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研究生:施惠珊
研究生(外文):Hui-Shan Shih
論文名稱:品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效之研究─以百貨業為實證
論文名稱(外文):A Study on the relationships between Brand Image, Brand Experience, Promotion Strategy, Customer’s Satisfaction and Brand Performance –An Empirical Investigation of the Department Store Industry
指導教授:胡同來胡同來引用關係
口試委員:廖森貴黃俊堯馮正民
口試日期:2012-06-07
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:84
中文關鍵詞:品牌形象品牌體驗促銷策略顧客滿意度品牌績效
外文關鍵詞:Brand ImageBrand ExperiencePromotion StrategyBrand Performance
相關次數:
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近年來,臺灣的百貨業,從原先遠東百貨、新光三越、太平洋崇光鼎足而立的局面,自其他百貨公司成立加入後,演變為完全競爭市場。就目前看來,台北的百貨公司,如雨後春筍不斷成立,規模愈來愈大,內容愈來愈充實、裝潢愈來愈講究,越來越多新品牌駐入。本研究將以百貨產業為實例,綜合了品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效等構面之關係探討對於百貨產業之影響。
本研究將經由相關文獻探討,整合過去學者著作及相關研究,分析百貨產業中,品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效之間之關係。因此將台北地區百貨產業消費者作為研究對象,透過問卷調查法,並以線性結構模式,探討該產業之品牌形象、品牌體驗、促銷策略、顧客滿意度與品牌績效等概念,互相連結不同概念間的因果關係。
本研究是以百貨產業為實證對象,探討各變數關係,研究發現:品牌形象、品牌體驗及促銷策略對顧客滿意度與品牌績效皆有顯著的正向影響。以此研究結果,可研擬行銷策略提供業界做為參考,期望能對其品牌策略之制定有所貢獻。


In recent years, the department store industry in Taiwan, separate categories from the original Far East Department Store, Shin Kong Mitsukoshi, Pacific Sogo situation, since the other department stores set up by adding, evolved into a perfectly competitive market.For now, a Taipei department store, such as springing up constantly set up increasingly large scale, more and more to enrich the content, the decor is increasingly concerned about more and more new brands in the entry. This study will be the department store industry as an example, a combination of brand image, brand experience, marketing strategy, customer satisfaction and brand performance dimensions of relationship between the department store industries.

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 department store industry this brand image, brand experience, promotion strategy, customer’s satisfaction and brand performance, is it close of connecting with customer satisfaction degree and brand equity by way of structural equation modeling.
The most significant finding: There is a significant, positive correlation between brand image and customer satisfaction degree. There is a significant, positive correlation between brand experience and customer satisfaction degree. There is a significant, positive correlation between promotion strategy and customer satisfaction degree. There is a significant, positive correlation between customer’s satisfaction and brand performance degree.
The survey takes consumer of the value department sotre industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.



摘 要 I
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 2
1.3研究範圍 3
1.4研究流程 4
第二章 文獻探討 5
2.1品牌形象 5
2.1.1品牌形象的定義 5
2.1.2品牌形象的構面 6
2.2品牌體驗 8
2.2.1品牌體驗的定義 8
2.2.2品牌體驗的構面 9
2.3促銷策略 13
2.3.1促銷策略的定義 13
2.3.2促銷策略的構面 16
2.3.3促銷策略的種類及分類 16
2.4顧客滿意度 19
2.4.1顧客滿意度的定義 19
2.4.2顧客滿意度的構面 20
2.5品牌績效 21
2.5.1品牌績效的定義 21
2.5.2品牌績效的構面 23
第三章 研究方法 25
3.1 研究架構 25
3.2 研究假說 26
3.3研究變數的定義與衡量 29
3.4問卷設計 32
3.5研究對象與抽樣設計 33
3.5.1研究對象與地區 34
3.5.2抽樣方法與樣本大小 34
3.6資料分析方法 35
3.7效度與信度分析 36
3.7.1效度 36
3.7.2信度 39
第四章 資料分析與結果 41
4.1 樣本資料之分析 41
4.1.1樣本品牌選擇概況 41
4.1.2樣本結構分析 44
4.2結構方程模式之建立與分析 48
4.2.1 相關分析 48
4.2.2 AMOS架構分析 49
4.2.3 AMOS模式配適度評鑑 52
4.3模式之假說檢定 57
4.3.1. 品牌形象對顧客滿意度之影響 57
4.3.2. 品牌體驗對顧客滿意度之影響 59
4.3.3. 促銷策略對顧客滿意度之影響 60
4.3.4. 顧客滿意度對品牌績效之影響 61
4.3.5. 變數間影響效果分析 63
第五章 結論與建議 65
5.1研究結論 65
5.2行銷涵義 67
5.3研究貢獻 69
5.4研究限制 71
5.5未來研究建議 72
参考文獻 74
ㄧ、中文部份 74
二、英文部份 75
附錄A .問卷 79


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