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研究生:楊秀鍾
研究生(外文):Yang,Hsiu-Chung
論文名稱:顧客賦權對品牌延伸評價之影響
論文名稱(外文):Customer Empowerment and Brand Extension Evaluation
指導教授:楊台寧周建亨周建亨引用關係
指導教授(外文):Yang,Tai-NingChou,Chien-Heng
口試委員:任立中李月華
口試委員(外文):Jen,Li-ChungLee,Yueh-Hua
口試日期:2012-05-12
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:54
中文關鍵詞:顧客賦權品牌延伸評價
外文關鍵詞:Customer EmpowermentBrand Extension Evaluation
相關次數:
  • 被引用被引用:0
  • 點閱點閱:221
  • 評分評分:
  • 下載下載:21
  • 收藏至我的研究室書目清單書目收藏:1
進度速度飛快的科技與資訊的無所不在,全球更是演變成一個地球村。由地方市場進展為區域經濟再延伸至全球經濟,連鎖式行銷手法的盛行,搭配上越來越普遍的行動上網,讓消費者無時無刻都可輕易的獲取資訊。想當然爾顧客的需求更加的多元化、範圍更加廣泛;顧客賦權-此新思維的行銷策略也因應而生,期望藉由提高顧客賦權,讓顧客對產品的品質、價值、購買意願以及對產品的所有權感更加的提升。

而顧客賦權往往是聚焦在新產品上。若以企業的角度,將生產、行銷成本降低…等等的考量下,以現行產品所延伸出來的商品上加入顧客賦權,如此對於顧客的評價是否會有正面的效果。

綜合以上,本研究採便利抽樣結構式問卷,在問卷中描述虛擬情境,讓受訪者將自己當成情境中主角,考量情境中所提供之產品及相關服務資訊填答量表中問項。以實證結果確認兩者變數關係。

中文摘要
英文摘要
致謝辭
內容目錄
表目錄
圖目錄
第一章  緒論
  第一節  研究背景與動機
  第二節  研究問題與研究目的
  第三節  觀念性架構
  第四節  研究範圍與限制
第二章  文獻探討
  第一節  品牌延伸評價
  第二節  顧客賦權
  第三節  研究假設
第三章  研究方法
  第一節  資料來源與資料收集方法
  第二節  操作性定義
  第三節  樣本結構
  第四節  統計分析方法
第四章  資料分析
  第一節  研究變數之信度分析
  第二節  研究變數之相關性分析
  第三節  假設檢定
第五章  結論與建議
  第一節  研究結論
  第二節  研究建議
參考文獻 
附錄  研究問卷

中文部份:
1.論文
吳欣鴻 (2009),由消費者觀點分析品牌延伸的績效研究,國立成功大學企業管理研究所。
呂素瑱 (2011),顧客賦權對企業與顧客關係強度之探討:以創新採用特質為干擾變數,中國文化大學商學院國際企業管理學系碩士論文。
李慧珊 (2007),延伸相似度、從眾特質與品牌延伸評估關係之研究,中國文化大學國際企業管理研究所碩士論文。
邱盟媚 (2010),娛樂性和功利性產品價值對品牌延伸效果之影響研究,國立東華大學國際企業學系碩士論文。
范靜秋 (2007),以品牌延伸模式探討消費者對電子服務之態度,國立東華大學企業管理學系碩士在職專班碩士論文。
郭家君 (2011),顧客賦權對企業與顧客關係強度影響之研究,中國文化大學商學院國際企業管理學系碩士論文。
陳雅婷 (2002),品牌認同感與所有權效果對品牌延伸評價之影響,淡江大學管理科學學系碩士班碩士論文。
陳瑞芬 (2000),賦權,信任與社會賦閒之研究,中國文化大學商學院國際企業管理研究所碩士論文。
楊淑燕 (2006),評估準則對流行品牌及品牌延伸影響之研究,東吳大學企業管理學系碩士論文。

2.期刊
莊雅涵,田祖武 (2007),品牌體驗與產業契合度對服務業品牌延伸平價之影響,行銷評論,4(3),316。
陳玉樺,曾雅玲,曹文琴 (2008),產品類別在服務業品牌延伸評價中之重要性探討,airiti,395。

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