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研究生:陳玲珠
研究生(外文):Ling-chu Chen
論文名稱:零售商自有品牌策略影響因素之研究
論文名稱(外文):A Study on the Influencing Factors of Private Brand Strategies
指導教授:陳振燧陳振燧引用關係
指導教授(外文):Cheng Hsui Chen
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
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:2009
畢業學年度:97
語文別:中文
論文頁數:116
中文關鍵詞:零售商自有品牌品牌策略售價策略代工廠
外文關鍵詞:branding strategyprivate-label manufacturesprivate brandpricing strategy
相關次數:
  • 被引用被引用:15
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台灣的量販店大多源自於歐、美地區,因此也多仿效其以自有品牌商品策略做為差異化競爭策略,但是相較於歐美國家,台灣消費者對自有品牌之熟悉度及接受度仍有一段差距,在這樣的環境下,自有品牌策略的操作也就成了非常重要的課題,以往所探討有關品牌之策略大多著重於製造商之品牌,但近幾年由於經濟不景氣之影響,使得零售商自有品牌在台灣漸漸推廣中,零售商自有品牌已是不可乎視的品牌議題之一。
本研究以家樂福自有商品之沐浴乳做為實驗設計之研究,採二種實驗設計的方式,實驗一以單因子實驗設計探討品牌策略(公司品牌、附加品牌、新品牌) 對消費者知覺品質、品牌態度、購買意願之影響;售價策略(高售價、中售價、低售價) 對消費者知覺品質、品牌態度、購買意願之影響;代工廠的知名程度(高知名度代工廠、低知名度代工廠、無顯示代工廠)對消費者知覺品質、品牌態度、購買意願之影響。實驗二採2X2X2實驗設計,探討品牌策略(公司品牌、新品牌)、售價策略(低售價、中售價)或代工廠知名程度(高知名度代工廠、無顯示代工廠)相互使用時,對消費者知覺品質、品牌態度、購買意願之影響。
零售商自有品牌策略研究結果顯示:(1) 新品牌策略可提高消費者購買意願。(2) 低售價可提高消費者購買意願。 (3) 高知名度之代工廠可提高消費者之知覺品質、品牌態度及購買意願。 (4) 低售價策略下,自有商品採新品牌的購買意願高於公司品牌。 (5) 自有商品無顯示代工廠時,新品牌對消費者的品牌態度與購買意願皆高於公司品牌。
Most of Hypersuper markets in Taiwan originate from Europe and United States; therefore, many of the private brand strategies from the foreign hypersuper markets are followed for the differentiation strategies in Taiwan. However, compared to the hypersuper market in European and United States regions, consumers in Taiwan still have less familiarity and acceptance toward private brand. Under the circumstance, the operation of private brand has been a crucial subject. In previous studies related to branding strategies mainly emphasized on manufactures’ brand. However, retailers’ brand has also been a significant issue since the economic recession in recent years causes retailers in Taiwan to gradually launch their private brand.
In this study, we used the private shower cream brand from Carrefour to carry out two sets of experimental design. In Experimental One, we used oneway ANOVA experimental design to investigate the impact of branding strategies (company brand, sub-brand and new brand) on consumers’ perceived quality, attitude toward the brand and purchase intension. Also, we examined the impact of pricing strategies (high, medium and low price) on consumers’ perceived quality, attitude toward the brand and purchase intension. Finally, we investigated the impact of popularity of private-label manufactures (high and low level of popularity and without showing a private-label manufacture on consumers’ perceived quality, attitude toward the brand and purchase intension. In Experimental Two, we carried out an 2x2x2 experimental design to examine the impact of branding strategies (company brand and new brand), pricing strategies (low and medium price) or the popularity of private-label manufacture (high and low level of popularity and without showing a private-label manufacture) on consumers’ perceived quality, attitude toward the brand and purchase intension.
The result of this study revealed that (a) new brand strategy can enhance consumers’ purchase intension; (b) low price strategy obtains greater purchase intension; (c) high level of popularity of private-label manufactures can increase consumers’ perceived quality, attitude toward the brand and purchase intension; (d) in low price strategy, the purchase intension of private brand is obtained higher evaluation than company brand; (e) when private brand without showing a private-label manufacture, the attitude toward the brand and purchase intension of new brand is obtained higher evaluation than company brand.
摘要    i
Abstract  ii
誌謝    iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章 文獻探討 6
2.1 零售商自有品牌 6
2.2 品牌策略 12
2.3 價格  21
2.4 知覺品質 26
2.5 品牌態度 30
2.6 購買意願 34
第三章 研究架構與研究方法 35
3.1 研究架構 35
3.2 研究假設 36
3.3 研究變數的操弄與衡量方式 40
3.4 研究設計 42
3.5 資料收集與分析工具 45
第四章 研究分析 48
4.1 問卷量表之信度分析 48
4.2 驗證研究之相關假設 49
4.3 研究假設檢驗 55
第五章 結論與建議 57
5.1 研究結論 57
5.2 學術貢獻與行銷實務意涵 59
5.3 研究限制與後續建議 61
參考文獻  62
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