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研究生:徐文起
研究生(外文):Wen-Chi Hsu
論文名稱:探討行動通信產業策略群組之品牌權益影響因素
論文名稱(外文):Sources of brand equity in strategic groups of mobile telecommunication industry
指導教授:陳一民陳一民引用關係
指導教授(外文):Yi-Min Chen
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:高階經營管理碩士在職專班(EMBA)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:98
語文別:中文
論文頁數:69
中文關鍵詞:策略群組行動通信產業品牌權益
外文關鍵詞:Strategic GroupsMobile Telecommunication IndustryBrand Equity
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台灣的行動通信產業競爭非常激烈,不論各業者目前的營運策略為何,為了
讓企業能永續發展,必須輔以更全面性的品牌權益觀點來貼近消費者的需求。因
此本研究分析行動通信產業各業者的品牌權益關鍵因素,並輔之以策略群組的觀
點來探討具有顯著差異的品牌權益影響因素,希望結果及發現可提供企業經營決
策上的參考。
本研究參考行動通信產業之特性,並以Yoo et al.(2000)之研究架構,針對台
灣大哥大、遠傳、亞太、威寶四間行動通信業者,了解其用戶對於價格、價格促
銷、商店形象、配銷強度、廣告花費、知覺品質、品牌聯想、品牌忠誠度對於品
牌權益之影響。
本研究採用結構方程式(Structural Equation Modeling, SEM)之部分最小平方
法(Partial Least Squares, PLS)作為研究方法,研究發現四間業者在品牌權益構面
上大致可分成第一群台灣大哥大、遠傳及第二群威寶、亞太兩個群組。以知覺品
質/品牌忠誠和品牌聯想與品牌知名度做為策略群組構面,發現四間電信業者在
知覺品質和品牌忠誠上皆為顯著,威寶與亞太在品牌聯想與知名度上也同為顯著,
因此可歸類為同一策略群。而台灣大哥大與遠傳在品牌聯想與品牌知名度上不顯
著,與威寶亞太群組有區隔,因此可明顯區分兩個群體。
The mobile telecommunication industry competed very fierce in Taiwan. In
order to enable enterprises to develop forever. Firms must complement the demand for pressing close to consumers with more comprehensive brand equity views. So this research analyse the key factor of brand equity of telecommunication industry, and set off by the view of stratergic groups to discuss the difference of brand equity that have influence factors. Hope the result and finding can offer enterprise reference of decision.
This research consults the characteristic of the mobile telecommunication
industry, and use the research structure by Yoo et al. (2000).It is to Taiwanmobile, Fareastone, the Asian Pacific Telecom, and Vibo. Understand its user to the price, price promote, store image, distribution intensity, advertisement expense, perceived quality, brand association, brand loyalty that influence brand equity.
This research adopts the Structural Equation Modeling (SEM). Its net least
squares method (Partial Least Squares, PLS). As the research approach, discover four brand equity of enterprise can divide first Taiwanmobile, Fareastone and second Vibo, the Asian Pacific Telecom. Construct the surface as one group of strategic groups with perceived quality / brand loyalty and brand association and brand awareness, find four mobile telecommunication industry enterprise all significant in brand loyalty and perceived quality. Vibo and the Asian Pacific Telecom are significant in brand association and brand awareness, so can sort out for the same strategic group. Taiwanmobile and fareastone is not significant on brand association and brand awareness, separate with the group of Asian Pacific Telecom and vibo, so can obviously distinguish two groups.
目錄
中文摘要 ...................................I
Abstract ...................................II
圖目錄 ...................................VII
表目錄 ...................................VIII
第壹章 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 .......................3
第貮章 文獻探討與假說.......................4
第一節 品牌權益之構面..................5
一、 知覺品質 ......................5
二、 品牌忠誠度......................5
三、 品牌知名度/聯想.................6
第二節 行銷工具與品牌權益構面的關係....7
一、 價格 .......................7
二、 商店形象 .......................8
三、 配銷強度與廣告花費 ..............9
四、 價格促銷 .......................10
第三節 策略群組 .......................12
第參章 研究方法 ..........................14
第一節 研究架構 .......................14
第二節 研究設計與樣本....................14
第三節 研究方法 .......................16
第肆章 研究結果 ..........................18
第一節 敘述性統計 .......................18
一、 威寶電信的敘述性統計................19
二、 遠傳電信的敘述性統計................20
三、 台灣大哥大電信的敘述性統計..........21
四、 亞太電信的敘述性統計................22
第二節 測量模式..........................23
一、 威寶的組成信度與平均變量萃取量......23
二、 遠傳的組成信度與平均變量萃取量......25
三、 台灣大哥大的組成信度與平均變量萃取量28
四、 亞太的組成信度與平均變量萃取量......30
第三節 結構模式..........................32
一、 威寶的結構模式......................32
二、 遠傳的結構模式......................35
三、 台灣大哥大的結構模式................37
四、 亞太的結構模式......................39
第四節 研究發現..........................41
一、 策略群組分析........................41
第伍章 結論與建議...........................46
第一節、 結論............................46
一、 台灣大哥大..........................46
二、 遠傳 ..............................46
三、 威寶 ..............................47
四、 亞太 ..............................47
第二節、 建議............................47
一、 台灣大哥大..........................47
二、 遠傳 ...............................48
三、 威寶 ..............................48
四、 亞太 ..............................48
第三節、 研究限制與後續研究者建議........48
參考文獻 ...............................50
中文部分 ...............................50
英文部分 ...............................51
附錄:問卷設計...........................59
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