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

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