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研究生:李婉瑜
研究生(外文):Wan-Yu Lee
論文名稱:世代品牌組合分子模型之研究-以連鎖餐飲業為例
論文名稱(外文):A study of an Intergenerational Brand Portfolio Molecule Model – A Case Study of the Chain Food and Beverage Industry
指導教授:蘇哲仁蘇哲仁引用關係王媛慧王媛慧引用關係
指導教授(外文):Che-Jen SuYuan-Huei Wang
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2009
畢業學年度:98
語文別:中文
論文頁數:137
中文關鍵詞:品牌組合多元尺度法相關分析集群分析
外文關鍵詞:Brand PortfolioMultidimensional ScalingCorrelation AnalysisCluster Analysis
相關次數:
  • 被引用被引用:0
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  • 下載下載:7
  • 收藏至我的研究室書目清單書目收藏:0
“家庭”一向被視為消費者行為中的一個重要因素,消費者的個人消費習慣會藉由世代間的傳遞進一步影響其後代,包括對品牌的認知、態度與品牌評估等原則,以及飲食上的消費習慣與偏好等。Hill and Lederer於2001年提出品牌組合分子模型,強調藉由ㄧ三維空間之圖像概念,將企業外部的消費者層面加入,更全面地反應品牌在消費者眼中之認知與模樣。
本研究以Hill and Lederer對品牌組合提出的新定義為基礎,台灣麥當勞餐飲品牌為研究對象,繪製出世代消費者的台灣麥當勞品牌組合分子模型圖,了解影響世代消費者族群對該餐飲品牌之購買決策與認知的品牌概念,且發現父母與子女世代消費者間對該餐飲品牌之健康取向、經濟實惠以及歡樂氣氛等認知為一致的,世代間的認知傳承效果確實存在。
The “Family” has been always recognized as an important factor in consumer behavior. Consumers’ personal consumption habits influence their children by means of intergenerational transmission, including principles such as perception, attitude and evaluation about brand, and consumption habit and preference about diet. Hill and Lederer proposed a brand portfolio molecule in 2001, in which they emphasized that it can reflect the perception and appearance of a brand in the consumers’ eyes generally by using this image concept of three dimensions which added external corporate consumer aspects.
This study proposed Hill and Lederer’s new definition of a brand portfolio, and chose Taiwan McDonald’s as a research object to draw two intergenerational consumers’ Taiwan McDonald’s brand portfolio molecule models, and to understand the brand concepts both about this brand’s buying decision and the perception which can influence intergenerational consumers. We found that the perceptions about the degree of health, the economic level, and happy atmosphere between parent generational consumers and children generational consumers were consistent, and the perceptions which were passed down from parents to children were almost exactly the same.
目錄
第一章 緒論
第一節 研究背景與動機.............................................1
第二節 研究目的...................................................4
第三節 研究流程...................................................5
第二章 文獻探討
第一節 代間影響...................................................7
第二節 品牌......................................................13
第三節 品牌定位..................................................17
第四節 品牌組合..................................................24
第三章 研究設計
第一節 研究對象..................................................37
第二節 研究方法..................................................41
第三節 世代品牌組合分子模型建立流程..............................44
第四章 研究分析
第一節 清點品牌概念..............................................51
第二節 定義三維座標軸............................................59
第三節 品牌概念分類..............................................62
第四節 繪製世代分子模型圖........................................72
第五節 世代消費集群分析..........................................78
第六節 世代傳承相關分析..........................................81
第五章 結論與建議
第一節 研究結論..................................................87
第二節 行銷建議..................................................90
第三節 研究限制..................................................92
第四節 後續研究建議..............................................93
參考文獻
中文文獻..........................................................95
英文文獻..........................................................96
網路資料.........................................................102
附錄
附錄一:訪談大綱.................................................103
附錄二:訪談內容.................................................105
附錄三:第一回合專家問卷.........................................111
附錄四:第二回合專家問卷.........................................117
附錄五:消費者問卷-子女..........................................131
附錄六:消費者問卷-父母..........................................135
圖目錄
圖 1-1:研究流程圖....................................................5
圖 2-1:品牌定位架構圖...............................................20
圖 2-2:品牌核心與品牌識別關係互動圖.................................21
圖 2-3:美樂高生活品牌分子圖.........................................27
圖 2-4:品牌組合策略圖...............................................30
圖 2-5:Colgate品牌層級樹狀圖........................................34
圖 2-6:NIKE品牌網絡模型圖..........................................35
圖 3-1:餐飲業連鎖加盟品牌國內店數分布情形...........................39
圖 4-1:知覺圖.......................................................60
圖 4-2:因素陡坡圖...................................................66
圖 4-3:父母世代之台灣麥當勞品牌組合分子模型圖.......................72
圖 4-4:子女世代之台灣麥當勞品牌組合分子模型圖.......................75
圖 4-5:父母世代之集群分析樹狀圖.....................................79
圖 4-6:子女世代之集群分析樹狀圖.....................................80
表目錄
表 2-1:品牌之六種層次意義...........................................13
表 2-2:品牌之定義...................................................15
表 2-3:產品定義的角色...............................................31
表 2-4:組合角色.....................................................32
表 2-5:品牌組合結構.................................................33
表 3-1:餐飲業連鎖加盟品牌營運概況統計...............................37
表 3-2:台灣麥當勞重大里程碑紀錄.....................................38
表 3-3:模型建立流程表...............................................49
表 4-1:受訪專家背景資料.............................................51
表 4-2:訪談所得品牌概念.............................................52
表 4-3:第一回合專家問卷數據.........................................54
表 4-4:第二回合專家問卷數據.........................................57
表 4-5:品牌概念說明.................................................58
表 4-6:三維座標軸數據...............................................60
表 4-7:壓力係數表...................................................61
表 4-8:父母消費者問卷基本資料彙整表.................................63
表 4-9:子女消費者問卷基本資料彙整表.................................64
表 4-10:重要性......................................................65
表 4-11:影響程度-父母...............................................67
表 4-12:影響程度-子女...............................................68
表 4-13:三維座標軸數據-父母.........................................69
表 4-14:三維座標軸數據-子女.........................................69
表 4-15:連結關係與控制程度..........................................70
表 4-16:台灣麥當勞品牌組合分子資料彙整表-父母.......................73
表 4-17:台灣麥當勞品牌組合分子資料彙整表-子女.......................76
表 4-18:相關係數r值之相關程度......................................81
表 4-19:世代相關分析-健康取向.......................................82
表 4-20:世代相關分析-經濟實惠.......................................83
表 4-21:世代相關分析-歡樂氣氛.......................................84
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網路資料
陳舜協(2008年2月21日)。調查:九成七外食族每日蔬果攝取不足。中央社即時新聞網。2009年4月17日,取自: http://www.cna.com.tw/SearchNews/
doDetail.aspx?q=2008外食人口飲食習慣大調查&id=200802210216
台灣麥當勞(無日期)。台灣麥當勞里程碑。2009年4月17日,取http://www.mcdo
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