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研究生:李曼鈺
論文名稱:副品牌策略與競食效果 ─以 UNIQLO 之 GU 為例
論文名稱(外文):Sub-brand strategy and cannibalization effect -Take UNIQLO and GU as example
指導教授:陳建維陳建維引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
畢業學年度:103
語文別:中文
論文頁數:108
中文關鍵詞:副品牌策略品牌知識知覺價值購買意願競食效果
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隨著資金、市場不斷成長,人們消費能力的提高,在選購商品時也開始著重於品牌。品牌是企業彰顯價值以及與消費者溝通的橋梁、也是競爭優勢的來源之一,這也使得各個產業無不朝著品牌化競爭發展,其中,隨著海外知名的平價服飾品牌興起,這些廠商也積極向海外擴張,紛紛入駐台灣,國際平價服飾接力來台,這些品牌的副品牌也跟著搶進低價市場,因此本研究欲以消費者的觀點,探討主、副品牌之間的關係。

在品牌管理的「主、副品牌」策略中,本研究選定UNIQLO與其副品牌G.U.作為研究對象,以「主品牌的品牌權益」、「副品牌知識」、「副品牌知覺價值」、「副品牌購買意願」、「產品組合的相似程度」、「主、副品牌之間的競食效果」等變數,來探究其中的關聯性及其影響程度。

本研究採用問卷調查法,共回收 264 份問卷,經由信度之檢測、因素分析、迴歸模型的驗證,本研究結果顯示得出以下結論:(1)主品牌權益與副品牌知識之間具有顯著的正向關係;(2) 主品牌權益與副品牌知識對副品牌知覺價值具有顯著的正向關係;(3)品牌形象與知覺價值對購買意願具有顯著的正向關係;(4)主品牌權益、副品牌形象、副品牌知覺價值與主、副品牌之間產品組合的相似程度,皆與競食效果有所關聯。

透過本研究結果分析發現,企業在執行副品牌策略時,應確保主品牌有較高的品牌權益;此外,企業應明確區分主、副品牌的差異性,注重副品牌的市場區隔與品牌定位,以避免對彼此的品牌即產品產生損害。

第一章 緒論 7
第一節 研究背景與動機 7
第二節 研究目的 10
第三節 全文架構 11
第四節 研究流程 12
第二章 文獻探討 13
第一節 品牌管理 13
第二節 產品線延伸 22
第三節 主、副品牌策略 29
第四節 品牌知識、知覺價值與購買意願 33
第五節 競食效果 42
第三章 研究方法 48
第一節 研究架構 48
第二節 研究假設 50
第三節 變數定義與衡量構面 56
第四節 問卷設計與抽樣方法 63
第四章 研究結果 66
第一節 受訪者基本資料分析 66
第二節 因素分析 68
第三節 信度檢定 77
第四節 迴歸分析 81
第五節 研究假設檢定結果 88
第五章 研究結論與建議 90
第一節 研究結論與發現 90
第二節 行銷實務與建議 93
第三節 研究限制與未來研究方向發展 95
參考文獻 97
附錄一 研究問卷 104
中文部分
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(11) 吳淑鶯,羅貞蓮(2010),延伸產品知識區隔在強勢品牌之品牌延伸效果比較研究,中華管理評論,13(1),1-32。
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