臺灣博碩士論文加值系統

品牌是企業最有價值的無形資產。但隨著市場競爭白熱化，新產品的快速開發、自有品牌不斷出現及市場顧客不斷地區隔化，讓顧客有更多品牌的選擇機會，因而有許多不同品牌忠誠類型的顧客產生。品牌忠誠(Brand Loyalty)的意涵包含了行為和態度上的觀點，但態度觀點是主觀的認知且難以量化評估，所以本研究方法是採取可量化研究的行為觀點來分析品牌忠誠。
本研究試圖以實際的顧客交易資料庫為對象，分析不同行為的顧客應區隔為何種品牌忠誠類型，探討顧客與品牌忠誠之關連以供企業訂定品牌相關策略。研究發現真正有意義的市場區隔是必須能描述「實際的」而「非純理論」的購買行為，所本研究以顧客占有率和品牌轉換頻率來區隔顧客，而非使用口統計、心理性統計等變數來區隔。本研究的主要內容為：以顧客佔有率(Total Share of Customer)將顧客做第一次的區隔；再利用序列型樣(Sequential Patterns)找出顧客購買品牌間的轉換關係，做為第二次區隔；再以區隔後之顧客群建構品牌忠誠的類型與各競爭品牌的忠誠分析，其中，輔以統計方法驗證顧客區隔下的行為特徴。
本研究將品牌忠誠類型，依忠誠度強弱分成四級：高度忠誠、中度忠誠、低度忠誠、無忠誠。實驗結果顯示，不同顧客區隔下的行為特徵是有差別的，而且不同類別的品牌其品牌忠誠類型也不同。這些研究的模型可供企業依本身的需要自行修正，發展與企業本身相關的品牌忠誠策略，提供管理實務之參考。

Brand loyalty can be defined based on either behavioral measures or attitudinal measures. Attitudinal measures of brand loyalty incorporate consumer preferences and dispositions toward brands to determine levels of loyalty. However, consumer preferences may change over time due to the changes in mood, taste, or anticipated product use. As a result, the attitudinal measures of brand loyalty may not be as accurate as the behavioral measures of brand loyalty. We therefore adopt the approach of the behavioral measures of brand loyalty in our thesis.
Behavioral measures of brand loyalty are based on the consistency of purchasing a specific brand over a certain period of time by a consumer. Level of brand loyalty is measured by monitoring the total share of customer, frequency of purchases and the amount of brand switching of a consumer in a product category. Brand loyalty is analyzed following two steps. First, we use the concept of total share of customer and frequency of purchases to segment the consumers into coarse groups. Then, we use the brand switching frequency to further segment the coarse groups into fine groups. Four type of Brand loyalty are identified. They are high loyalty, middle loyalty, low loyalty and no loyalty. We then analyze the effects of different types of brand loyalty to the performance of a brand. The performance of a brand is defined in terms of the rate of brand loss, the rate of brand switch, and the amount of purchase of the brand. The analysis is based on an empirical data. Based on the empirical data, we find that a consumer with high loyalty to a brand shows less rate of brand loss and contributes more on the amount of the purchase of this brand.

目　　錄
中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
圖次 VI
表次 VII
第一章　緒論
第一節　研究動機 1
第二節　研究目的 4
第三節　研究流程 5
第二章　文獻探討
第一節　品牌忠誠度 6
第二節　顧客 14
第三節　資料探勘 19
第三章　研究方法 24
第一節　顧客區隔 25
第二節　產品替代關係 28
第三節　統計驗證 35
第四節　品牌忠誠分析 37
第五節　研究架構 40
第四章　實驗結果
第一節　實驗環境與資料來源 41
第二節　顧客區隔與統計分析結果 44
第三節　品牌忠誠度分析 55
第五章　結論
第一節　結論與研究成果 64
第二節　未來研究方向 66
參考文獻 67
附錄一　FoodMart商品概念階層樹顧客購買項目數量分配表 71
附錄二　各品牌之顧客區隔(第一次) 72
附錄三　各品牌之品牌忠誠類型 74
附錄四　品牌轉換之顧客人次表,轉換頻率=1 76
附錄五　顧客購買項目數量分配表 77
附錄六　品牌轉換之顧客人次表,轉換頻率=2 78
附錄七　Wine各品牌之忠誠類型分析表 79
附錄八　品牌轉換分配表(1)(2) 81
作者簡介 82

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