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研究生:梁琬琪
研究生(外文):Wan-Chih Liang
論文名稱:認同卡策略行銷聯盟之效益分析
論文名稱(外文):Effectiveness of Strategic Marketing Alliance for Affinity Card
指導教授:黃恆獎黃恆獎引用關係
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
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:2004
畢業學年度:92
語文別:中文
論文頁數:128
中文關鍵詞:策略行銷聯盟認同行銷認同卡
外文關鍵詞:Affinity MarketingStrategic Marketing AllianceAffinity Card
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中文摘要
認同卡是由信用卡所衍生而來,乃針對一群有共同背景、需求、或共識的人所提共有專屬信用卡,而此一信用卡代表這一族群的精神、凝聚力及與眾不同的區隔,在弁鄐W更甚於信用卡。由於認同卡具有可立即佔據市場、提高市場占有率的特色,再加上能顯示族群特質和具備識別證之弁遄A已成為發卡機構之競爭策略之一,亦即形成發卡銀行、非營利組織與其他商家三方策略行銷聯盟的契機。而國內外針對此一議題的研究並不多見,雖然在「策略聯盟」的討論十分廣泛,但對於「策略行銷聯盟」的探討卻並不很多,更遑論三方合作之行銷聯盟。因此,本研究以消費者的觀點,建構出認同卡之三方策略行銷聯盟的結構關係模型,並採用LISREL作為分析工具;研究實證結果可歸納出以下幾點:
1. 發卡機構與公益團體欲共同合作形成行銷策略聯盟之前,除了其自身形象與聲譽會影響認同卡形象,雙方聯盟的適合度亦為影響消費者對該認同卡之形象認知的主因之一。
2. 認同卡之形象與結盟三方(發卡機構、公益團體及其他商店)之合作密切程度,是影響消費者持卡意願的重要因素。
3. 消費者之自我概念一致性是影響認同卡形象以及消費者持卡意願的關鍵。
4. 發卡機構與公益團體聯合發行認同卡後,消費者對於該認同卡之忠誠度的形成,主要是建立在其持卡意願上。
5. 發卡機構與公益團體於進行行銷策略聯盟時,消費者的持卡意願為影響結盟雙方之形象與聲譽的重要因素;而於結盟後,發卡機構的形象亦會受認同團體的聲譽所影響。
6. 一般商店在參與認同卡之聯合行銷活動時,其顧客惠顧情形會因消費者對該認同卡之持卡意願的提高而熱絡。
7. 發卡機構與公益團體聯合發行認同卡,並與一般企業進行聯合行銷活動之後,此合作三方會達到「三贏」的結果。


Abstract

Affinity Card is derived from credit cards, aiming directly at a group of people sharing common backgrounds, requirements, or consensus, and this type of credit cards represent the spirit, cohesion and extraordinary division of the group and its functions are better than the credit cards.
As Affinity Card possess the characters of dominating the markets immediately, arising the market shares, and having the functions that display the group characteristics and distinguish the identities. This has become one of the competition strategies of issuing institutions; also a turning point of strategic marketing alliance for issuing bank, non-profit organization and other traders.
Presently, there are only few researches relating to this subject, and marketing alliance of three entities is even rarer. Thus, from the perspective of consumers this research constructs structural relationship model of strategic marketing alliance for Affinity Card, and employs LISREL as the analysis instrument; results of field research can be concluded as following:
1. Before issuing bank and public welfare group are co-operating to form the marketing strategic alliance, apart from the fact that self-image and reputation will affect the image of Affinity Card, the appropriateness of alliance will also become one of the main factors influencing the consumers’ cognition of the image of the affinity card.
2. The image of Affinity Card and the level of the co-operation closeness within three entities (issuing institution, public welfare group and other traders) are the important factors to influence the consumers’ willingness to possessing cards.
3. The congruity of consumers’ self-concept is the key of affecting the image of Affinity Card and consumer willingness to possessing cards.
4. After issuing institutions and affinity group co-publish the Affinity Cards, the loyalty of the consumers towards the Affinity Cards is formed mainly based on their willingness to possessing cards.
5. During the process of marketing strategic alliance, the consumers’ willingness to possessing cards is the important factor to affect both partners’ images and reputations; but after the alliance, the image of issuing institutions may also be influenced by the reputation of the affinity groups.
6. When the ordinary traders join the co-marketing activities of Affinity Cards, its numbers of visitor will be increased by the rise of consumers’ willingness to possessing the particular Affinity Cards.
7. After issuing institutions and public welfare group co-publish the Affinity card and process the co-marketing activities with the ordinary commercial traders, this kind of co-operation between three entities will lead to a result of “all wins”.




目 錄
第一章 緒論
第一節 研究背景……………………………………………………………… 9
第二節 研究動機……………………………………………………………… 11
第三節 研究目的……………………………………………………………… 13
第四節 研究流程……………………………………………………………… 14
第二章 文獻探討
第一節 認同行銷概述……………………………………………………… 15
第二節 策略行銷聯盟……………………………………………………… 19
第三節 消費者之自我概念………………………………………………… 37
第四節 認同卡之概述……………………………………………………… 43
第三章 研究方法
第一節 研究架構……………………………………………………………… 49
第二節 研究假設……………………………………………………………… 51
第三節 變數定義與衡量……………………………………………………… 59
第四節 研究設計……………………………………………………………… 66
第五節 統計分析方法………………………………………………………… 68
第四章 資料分析與結果
第一節 樣本結構分析………………………………………………………… 73
第二節 衡量模式分析………………………………………………………… 76
第三節 關係結構模型分析…………………………………………………… 80
第五章 結論與建議
第一節 研究結論……………………………………………………………… 100
第二節 研究建議與行銷實務上之意涵……………………………………… 105
第三節 研究限制………………………………………………………………108
第四節 後續研究方向之建議…………………………………………………109


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