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研究生:李佳穎
研究生(外文):Chia-Ying Lee
論文名稱:品牌策略、品牌知名度、品牌體驗與品牌績效之研究-智慧型手機產業實證
論文名稱(外文):A relational Survey on Brand Strategy, Brand Popularity, Brand Experience, and Brand Performance - An Empirical Investigation of the Smartphone Industry
指導教授:胡同來胡同來引用關係
指導教授(外文):Tung-Lai Hu
口試委員:耿慶瑞許鉅秉
口試委員(外文):Ching-Jui KengJiuh-Biing Sheu
口試日期:2012-06-01
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:112
中文關鍵詞:品牌策略品牌知名度品牌體驗品牌績效
外文關鍵詞:Brand StrategyBrand PopularityBrand ExperienceBrand Performance
相關次數:
  • 被引用被引用:2
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現在的科技日新月異,企業所使用的行銷手法,與過去差異甚遠,越來越多人使用智慧型手機,消費者所追求的不僅僅是有形的產品,無形的體驗更是能滿足消費者的感受,因此,企業期望品牌知名度可以提升,亦可將品牌注入消費者的心中,並運用健全的策略與消費者達到長期的連結,最終將反映於企業的品牌績效。
  本研究經由相關文獻探討,整合過去學者著作及相關研究,發展一理論架構。以大台北地區智慧型手機產業之消費者為研究對象,透過問卷調查法,並以結構方程式模型探討該產業中品牌策略、品牌知名度、品牌體驗、與品牌績效之關連性。
  研究發現:品牌策略對品牌體驗,品牌體驗對品牌知名度,品牌體驗對品牌績效,以及品牌知名度對品牌績效皆有顯著的正向影響,而品牌策略對品牌知名度無顯著影響。本研究以智慧型手機產業之消費者為實證對象,探討各變數之關係,並研擬以行銷策略提供業界作為參考依據,期能對其行銷策略之制定有所貢獻。 


Today''s high-tech are out-dated tomorrow and Companies use marketing tactics are different. More and more people use smart phones and the consumers are not only seeking physical products, but also the intangible product is to meet the consumer''s experience. Therefore, companies expect customers can remember their brand forever, and use strategy to build long-term connection with consumers, and reflect brand performance.
  This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in Taipei City, probe into the value the Smartphone Industry this brand strategy, brand popularity and brand experience, it is close of connecting with brand equity by way of structural equation modeling. Brand Strategy, Brand Popularity, brand experience, Brand Performance.
  The most significant findings are as following: There is a significant, positive correlation between brand strategy and brand experience. There is a significant, positive correlation between brand experience and brand popularity. There is a significant, positive correlation between brand experience and brand performance. There is a significant, positive correlation between brand popularity and brand performance. There is not a significant, positive correlation between brand strategy and brand popularity.
  This survey takes consumer of the smartphone industry to discover different variables of relationship. The survey is expected to make contributions to provide marketing and manage smart phone brands.


中文摘要 I
ABSTRACT II
誌謝 IV
目錄 VI
表目錄 IX
圖目錄 X
第一章 緒論 1
1.1 研究動機與問題 1
1.2 研究目的 8
1.3 研究範圍 8
1.4 研究流程 9
第二章 文獻探討 10
2.1品牌策略 10
2.1.1品牌之定義 10
2.1.2品牌策略之定義 12
2.1.3品牌策略之衡量構面 17
2.2品牌知名度 21
2.2.1品牌知名度之定義 22
2.2.2 品牌知名度之理論 23
2.2.3品牌知名度之衡量構面 26
2.3品牌體驗 27
2.3.1 體驗之定義 29
2.3.2 品牌體驗之定義 33
2.3.3 品牌體驗之理論 33
2.3.4 品牌體驗之衡量構面 40
2.4品牌績效 41
2.4.1 品牌績效之定義 42
2.4.2 品牌績效之衡量構面 43

第三章 研究方法 50
3.1研究架構 50
3.2研究假說 52
3.2.1探討品牌策略與品牌體驗之相關性 52
3.2.2探討品牌策略與品牌知名度之相關性 53
3.2.3探討品牌體驗與品牌知名度之相關性 53
3.2.4探討品牌體驗與品牌績效之相關性係性 54
3.2.5探討品牌知名度與品牌績效之相關性 54
3.3研究變數的操作型定義與衡量問項 55
3.3.1品牌策略 55
3.3.2品牌知名度 56
3.3.3品牌體驗 58
3.3.4品牌績效 59
3.4問卷設計 63
3.5研究對象與抽樣設計 65
3.5.1研究對象與地區 65
3.5.2抽樣方法與樣本大小 65
3.6問卷蒐集與回收分析 66
3.7資料分析方法 67
3.8效度與信度分析 68
3.8.1效度 68
3.8.2信度 70
第四章 資料分析與結果 71
4.1 樣本資料分析 71
4.1.1 樣本品牌選擇概況 71
4.1.2 樣本結構分析 74
4.2 結構方程模式之建立與分析 81
4.2.1 相關分析 81
4.2.2 結構方程模式建立與分析 82
4.2.3 結構方程模式適配度評鑑 84
4.3 模式之假說檢定 89
4.3.1 品牌策略對品牌體驗之影響 89
4.3.2 品牌策略對品牌知名度之影響 90
4.3.3 品牌體驗對品牌知名度之影響 91
4.3.4 品牌體驗對品牌績效之影響 92
4.3.5 品牌知名度對品牌績效之影響 93
4.3.6 變數間影響效果分析 94
第五章 結論與建議 97
5.1 研究結論 97
5.2 行銷涵義 100
5.3 研究貢獻 101
5.4 研究限制 103
5.5 未來研究建議 104
参考文獻 106
壹、中文部份 106
貳、英文部份 106
附錄A:研究問卷 113
附錄B:智慧型手機產業分析 120


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參、網站資料
1.IDC http://www.gaetner.com
2.Interbrand http://www.interbrand.com
3.高端訓,2010。品牌研究:創造品牌體驗利益總裁學院
http://www.ceolearning.org/gef/index.php


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