臺灣博碩士論文加值系統

近年來國內多家科技大廠為求取企業永續經營的最大利潤，有從專業代工邁向品
牌經營的轉型趨勢。然而競爭者眾，如何建立一個強而有力的品牌，讓產品脫穎而出
並創造更多的利潤，是企業所面對的一大課題。關於品牌的塑造，Ａaker(2004)提出「品
牌識別要素蜂窩模型」，採取了反映(reflective)觀點，以顧客知覺(customer perceived)為
指標，不同於以往採用企業資源投入以建立品牌資產的組成性(formative)理論觀點，可
較真實反映消費者心中對於品牌的感受。
本研究選擇此目前熱門的液晶電視產業作為實證對象，以Aaker(2004)「品牌識別
要素蜂窩模型」為基礎，發展「品牌識別要素量表」，研究品牌發展的成功關鍵，並確
證此模型，作為台灣科技產業轉型發展品牌的參考。研究結果顯示「品牌識別要素蜂
窩模型」可充分反應顧客對品牌形象的認知，而「品牌識別要素量表」能將抽象的品
牌形象塑造納入量化管理，作為衡量顧客對品牌識別核心價值之良好工具，企業可經
由提昇「顧客形象」、「象徵」、「權威基礎」、「功能性利益」、「情感性利益」、「個性」
等六大構念，強化品牌識別，作為企業擬定品牌策略之依據。

The big factory of much of science and technology in our country, in order to ask for the
largest profit that enterprises managed continuously forever in recent years, take the place of the
transition trend that the worker marches toward brand management from the speciality. But
competitor all, how about set up a powerful brand, let the products break out and create more
profits, it is a great subject that enterprises face. About the moulding of the brand, A aker (2004)
Propose ' the brand identifying feature honeycomb model ', has adopted and reflected (reflective)
The view, with customer's consciousness (customer perceived) Indicator, different from the past to
adopt enterprise resource put into in order to set up brand composition nature (formative) of assets
Theory view, but reflect consumer's feeling to the brand in the heart more truly.
This research chooses this present hot liquid crystal TV industry as the real example target,
with Aaker (2004) Based on the ' brand identifying feature honeycomb model ', develop the ' brand
identifying feature scale ', study the successful key of development of brand, prove this model
conclusively, make the transition to develop reference of the brand as the scientific and
technological industry of Taiwan. The result of study reveals customer's cognition of the brand
image of very abundant response of ' the brand identifying feature honeycomb model ', and the '
brand identifying feature scale ' can include abstract brand image-building in quantization to
manage, as weighing customers how to discern the good tool of key value to the brand, enterprise
can via promote ' customer image ', symbolize, ' authoritative foundation ', ' functional interests ', '
emotion interests ', ' individual character ' six loud to construct, study in, strengthen brands and
discern, draft the basis of the brand tactics as enterprises.

目錄
謝 誌....................................................................................................................I
中文摘要............................................................................................................. III
ABSTRACT......................................................................................................... V
目 錄............................................................................................................... VII
圖目錄.................................................................................................................IX
表目錄.................................................................................................................. X
第一章 緒論....................................................................................................... 1
第一節 研究背景與動機............................................................................ 1
第二節 研究目的........................................................................................ 2
第三節 研究流程........................................................................................ 3
第二章 文獻探討............................................................................................... 5
第一節 品牌與品牌權益............................................................................ 5
第二節 品牌識別（brand identity）的意義........................................... 15
第三節 品牌識別要素蜂窩模型.............................................................. 17
第四節 「品牌識別要素」與「顧客基礎品牌權益」 之關係............ 21
第五節 液晶電視發展及簡述概況.......................................................... 23
第三章 研究設計............................................................................................. 31
第一節 觀念架構與研究假說.................................................................. 31
VIII目 錄
第二節 變數定義與量表發展.................................................................. 34
第三節 問卷設計...................................................................................... 39
第四章 資料分析與探討................................................................................. 41
第一節 樣本分析...................................................................................... 41
第二節 量表之信度與效度...................................................................... 47
第三節 「品牌識別要素」模型確證...................................................... 53
第五章 結論與建議......................................................................................... 57
第一節 研究結論...................................................................................... 57
第二節 建議.............................................................................................. 59
第三節 研究貢獻及後續研究之建議...................................................... 61
參考文獻............................................................................................................. 63
附 錄................................................................................................................. 67

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http//www.dentsu.co.jp/brandex/main05_3.html/2005.08.07