臺灣博碩士論文加值系統

論文名稱：品牌延伸策略對品牌形象的影響 總頁數： 93
校(院)所組別：中國文化大學商學院國際企業管理研究所
畢業時間及提要別：九十三年度第二學期碩士學位論文提要
研究生：梁佩琪 指導教授：周文賢、楊台寧
論文提要內容：
品牌延伸是經常為品牌管理者所運用的，以一個即有的品牌名稱運用到新的產品上。本研究主要是以化妝品品牌，做為品牌延伸延伸策略對品牌形象模式的建立，並且以SK-II化妝品品牌來驗證，提供化妝品產業行銷實務上的參考。
研究主題是在分析品牌延伸後對品牌形象的影響，並以SK-II化妝品品牌延伸至香水為例。透過文獻回顧，找出變數品牌延伸策略、母品牌愛好及品牌形象契合度、品牌形象等相關文獻建立品牌延伸策略架構。
從303份消費者的問卷中，透過結構方程模式（SEM, Structural Equation Model）檢驗品牌延伸模式，並說明了品牌延伸策略在消費者對母品牌偏好高時，會增加延伸產品的品牌形象，並且會有親自購買及推薦給親友行為的產生。
根據實證分析的結果，衍生出的策略涵意，包括加強對母品牌的喜好、延伸產品與母品牌都是具有時尚感等，都可以作為化妝品產業在推行延伸產品時的參考依據。
[關鍵詞] 品牌、品牌形象、品牌延伸、行銷策略、結構方程模式

The Effect of Brand Extension Strategy on Brand Image
Student：Liang Pei-Chi Advisor：Prof . Wayne S. Chow; Yang Tai-Ning
Chinese Culture University
ABSTRACT
This research is mainly focusing on the makeup industry to find out the best way to introduce the brand to new customers or newer products to existing customers with positive image build up.
The makup brand SK-II is used as a demonstration to give some sales strategies in the makeup industry. The main purpose of conducting this research is to see whether it is likely to succeed to introduce further products such as perfumes as an example in SK-II.
This study uses the literature preview as a probe to find out:
1.The best way to introduce newer products such as perfumes.
2.Whether such products would meet the company's present image.
3.The standards of current customers set on the company's products.
From the 303 questionaires done by consumers it shows that by introducing new products such as perfume may effect the image of the company. After an SEM (Structural Equation Model) analysis it shows that customers who held a affect towards the company's products would be more interested in our future products other than makeup products and likely to introduce the brand and products of family and friends.
After analysing the research the conclusion is that the company should consider how to make the current customers favours the brand more, and both current and future producsts should be fashionable. All these points should be taken into consideration when a makeup brand wishes to introduce further products and buil up the company's image. Research was focaus on the brand extension strategy effect of brnad image.
Key words: brand extension; brand image; brand; marketing strategy; SEM.

內容目錄
中文摘要　……………………………………………………… iii
英文摘要　……………………………………………………… iv
致謝辭　………………………………………………………… v
內容目錄　…………………………………………………….... vi
表目錄　………………………………………………………… viii
圖目錄　………………………………………………………… ix
第一章　　緒論 ……………………………………………….. 1
　　第一節　　研究背景 …………………………………….. 1
　　第二節　　研究動機 …………………………………….. 2
　　第三節　　研究目的 …………………………………….. 2
　　第四節　　研究限制 …………………………………….. 3
　　第五節　　章節架構 …………………………………….. 3
　　第六節　　研究流程 …………………………………….. 4
第二章　　文獻回顧 ………………………………………….. 6
　　第一節　　品牌 ………………………………………….. 6
　　第二節　　品牌延伸 …………………………………….. 8
　　第三節　　品牌延伸契合度 …………………………….. 13
　　第四節　　品牌權益 …………………………………….. 18
　　第五節　　品牌策略 …………………………………….. 30
　　第六節　　文獻小結 …………………………………….. 36
第三章　　研究方法 ………………………………………….. 38
　　第一節　　研究架構 …………………………………….. 38
　　第二節　　統計模式 …………………………………….. 39
　　第三節　　結構方程模式關係 ………………………….. 42
　　第四節　　研究假說 …………………………………….. 44
　　第五節　　操作型定義 ………………………………….. 46
　　第六節　　問卷設計 …………………………………….. 48
　　第七節　　抽樣設計 …………………………………….. 53
　　第八節　　資料蒐集方法 ……………………………….. 55
第四章　　實證分析 ………………………………………….. 58
　　第一節　　樣本結構分析 ……………………………….. 58
　　第二節　　信度與效度分析 …………………………….. 61
　　第三節　　模式評估 …………………………………….. 63
　　第四節　　假說檢定 …………………………………….. 68
　　第五節　　行銷策略建議 ……………………………….. 71
第五章　　結論與建議 ……………………………………….. 75
　　第一節　　研究發現 …………………………………….. 75
　　第二節　　策略涵意 …………………………………….. 76
　　第三節　　研究貢獻 …………………………………….. 77
　　第四節　　研究限制 …………………………………….. 78
　　第五節　　後續研究建議 ……………………………….. 78
參考文獻　……………………………………………………… 80
附錄一　　研究問卷 ………………………………………….. 87
附錄二　　研究問卷 ………………………………………….. 89

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三、網站資料
SK-II網站：http://www.sk-ii.com.tw/
P&G網站：http://www.pg.com/
行政院主計處網站：http://www.dgbas.gov.tw/