臺灣博碩士論文加值系統

隨著各國對健康及休閒生活的日漸重視，運動風氣蔚為風尚，運動與休閒、流行之間的融合及關係，加強了運動用品的適用範圍，因而使得運動用品的消費市場擴大，並跟隨著流行服飾的腳步前進，產品樣式和功能經常創新，加上品牌的知名度及形象會影響消費者對產品的需求，因此須配合市場潮流與消費趨勢，作適當的創新及擬定特定的行銷策略。當在市場上導入新產品的成本高且競爭激烈時，為了降低導入新產品的風險，通常會使用在市場上已經具有知名度的品牌，對於新產品進行品牌延伸。本研究依據 Aaker 與 Keller 在品牌權益與品牌延伸之理論與分析架構，探討品牌知名度、品牌形象對品牌延伸之影響。
本研究對象以FILA內部員工做為內部顧客，來店消費者為現有顧客，並以台北西門町商圈、台中一中商圈、高雄新崛江商圈年輕客層作為潛在顧客，進行問卷調查以蒐集資料，將回收有效問卷進行實證分析，結果發現品牌知名度與品牌形象對品牌延伸具皆有正面影響，現有與潛在客層對品牌延伸持高度正面認同。
此外為了擴充本研究之實務運用價值，加入生活型態量表為區隔變數，藉由生活型態來區隔消費者，結果發現不同生活型態的消費者，品牌知名度與品牌形象都有不同的影響，且對品牌延伸也會有不同的影響。

As the growing emphasis on health and leisure, sport event has become a fashion nowadays. The connections of sport, leisure and fashion have strengthened the scope of sport goods. Also it expands the consumer market. Following the footsteps of fashion, style and function of products are often innovated. Moreover, since brand awareness and image can affect consumer needs, it is necessary to meet the market trends and consumer tastes with appropriate product innovations and specific marketing strategies.
With the fierce competition and high costs, it is common to use a well-known brand in the market to reduce the risk of introduction of new products. This study was to discuss the relationship of brand rights, brand awareness, brand image, and the brand extension based on Aaker and Keller’s theory. A questionnaire survey was conducted by using the employees of FILA as internal customers; the consumers who consume at the stores as existing customers, and the younger generation shops at Taipei Hsimen-ting business district, Taichung Yi-chung business district, and Kaohsiung Hsin-juejiang business district as potential customers. The results showed that brand awareness and brand image have a positive impact on brand extension. Both of existing and potential consumers have high agreement on brand extension of FILA brand.
However, in order to expand the use of practical value in this study, it has added a scale to distinguish the differences among the consumers’ lifestyles. As a result, it has found that consumers with different lifestyles have different factors in regards of brand awareness and brand image and at the same time it has different effects on brand extension.

中文摘要...................................................i
英文摘要..................................................ii
誌謝 .................................................iii
目錄 ..................................................iv
表目錄 .....................................................vi
圖目錄 .....................................................ix

第一章 緒論
第一節 研究背景與動機......................................1
第二節 研究目的...........................................6
第三節 研究流程….........................................7
第四節 研究範圍與限制......................................8
第二章 文獻探討
第一節 品牌相關理論.......................................9
第二節 品牌權益理論......................................15
第三節 品牌延伸..........................................20
第四節 消費者生活型態.....................................25
第三章 研究方法
第一節 研究架構..........................................30
第二節 研究假說..........................................32
第三節 研究變數之操作型定義...............................33
第四節 問卷設計與調查計畫.................................42
第五節 資料分析方法......................................43
第四章 資料分析與討論
第一節 內部顧客..........................................45
第二節 現有顧客..........................................57
第三節 潛在顧客..........................................85
第四節 客群差異.........................................108
第五節 研究結果與討論....................................109
第五章 結論與建議
第一節 研究結論.........................................112
第二節 研究建議.........................................114
參考文獻
中文.....................................................118
英文.....................................................120
附錄A 研究問卷...........................................125

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