臺灣博碩士論文加值系統

品牌是全球化企業核心競爭優勢，經營任務在於創造品牌權益，追求企業獲利極大值為目標，而打造強勢品牌最重要的概念是如何從顧客潛在心理角度來維繫顧客關係，建立長期顧客忠誠度，認同品牌，產生品牌共鳴，提昇品牌價值。
本研究從企業品牌經營角度，探討調節焦點與品牌評價之關係，以探究調節目標消費者對品牌評價的影響，目的於提出顧客心理潛意識差異將影響品牌價值，採取全球化科技品牌為個案樣本，進行質化研究，搜集相關原始與次級資料，透過個案分析與訪談，佐證調節焦點理論觀點，分類歸納相關結論與發現，如下簡述：
1、預防焦點趨向穏健型消費者與促進焦點趨向積極型消費者。
2、預防-穏健型傾向能力與稱職品牌個性；促進-積極型傾向興奮和刺激品牌個性。
3、穏健型消費者心理結構變項為務實、專注、穏紮穏打及要贏，潛在執著自我保守，訴求 可靠與容易；積極型消費者心理結構變項為積極、衝勁及品味格調，潛在執著自我突破，訴求便利與方便。
4、科技品牌調節目標訴求，發現消費者比較傾向預防目標，若採取促進焦點目標為訴求，將導致調節目標消費者雙面刃效果；目標一致性與否將影響消費者對品牌評價偏好態度與正負向效果。
5、調節目標消費者心理結構、經營決策及品牌評價三者是相互關聯性，具有正負向聯想，加減分效果，且目標一致與否將影響品牌權益與績效。
6、Gain潛在心理負向詮釋為貪求、貪心及在乎多一點；Loss潛在心理負向詮釋為在乎缺失 與失去。
7、資料顯示調節焦點認知正負向詮釋，將反映消費者潛在心理需求和知覺，有助洞悉消費者心理結構差異性。
8、調節目標消費者類型和品牌評價二者關聯性，關鍵於消費者是否經歷regulatory fit過程，結果發現regulatory fit將影響品牌正負向效果與品牌價值效益高低之中介變項，而影響二者外在變項有五個重要介面，首先為消費者最甜蜜點，藉以維繫顧客與品牌權益關係，次為目標過程的流暢力，調節目標之消費者與策略之gain/nongain及loss/nonloss一致性與否，第三為明確品牌定位，顧客對品牌聯想與品牌知名度之訴求，第四為品牌經營策略，包括顧客價值觀及品質知覺，最後為品牌行銷策略，洞察消費者行為及態度偏好導向，資料顯示發現調節目標消費者潛在心理結構和品牌評價績效二者具有密切關係，交互關聯性。

Branding is a core competitive advantage for a globalize enterprise. Business operational mission is to create their brand equity to pursue profit maximum as the greatest target. The most important concept of building a strong brand is to manage customer relationship from clients’ subconscious viewpoints. Thus, this had a great effect to set up a long-term customer loyalty and identification with brand to encourage brand valuation by way of the sympathetic response of brands.

This study investigates into the relevancy between regulatory focus and brand evaluation that looks into the influence of regulatory-focused consumers on brand evaluation. The objective is to provide evidence on regulatory focus theory that customers’ subconscious difference has influence on how they evaluate a brand. Regarding the study methodology, a qualitative research is taken by collecting the relevant information of original and secondary materials based on cases of globalization brands in IT industry. The collections are classified and deduced to a conclusion through case analysis and in-depth interviews to confirm regulatory focus theory. The results of study are summarized as bellow：

1、The prevention-focused individuality incline toward a mature and experienced consumers while promotion-focused individuality tends to be aggressive consumers.
2、The prevention-focused consumers tend to a competence dimensions of brand personality. The promotion-focused consumers tend to excitement dimensions of brand personality.
3、The psychological variables of prevention-focused consumers are realistic and concentrated, have a plan for executing and pursue for winning, potentially inflexible self-conservative. Easy and dependable appeal is suggested. The psychological variables of promotion-focused consumers are active and aggressive, keen on tasteful style, potentially inflexible self-breakthrough. Convenient appeal is suggested.
4、According to the study findings, based on IT brand regulatory goal, consumers prefer more on prevention target than promotion target. The promotion target will lead to double-edged effect if they adopt promotion-orientated goal. The results of goal compatibility and goal conflict with related brands will influence more v.s. less favorable attitudes in consumption and positive v.s. negative effect of brand evaluation.
5、The regulatory-focused consumers、business decision and brand evaluation are interrelated. The influence of results is to shed light on positive v.s. negative brand association and increased v.s. subtracted effect. In addition, whether the goal is compatible or not will affect brand equity and brand performance.
6、Gain potential interpretation includes greed and more concern. Loss potential interpretation includes caring about shortage and miss in subconscious construction.
7、The positive or negative interpretation of regulatory focus cognition will reflect consumers potential psychology needs and perception , which enhances insight into variance of consumer psychological construction of prevention focus and promotion focus.
8、The relevancy between regulatory-focused consumers and brand evaluation relies on whether consumers experience the process of regulatory fit. The result finds that regulatory fit is intervening variables influenced positive or negative brand outcome and brand valuation benefit. There are five most important extraneous variables. Firstly, consumer sweet spot maintains the relation between customers and brand equity. Second, the process of goal fluency affects the outcome of goal compatibility or conflict between gain/nongain and loss/nonloss target. Third, brand positioning identification appeals to brand association and awareness. Fourth, brand operational strategy includes customer value and products quality perception. Finally, marketing strategy of a brand understands consumer behavior and preference attitude. This research discloses close interrelation of regulatory-focused consumers and brand evaluation.

目錄

摘要...................................................................I
ABSTRACT..............................................................II
誌謝..................................................................IV
目錄..................................................................VI
圖目錄..............................................................VIII
表目錄................................................................IV
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.....................................................4
第四節 論文架構與流程. .............................................5
第二章 文獻探討.......................................................7
第一節 調節焦點理論.................................................7
第二節 調節焦點與個體潛在心理結構..................................10
第三節 調節焦點對消費行為之影響....................................16
第四節 品牌評價....................................................24
第五節 調節目標流暢力對品牌評價之影響..............................31
第六節 本章小結....................................................37
第三章 研究方法......................................................38
第一節 研究目標與界訂研究問題......................................38
第二節 研究架構....................................................40
第三節 研究設計....................................................41
第四節 研究範圍及對象..............................................43
第五節 個案訪談內容設計與流程......................................45
第四章 個案品牌經營與評價研究分析....................................47
第一節 宏��(Acer)品牌的介紹........................................47
第二節 新宏��(Acer)品牌經營與行銷策略分析..........................51
第三節 新宏��(Acer)品牌定位策略分析................................53
第四節 新宏��(Acer)品牌評價分析....................................60
第五節 明基(BenQ)品牌的介紹........................................63
第六節 明基(BenQ)品牌定位與經營策略分析............................65
第七節 明基(BenQ)品牌行銷策略分析..................................68
第八節 明基(BenQ)品牌評價..........................................71
第九節 本章小結：分析新宏��(Acer)及明基(BenQ)品牌差異..............73
第五章 科技品牌個案消費者分析........................................75
第一節 個案品牌定位與消費者人格特質分析............................75
第二節 個案消費者潛在心理結構分析..................................78
第三節 個案調節目標消費者行為與態度分析............................82
第四節 個案調節目標消費者對品牌評價影響............................86
第五節 本章小節：消費者心理結構新詮釋..............................92
第六章 結論與建議....................................................94
第一節 研究結論....................................................95
第二節 研究限制....................................................99
第三節 後續研究建議...............................................100
參考文獻.............................................................101
一、 中文部份.....................................................101
二、 英文部份.....................................................103
附錄.................................................................107
一、 訪談問卷.....................................................107
二、 宏�痐膝q(Acer)沿革與組織圖...................................108
三、 明基電通公司(BenQ)沿革與組織圖...............................113


圖目錄
圖 1-1 研究動機構圖...................................................3
圖 1-2 研究流程.......................................................6
圖 2-1 調節焦點心理變項差異..........................................11
圖 2-2 Aaker 品牌權益................................................26
圖 2-3 Ketler (1999) 品牌資產架構....................................26
圖 2-4 微笑曲線......................................................27
圖 2-5 Aaker 顧客關係模式............................................37
圖 3-1 品牌、產品及顧客關係..........................................38
圖 3-2 研究架構......................................................40
圖 3-3 研究資料蒐集之方法............................................42
圖 3-4 訪談作業流程..................................................46
圖 4-1 Acer品牌新經銷模式............................................52
圖 4-2 Acer效益與成本分..............................................55
圖 5-1 Acer與BenQ消費者潛在心理結構差異比較..........................81
圖 5-2 調節目標消費者心理結構和品牌評價關聯圖........................88
圖 5-3 影響調節目標顧客和品牌評價關係變項分析........................89

表目錄

表 2- 1 調節焦點定義分析表............................................7
表 2- 2 調節焦點趨近及規避傾向之自我調節差異分析.....................14
表 2- 3 調節焦點趨近及規避傾向之參考觀點差異分析.....................15
表 2- 4 促進焦點和預防焦點個體潛在心理結構差異分析表.................15
表 2- 5 品牌評價概念分析表...........................................25
表 2- 6 施振榮先生品牌價值表.........................................29
表 2- 7 預設目標(the prime)與達成目標(the target)之產品廣告訴........35
表 2- 8 調節目標之知覺流暢力分析.....................................36
表 3- 1 2006年新宏�痐峏�基品牌評價表.................................44
表 4- 1 宏�眱~牌定位沿革分析.........................................48
表 4- 2 新宏�眱~牌定位管理...........................................49
表 4- 3 Acer品牌市場供給面策略分析...................................54
表 4- 4 Acer品牌市場需求面策略分析...................................54
表 4- 5 Acer品牌市場定位策略分析.....................................55
表 4- 6 Acer消費者附加價值策略.......................................56
表 4- 7 Acer降低營運成本策略.........................................57
表 4- 8 Acer、Dell及HP 2005年財務績效分析............................58
表 4- 9 IDC 2005年全球十大PC出貨排名.................................60
表 4-10 IDC 2005年全球十大Notebook出貨排名...........................61
表 4-11 2006年第四季全球五大Notebook出貨排名.........................61
表 4-12 Acer 2003~2006品牌價值及排名資料.............................62
表 4-13 明�痐膝q定位沿革.............................................63
表 4-14 明基(BenQ)品牌定位管理.......................................66
表 4-15 BenQ 4P行銷策略分析..........................................68
表 4-16 BenQ 2003~2006品牌價值及排名資料.............................71
表 4-17 BenQ財務績效分析.............................................72
表 4-18 Acer與BenQ品牌差異分析.......................................74
表 5- 1 品牌形象塑造消費者特徵分析...................................75
表 5- 2 品牌個性塑造消費者人格分析...................................76
表 5- 3 塑造品牌定位之消費者特質分析.................................77
表 5- 4 品牌經營策略之目標顧客心理結構分析...........................78
表 5- 5 品牌行銷策略之目標顧客心理結構分析...........................80
表 5- 6 Acer和BenQ筆記型電腦消費行為與態度分析.......................83
表 5- 7 BenQ行動電話消費行為與態度分析...............................85
表 5- 8 預防與促進焦點新詮釋.........................................93

一、中文部份

1、王又鵬，「促銷活動對消費者購買行為影響之研究」，國立政治大學企業管理研究所，博士論文，民國八十二年。
2、李澄賢，「大學生的情緒調節、調節焦點、樂觀與創造力之關係」，國立政治大學教育研究所，碩士論文，民國九十二年。
3、李秉倫，「折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究」，銘傳大學管理科學研究所，碩士論文，民國八十九年。
4、李書齊，「BenQ 萬哩長征」，數位時代雙週刊，No.127，第40-70頁，民國九十五四月一日。
5、周宇貞，「目標導向與廣告比較方式對說服效果之影響」，國立台灣大學商學院研究所，博士論文，民國九十五年。
6、林瑞芬，「虛擬環境之品牌立與衡量-以電子商務網及電子報為例」，國立台灣科技大學企業管理系，碩士論文，民國八十九年。
7、洪順慶著，台灣品牌競爭力，台北，天下雜誌出版社，第165-207頁，民國九十五年。
8、施振榮著，林文玲採訪整理，再造宏�痋G開創、成長與挑戰，全新增訂版，台北，天下雜誌出版社，第286-309頁，民國九十三年。
9、施振榮著，張玉文採訪整理，宏�眭漸@紀變革：淡出製造•成就品牌，台北，天下雜誌出版社，第32-91頁，民國九十三年。
10、施振榮著，蕭富元採訪整理，iO聯網組織–知識經濟的經營之道，台北，天下生活出版股份有限公司，第149-180頁，民國八十九年。
11、施振榮著，蕭富元採訪整理，全球品牌大戰略：品牌先生施振榮觀點，
台北，天下雜誌出版社，第3、57-91及116頁，民國九十四年。
12、侯如珊撰文，「42億行銷 BenQ」，e天下雜誌，No.28(April)，第14-18頁，民國九十二年。
13、倪慈緯撰文，「以明基經驗，看台灣品牌」，RUN! PC 月刊，No.156(Jan.)，第38-40頁，民國九十六年。
14、黃家蔚，「促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響」，國立成功大學企業管理系，碩士論文，民國九十二年。
15、鄞又寧，「價格促銷對品牌評及購買意願之研究-電漿電視產業實證」，國立台北科技大學生產系統工程與管理研究所，碩士論文，民國九十一年。
16、蔡崇祺，「從全球代工產業到國際品牌經營的策略研究-Acer 轉型和國際化個案分析」，國立台灣大學國際企業管組，碩士論文，民國九十五年。
17、蔡雅如，「大學生逆境經驗及相關因素之研究」，國立政治大學教育研究所，碩士論文，民國九十三年。
18、齊立文，「凱文•凱勒：打造強勢品牌的 8項思維」，經理人月刊，No.23(10月)，第41-41頁，民國九十五年。
19、曠文琪撰文，「不談使用感，只要贏：王振堂掌權五年，逆轉宏�痐G十五文化」，商業週刊，No.989(11月)，第72-76頁，民國九十五年。。
20、Anselm Strauss and Juliet Corbin 合著，徐宗國譯，質性研究概念，台北，巨流出版社，第20頁，民國八十六年。
21、David A. Aaker著，沈雲驄、湯宗勳譯，品牌行銷法則(Building Strong Brands)，台北，商業週刊出版社，第97-125頁，民國八十七年。
22、David A. Aaker與Erich Joachimsthaler合著，高登第譯，品牌領導(Brand Leadership，台北，天下遠見出版社，第328-376頁，民國九十一年。
23、Keller, Kevin Lane著，吳克振譯，品牌管理(Building, Measuring and Managing Brand Equity)，台北華泰書局，第87-106、619-622頁，民國九十年。
24、Kumar, Ramjet著，胡龍騰、黃瑋瑩及潘中道合譯，研究方法：步驟化學習指南，台北，學富文化事業(股)公司，第21-28、208-223頁，民國九十四年。
25、Maxwell, Joseph A.著，高熏芳等譯，質化研究設計：一種互動取向的方(Qualitative Research Design：An Interactive Approach)，台北，心理出版社，第1-7頁，民國九十年。
26、Leon G. Schiffman原著，顧萱萱、郭建志合譯，消費者行為(Consumer Behavior)，第七版，台北，學富文化事業(股)公司，第118-147頁，民國九十0年。
27、Paul Temporal著，蘇宇譯，打造亞洲新品牌：全球化的品牌策略(Asia’s Star Brands)，
台北，財訊出版社，第91-106頁，民國九十五年。
28、外貿協會 Branding Taiwan 官方網站：http://brandingtaiwan.org/public/
29、宏�眭悒鬫陪迨膝q官方網站：http://www.acer.com.tw/
30、明基電通股份有限公司官方網站：http://www.benq.com.tw/
31、宏�痐膝q股份有限公司，2006年公開說明書與年報。
32、明基電通股份有股份有限，2006年公開說明書與年報。


二、英文文部份

1、Aaker, David A. (1991), Managing Brand Equity：Capitalizing on the Value of a Brand Name, N.Y.：The Free Press, pp.1-34.
2、Aaker, David A. (1992), “Managing the Most Important Asset：Brand Equity” , Planning Review, 20(5), pp.56-58.
3、Aaker, David A. (1992), “The Value of Brand Equality” , Journal of Business Strategy, 13(4), pp.27-32.
4、Aaker, David A. (1996), Building Strong Brands, N.Y.：The Free Press, pp.303-339.
5、Aaker, Jennifer L. and Lee, Angela Y. (2006), “Understanding Regulatory Fit”, Journal of Marketing Research, 43(February), pp.15-19.
6、Aaker, Jennifer L. and Lee, Angela Y. (2001), “’I’ Seek Pleasures and ‘We’ Avoid Pain：The Role of Self-regulatory Goal in Information Processing and Persuasion”, Journal of Consumer Research, 28(June), pp.33-49.
7、Arts, Hank, Peter M. Gollwitzer and Ran R. Hassin (2004), “Goal Contagion：Perceiving Is for Pursuing” , Journal of Personality and Social Psychology, 87(1), pp.23-37.
8、Camacho, Christopher J., E. Tory Higgins and Lindsay Luger (2003), “Moral Value Transfer Form Regulatory Fit：What Feels Right Is Right and What Feels Wrong is Wrong’, Journal of Personality and Social Psychology, 84(3), pp.498-510.
9、Cesario, Joseph, Heidi Grant and E. Tory Higgins (2004),“Regulatory Fit and persuasion：Transfer From ’feeling Right’”, Journal of personality and Social Psychology, 86(3), pp.388-404.
10、Dodds, William B. and Kent B. Monroe (1985),” The Effects of Brand and Price 11、Information on Subjective Product Valuation” Journal of Marketing Research, 28(August), pp.85-90
11、Feldman, Jack M. and Johan, G. Lynch (1998), “Self-Generated Validity and Other Effects of Measurement on Belief, Attitude Intention and Behavior” Journal of Applied Psychology, 73(3), pp. 421-435.
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