臺灣博碩士論文加值系統

在全球競爭日趨激烈、消費者偏好隨時改變、產品製造已至成熟階段下，企業若僅強調產品價格與功能，已無法維持長期競爭優勢。從行銷的觀點來看，品牌可以說是企業最具有價值的資產。競爭者可以模仿公司的產品，但卻不能冒用別家公司的品牌。一項產品可能會隨著時間而消逝，但一個品牌卻是可以永續經營的。
高績效的品牌管理需先蒐集正確的市場資訊，經由嚴謹統計分析，掌握市場脈動，才可研擬正確的品牌策略，並經由品牌權益評估，確保品牌經營成果。品牌相關理論在過去曾有許多作者提出。然而，在過去眾多文獻之中，以統計為基礎，串聯品牌管理功能之架構則較少提及。有鑑於此，本研究擬提出一完整之品牌管理架構，作為品牌管理的基礎，俾能協助企業研擬適切之行銷策略。主要目的有三，其一、建立一般化之完整品牌管理架構；其二、規劃品牌架構後嚴謹的統計分析方法；其三、以專櫃品牌化妝品為例，驗證品牌管理架構之可行性。
本研究以六家專櫃化妝品品牌為研究對象，分別為香奈兒（CHANEL）、倩碧（CLINQUE）、蘭蔻（LAMCOME）、資生堂（SHISEIDO）、植村秀（SHU UEMURA）、SKⅡ。採用問卷方式蒐集初級資料，對大台北、大台中與大高雄三大都會區之女性消費者實施抽樣調查。將所得之資料運用多元尺度分析、卡方分析、迴歸分析等方法對資料進行品牌追蹤之各項分析後，根據所得結果對研究對象提出適當之結論與建議。
實證分析之結果可得各品牌之定位策略建議。其中，香奈兒與蘭蔻並無明顯之訴求重點；倩碧之訴求重點為價格合理；資生堂之訴求重點則為美白防曬、整體評價與價格合理；植村秀之訴求重點為成分天然；而SKⅡ之訴求重點則為保養品為主、保濕滋潤與美白防曬。根據訴求重點，各品牌可研擬出相關之品牌商品策略、品牌推廣策略、品牌通路策略、品牌競爭策略與品牌廣告策略等。

With the increase of competition in marketing, brand management is increasingly demanded by enterprises. Once the brand is properly managed, obvious brand extension effect is obtained. Proper brand management costs much lower than creating a new brand and results in more benefit.
The thesis is based upon the investigation of cosmetic brand, in which brand awareness, brand royalty, brand association, brand perception and brand competition are included and analyzed. With data being statistically analyzed, the brands are thoroughly investigated. By brand royalty analysis, the brand royalty structure of cosmetic brands can be constructed. By brand competition analysis, we can recognize the main competitor and know its market share, key success factor, competitive strength and weakness, and competitive strategy. By brand association analysis, we can calculate the brand association of each cosmetic brand. According to the result of brand monitor analysis, the brand strategy can further be determined.
Brand strategy planning including brand product strategy, brand promotion strategy, brand channel strategy, brand competition strategy, brand advertisement strategy, etc. The thesis thus provides cosmetic brand, such as CHANEL, CLINQUE, LACOME, SHISEIDO, SHU UEMURA, and SKⅡ with strategic suggestion to enhance the brand equity.
The advantage of CLINQUE is price, and the advantage of SHISEIDO is whiting, whole value, and price. The advantage of SHU UEMURA is nature component, and the advantage of SKⅡ is moisture and whiting. Then formulating related brand strategies.

目 錄
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 2
1.4 章節結構 3
第二章 文獻回顧 4
2.1 品牌相關定義 4
2.2 品牌權益範疇 5
2.3 品牌識別系統 17
2.4 品牌價值塑造 21
第三章 研究方法 25
3.1 研究架構 25
3.2 市場資料分析 27
3.3 品牌追蹤分析 30
3.4 品牌權益評估 33
3.5 品牌策略規劃 34
3.6 研究流程 37
3.7 研究假說 38
3.8 問卷設計 39
3.9 抽樣設計 42
3.10 統計分析方法 44
第四章 實證研究 46
4.1 化妝品市場概況 46
4.2 樣本結構分析 50
4.3 競爭態勢分析 51
4.4 顧客行為分析 54
4.5 品牌追蹤分析 57
4.6 品牌權益評估 80
4.7 品牌策略規劃 82
第五章 結論與建議 92
5.1 研究發現 92
5.2 策略涵意 94
5.3 研究貢獻 96
5.4 研究限制 96
5.5 後續研究建議 97
參考文獻 98
附錄 104

一、中文部分
(1) 古永嘉（1996），企業研究方法，第五版，台北：華泰文化。Donald R.Cooper and C.William Emory原著。
(2) 吳克振（2001），品牌管理，台北：華泰。Kevin Lane Keller原著。
(3) 吳玫琪（2000），建立品牌識別，初版，台北：台視文化。
(4) 李仰川（1999），化妝品學原理，台北：文京。
(5) 李儀寬（1994），影響品牌延伸領域及消費者對品牌延伸評估因素之研究，國立政治大學企業管理研究所未出版碩士論文。
(6) 沈雲驄與湯宗勳 (1998)，品牌行銷法則─如何打造強勢品牌，初版，台北：商週文化，David D. Aaker原著。
(7) 周文賢（2002），市場分析與品牌管理之研究，國立台北大學企業管理學系未出版研究報告。
(8) 周文賢 （2002），多變量統計分析-SAS/STATISTIC使用方法，初版，台北：智勝文化。
(9) 周文賢（1999），行銷管理：市場分析與策略規劃，初版，台北：智勝文化。
(10) 周文賢與吳金潮（1996），碩士論文撰寫方法，台北：華泰文化。
(11) 周文賢與李宏達（1992），市場調查與行銷策略研擬：理論基礎與實務運用，台北：華泰文化。
(12) 周文賢（1986），「中共1984年投入產出表編製：貝氏RAS方法之運用」，中華經濟學會年會論文集，pp161-204
(13) 高登第（2001），品牌管理，初版，台北：天下遠見，譯自Harvard Business Review on Brand Management。。
(14) 高登第（2002），品牌領導，台北：天下遠見。譯自大衛.艾克(David A. Aaker), 艾瑞克.喬幸斯瑟勒(Erich Joachimsthaler)合著。。
(15) 陳鎮隧 (1999)，「消費品品牌權益衡量量表之建構---顧客基礎觀點」，中山管理評論，第七卷第四期，pp.1175-1199。
(16) 陳靜怡 (1999)，洗髮精市場消費者分析與行銷策略規劃，國立政治大學企業管理研究所未出版碩士論文。
(17) 郭振鶴 (1991)，行銷研究與個案分析，第二版，台北：華泰文化。
(18) 孫上圍 (2000)，市場分析與行銷策略規劃─以茶飲料為例，淡江大學管理科學研究所未出版碩士論文。
(19) 黃俊英 (1995)，多變量分析，台北：中國經濟企業研究所。
(20) 楊朝陽（1995），品牌經營，台北：朝陽堂。David A. Aaker原著。
(21) 趙志遠 (2000)，品牌追蹤與再生規劃─以寶僑洗髮精為例，淡江大學管理科學研究所未出版碩士論文。
(22) 蔡佩娟 (2000)，塑造品牌的威力，初版，台北，小知堂文化。
(23) 盧介華（2000），化妝品牌的故事，台北：民生報。
(24) 賴曉慧（2002），品牌延伸契合度對消費者購買意願影響之研究-以鐘錶市場為例，台北大學企業管理研究所未出版碩士論文。
(25) 謝蕙瑩（1991），台北市女性消費者購買美白保養品品牌轉換型為之研究，銘傳大學未出版碩士論文。
二、英文部分
(1) Aaker, D.A. and J.G. Shansby (1982), “Positioning Your Product,” Business Horizons, May-June 1982, pp.56-62.
(2) Aaker, D.A. (1990), “Brand Extensions: The Good, the Bad and the Ugly,” Sloan Management Review, Vol.47, pp.47-56.
(3) Aaker, D.A. and K. L. Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, Vol.54, pp.27-41.
(4) Aaker, D.A. (1991), Managing Brand Equity, N.Y.: Free Press.
(5) Aaker, D.A. (1992), ”The Value of Brand Equity,” Journal of Business Strategy, Vol.13, No.4, pp.27-32.
(6) Aaker, D.A. (1996), Building Strong Brands, N.Y.: Free Press.
(7) Aaker, D.A. (1996), “Measuring Brand Equity Across Product and Markets,” California Management Review, Vol.38, No.3, pp.102-120.
(8) Baldinger（1990）,”Defining and Applying the Brand Equity Concept: Why the Researcher Should Care,” Journal of Advertising, Vol.30(3), RC2-RC5.
(9) Barwise（1993）,”Brand Equity: Snark or Boojum? ,“International Journal of Research Marketing, Vol.10, pp.93-104.
(10) Bhat, S. and S.K. Reddy (2001), “The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation,” Journal of Business Research, Vol.53, pp.111-122.
(11) Broniarczyk, S.M. and J.W. Alba (1994), “The Importance of the Brand in Brand Extension,” Journal of Marketing Research, Vol.31, pp. 214-228.
(12) Chernatony, L.D. (2002), “A Model for Strategically Building Brands,” Journal of Brand Management, Vol.9, No.1, pp.32-44.
(13) Cobb-Walgren, C. J., C. A. Ruble, and N. Donthu (1995), “Brand Equity, Brand Preference, and Purchase Intend,” Journal of Advertising, Vol.24, No.11, pp.24-40.
(14) Crimmins（1992）, Talk About Beliefs, Cambridge, Mass; Bradford Books.
(15) Doyle, P. (1990), “Building Sucessful Brands: The Strategic Options,” Journal of Customer Marketing, Vol.7, pp.5-19.
(16) Emmer M. and J. Henshall (2002), “Building and Maintaining Brand Value,” International Tax Review, pp.44-46.
(17) Farquhar（1990）,”Managing brand equity”, Journal of Advertising Research, Vol.30(4), RC7-RC12.
(18) Feldwick, P. (1996), “Do We Really Need Brand Equity?,” The Journal of Brand Management, Vol.4,No.1, pp.9-28.
(19) Green, P.E. (1977), “A New Approach to Market Segmentation,” Business Horizens, Vol.20, pp.61-73.
(20) Geoffrey, R. (1997), Do Your Own Market Research, N.Y.:Kogan Page.
(21) Gray E.R. and J.M.T. Balmer (1998), “Managing Corporate Image and Corporate Reputation,” Long Range Planning, Vol.31, No.5, pp.696-707.
(22) Jennifer, L.A. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, Vol.34, No.3, pp.347-356.
(23) Kahle, Lynn, Basil Poulos, and Ajay Sukhdial (1998), “Changes in Social Values in the United States During the Past Decade,” Journal of Advertising Research, February-March, pp.35-41.
(24) Kamakura, W. and G. Russell (1993), “Measuring Brand Value With Scanner Data,” International Journal of Research in Marketing, Vol.10, pp.9-22.
(25) Keller, K.L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol.57, No.1, pp.1-22.
(26) Keller, K.L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, N.J,: Prentice Hall.
(27) Keller, K.L. (2001), “Building Customer-Based Brand Equity,” Marketing Management, Vol.10, No.2, pp.14-19.
(28) Kim, P. (1990), “A Perspective on Brands,” Journal of Consumer Marketing, Vol.7, pp.20-30
(29) Kotler, P. (1996), Marketing Management: An Asian Perspective, 1st ed, Singapore: Prentice Hall.
(30) Kotler, P., S.H. Ang, S.M. Leong, and C.T. Tan (1999), Marketing Management — An Asia Perspective, 2nd ed ., N.J.:Prentice-Hall.
(31) Lassar, Mittal, and Sharma（1995）,”Measuring Customer-Based Brand Equity,” Journal of Consumer Marketing, Vol.12, No.4, pp.11-19.
(32) Leuthesser, Kohli, and Harich（1995）,”Brand equity: The Halo Effect Measure,” European Journal of Marketing, 29 (40), 57-66.
(33) Mahajan, V., V.R. Rao, and R.K. Srivastava (1994), “An Approach to Assess the Importance of Brand Equity in Acquisition Decesions,” Journal of Product Innovation Management, Vol.1, pp.221-235.
(34) Morrin, M. (1999), “The Impact of Brand Extension on Parent Brand Memory Structures and Retrieval Processes,” Journal of Marketing Research, Vol.36, pp.517-525.
(35) Owen, S. (1993), “The Landor Image Power Survey: A Global Assessment of Brand Strength,” Brand Equity and Advertising: Adertising’s Role in Building Strong Brands, N.J.: Lawrence Erlbaum Associates.
(36) Park, C.W., S. Milberg, and R.Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, Vol.18, pp.185-193.
(37) Park, S.C. and V. Srinivasan (1994), “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility,” Journal of Marketing Research, Vol.31, No.5, pp.271-288.
(38) Plumer, J.T. (1974), “The Concept and Application of Life Style Segmentation,” Journal of Marketing, Vol.38, pp.34-37.
(39) Rangaswamy, Burke, andOliva (1993), "Brand Equity and the Extendibility of Brand Names," International Journal of Research in Marketing, Vol.10, pp.61-75.
(40) Ries, A.L. and J. Trout (1986), Positioning: The Battle for Your Mind, N.Y.: McGraw-Hill.
(41) Sengupta, S. (1990), Brand Positioning, N.D.: Tara McGraw-Hill.
(42) Smith and Park（1992）, "The Effect of Brand Extensions on Market Share and Advertising Efficency", Journal of Marketing Research, 29(Aug.), pp.296-313
(43) Srivastava and Shocker (1991), “Brand Equity: A Perspective on Its Meaning and Measurement”, Working Paper, Graduate School of Business, University of Texas at Austin.
(44) Tauber, E.M. (1981), “Brand Leverage: Strategy For Growth in a Cost-Control World,” Journal of Advertising Research, Vol.28. pp.26-30.
(45) Tauber, E.M.(1988), “Brand Leverage: Strategy For Growth in a Cost-Control World,” Journal of Advertising Research, Vol.28, pp.26-30.
(46) Teas, R.K. and T.H. Grapentine (1996), “Demystifying Brand Equity,” Journal of Marketing Research, Vol.8, No.2, pp.25-29.
(47) Upshaw, L.B. (1995) , Building Brand Identity, N.Y.:John Wiley and Sons.
三、網站部分
(1) http://www.lancome.com/
(2) http://www.shiseido.com.tw/
(3) http://www.skiimf.com.tw/
(4) http://www.clinique.com/
(5) http://www.scdc.org.tw/news/
(6) http://web.hkc.edu.tw/~ac/
(7) http://udn.com/SPECIAL_ISSUE/LIFESTYLE/Cosmetic/