臺灣博碩士論文加值系統

近十幾年來，台灣環境的改變以及全球市場日趨競爭，不論國內外的各行各業紛紛對打造品牌進行一連串的行銷策略與經營管理，和我們息息相關的醫療產業卻遲遲沒有對品牌有相關概念的明顯意識，然而，在健康醫療產業方面，消費者有別於其他產品服務，對於自身健康格外的謹慎小心，因此，更加需要打造一組強勢的健康醫療品牌權益，來使消費者對其增加忠誠度和品牌印象。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一理論架構。以大台北地區健康醫療產業之消費者為研究對象，透過問卷調查法，並以結構方程式模型探討該產業中品牌延伸、品牌策略、品牌判斷、品牌知名度與品牌權益之關連性。
本研究發現：品牌延伸對品牌判斷、品牌策略及品牌知名度以及品牌策略、品牌判斷及品牌知名度對品牌權益皆有顯著之正向影響，但是，品牌策略對品牌判斷和品牌知名度未有顯著之正向影響。本研究以健康醫療產業消費者為實證對象，研擬行銷策略提供業界做為參考，期能對其行銷策略之制定有所貢獻。

Over the last decade, changes in the environment in Taiwan and global markets become increasingly competitive, regardless of all walks of life at home and abroad have a series of marketing strategies and management to build the brand, and we are closely related to the health care industry have been slow to brands related conceptsapparent consciousness, however, in the health care industry, consumers are different from those of other products and services for their own health, particularly careful, therefore, more needs to build a strong health care brand equity, so that consumers increaseloyalty and brand image.
In this study, through literature review, the integration of past scholars writings and research to develop a theoretical framework. Consumers of the health care industry in the greater Taipei area, through the questionnaire and structural equation modeling to explore the industry in brand strategy, brand extension, brand judgments, brand awareness and brand equity related.
This study found that: brand extension on brand judgments,brand extension on brand strategy, brand extension on brand awareness, brand strategy, brand judgment and brand awareness, both a significant positive impact on brand equity.But ,brand strategy on brand judgments and brand awareness both a not significant positive impact.The survey takes consumer of the value healthcare industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.

目錄

摘　要 I
ABSTRACT II
誌 謝 IV
表目錄 IX
圖目錄 X
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍 4
1.4 研究流程 5
第二章 文獻探討 7
2.1 品牌策略 7
2.1.1 品牌的定義 7
2.1.2 品牌策略之定義 10
2.1.3 品牌策略之構面 15
2.2 品牌延伸 18
2.2.1 品牌延伸之定義 19
2.2.2 品牌延伸之觀點 20
2.2.3 品牌延伸之評估 22
2.3 品牌判斷 23
2.3.1 品牌判斷之定義 23
2.3.2 品牌判斷之構面 23
2.4 品牌知名度 24
2.4.1 品牌知名度之定義 25
2.4.2 品牌知名度之構面 26
2.5 品牌權益 27
2.5.1 品牌權益之定義 28
2.5.2 品牌權益之構面 29
第三章　研究方法 35
3.1 研究架構 35
3.2 研究假說 36
3.3 研究變數的定義與衡量 41
3.3.1品牌策略 41
3.3.2品牌延伸 41
3.3.3品牌判斷 42
3.3.4品牌知名度 43
3.3.5品牌權益 43
3.4 研究對象與抽樣設計 44
3.4.1　研究對象與地區 44
3.4.2　抽樣方法與樣本大小 44
3.4.3　問卷發放與問卷回收分析 45
3.5資料分析方法 45
3.6效度與信度分析 45
3.6.1效度 46
3.6.2信度 48
第四章 資料分析與研究結果 49
4.1描述性統計分析 49
4.1.1樣本醫院品牌選擇概況 49
4.1.2受訪者就醫次數概況 50
4.1.3受訪者性別 52
4.1.4受訪者年紀 52
4.1.5受訪者受教育程度 53
4.1.6受訪者職業性質 54
4.1.7受訪者月收入 54
4.1.8受訪者居住地區 55
4.2結構方程式模型模式之建立與分析 56
4.2.1 相關分析 57
4.2.2 結構方程式模型架構分析 57
4.2.3 結構方程式模型模式配適度評鑑 60
4.3模式之假說檢定 64
4.3.1 品牌延伸對品牌判斷之影響 65
4.3.2 品牌延伸對品牌策略之影響 66
4.3.3 品牌延伸對品牌策略之影響 66
4.3.4 品牌策略對品牌判斷之影響 67
4.3.5 品牌策略對品牌知名度之影響 68
4.3.6 品牌判斷對品牌權益之影響 69
4.3.7 品牌策略對品牌權益之影響 70
4.3.8 品牌策略對品牌權益之影響 71
4.3.9 變數間影響效果分析 73
第五章 結論與建議 76
5.1研究結論 76
5.2行銷涵義 79
5.3研究貢獻 80
5.4研究限制 82
5.5未來研究建議 83
參考文獻 84
中文部份 84
英文部份 85
附錄 A 92
附錄 B 97

中文部份
[1]洪順慶(1998)，行銷管理學，新陸書局。
[2]陳樂禮（2000），產品線延伸型式於不同產品類別對於顧客基礎之品牌權益的影響，碩士論文，輔仁大學管理研究所。
[3]蘇宗雄(2000)，「感性抬頭，進入大體驗時代」。設計雜誌，第93卷，頁5-8。
[4]黃俊英(2000)，多變量分析（七版），中國經濟企業研究所出版。
[5]紀琇蓉(2002)，不同形式之產品線延伸以及所有權狀態對品牌評價的影響，碩士論文，中央大學企業管理研究所。
[6]黃郁恬(2002)，品牌權益、品牌聲譽一致性、品牌互補性以及品牌來源國對品牌聯盟成效之影響，國立中央大學企業管理研究所碩士論文。
[7]陳毅明(2003)，銷售服務業的人力資源管理活動對顧客關係管理的影響-以醫銷售業為例，國立中山大學人力資源管理研究所碩士在職專班碩士論文。
[8]陳文賓(2003)，品牌定位與建立品牌權益行銷策略探討-以自行車台商於中國市場為例，國立台北大學企業管理學系碩士論文。
[9]盧瑞芬、謝啟瑞(2003)，台灣醫院產業的市場結構與發展趨勢分析，經濟論文叢刊，第 31 卷第 1 期，第 107-153 頁。
[10]張愛華、林弘、陳佑阡、曾郁婷、許逸文(2004)，消費者對品牌傘的資訊處理模式之研究，行政院國家科學委員會專題研究計畫，政治大學企業管理學系。
[11]童惠芬(2004)，醫療產業顧客滿意度與忠誠度指標模型之建構，國防醫學院公共衛生學研究所碩士論文。
[12]任文傑(2004)，實施醫院品牌戰略的實踐，醫藥論壇雜誌，第25卷第21 期。
[13]張秉節(2005)，品牌延伸產品的造形意象研究－以華碩產品為例，碩士論文，大同大學工業設計研究所
[14]丁學敏(2005)，以顧客為基礎的品牌權益模式之探討，淡江大學企業管理研究所碩士論文。
[15]關國宏(2005)，運用線性結構關係模式探討銷售人員特質、品牌權益、銷售行為、關係品質、顧客自發行為與銷售績效關係之影響－以台灣壽險業為例，國立東華大學企業管理研究所碩士論文。
[16]符壯才(2006)，醫院品牌建設與核心競爭力，中國醫院管理，26 卷第 4 期
[17]吳宛津(2008)，品牌權益、顧客價值、顧客滿意度與顧客忠誠度之影響研究-以無名小站為例，碩士論文，銘傳大學傳播管理研究所。
[18]古秋雲、蔡明田＆陳建成(2008) ，服務品質與服務價值對顧客忠誠度影響效果之實證研究-以國立成功大學附設醫院健康檢查中心為例，醫務管理期刊，第 9卷。
[19]蔣昌隆(2008)，品牌權益影響因素之探討—以牙醫診所為例，國立陽明大學醫務管理研究所碩士論文。
[20]吳明隆(2008)，「操作與應用─多變量分析實務」，台北：五南。
[21]錢政平(2010)，高階影像健檢之服務品質與顧客滿意度、忠誠度關聯性研究，國立台灣大學醫療機構管理研究所碩士論文。
[22]葉力維(2010)，思考方式與品牌延伸方式對品牌延伸產品評價之影響，國立臺灣大學商學研究所碩士論文。
[23]陸明山(2011)，企業品牌延伸策略之個案研究，國立臺灣科技大學財務金融研究所碩士論文。
英文部份
[1] Aaker & Joachimsthaler (2000), The brand relationship spectrum: The key to the brand architecture challenge, California Management Review: Summer 2000, Berkeley.
[2] Aaker, D. A. (1990). Brand extension: The good, the bad, and the ugly. Sloan Management Review, 12(6), 47-56.
[3] Aaker, D. A. (1996), Measuring Brand Equity across Products and Markets,
California Management Review, Vol.38(3), pp.102-120.
[4] Aaker, D.A.(1992), “ The Value of Brand Equity”, Journal of business strategy, 13(4), PP29
[5] Aaker, D.A.(1996), Building Strong Brands，New York：The Free Press.
[6] Aaker, D. A. (1991), Managing Brand Equity. New York: The Free Press.
[7] Aaker, D.A. and K.L.Keller (1993),“Interpreting Cross-Cultural Replications of Brand Extension Research,”International Journal of Research in Marketing, 10, pp.55-59.
[8] Aaker, D.A.(1992), “Managing the Most Important Asset : Brand Equity, “ Planning Review ”, 20(Sep/Oct),56-68
[9] Aaker, D.A.and K.L.Keller(1990),“Consumer Evaluation of Brand Extension,” Journal of Marketing, January, pp.27-41.
[10] Alison E. Lloyd, Sherriff T.K. Luk.(2011) Interaction behaviors leading to comfort in the service encounter, The Journal of Services Marketing. Santa Barbara: Vol. 25, Iss. 3; p. 176
[11] Anderson, JC. and Gerbing, DW（1988）, “Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin, Vol. 103, pp.411-423.
[12] Anonymous(2010) ACSI: Customer Satisfaction Falls. Health & Beauty Close - Up. Jacksonville: Nov 23, 2010.
[13] Arijit Sikdar, Prakash Vel(2010) Getting the customer interested in your innovation: role of distribution and promotion strategies. Business Strategy Series. Northampton: 2010. Vol. 11, Iss. 3; p. 158
[14] Barwise P. (1993), Brand Equity: Snark or Boojum, International Journal of
Research in Marketing, Vol.10, No.1, pp.93-104.
[15] Beem, Eugene R. and H. Jay Shaffer (1981), “Triggers to Customer Action-SomeElements in a Theory of Promotional Inducement,” Marketing ScienceInstitute,pp.81-106.
[16] Bhat, S. and S. K. Reddy(2001), The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation, Journal of Business Research, Vol. 53, No. 3, pp.111-112.
[17] Biel,A.L(1992). , “How Brand Image Drives Brand Equity”, Journal of Advertising Research, Vol.32(11) , pp.6-12.
[18] Bitner, M. J. (1990). Evaluating service encountes: The effect of physical surroundings and employee responses. Journal of Marketing, 54(4), 69-82.
[19] Blattberg, Robert C. and Scott A. Neslin (1990), Sales Promotion: Concepts, Methods, and Strategies, Englewood Cloffs, NJ: Prentice Hall.
[20] Brasco(1988) , Hoe Brand Name are Valued for Acquisitions , In：.1988.
[21] Cardozo, Richard N.(1965), "An Experimental Study of Customer Effort, Expectation, and Satisfaction", Journal of Marketing Research, pp.244-249.
[22] Chandon, P., Wansink, B. & Laurent, G. (1998) “Utilitarian and Hedonic
Benefits of Sales Promotions”, Working Paper, University of North Carolina, December, No.98-203
[23] Christopher, W. L. H. James, L. H. and Earl, S. J. W. (1990), The profitable art of service revovery. Harvard Business Review, pp. 148-156.
[24] Cole, L. J. (1991). Satisfaction: Theory or theoretical construct. New Jersey: Prentice-Hall.
[25] Czepiel, P., & Rosenberg, J. E. (1976). Product performance and consumer satisfaction: A new concept. Journal of Marketing, 40(23), 26-34.
[26] Davis, Scott, J. Jeffrey Inman, and Leigh McAlister(1992),“Promotion Has a Negative Effect on Brand Evaluations —Or Does It? Additional Disconfirming Evidence,”Journal of Marketing Research,Vol.29, pp.143-48
[27] Dommermuth, W. P. (1989), Promotion: Analysis, Creativity and Strategy, 2nd ed., M.A.: PWS-KENT.
[28] F. Muge Arslan, Oylum Korkut Altuna.(2010) The effect of brand extensions on product brand image. The Journal of Product and Brand Management. Santa Barbara: 2010. Vol. 19, Iss. 3; p. 170
[29] Faquhar, P. H. (1990). “Managing Brand Equity”, Journal of Advertising Research, 30(4): RC-7-RC-12.
[30] Feldwick, P. (1996). What is brand equity anyway, and how do you measure it?. Journal of the Market Research Society, 38(2), 85-104.
[31] Festinger, L. (1957). A theory of cognition dissonance. New York: Harper & Row.
[32] Garretson, Judith A. and Clow Kenneth E.(1999)“ The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry,”,Journal of Service Marketing, Vol 13, pp.59-70.
[33] Guiomar Martin-Herran, Simon P Sigue.(2011) Prices, promotions, and channel profitability: Was the conventional wisdom mistaken? , European Journal of Operational Research. Amsterdam: Jun 1, 2011. Vol. 211, Iss. 2; p. 415
[34] Hellier, P. K., Geursen, G. M., Carr, R. A., and Richard, J. A., (2003). Customer repur-chase intention: a general structural equa-tion model, European Journal of Marketing , pp1762-1800.
[35] Helson, H. (1964). Adaptation-level theory. New York: Harper & Row.
[36] Hirschman, E. C. & Holbrook, M. B. (1982) “Hedonic Consumption:
Emerging Concepts, Methods and Propositions”, Journal of Marketing, vol. 48,
pp. 92-101, Summer.
[37] Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. In R. Rust & R. L. Oliver (Eds.), Service quality pp. 21-71. Thousand Oaks: CA: Sage.
[38] Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York: John Wiley and Sons Inc.
[39] Jonathan Guthrie(2010) The public image: Marmite''s brand extension campaign; Ad deconstructed. Financial Times. London (UK): Mar 9, 2010. p. 16
[40] Kaplan, R.S. & Norton, D.P.(1996) , “Using the balanced scorecard as a
strategic management system”, Harvard Business Review, pp.75-85.
[41] Keller, K. L.(1998) , Strategic Brand Management：Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ：Prentice-Hall.Inc.
[42] Keller, K.L(2000), The Brand Report Card, Harvard Business Review, 78(1),147-157.
[43] Keller, K.L(2003) “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, ”Journal of Marketing, vol.57, pp.1-22.
[44] Keller, K.L.（2001）, Strategic brand management: Building, Measuring and Managing Brand Equity,2d ed. Upper Saddle River,NJ:Prentice Hall.
[45] Keller,K. L.(1993) , “Conceptualizing. Measuring. And Managing
Customer-Based Brand Equity, Journal of Marketing Research”, vol.29(2), pp.35-50.
[46] Keller,K. L. (2008)”Strategic brand management:building,measuring brand equity”,3 rd 15,p378-387
[47] Kim, H.B, & Kim, W. G.（2005）,“The Relationship Between Brand Equity and Firms’ performance in Luxury Hotels and Chain Restaurants”, Turism Management, Volume: 26, Issue: 4, pp.549-560.
[48] Kim-Shyan Fam, Bill Merrilees, James E. Richard, Laszlo Jozsa, et al.(2011)In-store marketing: a strategic perspective,Asia Pacific Journal of Marketing and Logistics. Patrington: Vol. 23, Iss. 2; p. 165
[49] Kotler, P (2005), Marketing Management, 12th ed., Englewood Cliffs, NJ: Prentice-Hall,425-431.
[50] Kotler, P.（1994）, Marketing Management: Analysis, Planning Implementing, Control, 8th Edition. Englewood Cliffs, NJ: Prentice Hall.
[51] Kotler, P.（1996）.Marketing Management：An Asian Perspective ,Prentice-Hall,Inc.
[52] Kotler, P.(2000) , Marketing Management, NY：The Free Press.
[53] Kotler, P., & Armstrong, G. (1996). Principles of marketing (7th Ed.). New Jersey: Prentice-Hall International, Inc.
[54] Krishnan, H. S. (1996), “ Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective”, International Journal of Research in Marketing, 13, pp.389-405.
[55] Latour, S. A., & Peat, N. C. (1979). Conceptual and methodological issues in consumer satisfaction research. Advances in Consumer Research, 6(14), 431-437.
[56] Madhavan Parthasarathy, David Forlani(2010) Do satisfied customers bad-mouth innovative products? Psychology & Marketing. Hoboken: Vol. 27, Iss. 12; p. 1134
[57] Ming-Shing Lee, Huey-Der Hsiao, Ming-Fen Yang(2010) THE STUDY OF THE RELATIONSHIPS AMONG EXPERIENTIAL MARKETING, SERVICE QUALITY, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY. International Journal of Organizational Innovation (Online). Hobe Sound: Fall 2010. Vol. 3, Iss. 2; p. 352 (27 pages)
[58] Mulhern J. Francis & Daniel T. Padgeet (1995), The Relationship between Retail Price Promotion and Regular Price Purchases .”
[59] Netemeyer, R. G., Krishnan , B., Pullig, C., & Wang , G.（2004）, “Developing and Validating Measures of Facets of Customer-Based Brand Equity”, Journal of Business Research, Vol: 57, Issue: 2, pp.209-224.
[60] Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgement. Journal of Consumer Research, 14(5), 495-507.
[61] Oliver, Richard L. and W. S. Desarbo (1988), “Respones Determinants in Satisfaction Judgment”, Journal of Consumer Research, Vol.14, PP.495-507
[62] Owens, D. D.(2000), “The experience economy,” Franchising World, 32(1), pg.11.
[63] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1993). The nature and determinants of customer expectations of service. Journal of the Acdemy of Marketing Science, 21(4), 1-12.
[64] Park and Srinivasan (1994), “A Survey-Base Method for Measuring and Understanding Brand Equity and Extendibility,”Journal of Marketing Research, Vol.31, pp.271-288.
[65] Park, C.Whan, Milberg Sandra, Robert, and Lawson (1991)”Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Marketing, Vol.18, pp185-193.
[66] Penrose , N. (1989), Valuation of Brand Names and Trade-marks, in Brand Valuation: Establishing a True and Fair View, Murphy, J. ed. London: The Interbrand Group.
[67] Pfaff, Martin (1977), The Index of Consumer Satisfaction Measurement Problem and Opportunity, The Conceptualization of Consumer Satisfaction and Dissatisfaction, in Hunt, K. H. ed., Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction, Marketing Science Institute, Cambridge, MA. pp.24-27.
[68] Pierre Valette-Florence, Haythem Guizani, Dwight Merunka(2011) The impact of brand personality and sales promotions on brand equity. Journal of Business Research New York: Vol. 64, Iss. 1; p. 24
[69] Pine, B.J., & Gilmore, J. H.，”Welcome to the experience economy. Harvard Business Review”, （1998）, vol.76, 97-105.
[70] Pine, J. and Gilmore, J. (1999) The Experience Economy, Harvard Business Review, 76(4) pp99-105
[71] Prentice , R. M.,(1985)“ The FCB Approach to Advertise/Promotion Spending , ”in The Relationship Between Advertise and Promotion in BrandStrategy , R. A. Strang , ed., Cambridge : Marketing Science Institute ,pp.75-90
[72] Priluck, R., & Till, B.. (2010). Comparing a customer-based brand equity scale with the Implicit Association Test in examining consumer responses to brands. Journal of Brand Management, 17(6), 413-428. Retrieved May 12, 2010, from ABI/INFORM Global
[73] Raghubir,Priya(1999),“Coupon Value:A Signal for Price,”Journal of Marketing Research,Vol.35, pp.316-24.
[74] Randall,Ulrich & Reibstein(1998).Brand Equity and Vertical Product Line Extent.MARKETING SCIENCE.Vol. 17, No. 4, Fall 1998, pp. 356-379
[75] Ries, A., & Trout, J. (1986). Marketing Warfare, McGraw Hill, New York,p44
[76] Ries,AI. and Trout, J. (1986). Positiontiing:The Bettle for your mind.
[77] Schmitt, Bernd H. (1999). Experiential Marketing ：How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand. New York： Free Press.
[78] Schmitt, Bernd H. and Alexander Simonson (1999),Marketing Aesthetics ：The Strategic Management of Brands, Identity, and Image. New York：Free Press.
[79] Schmitt,Lia(2009)，” Brand Experience: What Is It? How Is It Measured?
Does It Affect Loyalty?”, Journal of Marketing. Chicago: May 2009. Vol. 73,
Iss. 3; p. 52
[80] Shimp,T. A.（1997）.Advertising ,Promotion , and Supplemental Aspects ofIntegrated Marketing Communication,4th ed , Fort Worth:Dryden Press.
[81] Simon&Sullivan(1993) , “The Measurement and Determinants of Brand Equity：A Financial Approach” , Marketing Science , Winter , pp. 66-71.
[82] Smith(1991) , “Brand equity & the analysis of customer transactions” , In Maltz E. (Ed) , Managing Brand Equity Report , Marketing Science Institute , pp.91-110.
[83] Smith, C, & Aronson, R, B (1963) . Marketing The economics of consumer satisfaction harvard Business Review, ppl5-24
[84] Srivastava, R. K., & Shocker, A. D. (1991). Brand equity: A perspective on its meaning and measurement. Working Paper Series: Report No.91-124, Cambridge, MA: Marketing Science Institute
[85] Srivastave, Shocker (1991), Brand Equity: A Perspective on Its Meaning and Measurement, Marketing Science Institute, pp.91-124
[86] Steve Randazzo(2010) 10 Tips to Integrating Experiential Marketing. PR Newswire. New York: Nov 17, 2010.
[87] Stobert, P. (1989)“Alternative Methods of Brand Valuation” In: J. Murphy, ed., Brand Valuations: Establishing a True and Fair View, London: The Interbrand Group.93.
[88] Tauber, Edward M.(1981). Brand Franchise extensions: New products benefit from existing brand names,Business Horizons,Vol.24(2):36-41
[89] Tauber. (1988), “Brand Leverage: Strategy for Growth in a Cost Control World”, Journal of Advertising Research, August / September, pp.26-30.
[90] Turner and Andrew（2001）, Brand Experience, Marketing Magazine,
vol.106, Iss.27, pp.16
[91] Volckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing , 70(2), 18-34.
[92] Westbrook, R. A.（1980）, "Intrapersonal Affective Influences on Consumer Satisfaction with Products", Journal of Consumer Research, Gainesville.
[93] Woodruff, R. B. (1983), “Modeling Consumer Satisfaction Process Using Experience Based Norms”, Journal of Marketing, Vol.10, Aug., PP.296-304