臺灣博碩士論文加值系統

隨著人類的科技發達，企業的快速興起，在這競爭的市場中，企業紛紛為了獲利，在價格上進行流血戰，唯有建立起品牌的效應，才能在這競爭市場中占一席之地，所以品牌就變成一家企業的代表性，人們會依照品牌形象、品牌知名度、該產品好用與否來做選擇。
本研究採用問卷發放方式，以18-60歲使用電鍋的消費者為研究對象，再針對牛頭牌安康內鍋問項的題目給消費者做答，目的是讓消費者對於牛頭牌安康內鍋的認識與否，來做品牌形象、品牌知名度與品牌價值關聯性研究，並以隨機抽樣方式在北部發放，總共發放200份問卷，再扣除無效問卷6份，總計回收到194份有效問卷，針對這些問卷做統計分析方法，採用SPSS18.0統計軟體進行資料分析，分析方法採用的是敘述性統計分析、信度分析、因素分析、相關分析、迴歸分析等。研究結果顯示品牌知名度對品牌形象具有正面的影響，還有品牌形象對品牌價值也具有正面的影響，以做出的結論加以探討，然後希望藉由本研究來分析公司的品牌形象、品牌知名度、品牌價值，能對本公司的做一些建議。

With the technological advances of mankind and the rapid rise in competition of the market, companies have to heavily rely on price cut to maintain a shear profit. Therefore, a solid brand can become the only representative of a business and help establishing some edge in the competitive market, because, mostly people make purchase decision based on their perception of brand image, brand awareness, and ease of use of certain products.
In this study, the market survey of distributing questionnaires to target audiences aged between 18-60 years was adopted in order to get some basic understanding about the marker response for Buffalo rice cooker products. The objective of this research is to get the correlation between the brand image, the brand awareness and the brand value of such products. Random sampling in the northern part of Taiwan by issuing a total of 200 questionnaires was conducted and our final valid questionnaires were counted as 194. For the data being collected in these questionnaires, the statistical software SPSS18.0 was used for descriptive statistical analysis, reliability analysis, factor analysis, correlation analysis, as well as regression analysis. The study results showed that brand awareness has a positive impact on brand image, and brand image also has a positive impact on brand value for such products. Hopefully, through this study of the company's brand image, brand awareness, and brand value, we can come up with some recommendations for the company’s future marketing strategy.

摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 3
第二章 文獻探討 4
2.1品牌形象 4
2.1.1品牌形象的定義 4
2.1.2品牌形象的分類 6
2.1.3品牌形象的衡量 8
2.2品牌知名度 9
2.2.1品牌知名度的定義 9
2.2.2品牌知名度的分類10
2.2.3品牌知名度的衡量11
2.3品牌價值12
2.3.1品牌價值的定義12
2.3.2品牌價值的分類13
2.3.3品牌價值的衡量15
2.4品牌知名度對品牌形象之影響18
2.5品牌形象對品牌價值之影響18
2.6電鍋產業19
2.6.1電鍋的發展與現況19
2.6.2公司簡介與各公司產品介紹22
2.6.3內鍋23
第三章 研究方法30
3.1研究架構30
3.2操作性定義與衡量方式31
3.2.1品牌形象31
3.2.2品牌知名度32
3.2.3品牌價值33
3.3資料蒐集方法34
3.4資料分析方法34
3.4.1敘述性統計分析34
3.4.2信效度分析34
3.4.3因素分析35
3.4.4相關分析35
3.4.5迴歸分析35
第四章 研究結果36
4.1敘述性統計分析36
4.1.1樣本結構敘述性統計分析36
4.1.2研究變項數敘述性統計分析37
4.2信度分析41
4.3因素分析41
4.3.1品牌形象因素分析42
4.3.2品牌知名度因素分析43
4.3.3品牌價值因素分析44
4.4相關分析45
4.5迴歸分析45
4.5.1品牌知名度對品牌形象之迴歸分析46
4.5.2品牌形象對品牌價值之迴歸分析46
4.5.3品牌知名度對品牌價值之迴歸分析47
4.5.4品牌知名度與品牌形象對品牌價值之迴歸分析47
4.6研究的結果與探討48
第五章 結論與建議50
5.1結論50
5.1.1品牌知名度對品牌形象之關係50
5.1.2品牌形象對品牌價值之關係51
5.1.3品牌知名度與品牌形象對品牌價值之關係51
5.2管理意涵52
5.3研究限制與未來研究建議54
5.3.1研究限制54
5.3.2未來研究建議54
參考文獻55
附錄61

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