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研究生:蔡宗權
研究生(外文):Tsai, Tsung-Chuan
論文名稱:品牌形象、品牌權益與品牌績效之研究-以平價服飾臺灣UNIQLO為例
論文名稱(外文):Research on Brand Image, Brand Equity, and Brand Performance - Using UNIQLO as an Example
指導教授:楊和炳楊和炳引用關係
指導教授(外文):Yan, Ho-Ping
口試委員:施光恆梁榮輝
口試委員(外文):Shih, Guang-HengLiang, Rong-Huei
口試日期:2013-06-27
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:2013
畢業學年度:101
語文別:中文
論文頁數:82
中文關鍵詞:品牌形象品牌權益品牌績效
外文關鍵詞:UNIQLObrand imagebrand equitybrand performance
相關次數:
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近年來由於全球經濟不景氣的影響,使的臺灣也受到了衝擊,包含臺灣所得分配不均的問題造成貧富差距愈來愈大、經濟方面國民所得的逐年下降、物價逐年上漲,使得消費者更懂得精打細算,如何以經濟實惠的價格購買到賦有品牌且兼具實用性、流行性與具有質感的服飾,成為許多消費者選擇商品的重要考量因素。服飾業者為了促進買氣,運用各種促銷方式,包含:降價、下殺折扣等削價競爭的方式來增加自己服飾的業績,然而這樣的削價方式並不是一個永久的解決方法,企業必須提升品牌的價值,以維持自身的競爭優勢,且產品間同質性商品愈來愈多,僅依賴優越的產品是無法在市場上維持與勝出的,品牌成為消費者購買商品前的價值考量,也是企業生存以及提高競爭優勢的關鍵因素,良好的品牌形象,將會增加品牌對消費者具有的價值(Biel, 1992)。因此本研究主要目的係探討臺灣民眾對日本平價服飾品牌UNIQLO之品牌形象、品牌權益以及品牌績效之間的關係。
本研究以問卷調查方式進行資料收集,並以「分層抽樣」之抽樣方式,選取臺北市四個UNIQLO品牌門市據點之民眾為研究調查對象,預估施測樣本為360份,施測所得資料以統計套裝軟體SPSS for Windows 17.0進行結果分析,分別以敘述性統計、單因子變異數分析、獨立樣本t檢定、相關分析以及層級迴歸分析等統計方法加以分析。
本研究之研究結果如下:品牌形象對品牌權益、品牌權益對品牌績效、品牌形象對品牌績效的關係為正向影響關係,以及品牌權益在品牌形象與品牌績效間具中介效果。此研究可供平價服飾產業以及相關單位作為行銷策略參考。

These days, due to the impact of the global economic in a slump, Taiwan was also affected by this. The inequality of income distribution in Taiwan caused the gap between rich and poor is increasing. At the aspect of the economy, the gross national income is decreasing year by year. The price is rising year by year let the consumers are more efficient on spending. How to get the clothes with the rational pricing also with brand and both have practical, fashionable and high quality, become the impor-tant consideration for consumers to choose clothes. In order to promote the popular-ity of product, costumers use various methods of promotion, including the discount and price competition to increase the feat. However, this way is not a permanent so-lution.
Enterprises have to enhance the value of the brand to maintain their competitive advantage. The homogeneous goods become more and more. Enterprises can’t rely on the superior products to maintain and win in the market. The brand has become the consideration before consumer purchases the goods. And it is also the key factor for enterprises to survival and to enhance the competitive advantage. Good brand image will increase the value of the brand to consumers. Therefore, the purpose of this study was to investigate the people of Taiwan between the relationship of brand image, brand equity and brand performance with UNIQLO, Japanese brand.
In this study, a questionnaire survey method was used for data, and stratified sampling was adopted on the samples of 360 costumers for UNIQLO retail depart-ment in Taipei City. SPSS for Windows 17.0 was used to analyze all the data col-lected with the approaches such as descriptive statistics, one-way ANOVA, inde-pendent samples T-test, correlation analysis and hierarchical regression analysis.
The Result is that it is positive influence of the brand image to brand equity, brand image to brand performance and brand equity to brand performance. Further-more, that the brand equity is a intervening variable and the relation between brand image and brand performance are influenced by it. The survey takes the empirical investigation of the value clothing retail industry and relevant specialized units ex-pected to provide suggestion for improving brand strategy to get brand performance.


中文摘要 .................... iii
英文摘要 .................... v
誌謝辭  .................... vii
內容目錄 .................... viii
表目錄  .................... x
圖目錄  .................... xii
第一章  緒論.................. 1
  第一節  研究背景與動機........... 1
  第二節  研究目的.............. 4
  第三節  研究範圍.............. 5
第二章  文獻探討................ 6
  第一節  品牌形象.............. 6
  第二節  品牌權益.............. 13
第三節  品牌績效.............. 23
第三章  研究方法................ 31
第一節  研究架構.............. 31
第二節  研究假說.............. 32
第三節  研究變數之操作性定義與衡量..... 33
  第四節  問卷設計.............. 37
第五節  研究樣本與資料收集......... 39
第六節  資料分析方法............ 40
第四章  資料分析與結果............. 43
第一節  敘述性統計分析........... 43
第二節  信度與相關分析........... 49
第三節  層級迴歸分析............ 51
第四節  人口統計分析............ 54
第五章  結論與建議............... 65
  第一節  研究結論.............. 65
  第二節  建議................ 67
參考文獻 .................... 70
附錄問卷 .................... 80

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