臺灣博碩士論文加值系統

本研究目的在建構電視媒體品牌權益之衡量指標，所採用的研究方法為修正式德菲法。首先從閱聽眾觀點與電視媒體市場特性的角度出發，透過品牌權益相關文獻的分析歸納建構問卷，再利用修正式德菲步驟的進行來整合專家小組之意見，以建構出一套合乎台灣電視媒體品牌資產的衡量指標。另外，利用統計分析歸納出整體面向，輔以深度訪談以瞭解電視媒體經營品牌的現況與趨勢發展。期望所得之結果能提供電視台經營管理業者及媒體管理、廣告行銷研究者做為參考。
研究發現電視媒體品牌權益衡量指標可分為六大面向，分述如下：
一、『品牌認同』因素：
包括「顧客滿意度」、「品牌承諾」、「品牌忠誠度」、「品牌個性」。
二、『品牌競爭力』因素：
包括品牌國際化」、「收視率」、「品牌之社會形象」、「品牌差異化」。
三、『品牌聲譽』因素：
包括「品牌知名度」、「品牌可信賴度」、「品牌形象」、「收視意願」。
四、『觀眾聯想』因素：
包括「品牌威望」、「組織聯想」、「品牌聯想」。
五、『品牌偏好』因素：
係指觀眾因個人特質、喜好、使用經驗而偏好某一特定品牌電視台。
六、『品牌知覺』因素：
包括「知覺品質」、「知覺價值」。

The purpose of the thesis is to establish the brand equity measure index of television station, and using Modified Delphi Method as the methodology. First, starting from the audience point of view and television market peculiarity, established the questionnaires by sorting out the literatures of brand equity, then using steps of Modified Delphi Method to converge the experts’ opinions, so that establish the brand equity measure index of television station to fit in with Taiwan environment. Besides, using factor analysis to get the whole dimensions. At last, adopted depth interviews to analysis market environment and trend of television manage brand in Taiwan. We expected the consequence of thesis to be referred by television manager、media management and advertising marketing researchers.
The thesis sorted out six dimensions from the index that measure brand equity of television station include “brand cognition”、“brand competitive power”、“audience association ”、“brand preference” and “brand perceived”.

第一章 緒論……………………………………………………………….1
第一節 研究背景與動機…………………………………………………..1
第二節 研究目的、對象與流程…………………………………………..5
第二章 文獻探討……………………………………………………………8
第一節 品牌與品牌權益之定義…………………………………………..8
第二節 品牌權益之內涵與衡量指標…………………………………….22
第三章 研究方法………………………………………………………….51
第一節 德菲法與修正式德菲法………………………………………….51
第二節 研究施測步驟…………………………………………………….56
第四章 研究發現………………………………………………………….66
第一節 修正式德菲問卷結果分析……………………………………….66
第二節 因素分析結果…………………………………………………….72
第三節 深度訪談結果分析……………………………………………….77
第五章 結論與建議 ………………………………………………………96
第一節 研究結論………………………………………………………….96
第二節 研究建議……………………………………………………….102
第三節 後續研究建議……………………………………………………104
參考文獻……………………………………………………………………105
附錄一：2001年台灣有線電視台廣告營收………………………………111
附錄二：台灣前四大有、無線電視台……………………………………111
附錄三：修正式德菲研究之學者專家群簡介……………………………112
附錄四：修正式德菲研究之電視媒體實務專家群簡介…………………116
附錄五：修正式德菲第一回合問卷………………………………………120
附錄六：修正式德菲第二回合問卷………………………………………123
附錄七：修正式德菲第三回合問卷………………………………………130
附錄八：深度訪談內容（中視新聞部採訪中心主任 郭人杰）………134
附錄九：深度訪談內容（民視企劃室經理 陳正修）…………………145
附錄十：深度訪談內容（銘傳傳播管理研究所副教授 麥莉娟）……158

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《經濟日報》〈2002年9月12日〉。〈三立將與海外業者合資結盟〉，第6版。
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＊網站資料：
IBISWorld.（2002）。《2001年台灣有線電視台廣告營收》。〔Online〕.Available：http://www.ibisworld.com.tw/。
IBISWorld.（2002）。《台灣前四大有、無線電視台》。〔Online〕.Available：http://www.ibisworld.com.tw/。