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研究生:劉彰璇
研究生(外文):Chang-Hsuan Liu
論文名稱:消費者對品牌組合與產品組合認知價值之研究
論文名稱(外文):The Research of Consumer''s Perceived Value to BrandMix and Product Mix
指導教授:朱國光朱國光引用關係周建新周建新引用關係
指導教授(外文):Kuo-Kuang ChuChien-Hsin Chou
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:英文
論文頁數:74
中文關鍵詞:顧客認知價值品牌組合產品組合產品組合結構
外文關鍵詞:customer perceived valuebrand mixproduct mixproduct mix structure
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在市場上越來越多品牌組合與產品組合的促銷手法,根據學者理論品牌組合是企業銷售產品時很重要的促銷手法。而產品組合則是公司將產品或是服務組合再一起銷售以創造更高的獲利。因此本研究依據此觀點來探討顧客對於產品組合與品牌組合的認知價值。其中將品牌組合分成三個構面:領導品牌、品牌組合結構、品牌組合圖像來探討;而產品組合也分成三個構面:領導產品、產品組合結構、產品組合圖像來做研究。其中,將品牌組合與產品組合的構面做對比,一是利於受訪者作答,二是希望由此假設之關連性得知顧客會比較傾向於何種組合。
在資料蒐集部分,是以隨機抽樣的方式蒐集資料,問卷發365份,回收有效問卷為351份,有效回覆率為88%,利用SPSS 17.0統計軟體來進行描述統計分析、單因子分析、信度分析、迴歸分析等等方法研究假設之驗證,所得之研究結果發現品牌組合構面中領導品牌與品牌組合圖像對顧客認知價值有顯著的正向影響,而品牌結構對於顧客認知價值亦有正面影響;而產品組合中領導產品對於顧客認知價值有強烈的正向影響,產品結構與產品組合圖像亦有正面影響。此六個構面與顧客認知價值皆有正向的關連性。在此,建議企業在銷售產品時,可以將其公司相關的產品結合再一起販售,藉著領導產品、產品組合結構、產品組合圖像並找出最佳的組合,不只獲利最高,顧客對此組合認知價值提高,以達最佳販售之產品組合。而各企業的品牌也應藉著領導品牌、品牌組合結構、品牌組合圖像來提升次要品牌之知名度,提高顧客對品牌之認知價值,進而達到企業皆獲利的目標。
Recently, there are more promoting strategies, like brand mix and product mix in the market. According theory, when enterprise sells their brand or products, brand mix is a promoting strategy. And product mix is that company combines their product or service to sell and promote to customer. So, this paper would explore brand mix and product mix from customer perceived value. We separate three aspects in brand mix: lead brand, brand mix structure, brand mix graphics; in the other words, product mix also separates three aspects: lead product, product mix structure, and product mix graphics. Besides, we do the similar aspects to brand mix and product mix is easier for survey responder to do the questionnaire.
In the part of collecting data, this study is random to collect sample data. We sent out 365 copies of questionnaires to the survey responders. 351 copies are effective, an 88% effective respond. We used SPSS 17.0 statistical soft package to do descriptive statistical analysis, one-way ANOVA, reliability analysis, and regression analysis. In addition, we found that lead brand and brand mix graphics would have strongly positive impact to customer perceived value, and brand mix structure also have positive impact. About product mix, lead product would have strongly positive impact to customer perceived value, and product mix structure and product mix graphics also have it. These six aspects all have positive impact with customer perceived value.
Abstract (Chinese Version)
Abstract (English Version)
Acknowledgement
Table of Contents
List of Tables
List of Figures
CHAPTER I. INTRODUCTION
  1.1 Research Background and Motivation
  1.2 Research Objective
  1.3 Research Procedure
CHAPTER II. LITERATURE REVIEW
  2.1 Brand mix
  2.2 Product mix
  2.3 Perceived value of product and customer
CHAPTER III. RESEARCH METHODOLOGY
  3.1 Conceptual Framework
  3.2 Research Hypotheses
  3.3 Design of Questionnaire
  3.4 Statistical
CHAPTER IV. DATA ANALYSIS
  4.1 Descriptive Statistic
  4.2 Reliability analysis
  4.3 Affection of statistical variance and Hypotheses analysis
CHAPTER V. CONCLUSIONS AND SUGGESTIONS
  5.1 Conclusions
  5.2 Research Limitations and Suggestion
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APPENDIX 1 English Version of Pretest Questionnaire
APPENDIX 2 English Version of Formal Questionnaire
APPENDIX 3 Chinese Version of Pre-Test Questionnaire
APPENDIX 4 Chinese Version of Formal Questionnaire
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