charan K. Bagga (2015), “A Better Way to Map Brand Strategy,” Harvard Business Review, 93 (6), 90-97.【有中譯】
    Dovel, G.P. (1990), “Stake it out: positioning success, step by step,” Business Marketing: A Global Perspective, 43-51.
    Jaakkola, Elina (2020) “Designing conceptual articles: four approaches,” AMS Review, 10 (1), 18-26.
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    Ries, Al and Jack Trout (1981), Positioning: The Battle for Your Mind, McGraw-Hill, Inc.【有中譯】
    Saqib, Natasha (2020), “Positioning – a literature review,” PSU Research Review, 2399-1747.
    Schmidt, Glen, Bo van der Rhee (2013), “How to Position Your Innovation in the Marketplace,” MIT Sloan Management Review, [available at https://sloanreview.mit.edu/article/how-to-position-your-innovation-in-the-marketplace/]
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    Srivastava, Rajendra K., Mark I Alpert and Allen D. Shocker (1984), “A Customer-Oriented Approach for Determining Market Structures,” Journal of Marketing, 48 (2), 32-45.
    Vinokurova, Natalya (2019), “Reshaping demand landscapes: How firms change customer preferences to better fit their products,” Strategic Management Journal, 40 (13), 2107-2137.
    Wang, Richard D., J. Myles Shaver (2014), “Competition‐driven repositioning,” Strategic Management Journal, 35 (11), 1585-1604.

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    全文公開日期 2026/08/17 (國家圖書館:臺灣博碩士論文系統)
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