臺灣博碩士論文加值系統

由於近幾年促銷活動的盛行與品牌權益觀念的重視，引發本研究針對促銷對品牌權益的影響加以探討。以往一般的觀念認為促銷可能會對品牌造成負面影響，過去學者對這方面的研究結果亦不一致。因此，本研究希望透過對製造商與商店兩者的品牌權益衡量，來瞭解促銷所造成的影響，並作為未來行銷人員擬定促銷策略時的參考。本研究根據對先前文獻的探討，將促銷分為價格促銷與非價格促銷，分別以折扣促銷與贈品促銷來代表此兩種促銷方式。而將促銷情境分為誘食性、集客性與攻擊性促銷情境三種。並針對高低品牌權益水準的兩製造商品牌進行研究。 利用一2×3×2的實驗設計來探討促銷對製造商品牌與商店品牌權益的影響。本研究主要的研究結果發現，促銷對製造商品牌具顯著負面影響，價格促銷方式（折扣）較非價格促銷方式（贈品）對製造商品牌的傷害更大，而其中對製造商品牌權益的傷害來自於消費者購買意願的降低。對商店品牌而言，在集客性與誘食性促銷情境下，促銷對對商店品牌而言具有正面影響，但在攻擊性促銷情境時，促銷對商店品牌的則無顯著正負面影響，且促銷對商店品牌正面的影響主要來自於消費者對商店價格合理性知覺的提昇。

Owing to the Prevalence of sales promotion(SP) activities and the emphasis of brand equity in recent years, this research examines the influence of SP on the brand equity. However, the researchers did not have a consistent result about this area. According to the discussion of related literature, this research divides SP into pricing promotion and non-pricing promotion, and we use discount promotion and gift promotion to represent the two kinds of promotion. Furthermore, the promotion situations are divided into induced, collective and aggressive situations. This research studies the high and low lever brand equity of two manufactures'''' brand. Using a 2×3×2 experimental design, discusses the influences of SP on manufactures'''' brand and retailers'''' brand. The result is that SP will has negative impact on manufactures'''' brand. The pricing promotion will harm the brand equity of manufactures'''' brand than the non-pricing promotion. The SP will reduce the consumer''''s purchase intention of manufactures'''' brand. In the situation of collective and induced, SP will has positive impact on retailers'''' brand. However, in the situation of aggressive, SP will not has positive or negative impact on retailers'''' brand. Finally, source of the SP will has positive impact on retailers'''' brand is the upgrade of reasonable price perception.