臺灣博碩士論文加值系統

企業要朝向永續經營，勢必在經營品牌時透過產品、廣告、形象活動等讓消費者感知企業品牌之價值。品牌於產業內參考的標竿和消費者與品牌本身之定位息息相關，會依據其定位規劃資源、執行策略後呈現其所欲彰顯之價值。
本研究之目的係以透過品牌價值象限與服務品質模型的角度剖析在品牌在提供產品與服務時，面對消費者和標竿品牌間互動而產生認知落差。藉由多重模型與服務建構者的角色推論新的研究架構-市場與品牌認知三象限與主張，進一步強化既有之理論，並利用資源執行價值理論探討如何消弭企業與消費者對品牌認知落差的解決之道。

Every Business pursue for sustainable development. Before allocating their resources, the position in the industry must be clear so they could make the right strategy to achieve their ultimate goal. Brand value is the most important while providing services to the market, which is the reference for the market for making decision on purchasing and fulfill their expectations.
Previous researches had found the service quality gaps while delivering the service. However, the gaps generate more from the expectation to the overall process by the point of view this article translates from the constituent value dimensions where the cognition gaps occurred between the market, the constructivism and the benchmarks by the mutual communication of brand’s value. Through these cognition gaps, this article hopes to strengthen the service-quality model, and develop some propositions for business to recognize the gaps as well as their positions, further, to make more precisely strategy while allocate business resources.

表目錄 V
圖目錄 VI
第一章 、緒論 1
第一節 、研究背景與動機 1
第二節 、研究目的及範圍 1
第三節 、研究流程 2
第二章 、文獻探討 3
第一節 、品牌價值象限(Constituent Value Dimensions) 3
第一項 、物質品牌 4
第二項 、主觀品牌 4
第三項 、社會認同品牌 5
第二節 、服務品質模型(Service-Quality Model) 6
第一項 、消費者端 6
第二項 、服務提供者端 7
第三項 、五大缺口 8
第三節 、資源能力價值理論(Resource-Process-Value Model) 8
第一項 、資源 9
第二項 、能力 9
第三項 、價值 10
第三章 、研究方法 10
第一節 、市場與品牌認知三象限(Three Dimensions of cognitions between market and brands) 10
第二節 、服務品質模型缺口 15
第四章 、研究分析 18
第一節 、認知落差 19
第二節 、資源能力價值模型之動態循環 28
第五章 、研究結論與貢獻 29
第六章 、參考文獻 30

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