本研究以品牌授權策略為主題，以彌月禮盒作為具體案例進行研究。在現今競爭激烈的市場環境中，品牌授權策略已成為企業實施市場拓展和品牌推廣的一種重要方式。彌月禮盒作為一種特定的禮品產品，擁有廣泛的消費群體和市場需求。本研究旨在探討品牌授權策略對彌月禮盒的影響，分析品牌授權對彌月禮盒的品牌形象、市場份額和利潤等方面的影響。
首先，本研究將回顧過去相關研究和文獻，探討品牌授權策略的概念、類型和相關理論。接著，進一步分析彌月禮盒市場的現狀和競爭情況，探討品牌授權策略在彌月禮盒市場的應用情況。
研究方法方面，本研究將採用定性和定量研究方法相結合的方式進行。首先，進行市場調查和消費者問卷調查，以獲取有關彌月禮盒市場和消費者喜好的數據。其次，進行品牌授權案例分析，研究不同品牌授權策略對彌月禮盒品牌形象和市場效果的影響。
研究結果將包括對品牌授權策略在彌月禮盒市場中的應用效果進行評估和分析，並提出相關建議和策略。研究結果將對企業在彌月禮盒市場中的品牌策略和營銷策略提供實證和參考。

This research focuses on the topic of brand licensing strategy using the example of postpartum gift boxes. In today's highly competitive market environment, brand licensing strategy has become an important approach for companies to expand their market presence and promote their brands. Postpartum gift boxes, as a specific type of gift product, cater to a wide range of consumers and have a significant market demand. This study aims to explore the impact of brand licensing strategy on postpartum gift boxes, analyzing its influence on brand image, market share, and profitability.
To begin with, this research will review relevant studies and literature to examine the concepts, types, and theories related to brand licensing strategy. Furthermore, it will analyze the current state and competition in the postpartum gift box market, investigating the application of brand licensing strategy within this market.
In terms of research methodology, this study will employ a combination of qualitative and quantitative research methods. Firstly, market surveys and consumer questionnaires will be conducted to gather data on the postpartum gift box market and consumer preferences. Secondly, case studies on brand licensing will be analyzed to study the impact of different brand licensing strategies on brand image and market effects for postpartum gift boxes.
The research findings will include an evaluation and analysis of the application and effectiveness of brand licensing strategy in the postpartum gift box market, along with relevant recommendations and strategies. The results will provide empirical evidence and insights for companies in terms of brand strategies and marketing strategies within the postpartum gift box market.

論文審定書……………………………………………………………………...……… i
誌謝…………………………………………………………………………….….…… ii
摘要…………………………………………………………………………….….……iii
Abstract……………………………………………………………………….....………iv
目錄…………………………………………………………………….……………......v
圖次…………………………………………………………………………………… vii
表次………………………………………………………………..…...…………….. viii
第一章　緒論………………………………………………………………………..… 1
第一節 研究背景………..……………………………………………..……..… 1
第二節 研究目的…………………………………………………...………...… 3
第三節 研究流程……………………………………………………………..… 4
第二章　文獻探討…………………………………………………………………..… 5
第一節 聯名品牌行銷….………………...………………………….……….… 5
第二節 品牌永續經營………………………………………………….…….… 8
第三節 聯名行銷五力分析…………………………………………………… 10
第四節 永續經營SWOT分析………………………………………………… 12
第三章　研究方法…………………………………………………………………… 14
第一節 研究設計…………………………………………..…..……..…..…… 14
第二節 研究架構………………………………………………………….…... 16
第四章　個案介紹…………………………………………………….………………17
第一節 個案公司沿革……………………………..………………………..… 17
第二節 彌月禮盒的市場現況與發展……….……………………………...… 25
第五章　丘比聯名彌月禮盒策略分析……………………………………………… 30
第一節 丘比Kewpie過去聯名成功案例分析…..……………………….…… 30
第二節 丘比IP授權進入彌月市場SWOT分析…...…………..…………….. 39
第三節 丘比IP授權進入彌月市場五力分析……………..………………….. 42
第四節 丘比進入彌月市場策略..……………………………………...…...… 45
第五節 丘比之聯名品牌進入彌月市場策略..………………………..……… 49
第六章　結論與建議…………………………………………………..………..…… 52
參考文獻……………………………………………………………………….…...… 55
附錄…………………………………………………………………………………… 57

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張詠晴（2017年5月）。祖克柏：多數企業的核心價值其實很廢。取自：https://www.cw.com.tw/article/5084759
陳書榕、高士閔、周思廷（2017）。什麼才叫企業「核心競爭力」？老闆常常在談，卻總是誤解的事。取自：https://www.managertoday.com.tw/articles/view/54878
黃靖文（2021年3月）。台灣企業如何活過百年？蔡鴻青點出關鍵。經濟日報。取自：https://money.udn.com/money/story/10900/5292424
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