(3.215.180.226) 您好!臺灣時間:2021/03/06 16:37
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:熊霈宸
研究生(外文):Pei-Chen,Hsiung
論文名稱:自有品牌產品創新之策略與消費者知覺面探討-以臺灣連鎖便利商店為例
論文名稱(外文):Product innovation strategy of private label brand and exploration of consumer perception - Convenience chain stores in Taiwan as an example
指導教授:陳嬿伊陳嬿伊引用關係
指導教授(外文):Etta Y.I. Chen
口試委員:謝國男林育則
口試委員(外文):Kuo-Nan,HsiehYu-Tse,Lin
口試日期:25-06-2014
學位類別:碩士
校院名稱:元智大學
系所名稱:經營管理碩士班(服務行銷學程)
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
畢業學年度:103
語文別:中文
論文頁數:122
中文關鍵詞:自有品牌產品開發流程產品創新購買意願便利商店
外文關鍵詞:Private label brandProduct development processProduct innovationPurchase intentionConvenience store
相關次數:
  • 被引用被引用:0
  • 點閱點閱:256
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
全球經濟不景氣之下,全球零售商競爭日益激烈,供應鏈渠道權力慢慢由製造商轉為零售商,促使自創自有品牌的發展。臺灣近年來經濟發展較為緩慢,提升自有品牌發展動力。臺灣自有品牌商品的零售商種類近年來越來越多元,其中包含零售量販店、藥妝店與便利商店等。但臺灣的消費者對於零售商的自有品牌處於低價替代品的既定印象,為了扭轉消費者對自有品牌廉價印象,開始投入資源與心力與消費者溝通品牌價值。本研究欲了解自有品牌商品過程與其創新概念且比對臺灣消費者對臺灣自有品牌的認知與態度,以尋求自有品牌在臺灣市場發展的主要關鍵。
近年來臺灣便利商店業者投入大量資源,積極打造旗艦自有品牌,本研究鎖定一具代表性便利商店與其主打自有品牌作為研究標的,採用質化研究方法,分別針對企業與消費者進行深入訪談與焦點訪談,以個案分析與資料彙整,找出其企業預期目標和產品開發流程與消費者對自有品牌之知覺,最後把兩端資料進行分析比較。
透過分析發現,企業端面,零售商資源與能力會直接影響其自有品牌的發展,而知覺風險會影響消者購買自有品牌意願,產品品質與知覺品質提昇消費者對自有品牌的購買意願,視覺設計會直接影響消費者對自有品牌的品質判斷,品牌聯名是自有品牌可以提升品質觀感與信賴,而整體而言,產品創新對於自有品牌發展為必要要素。

Global economic downturn make retailers increasingly competitive. The power of supply chain channel transferred the the manufacturer into retailer gradually that inducts the private label brand's rapid expansion . Taiwan's recent economic development is relatively slow, it a condition for the private label brand. A variety of retailer with private label brand in recent years in Taiwan, includes retail hypermarket, cosmeceutical shops and convenience stores. However, Most of private label brands are low-cost impression in consumer mind, in order to reverse its private label brand of cheap impressions, invest resources a lot to communicating brand value with consumers. This study aims to understand the process of private label brand's product development and innovative concepts and consumer awareness and attitudes.Comparison of two types of cognitive in order to seek private label brand key development point,

In recent years, Taiwan's convenience store industry invested a lot of resources to build flagship private label brand, this study focus on one of important convenience store with flagship branded in Taiwan as a research subject, using qualitative research methods, respectively for businesses and consumers to conduct in-depth interview and focus interview to collect data,use case studies and data analyze to contradistinction private label brand business targets and product development processes and consumer perception, and finally the two ends of the data were contra-distinct.

Through analysis, in enterprise side, the retailer's resource and capabilities will direct impact its private label brand development. In consumer side ,perceived risk affect consumer willingness to purchase private label brand in directly, and product quality and perceived quality consumer willingness to buy, visual design will directly affect consumers judge the quality of its own brand, the brand is jointly owned brands can improve the quality of perception and trust, but overall, product innovation is essential for the development of its own brand elements.

摘要 I
ABSTRACT III
目錄 V
圖目錄 VIII
表目錄 VIII
第一章 前言 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 8
第1節 自有品牌 8
第一項 自有品牌定義 8
第二項 自有品牌商品種類 10
第三項 自有品牌之消費者購買特性 11
第四項 自有品牌發展策略 14
第2節 自有品牌與新產品開發 18
第一項 新產品定義 18
第二項 新產品開發 19
第三項 自有品牌新產品發展流程 20
第四項 新產品開發的關鍵因素 22
第3節 產品創新 22
第一項 創新定義 22
第二項 產品創新 23
第三項 產品創新程度 24
第4節 自有品牌與購買意願 26
第一項 購買意願定義 26
第二項 購買意願與自有品牌之關連 26
第三章 研究方法 28
第1節 研究範圍 28
第2節 研究方法 30
第3節 研究方法之信度與效度 33
第4節 研究對象 34
第5節 訪談大綱設計與擬定 39
第6節 資料分析方法 39
第四章 研究分析結果 40
第一節 個案分析-A公司 40
第一項 公司背景 40
第二項 公司資源 41
第三項 店內商品之種類 42
第四項 自有品牌之品牌策略 43
第五項 自有品牌商品開發流程與產品創新 46
一、 聯名品牌商品開發流程與資源運用 47
二、 產品改良商品開發流程與資源運用 50
三、 差異化創新商品開發流程與資源運用 51
四、 小結 53
第二節 消費者對自有品牌的態度與認知分析 55
第1項 自有品牌商品的印象與認知 55
第2項 自有品牌商品創新之消費者感知 64
一、 兩便利商店自有品牌印象比較 64
二、 消費者對聯名品牌之態度 70
三、 消費者對技術創新產品之態度 74
四、 消費者對差異化產品創新產品之態度 76
第三節 A公司之自有品牌策略與消費者反應 80
第1項 自有品牌產品開發策略對應消費者反應 80
第2項 自有品牌策略對應消費者反應 83
第五章 研究結論與建議 88
第一節 研究結論 88
第1項 知覺風險會影響消者購買自有品牌意願 88
第2項 品牌聯名是自有品牌可以提升品質觀感與信賴的策略之一 89
第3項 零售商資源與能力會直接影響其自有品牌的發展 89
第4項 視覺設計會直接影響消費者對自有品牌的品質判斷 90
第5項 產品品質與知覺品質提昇消費者對自有品牌的購買意願 90
第6項 產品創新對於自有品牌發展為必要要素 91
第二節 研究貢獻 92
第1項 學術上的貢獻 92
第2項 產業上的貢獻 93
第三節 研究限制 93
第四節 未來研究建議 94
參考文獻 95

Ailawadi, K. L., Neslin, S. A., &; Gedenk, K. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. Journal of Marketing, 65(1), 71-89.
Allison, R. I., &; Uhl, K. P. (1964). Influence of Beer Brand Identification on Taste Perception. Journal of Marketing Research (JMR), 1(3).
Batra, R., &; Sinha, I. (2000). Consumer-level factors moderating the success of private label brands. Journal of retailing, 76(2), 175-191.
Bettman, J. R. (1974). Relationship of information-processing attitude structures to private brand purchasing behavior. Journal of Applied Psychology, 59(1), 79.
Blythe, J. (1999). Innovativeness and newness in high-tech consumer durables. Journal of Product &; Brand Management, 8(5), 415-429.
Chan Choi, S., &; Coughlan, A. T. (2006). Private label positioning: quality versus feature differentiation from the national brand. Journal of retailing, 82(2), 79-93.
Chang, C. H., &; Tu, C. Y. (2005). Exploring store image, customer satisfaction and customer loyalty relationship: evidence from Taiwanese hypermarket industry. Journal of American Academy of Business, 7(2), 197-202.
Collins-Dodd, C., &; Lindley, T. (2003). Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer services, 10(6), 345-352.
Coyle, J. S. (1978). Generics. Progressive Grocer (USA).
Damanpour, F., &; Evan, W. M. (1984). Organizational innovation and performance: the problem of"organizational lag". Administrative science quarterly, 392-409.
Deloitte Consulting LLP (2013). 2012-2013 Private label sourcing survey. Retrieved from http://www.deloitte.com/view/en_US/us/Services/consulting/industry/2d019b583dc3f310VgnVCM2000003356f70aRCRD.htm
Denzin, N. K. (1970). The research act: A theoretical introduction to sociological methods. Transaction publishers. Retrieved from http://www.google.com.tw/books?hl=zh-TW&;lr=&;id=UjcpxFE0T4cC&;oi=fnd&;pg=PA1&;dq=The+research+act:+A+theoretical+orientation+to+sociological+methods&;ots=TqJwY8_0yd&;sig=UAnoz8OcotsgEG_QgWU6A0WNmVg&;redir_esc=y#v=onepage&;q=The%20research%20act%3A%20A%20theoretical%20orientation%20to%20sociological%20methods&;f=false
Dodds, W. B., Monroe, K. B., &; Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research (JMR), 28(3).
Dougherty, D., &; Bowman, E. H. (1995). The Effects of Organizational Downsizing on Product Innovation. California Management Review, 37(4).
Damanpour, F. (1987). The adoption of technological, administrative, and ancillary innovations: Impact of organizational factors. Journal of management,13(4), 675-688.
Unit, E. I. (1968). Own brand marketing. Retail Business, 128, 219-22.
Fishbein, M., &; Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Gundlach, G. T., &; Wilkie, W. L. (2009). The American Marketing Association's new definition of marketing: Perspective and commentary on the 2007 revision. Journal of Public Policy &; Marketing, 28(2), 259-264.
Ghosh, A. (1990). Retail management. Hinsdale, IL: Dryden Press.
Gordon, W. (1994). Retailer brands-the value equation for success in the 90s. Journal of the Market Research Society, 36(3), 165-181.
Grewal, D., Krishnan, R., Baker, J., &; Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.
Mieres, C. G., Mart#westeur046#n, A. M. D., &; Guti#westeur042#rrez, J. A. T. (2006). Antecedents of the difference in perceived risk between store brands and national brands. European Journal of Marketing, 40(1/2), 61-82.
Hauser, John R. &; Steven M. Shugan (1983),”Defensive Marketing Strategies,” Marketing Science, 2(4), 319- 360.
Hoch, Stephen J.(1996).How should national brands think about private labels? Sloan Management Review, 3(7),89-103.
Hoch, S. J., &; Banerji, S. (1993). When do private labels succeed. Sloan Management Review, 3(4), 57-67.
IRI (2012) “Private label in Europe 2012 – Is there a limit to growth?” http://www.iriworldwide.eu/Portals/0/articlepdfs/PrivateLabel/PrivateLabel_2012_FullReport_Final.pdf
Utterback, J. M. (1974). Innovation in industry and the diffusion of technology. Science, 183(4125), 620-626.
Kotabe, M., &; Murray, J. Y. (1990). Linking product and process innovations and modes of international sourcing in global competition: a case of foreign multinational firms. Journal of International Business Studies, 383-408.
Kotler, P., &; Armstrong, G. (2010). Principles of marketing. Pearson Education.
Kotler, P., Dubois, B., Manceau, D., de Philip Kotler, R., &; de Delphine Manceau, R. (2003). Marketing Management; 11/e. ed. Upper Saddle River NJ.
Kotler, P. (1996), Marketing Management: Analysis, Planning, Implementation &; Control, 9th ed., NJ: Prentice-Hall.
Krugman, H. E. (1965). The impact of television advertising: learning without involvement. Public Opinion Quarterly, 29(3), 349356.
KF Yang, YK Chen, TF Hsieh, HW Yang(2009).The Impact of Retailer’s Store Image on Consumer’s Purchasing Desire in Retail Industry---Take Taiwan Fresh Supermarket as an Example. Journal of Chung Chou,28,93-108
Lantz, G., &; Loeb, S. (1996). Country of origin and ethnocentrism: an analysis of Canadian and American preferences using social identity theory. Advances in Consumer Research, 23(23), 374-378.
Nies, S., &; Natter, M. (2012). Does Private Label Quality Influence Consumers’ Decision on Where to Shop?. Psychology &; Marketing, 29(4), 279-292.
Corstjens, M., &; Lal, R. (2000). Building store loyalty through store brands. Journal of Marketing Research, 37(3), 281-291.
McGoldrick, P. J. (1984). Grocery generics—An extension of the private label concept. European Journal of Marketing, 18(1), 5-24.
Monroe, K. B., &; Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality: How consumers view stores and merchandise, 209-32.
Morgan, D. L. (1998). Planning focus groups. CA: Sage.
Moorman, C., Zaltman, G., &; Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314328.
Morwitz, V. G., &; Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391405.
Olson, E. L. (2012). Supplier inferences to enhance private label perceptions. Journal of Business Research, 65(1), 100-105.
Farris, P., &; Ailawadi, K. L. (1992). Retail power: monster or mouse?. Report (USA).
Celentano,D.(2013). Private Label 2013 Trends -Strong Growth - Affordable, High Quality. Retrieved from http://foodbeverage.about.com/od/StartingAFoodBusiness/a/Strong-Growth-In-Private-Label-Brands-Private-Label-Manufacturers-Association.htm
Private Label Management Association(2012). www.plma.com
Richardson, P. S., Dick, A. S., &; Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4).
Richardson, P. S., Jain, A. K., &; Dick, A. (1996). Household store brand proneness: a framework. Journal of Retailing, 72(2), 159-185.
Roselius, R. (1971). Consumer rankings of risk reduction methods. Journal of marketing, 35(1).
Schiffman, L. G., &; Kanuk, L. L. (2000). Consumer behavior, 7th.
Shimp, T. A., &; Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumers' risk perceptions. Journal of Consumer research.
Sinha, I., &; Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International journal of research in marketing, 16(3), 237-251.
Souder, W. E. (1988). Managing relations between R&;D and marketing in new product development projects. Journal of product innovation management, 5(1), 6-19.
Srinivasan, S., Pauwels, K., Hanssens, D., &; Dekimpe, M. (2002). Who benefits from price promotions?. Harvard business review, 80(9), 22-+.
Patton, M. Q. (1990). Qualitative evaluation and research methods. SAGE Publications, inc.
Png, I. P., &; Reitman, D. (1995). Why are Some Products Branded and Other Not. JL &; Econ., 38, 207.
Wileman, A., &; Jary, M. (1997). Retail Power Plays: From Trading to Brand Leadership: Strategies for Building Retail Brand Value. New York, NY: New York university press.
Urden, L. D. (2003). Don’t forget to ask: Using focus groups to access outcomes. Outcomes Management, 7(1), 1-3.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
王明輝(1999)。 影響消費者購買自有品牌商品因素之研究—以外商在臺零售量販通路為例,中國文化大學國際企業管理研究所。
陳怡真(1997)。商店品牌產品購買行為之決定性因素。國立臺灣大學商學研究所未出版碩士論文,臺北市。
鍾谷蘭(1995)。行銷通路競爭之賽局理論分析。中山企業管理研究所博士論文。
周冠妏(2007)。品牌來源國效應,日本文化認同程度與廣告中呈現的國家印象一致性對產品評估的影響,政治大學廣告研究所。
林婷鈴、陳靜怡、任立中(2007)。解析自有品牌策略與績效關係的迷思: 層級貝氏迴歸模式之運用。臺大管理論叢, 18(1), 117-149。
周家慧、顧為元、張淑敏(2005)。品牌、廣告與價格因素對速食產品購買意願之影響。餐旅暨家政學刊,2(4),519-534。
胡欣慧、何玉珍(2008)。消費者對量販店自有品牌食品購買意願之研究。餐旅暨家政學刊,5(3),273-293。
陳耀茂(2012)。簡介日本的品質力的現狀與課題摘錄。品質月刊,48(8),21-24。
吳青松(1998)。現代行銷學,臺北:智勝文化。
許士軍(1987)。管理學,臺北:東華書局。
Nielsen (2014)。自有品牌成長 現在進行式。取自http://tw.cn.nielsen.com/trends/httptw.nielsen.comPrivateLable0609.shtml
公平交易委員會(2013)。101年全國主要連鎖便利商店業者進行產業調查概況。臺北市:公平交易委員會。取自http://1950.tycg.gov.tw/news/news/upt.asp?p0=2139
行政院主計總處(2014)。最新統計指標。取自http://www.dgbas.gov.tw/point.asp?index=1
全家便利商店(2014)。2000-2014年第一季店數與市佔率統計。臺北市:全家便利商店。取自http://www.family.com.tw/enterprise/investor_financial_03.aspx
產業研究小組(2012)。連鎖式便利商店之現況與未來趨勢。臺北市:經濟部商業司。取自http://ciis.cdri.org.tw/files/attachment/0C010674458065462325/臺灣2011年便利商店市場現況與趨勢解析(20120110).pdf
沈培華(2014)。《業績-百貨》全家Q1營收年增5.11%。中時電子報。取自http://money.chinatimes.com/news/news-content.aspx?id=20140410002384&;cid=1204
康德蘭(2011,2月)。2011消費大趨勢。動腦雜誌,418。取自http://www.brain.com.tw/News/RealNewsContent.aspx?ID=15044
經濟人雜誌(2014)。全家總經理張仁敦:創新,從聆聽第一線聲音開始!經濟人雜誌。取自http://www.managertoday.com.tw/?p=41067
經濟部統計處(2013)。產業經濟統計簡訊-綜合商品零售業101年營業額破兆元關卡,以便利商店成長8.8%最多(編號:129)。臺北市:經濟部。取自http://www.google.com.tw/url?sa=t&;rct=j&;q=&;esrc=s&;source=web&;cd=1&;ved=0CB0QFjAA&;url=http%3A%2F%2Fwww.moea.gov.tw%2FMns%2FDOS%2Fbulletin%2FwHandBulletin_File.ashx%3Fbull_id%3D754%26serial_no%3D1&;ei=qBifU9PIK4HKkgWHxYG4Dw&;usg=AFQjCNEssOdn3YDAQewh4W7C93GN8h1mhQ&;sig2=_wBddsVq8GiCP_y2ZY5fgQ

電子全文 電子全文(本篇電子全文限研究生所屬學校校內系統及IP範圍內開放)
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔