臺灣博碩士論文加值系統

近年來，台灣企業行銷策略發生重大的變革，過去依賴價格之策略已非現今刺激消費唯一法門，適當的產品品牌策略和行銷組合才能使產品更為貼近消費者的需求，這將是企業戰勝的關鍵。因此製造商須藉由設定適當的品牌策略及評估該透過何種通路型態並搭配適當的通路策略進入市場，創造一個讓企業獲利並能夠符合市場需求，而經銷商應發揮競爭優勢來協助製造商達到更高的銷售水準，並提昇通路績效。
筆記型電腦產業為目前全球熱門產業之ㄧ，未來筆記型電腦與數位影音功能與無線網路結合，造就人們更加豐富、多元化及趣味性的內容，在筆記型電腦發展如此迅速、經爭激烈下，製造商為求高獲利率，更應並肩與通路商協力合作，以使品牌策略和行銷組合功能能有所發揮，創造高品牌績效。
本研究將經由相關文獻探討，整合過去學者著作及相關研究，發展品牌策略與行銷組合的理論架構，以台灣地區筆記型電腦產業的消費者為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業品牌策略透過不同的通路策略與促銷策略，對品牌績效所產生之影響。
研究發現：品牌策略對通路策略與促銷策略皆有正向影響；通路策略對促銷策略有正向關係，而通路策略對通路績效之直接影響不顯著；促銷策略對通路績效有正向影響。
本研究以筆記型電腦通路商為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對品牌策略及通路策略的擬定有所貢獻。

Recently, marketing strategies have developed greatly. The corporations depended on the price strategy in the past which is not the only way to get more consumers now. Appropriate marketing channel which makes consumers realize production service easier is a key factor of successful business. So manufacturer must by setting appropriate brand strategy and evaluating with what type of channel to entry the market and matching the proper channel strategy to improve the performance of channel.
Notebook is the most popular industry in the world. In the future, the notebook is going to be combined with the function of digital audio and image ,and wimax that enhances people to own richer, various and interesting contents. Under the fast growing in notebook market and intensely competition, to gain higher benefit, manufacturers and distributors should cooperate together in order to develop brand strategy and marketing mix so as to create the brand with high performance.
To Sum up, this research is expected to provide some suggestions for improving relation between brand and channel. Notebook of Taiwan is regarded as the research object. With the investigation method of the questionnaires and LISREL, we want to know the channel performance under different brand strategy by passing different channel strategy and brand equity.
Main empirical findings are summarized as follows：
1.Brand strategy have effect on channel strategy and promotion strategy.
2.Channel strategy have effect on Promotion strategy.
3.Promotion strategy have effect on channel performance.

To Sum up, this research is expected to provide some suggestions to Notebook industry for improving brand strategy and channel strategy.

摘 要 I
ABSTRACT III
誌　謝 V
目錄 VII
圖目錄 IX
表目錄 X
第一章 緒論 1
1.1研究動機與問題 1
1.2研究目的 4
1.3研究範圍 4
第二章 文獻探討 5
2.1 品牌策略 5
2.1.1品牌策略的定義 5
2.1.2品牌策略類型 7
2.2 通路策略 16
2.2.1通路策略定義 17
2.2.2通路策略的類型 18
2.2.3通路策略考量因素 20
2.3促銷策略 21
2.3.1促銷策略的定義 21
2.3.2促銷策略的類型 22
2.4 通路績效 27
2.4.1通路績效定義 27
2.4.2通路績效的衡量與評估 28
2.4.3影響通路績效的因素 31
第三章　研究方法 32
3.1 研究架構 32
3.2 研究假說 33
3.3 研究變數的定義與衡量 35
3.4問卷設計 37
3.5研究對象與抽樣設計 39
3.5.1研究對象 39
3.5.2抽樣架構 40
3.5.3抽樣方法與樣本大小 40
3.6 問卷蒐集與回收分析 41
3.7資料分析方法 42
3.8 效度與信度分析 42
3.8.1效度 43
3.8.2信度 44
第四章　資料分析與結果 46
4.1 樣本資料之分析 46
4.1.1樣本銷售情形 46
4.1.2行銷通路結構分析 48
4.1.3經銷通路成立年數 50
4.1.4通路成員往來關係年數 51
4.1.5經銷通路員工人數 52
4.1.6經銷通路營業規模 54
4.2 LISREL模式之建立與分析 55
4.2.1相關分析 55
4.2.2 LISREL架構分析 56
4.2.3 LISREL模式配適度評鑑 58
4.3模式之假說檢定 63
4.3.1品牌策略對通路策略之影響 63
4.3.2品牌策略與通路策略對促銷策略之影響 64
4.3.3通路策略與促銷策略對通路績效之影響 65
4.3.4變數間影響效果分析 67
第五章　結論與建議 70
5.1研究結論 70
5.2行銷涵義 72
5.3研究貢獻 73
5.4研究限制 74
5.5未來研究建議 75
參考文獻 76
一、中文部份 76
二、英文部份 78
三、網站部份 83
附錄A : 研究問卷 84
附錄B : 筆記型電腦產業分析 89

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三、網站部份
1.http://www.idc.com.tw/
2.http://mic.iii.org.tw/