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研究生:郭書伶
研究生(外文):KUO, SHU-LING
論文名稱:產品特性差異之中介延伸研究
論文名稱(外文):THE INTERVENING EXTENSION EFFECTS ON THE EVALUATION OF THE DIFFERENT PRODUCT CHARACTERISTICS
指導教授:潘明全潘明全引用關係
指導教授(外文):MING-CHUAN PAN
學位類別:碩士
校院名稱:大同工學院
系所名稱:事業經營學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:106
中文關鍵詞:品牌延伸中介延伸產品特性
外文關鍵詞:BRAND EXTENSIONINTERVENING EXTENSIONPRODUCT CHARACTERISTICS
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產品特性差異之中介延伸研究指導教授 : 潘明全研究生 : 郭書伶大同工
學院事業經營研究所八十五年度第二學期碩士論文提要在市場自由化以及
消費者偏好快速改變等趨勢下,消費市場的競爭日益激烈,產品生命週期
逐漸縮短,新產品上市成本不斷提高。成功的品牌可以搏得消費者的忠誠
,並與競爭產品有所區隔,故品牌具有商業價值,可降低新產品上市的風
險。有效的品牌策略可使公司在有限資源下,形成綜效,創造更大的成長
機會,故品牌延伸策略為公司重要之行銷策略。本研究目的在探討公司在
進行多角化策略時,不同類別之產品 (實體性產品與服務性產品)在品牌
延伸時之成效,並探討中介延伸之介入對計劃性延伸所產生之效果,以及
對原品牌的影響。本研究採用實驗設計方法,分別進行二因子4×2與二因
子4×3的實驗設計,主要的因子為品牌延伸型式及品牌概念、中介延伸型
式,藉此實驗以探討品牌延伸策略之效果。茲將研究結果歸納如下:1.在
產品特性一致與產品特性不一致的延伸策略比較下,前者之計劃性延伸產
品的效果較後者為佳。2.品牌概念為象徵性時,其計劃性延伸產品之效果
會優於功能性品牌概念。3.當企業在進行品牌延伸時,有中介延伸之計劃
性延伸效果會優無中介延伸。4. 失敗的中介延伸會使消費者對計劃性延
伸產品及對原品牌產生負面的評價。
THE INTERVENING EXTENSION EFFECTS ON THE EVALUATION OF THE
DIFFERENT PRODUCT CHARACTERISTICS Advisor : Dr.
Ming-chuan Pan Student : Shu-ling KuoTATUNG
INSTITUTE OF TECHNOLOGY GRADUATE SCHOOL OF MANAGEMENT MASTER
THESISJUNE 1997ABSTRACT  As the become increasingly
competitive product market and the consumer''s preferences change
rapidly, the life cycle of a product becomes short and the cost
of introducing products to the market rising. A successful brand
can win the loyalty of consumers and distinguish form
competitors. The brand has its value to form competitive
advantages and develop more growth opportunities. Hence, brand
extension has become the important marketing strategy in the
firm. The purposes of this study are to explore the extension of
different product categories and the involvement of intervening
extension have influences on the evaluation of the original
brand and on the evaluation of the proposed extension when a
firm searches for diversification. This study adopts experiment
design, there are two experiments on this study, including two-
factor 4×2 and two-factor 4×3 experiment design. The main
factors in our two experiments are the type of brand extension
and brand concept, and the type of intervening extension. The
first factor in our two experiments is the type of brand
extension and brand concept, including (1) consistency of
product characteristics and symbolic concept, (2) consistency
of product characteristics and functional concept, (3)
inconsistency of product characteristics and symbolic concept,
and (4) inconsistency of product characteristics and
functional concept. There are two levels of type of
intervening extension in the first experiment (having an
intervening extension and no intervening extension), and three
levels in the second experiment (no intervening extension ,
successful intervening extension, and unsuccessful intervening
extension). The dependent variable in experiment one is the
evaluation of the proposed extension. The dependent variables
in experiment two are the evaluation of the proposed extension
and original brand. Several results of this study can be
deduced.1. It will have higher evaluations of the proposed
extension when the type of brand extension belongs to
consistency of product characteristics between the original
brand and the proposed extension. 2.A firm which brand belongs
to symbol-oriented concept can take advantage of its brand
concept to achieve the better evaluations than a brand belongs
to function-oriented concept.3.When a firm adopts brand
extension, the extension that have an intervening extension tend
to have better evaluations than the extension that have no
intervening extension. 4. An unsuccessful intervening extension
will hurt the evaluations of the proposed extension and the
original brand.
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