臺灣博碩士論文加值系統

品牌權益對於品牌管理日趨重要，然而過去許多衡量品牌權益的量表或模式建構，觀點分歧且多僅止於概念性探討，而品牌權益逐漸被企業所重視，所以有許多國外廠商如Interbrand發展出衡量品牌價值的模式，此衡量模式的準則多偏向公司財務構面，在專家、學者的眼中未必是適合的衡量準則，而台灣的企業已經逐漸從過去的代工企業，轉變為品牌企業，因此，希望可以藉由網路程序分析法找出適合衡量品牌權益的準則，進而找出各準則、構面的適當權重值。
過去許多學者嘗詴以各種角度切入來衡量品牌權益，但是衡量方式不但眾多且繁雜，亦不夠具有全面性。因此，本研究歸納分析並整理各學者及各國品牌權益評估模式，設法建構發展綜合觀點的系統化且適合台灣之品牌權益評估模式。本研究先從相關文獻的探討及現今各種品牌鑑價方法中整理出重要的品牌強度評鑑指標，並請益有實務經驗之專家學者的意見彙整出品牌權益之評估構面，包括：知覺品質、知覺價值、品牌忠誠度、品牌知名度、行銷支持度與財務績效等6個評估構面及21個評估準則，並採用網路程序分析法（The Analytic Network Process；ANP），進行專家問卷調查，以Super Decisions進行ANP運算得出各構面、準則的權重值，發展出品牌權益的評估模式。藉由此模式，給予企業在行銷策略上之建議，期望企業能夠藉此重視品牌權益，進而妥善分配企業資源、發展品牌行銷活動。
關鍵

The brand equity is more and more important for brand management nowadays. However, many constructed models for measuring brand equity are only at the stage of concept discussion. Many Taiwanese enterprises have gradually paid attention to their brand equity now. Many foreign companies, such as Interbrand, developed models for measuring their brand value. But these models put too many efforts on finance factors as their criteria. In experts' and scholars' veiwpoint, the criteria of models are not suitable to measure brand equity. Many Taiwanese OEM enterprises have already become brand enterprises. Therefore, the purpose of this study tries to find suitable criteria of brand equity, and corresponding weight of each criteria by means of the Analytic Network Process（ANP）.
Many scholars tried to measure brand equity by different methods. But their measuring methods are numerous and complicated, not comprehensive. This study generalize evaluating model of brand equity from literatures, and tries to construct comprehensive and systematize brand equity evaluating model. This study sums up 6 key dimensions and 21 criteria from literatures, also constructs brand models. The 6 key dimensions include perceived quality, perceived value, brand loyalty, brand awareness, marketing support, and monetary basis. The study also proceedes expert questionnaire, and values each dimensions and criteria weight to develop estimating model of brand equity by Super Decisions. By this model, this study provides some suggestions and some marketing strategy for companies. Therefore, these companies are able not only to distribute enterprise resources well but also to develop the marketing activities and manage brand successfully.

目錄
摘要 ...................................................................................................................................................... I
Abstract .............................................................................................................................................. II
誌謝 ................................................................................................................................................... III
目錄 ................................................................................................................................................... IV
圖目錄 ............................................................................................................................................... VI
表目錄 ............................................................................................................................................. VII
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 ...................................................................................................................... 3
第四節 研究對象 ...................................................................................................................... 3
第五節 研究流程 ...................................................................................................................... 3
第二章 文獻探討 .............................................................................................................................. 6
第一節 品牌定義 ...................................................................................................................... 6
第二節 品牌權益 ...................................................................................................................... 8
第三節 品牌權益之衡量模式 ................................................................................................ 19
第四節 實務品牌評價模式介紹 ............................................................................................ 25
第五節 網路程序分析法 ........................................................................................................ 34
第三章 研究方法 ............................................................................................................................ 37
第一節 層級分析法 ................................................................................................................ 37
第二節 網路程序分析法 ........................................................................................................ 38
第三節 網路程序分析法之步驟 ............................................................................................ 40
第四節 問卷設計 .................................................................................................................... 43
第五節 研究架構雛型 ............................................................................................................ 44
第六節 研究架構 .................................................................................................................... 50
第四章 研究結果與分析 ................................................................................................................ 57
第一節 問卷專家背景 ............................................................................................................ 57
第二節 構面權重資料分析 .................................................................................................... 61
第三節 準則權重資料分析 .................................................................................................... 62
第四節 共識性指標差異分析 ................................................................................................ 64
第五章 結論與建議 ........................................................................................................................ 65
第一節 研究結論 .................................................................................................................... 65
第二節 建議與貢獻 ................................................................................................................ 68
第三節 研究限制 .................................................................................................................... 68
第四節 後續研究 .................................................................................................................... 69
參考文獻 ........................................................................................................................................... 70
附錄一 第一次專家問卷 ................................................................................................................ 77
V
附錄二 第二次專家問卷 ................................................................................................................ 90
圖目錄
圖1-1 本研究流程圖 ....................................................................................................................... 5
圖2-1 Aaker之品牌權益架構....................................................................................................... 15
圖2-2 Keller品牌權益構面圖 ...................................................................................................... 17
圖2-3 陳振燧品牌權益來源組合 ................................................................................................. 18
圖2-4 Interbrand鑑價架構圖 ........................................................................................................ 26
圖2-5 品牌強度指標 ..................................................................................................................... 28
圖2-6 德國BBDO架構圖 ............................................................................................................ 32
圖2-7 德國BBDO Five-level Model............................................................................................. 33
圖3-1 ANP法之結構概念圖 ........................................................................................................ 38
圖3-2 ANP之超級矩陣 ................................................................................................................ 39
圖3-3 1-9尺度轉換1-5尺度方式 ................................................................................................ 41
圖3-4 本研究架構示意圖 ............................................................................................................. 42
圖3-5 準則關聯性之網路圖 ......................................................................................................... 55
圖3-6 構面架構圖 ......................................................................................................................... 56
表目錄
表1-1 2010年十大台灣國際品牌價值 .......................................................................................... 1
表2-1 各學者對品牌的定義 ........................................................................................................... 7
表2-2 財務觀點之品牌權益定義彙總表 ....................................................................................... 9
表2-3 行銷觀點之品牌權益定義彙總表 ..................................................................................... 10
表2-4 財務與行銷觀點之品牌權益定益彙總表 ......................................................................... 11
表2-5 Martin & Brown品牌權益五構面 ..................................................................................... 12
表2-6 Aaker品牌權益五構面....................................................................................................... 13
表2-7 Keller品牌權益構面 .......................................................................................................... 16
表2-8 Lasse et al.品牌權益五構面 ............................................................................................... 17
表2-9 Keller衡量品牌權益的方法 .............................................................................................. 20
表2-10 學者Aaker 品牌權益十要素............................................................................................. 21
表2-11 財務面的衡量方法 ............................................................................................................. 22
表2-12 綜合財務及行銷面衡量方法 ............................................................................................. 23
表2-13 品牌強度指標驅動因子 ..................................................................................................... 27
表2-14 德國BBDO驅動因子 ........................................................................................................ 33
表2-15 近年國內應用「ANP」相關的學術論文 ......................................................................... 35
表3-1 評估尺度說明表 ................................................................................................................. 44
表3-2 構面及內涵之初步雛型 ..................................................................................................... 44
表3-3 準則及內涵之初步雛型 ..................................................................................................... 45
表3-4 專家建議修改之架構 ......................................................................................................... 48
表3-5 構面及其內涵說明 ............................................................................................................. 49
表3-6 準則及其內涵說明 ............................................................................................................. 49
表3-7 專家訪談表 ......................................................................................................................... 51
表3-8 分數與關聯程度 ................................................................................................................. 51
表3-9 準則關聯程度之分數 ......................................................................................................... 53
表3-10 準則相互關聯性結果 ......................................................................................................... 54
表4-1 專家背景資料 ..................................................................................................................... 57
表4-2 ANP之未加權超級矩陣 .................................................................................................... 58
表4-3 ANP之加權超級矩陣 ........................................................................................................ 59
表4-4 ANP之極限超級矩陣 ........................................................................................................ 60
表4-5 構面矩陣 ............................................................................................................................. 61
表4-6 構面權重值及排序 ............................................................................................................. 61
表4-7 評估準則優先權重 ............................................................................................................. 62
表4-8 總體準則重要程度排序 ..................................................................................................... 63
表4-9 共識性差異指標 ................................................................................................................. 64
表5-1 構面、準則權重彙整表 ..................................................................................................... 65

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網路文獻
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