跳到主要內容

臺灣博碩士論文加值系統

(216.73.216.152) 您好!臺灣時間:2025/11/03 08:47
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

: 
twitterline
研究生:鄭琦琳
研究生(外文):Cheng, Jackie Chi-Ling
論文名稱:行銷創新,品牌知識與品牌關係關聯性之研究~以漢神百貨公司精品品牌客層為例
論文名稱(外文):The Relationships among Marketing Innovation,Brand Knowledge and Brand Relationship~A Case on Hanshin Department Store's Luxury Brand Customers
指導教授:黃義俊黃義俊引用關係
指導教授(外文):Huang, Yi-Chun
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:企業管理系碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:117
中文關鍵詞:百貨公司國際精品品牌品牌關係品牌知識行銷創新
外文關鍵詞:Department StoreLuxury BrandBrand RelationshipBrand KnowledgeMarketing Innovation
相關次數:
  • 被引用被引用:23
  • 點閱點閱:3237
  • 評分評分:
  • 下載下載:1147
  • 收藏至我的研究室書目清單書目收藏:5
台灣地區大型百貨同業間,普遍面臨商品同質性過高的困境。本研究個案公司以引進國際精品為其主要市場利基,讓高雄漢神百貨公司於1995年開幕後即迅速竄起。漢神百貨多年來與精品客層建立及維繫的品牌關係值得探討。回顧台灣過去有關百貨公司相關文獻,對於品牌關係之研究付之闕如。而Esch, Langner, Schmitt & Geus (2006)曾建議精品品牌相關議題值得探討,激發本研究動機。

本研究結果發現漢神百貨公司及其館內設櫃的精品品牌,與精品客層建立及維繫的品牌關係與其多年來在行銷創新上的努力有關。而且漢神百貨公司館內設櫃的精品品牌的品牌知識,包括品牌知名度與品牌形象攸關與精品客層的品牌關係之維繫。
Most large department stores in Taiwan face the common issue of “product homogeneity” with others. In this research case, the Hanshin Department Store has built an upscale identity based on the luxury brands that it carries as a niche marketing strategy since its opening in 1995. This has helped it grow quickly, and to gain differentiation from other department stores. A retrospective review of Taiwan department store references reveals almost no one related to brand relationship. The work of Esch, et al. (2006) addressed the value of investigating topics related to luxury brands, and served as the inspiration for this research.

Results for this study indicate that the brand relationship between Hanshin Department Store, its luxury brand partners, with their luxury brand customers, was created, cultivated and maintained through marketing innovation over several years. In addition, brand knowledge including brand awareness and brand image of luxury brand partners of Hanshin Department Store have been crucial in cementing the brand relationship perceived by luxury brand customers.
中文摘要 --------------------------------------------------------------------------- i
英文摘要 --------------------------------------------------------------------------- ii
誌謝 --------------------------------------------------------------------------- iii
目錄 --------------------------------------------------------------------------- vi
表目錄 --------------------------------------------------------------------------- viii
圖目錄 --------------------------------------------------------------------------- x
第一章 緒論------------------------------------------ 1
第一節 研究背景------------------------------------ 1
第二節 研究動機與目的------------------------------ 3
第三節 研究個案公司簡介---------------------------- 4
第四節 研究流程------------------------------------ 8
第二章 文獻探討-------------------------------------- 9
第一節 百貨公司之重要性及其發展概況---------------- 9
第二節 品牌關係------------------------------------ 27
第三節 品牌知識------------------------------------ 31
第四節 行銷創新------------------------------------ 40
第三章 研究方法-------------------------------------- 51
第一節 研究架構------------------------------------ 52
第二節 研究假說------------------------------------ 52
第三節 研究變數之操作性定義與衡量------------------ 55
第四節 資料分析方法-------------------------------- 59
第五節 問卷設計------------------------------------ 60
第四章 研究結果-------------------------------------- 66
第一節 問卷回收狀況-------------------------------- 66
第二節 信效度分析---------------------------------- 66
第三節 樣本結構分析------------------------------------------------ 68
第四節 各構面問項之敘述分析------------------------------------ 70
第五節 差異分析------------------------------------ 75
第六節 相關分析------------------------------------ 82
第七節 複迴歸分析---------------------------------- 84
第五章 結論與建議------------------------------------ 89
第一節 結論---------------------------------------- 89
第二節 建議---------------------------------------- 97
參考文獻 ---------------------------------------------- 103
附錄一 ---------------------------------------------- 111
簡歷 ---------------------------------------------- 116
一、中文部分

1.王國華(1995)。百貨業商品管理之研究—以臺北市百貨公司為例。國立政治大學企業管理研究所碩士論文。
2.台灣經濟研究院產經資料庫(2003)。我國百貨公司與購物中心的現況與展望。
3.行政院主計處(2004)。中華民國統計月報,361~458。
4.行政院主計處(2001)。中華民國行業標準分類。第七版。
5.行政院主計處網站。http://www.dgbas.gov.tw/mp.asp?mp=1
6.吳真瑋(1998)。品牌個性與品牌關係關聯性之研究。國立臺灣大學商學研究所碩士論文。
7.李麗滿(2010年2月6日)。新光三越左營站今起試賣。工商時報,A13版。
8.林政鋒(2010年3月29日)。港口百貨業 新光尬義大。經濟日報,C6版。
9.林憲祥(2010年2月11日)。高雄兩大摩天輪互別苗頭。工商時報,A16版。
10.林宏聰(2010年6月16日)。義大遊樂世界週六試營運。中國時報,C2版。
11.施佳玫(2004)。行銷知識能耐、產品創新、行銷創新與市場績效關係之研究。國立成功大學企業管理學系博士論文。台南市。
12.洪順慶(1999)。行銷管理。台北市:福懋。
13.流通業產業研究報告(2002)。 編/著/譯者: 周嫦娥,陳子瑋,許楓靈,陳舜華,邱方正。經濟部。
14.胡政源(2002)。品牌關係與品牌權益。台北縣中和市:新文京開發。
15.國家政策研究基金會(2009/09/10)。財金(析)098-045號。
16.梁文科(2006)。行銷知識管理能力、行銷團隊知識創造能力、行銷創新與市場績效關係之研究。國立成功大學企業管理學系博士論文。台南市。
17.許士軍(1998)。管理規劃與創新。台北縣:地球。
18.陳志誠(1997)。服務缺失,補救措施與顧客滿意之研究--以台北市百貨公司為例。國立交通大學管理科學研究所碩士論文。
19.陳怡君(2010/02/11)。搶灘高雄今年業績拼50億。經濟日報,A15版。
20.陳樹元(1996)。百貨零售產業關鍵成功因素,競爭策略與經營績效關係之研究-以台北市百貨公司為例。國立台灣大學商學研究所碩士論文。
21.彭建彰、呂旺坤(2005)。品牌行銷與管理。台北市︰華泰
22.黃建中(2002)。高雄市百貨公司消費者購買行為與商店形象之探討。國立中山大學企業管理學系研究所碩士論文。
23.黃義俊、邱妙惠、張素真(2007)。美髮用品商促銷策略與品牌知識之探討。行政院國家科學委員會專題研究計畫成果報告。
24.黃義俊、施純協(2008)。服務創新與易經:服務產業個案分析(初版)。高雄縣燕巢鄉:通契範文教。
25.經濟部商業司(2003)。91 年度台灣地區服務業經營活動報告。台北。
26.經濟部統計處網站/商業動態調查。http://2k3dmz2.moea.gov.tw/gnweb/main.aspx?Page=c
27.劉秀錦(1992)。百貨公司市場區隔與形象定位之研究—以台中市百貨公司為例。私立靜宜大學管理研究所碩士論文,未出版。
28.劉智宏(2004)。台灣綜合商品零售業之經營現況與趨勢分析。國立高雄第一科技大學行銷與流通管理系碩士論文。
29.蔣麗君(2000)。國內百貨公司顧客抱怨原因之實證研究。私立靜宜大學企業管理學系碩士論文,未出版。
30.蔡杉源(2003)。百貨零售業體驗行銷策略運用之探索性研究~以漢神百貨開店慶暨母親節活動為例。國立高雄第一科技大學行銷與流通管理系碩士論文。
31.蔡明達(2000)。市場資訊處理程序與組織記憶對行銷創新影響之研究。國立政治大學企業管理學系博士論文。
32.盧繼先(2005年2月5日)。統一夢時代購物中心Dream Mall~台灣最大購物中心.歡迎您來入主~。經濟日報。
33.盧繼先(2008年3月22日)。進口精品大戰九月引爆,斥資數十億 大立精品將開幕爭霸 漢神巨蛋店積極招商備戰。台灣時報,第21版。
34.蕭富峰、李田樹譯(1998)。創新與創業精神:管理大師談創新實務與策略,Drucker, P.F 著。台北市:麥田。
35.謝耀隆譯(1993)。基本行銷學:理念與實務,Schoell & Guiltinan 原著。台北市:華泰書局。
36.謝錦方(2010年6月3日)。民國99 台灣久久-張忠謀:停止創新 就是走向死亡。中國時報。
37.鐘文峰(1990)。百貨公司女性顧客的服飾購買行為。國立中興大學企業管理研究所碩士論文。

二﹑英文部分

1.Aaker, D. A. (1991). Managing Brand Equity: Capitalizing the Value of a Brand Name. New York: The Free Press.
2.Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
3.Aaker, D. A. (1996). Measuring brand equity across product and markets. California Management Review, 38(3), 102-120.
4.Aaker, D. A. & Joachimsthaler, E. (1997). Building better brands without mass media, Harvard Business Review on Brand Management. Harvard Business School Press.
5.Aggarwal, P. (2004). The effects of brand relationship norm on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87-101.
6.Akaah, I. P. & Korgaonkar, P. K. (1988). A conjoint investigation of the relative importance of risk relievers in direct marketing. Journal of Advertising Research, 28 (4), 38-44.
7.Amabile, T. M. (1996). Assessing the work environment for creativity. Academy of Management Journal, 39 (5), 1154-1184.
8.Andrews, J. & Smith, D. C. (1996). In search of the marketing imagination: factors affecting the creativity of marketing programs for mature products. Journal of Marketing Research, 33 (5), 174-187.
9.Atuahene-Gima, K. (1996). Market orientation and innovation. Journal of Business Research, 35, 93-103.
10.Ballester, C. (2004). NP-completeness in hedonic games. Games and Economic Behavior. Elsevier, 49 (1), 1-30.
11.Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51, 1173-1182.
12.Berman, B. & Evans, J. R. (2001). Retail Mmanagement: A Strategic Approach, 8th, Prentice Hall.
13.Betz, F. (1993). Strategic Technology Management, America:McGraw Hill Inc. 2.
14.Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6–12.
15.Blackett, T. (1991). The valuation of brands. Marketing Intelligence & Planning, 36(1), 27-35.
16.Blackston, M. (1992). A brand with an attitude: A suitable case for treatment. Journal of the Market Research Society, 34 (3), 231-41.
17.Blackston, M. (1992). Observations: Building brand equity by managing the brand’s relationships. Journal of Advertising Research, 32(3), 79–83.
18.Blackston, M. (1993). Beyond Brand Personality: Building Brand Relationships, in Brand Equity and Advertising: Advertising’s Role in Building Strong Bbrands, ed. David Aaker and Alexander Biel. Hillsdale. New Jersey: Erlbaum, 113-124.
19.Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35 (4), 2-7.
20.Blackstone, M. (2000). Observations: Building brand equity by managing the brand’s relationships. Journal of Advertising Research, 40 (6), 101-105.
21.Bloemer, J. M. M. & Lemmink, G. A. M. (1992). The importance of customer satisfaction in explaining brand and dealer loyalty. Journal of Marketing Management, 8, 351-64.
22.Brown, R. (1992). Managing the 'S' curves of innovation. Journal of Consumer Marketing, 9(1), 61-72.
23.Burnett, J. J., Amason, R. D. & Hunt, S. D. (1981). Feminism: Implications for department store strategy and sales clerk behavior. Journal of Retailing, 57, 71-85.
24.Chan, A., Go, F. M. & Pine, R. (1998).Service innovation in Hong Kong: attitudes and practice. The Service Industries Journa, 18(22), 112 -124.
25.Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance, the role of brand loyalty. Journal of Marketing, 65, 81-93.
26.Clark, J. & Guy, K. (1998). Innovation and competitiveness: A review. Technology Analysis & Strategic Management, 10 (3), 363- 395.
27.Clark, M.S. & Mills, J. (1979). Interpersonal attraction in exchange and communal relationships. Journal of Personality and Social Psychology, 37, 12-24.
28.Clark, M. S. (1984). Record keeping in two types of relationships. Journal of Personality and Social Psychology, 47, 549-57.
29.Clark, M. S., Mills, J. & Powell, M. C. (1986). Keeping track of needs in communal and exchange relationships. Journal of Personality and Social Psychology, 51 (2), 333.
30.Cooper, R. G. & KLeinschmidt, E. J. (1987). What makes a new product a winner: Success factors at the project level. R & D Management, 17(7), 175-190.
31.Damanpour, F. (1991). Organizational Innovation: A meta- analysis of effects of determinants and moderators. Academy of Management Journal, 34(3), 555-590.
32.Derbaix, C. (1983). Perceived risk and risk relievers: An empirical investigation. Journal of Economic Psychology, 3 (1), 19-38.
33.Dobni, D. & Zinkhaml, G. M. (1990). In search of brand image: A foundation analysis. In Advances in Consumer Research, 17, 110-119.
34.Dodds, W., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand, and store information on buyers, product evaluations. Journal of Marketing Research, 28(3), 307-319.
35.Drucker, P. (1985). Innovation and Entrepreneurship: Practice and Principles. New York: Harper & Row Publishers, Inc. (1953), The Practice of Management.New York: Harper & Row Publishers, Inc.
36.Drucker, P. (1998). Peter Drucker on the profession of Management, Boston: Harvard Business University.
37.Drucker, P. F. (1953). The Practice of Management. New York: Harper & Row Publishers, Inc.
38.Drucker, P. F. (1999). Knowledge-worker productivity: The biggest challenge. California Management Review, 41, 79-94.
39.Duncan T. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.
40.Duncan, T. & Moriarty, S. (1998). Brand relationships key to agency of the future. Advertising Age, 18(10), 44-51.
41.Engel, J. F., Miniard, P. W. & Backwell, R. D. (2001). Consumer Behavior, Orlando Florida, 2th ed., Dryden Press.
42.Esch, F. R., Langner, T., Schmitt, B. H. & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 98-105.
43.Farquhar, P. (1990). Managing brand equity. Journal of Advertising Research, 30(4), 7-12.
44.Fournier, S. & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the famework of consumer-brand relationships, International Journal of Research in Marketing, 14 (5), 451-472.
45.Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343-373.
46.Frankle, E. G. (1990). Management of Technological Change, Kluwer Academic. Frome, O.M., & Eccles, J.S.
47.Gallouj, F. (2002). Innovation in Service Economy, Cheltenham, UK and Northhampton, MA, USA: Edward Elgar.
48.Garbarino, E. & Johnson, M. P. (1999). The different roles of satisfaction, trust, and commitment in customer relationship. Journal of Marketing, 63, 70-87.
49.Gattiker, U. E. (1990). Technology management in organization. Sage, CA.
50.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.
51.Hamel, G. (1998). Opinion strategy and the quest for value, Sloan Management Review, 7-14.
52.Hanvanich, S., Dröge, C., & Calantone, R. (2003). Reconceptualizing the meaning and domain of marketing knowledge. Journal of Knowledge Management, 7(4), 124-135.
53.Holt, K. (1983). Product Innovation Management, 2nd ed., Butterworths.
54.Holt, K. (1988). The role of the user in product innovation, Technovation, 12(5), 53-56.
55.Hoyer, W. D. & Brown, S.P. (1990). Effects of Awareness on Choice for Innovation, and Corporate research, Prentice Hall.
56.Ian, R., Foster, D. & Morgan, R. (1998). Brand knowledge management: Growing brand equity. Journal of Knowledge Management, 2(1), 47-54.
57.Jacoby, J. & Olson, J. C. (1997). Consumer Response to Price: New Jersey: Prentice-Hall International, Inc.
58.Kamins, M. A. & Marks, L. J. (1991). The Perception of Kosher as a Third Party.
59.Kanter, R. M. (1984). When a thousand flowers bloom: Structural, collective, and social conditions for innovation in organization. Research in Organizational Behavior, 10, 169- 211.
60.Kapferer, J. N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London.
61.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
62.Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.
63.Keller, K.L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29, 595-600.
64.Kim, W. C. & Mauborgne, R. A. (1999). Strategy, value innovation, and the knowledge economy. Sloan Management Journal, 40(3), 41-45.
65.Kirmani & Zeithmal (1993). Advertising Perceived Quality and Brand Image. Brand Equity and Advertising: Advertising’s Role in Building Strong Brands. Lawrence Erlbaum Associates, 143-162.
66.Kotler, P. & Armstrong, G. (1996). Principles of Marketing (7th ed.), New Jersey: Prentice Hall.
67.Kotler, P. (2000). Marketing Management, 10th ed., NJ: Prentice-Hall Inc.
68.Kotler, P. (2003). Marketing Management: Analysis, Planning, Implementation, and Control. 11th ed., New Jersey, Prentice-Hall Inc.
69.Low, G. S. & Lamb, C. W. Jr (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-70.
70.Majaro, S. (1991). The Creative Marketer. London Butter worth Heinemann Ltd. (1988) The Creative Gap: Managing Ideas for Profit. London: Longman.
71.McAlexander, J. H., Kim, S. K. & Roberts, S. D. (2003). Loyalty: the influence of satisfaction and brand community integration. Journal of Marketing Theory and Practice, 11(4), 1-11.
72.McAlexander, J. H., Schouten, J. W. & Koening, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.
73.Mittal, V. & Kamakura, W. A. (2001). Satisfaction, repurchase intent and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38, 131-42.
74.Moore, G. A. (2004). Darwin and the Demon: Innovating within established enterprises. Harvard Business Review, 82(7/8), 86-92.
75.Morgan, R. M. & Hunt, S. D. (1994). The commitment trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
76.Muniz, A. M. Jr & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
77.Ogilvy, D. (1955). A foundation analysis. Advances in Consumer Research, 17, 110-119. Donald.
78.Ogilvy, D. (1963). Confession of an Advertising Man, 1st ed., New York: Atheneum.
79.Park, C., Whan, Jaworski, B., J. & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50 (62-78), 135-145.
80.Rao, A. R. & Ruekert, R. W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87-97.
81.Rao, A., R. & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15 (2), 253-264.
82.Reichheld, F. F. & Sasser, W. E. (1990). Zero defection. Quality comes to services. Harvard Business Review, 30, 105-111.
83.Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and extrinsic cue effect on perceptions of store brand quality. Journal of Marketing Research, 58 (4), 28-36.
84.Rossiter, J.R. & Bellaman, S. (2005). Marketing communications: Theory and applications, Pearson Prentice Hall, Frenchs Forest.
85.Roth, M. S. (1995). Effects of global market conditions on brand image customization and brand performance. Journal of Advertising, 24(4), 55-72.
86.Samiee, S. (1994). Customer Evaluation of Products in a Global Market. Journal of International Business Studies, 25(3), 579-604.
87.Schmitt, B.H. (1999). Experiential marketing︰How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press, New York, NY.
88.Schultz, D. E. & Barnes, B. E (1999). Strategic Brand Communication Campaigns, Lincolnwood, Illinois, NTC/Contemporary Publishing Group, Inc. 58-77.
89.Schumpeter, J. A. (1912). The Theory of Economic Development. Harvard University Press, Cambridge, M. A.
90.Schumpeter, J. A. (1932). The Theory of Economic Development. Harvard University Press, Cambridge, M. A.
91.Schumpeter, J. A. (1939). Business Cycle:A Theory, Historical and Statistical Analysis of the Capitalist Process, (2), New York:McGraw Hill.
92.Slater, S. F. & Narver, J. C. (1998). Customer-led and market-oriented: let’s not confuse the two. Strategic Management Journal, 19, 1001-1006.
93.Souder, Wm. E (1987). Managing New Product Innovation. Lexington, M. A: Lexington Books.
94.Stern, El-Ansary (1992). Marketing channels 4th ed., Englewood Cliffs, New Jersey: Prentice-Hall.
95.Sundbo, J. (1998). The Organization of Innovation in Service, Copenhagen: Roskilde University Press.
96.Sundbo, J. (2008). Innovation and Involvement in service, in ed., Fuglsang, L., Cheltenham, UK and Northampton, USA: Edward Elgar.
97.Thakor, M. V. & Katsanis, L. P. (1997). A model of brand and country effects on quality dimensions: Issues and implications. Journal of International Consumer Marketing, 9 (3), 79-100.
98.Thomson, M., McInnis, D. J. & Park, C. W. (2005). The ties that blind: measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
99.Tidd, J., Bessant, J. & Pavitt, K.(1997). Managing Innovation: Integrating Technological, Market, and Organizational Change. Chichester, West Sussex, England; New York: John Wiley.
100.Unger, B. (2005). Problem of Measuring Innovative Performance, Innovation and Institutions, in (Ed).Casper, S. and van Waarden, F., Cheltenham, UK and Northampton, USA: Edward Elgar.
101.Van de Ven, A. (1986). Central problems in the management of innovation. Management Science, 32,590-607.
102.Yoo B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top