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研究生:王金翰
研究生(外文):Chen-Han Wang
論文名稱:應用資料探勘工具與品牌權益金字塔理論於品牌發展策略:以巨鑫美容髮都為例
論文名稱(外文):The Application of Data Mining and CBBE Model to Brand Strategy Development: Using the Chu-Hsin Hair and Beauty Salon as an Example
指導教授:李宗儒李宗儒引用關係
指導教授(外文):Tzong-Ru Lee
口試委員:任維廉
口試日期:2011-07-20
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
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
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:95
中文關鍵詞:品牌建立階段消費者導向的品牌權益金字塔品牌權益資料探勘關連規則
外文關鍵詞:Brand building phaseConsumer-oriented brand equity pyramidBrand equityData miningAssociation Rules
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摘要
過去靠著與對手產品的差異或是低成本生產可以維持長期的競爭優勢,但是現今即使有著優秀性能的產品,還需要品牌的加持來提升競爭優勢,與競爭對手做區分。然而強勢品牌的建立,卻不是短時間內可以完成,有效的品牌價值除了需要建立產品或服務的特色,還要有適量的行銷資源以及不斷強化消費者對於品牌的印象。並且針對品牌發展的各個階段擬定最適當的品牌發展策略。但是多數企業雖然認識品牌的重要性,但是卻無法有效檢視自身發展階段,並且根據不同階段來進行不同的品牌發展。

因此本研究以品牌權益金字塔理論為中心,將目前企業普遍使用的資訊管理系統所能提供的交易資料,以資料探勘工具SPSS Clementine 12.0版軟體進行分析,並將結果與品牌權益金字塔相互對應,讓企業可以從現有的資料與工具了解目前發展的階段;另一部分則是尋求行銷、品牌專家的協助,找出在品牌權益金字塔各個項目中所重視品牌權益衡量因子,以此為依據來擬定與建議企業發展品牌的策略。

本研究根據資料分析後的結果發現,品牌權益金字塔與關連規則可以結合設計成消費者問卷進行調查,並透過消費者的看法來了解關連規則與品牌權益金字塔各階段的對應關係,進而可以用來判斷目前品牌發展的現況。其次,本研究以巨鑫美容髮都為例,根據其提供之日常交易資料進行關連規則分析,並針對結果進行討論;第三部分則是從消費者調查問卷的結果了解品牌發展狀況,再配合專家問卷找出對應的各品牌發展階段的品牌權益衡量因子,針對巨鑫在品牌上的策略擬定與建議。以此模式可以協助企業了解品牌發展現況,並對於弱勢的或尚未發展的階段進行改善。

本研究之結論主要有三個部分,最主要的部份是對於巨鑫品牌發展現況,定義其3點問題與針對各點提出解決方案;二、從專家問卷得出品牌權益金字塔項目與品牌權益衡量因子之對應關係;三、關連規則分析得出9條巨鑫美容美髮關連規則。

In the past, competitive advantage could be sustained by offering high quality products at a low-cost; now, however, even products with excellent quality need to be empowered by brands so as to enhance their indistinguishability from the brands of competitors. The establishment of a strong brand cannot be accomplished within a short time. Effective brand value requires not only building the brand image, but also having appropriate marketing resources to reinforce the brand image in the consumer’s mind. An optimal strategy of brand development must be based on each developmental stage of marketing. Although many enterprises understand the importance of brand, they find it difficult to understand the development stages.

This study is based on the theory of the brand equity pyramid. It uses transactional data provided by information technology (IT) and then adopts a data mining tool, the SPSS Chlementine 12.0 software, to analyze the data. The purpose is to help enterprises recognize the stage of development they are at with regard to brand image. With the help of marketing and brand experts, the study searches out the measurement factors for each item in the brand equity pyramid, and then sets up and suggests strategies of brand development for enterprises by taking into consideration various factors.

According to the results of data analysis, the brand equity pyramid and the association rules can be combined to design a consumer questionnaire for investigation. By way of consumer opinion, we can understand the relationships between the association rules and each stage of the brand equity pyramid; furthermore, we can determine the status quo of present brand development. The study takes Chu-Hsin Beauty and Hairdressing Salon as an example. It analyzes the association rules based on daily transactional data provided by the salon and discuss the results. It then tries to understand the status quo of brand development from the results of the consumer questionnaire. Based on the expert questionnaire, the study determines the corresponding measurement factors of brand equity at different stages of brand development, and offers strategic suggestions to build the Chu-Hsin brand. In this way, it helps Chu-Hsin to understand the status quo of their brand development and improve those stages which are weak or underdeveloped.

This study has three major objectives: (1) to answer three questions pertaining to brand development for Chu-Hsin Beauty and Hairdressing Salon; (2) to determine the relationships between the questionnaire items and find the measurement factors in the brand equity pyramid; (3) to derive association rules for Chu-Hsin Beauty by way of an expert questionnaire and association rule analysis.


List of Contents
摘要 i
Abstract ii
List of Contents iv
List of Table vi
List of Figure viii
Chapter 1. Introduction 1
Section 1. Research Background and Motivation 1
Section 2. Research Objectives and Contributions 3
Section 3. Research Procedure 4
Chapter 2. Literature Review 7
Section 1. Data Mining 7
Section 2. Brand Equity Pyramid 10
Section 3. Brand Equity Factors 16
Chapter 3. Research Methods 25
Section 1. Research Design 25
Section 2. Extraction Methods of Association rule 29
Section 3. Association Rule Analysis 32
Section 4. Design of Expert Questionnaire 41
Section 5. Design of Consumer Questionnaire 44
Chapter 4. Questionnaire Analysis 47
Section 1. Expert Questionnaire Analysis 48
Section 2. Consumer Questionnaire Analysis 60
Section 3. Brand Status Analysis of Chu-Hsin 76
Chapter 5. Conclusion and Suggestions 80
Section 1. Research Conclusions 80
Section 2. Research Limitations and Suggestions 84
References 86
Appendix A Expert Questionnaire 90
Appendix B Consumer Questionnaire 93


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