臺灣博碩士論文加值系統

本研究希望分析保時捷品牌在行銷活動上所致力於打造的品牌形象對於消費者在車輛選購上的影響。本研究採立意抽樣來發放問卷，研究對象為已購買保時捷品牌汽車及購買其他高級車品牌汽車消費者，共發出293份問卷。研究成果如下。
一、國內保時捷帶給消費者其品牌形象的認知價值觀及行銷策略時帶給消費者的影響
填答「同意」及「非常同意」的比例從51.5％到77.6％，即填答者對於「品牌形象認知價值觀」及「行銷策略滿意度」認同的比例很高。
二、研究假設驗證
1.品牌形象認知價值觀對行銷策略滿意度具有顯著正向影響。
2.人格特質對行銷策略滿意度具有顯著正向影響。

We will anaylsis the influence of brand image for marketing activities buliding of Porsche Motor on the customer purphase the car. The research had used the questionnaire survey by purposive sampling, People who buy Porsche Motors and other premium banding cars are our research objects.The totals of questionnaire were 293 set. The result is show as below:
1. The precived brand image value for customer on the Porsche Motors and the influence for marketing strategy implemnetion on the customer
Both answer is “agree” and “very agree” for total percent from 51.5％to 77.6％, it shows the responser agree percent is high.
3. In research and supposition and verification indicated that:
(1)There are significant and positive correlations between the precived brand image value and the satisfaction of marketing strategy.
(2)There are significant and positive correlations between Consumer Personality and the satisfaction of marketing strategy.

誌 謝 i
中 文 摘 要 ii
目 錄 ii
圖目錄 v
表目錄 vi
第一章 緒論 1
1.1 研究背景 1
1.2研究動機 5
1.3研究目的 6
1.4研究流程 7
第二章 文獻探討 10
2.1 品牌形象相關文獻 10
2.1.1品牌的定義 10
2.1.2品牌形象的定義 14
2.1.3品牌形象的衡量 17
2.2 人格特質相關文獻 20
2.2.1人格特質的定義 20
2.2.2人格特質類型 22
2.3價值觀相關文獻 25
2.3.1價值觀的定義 25
2.3.2價值觀的量表 28
2.3.3奢侈品價值認知 32
2.4行銷策略相關文獻 44
2.4.1行銷策略的定義 44
2.4.2行銷策略組合相關文獻 45
2.4汽車產業分析 49
2.4.1全球汽車市場概況 49
2.4.2我國汽車產業產值及外銷概況 50
2.4.3台灣汽車市場銷售概況 52
2.4.4台灣各車廠銷售概況 54
2.4.5保時捷近況說明 58
2.4.6未來展望 59
第三章 研究方法 61
3.1 研究架構與研究假設 61
3.2 研究對象與抽樣方法 63
3.3 研究變項的操作型定義及衡量 63
3.4 資料分析方法 65
第四章 研究結果 67
4.1 樣本基本資料分析 67
4.2 品牌形象認知價值觀、人格特質及行銷策略滿意度之因素分析 88
4.3 品牌形象認知價值觀、人格特質及行銷策略滿意度之信度、效度分析 93
4.4 品牌形象認知價值觀、人格特質及行銷策略滿意度之相關分析 95
4.5 品牌形象認知價值觀、人格特質及行銷策略滿意度之迴歸分析 96
第五章 結論與建議 110
5.1 結論 110
5.2建議事項 112
參考文獻 115

圖目錄
圖1-1 本研究之研究流程圖 9
圖2-1 奢侈品價值認知之概念模式圖 38
圖2-2 2008年全球主要國家汽車銷售量 49
圖2-3 2003~2008年台灣汽車產值分析 51
圖2-4 2003~2008年台灣汽車零組件產值組成 51
圖2-5 2008年各月份台灣汽車市場銷售量統計 54
圖2-6 2008年台灣汽車市場品牌別銷售量比較 55
圖2-7 2008年台灣進口車銷售量比較 57
圖3-1 本研究之觀念性架構 61







表目錄
表2-1 品牌定義彙總表 12
表2-2 品牌形象定義彙總表 16
表2-3 RVS價值觀列表 29
表2-4 LOV價值觀量表項目表 30
表2-5 Schwartz十種動機的價值類型與解釋一覽表 31
表2-6 2003~2008年台灣汽車零組件內外銷值 52
表2-7 歷年台灣汽車市場銷售量統計 53
表2-8 2008年台灣汽車市場品牌別銷售量與市占率統計 56
表2-9 2008年前三季國道收費站通行車輛數統計 57
表2-10 我國每百人汽車數統計 58
表4-1 人口統計變項統計表 70
表4-2 品牌形象認知價值觀之次數分配 71
表4-3 人格特質之次數分配 72
表4-4 行銷策略滿意度之次數分配 73
表4-5年齡*性別之交叉分析表 74
表4-6 年齡*婚姻及家庭狀況之交叉分析表 74
表4-7年齡*教育程度之交叉分析表 75
表4-8年齡*社會階級之交叉分析表 75
表4-8年齡*居住地點之交叉分析表 76
表4-9年齡*每月平均收入之交叉分析表 76
表4-10年齡*擁有幾台保時捷車款之交叉分析表 77
表4-11年齡*未來計畫購買保時捷車款之交叉分析表 77
表4-12性別*婚姻及家庭狀況之交叉分析表 77
表4-13性別*教育程度之交叉分析表 78
表4-14性別*社會階級之交叉分析表 78
表4-15性別*居住地點之交叉分析表 78
表4-16性別*每月平均收入之交叉分析表 79
表4-17性別*擁有幾台保時捷車款之交叉分析表 79
表4-18性別*未來計畫購買保時捷車款之交叉分析表 79
表4-19婚姻及家庭狀況*教育程度之交叉分析表 80
表4-20婚姻及家庭狀況*社會階級之交叉分析表 80
表4-21婚姻及家庭狀況*居住地點之交叉分析表 80
表4-22婚姻及家庭狀況*每月平均收入之交叉分析表 81
表4-23 婚姻及家庭狀況*擁有幾台保時捷車款之交叉分析表 81
表4-24婚姻及家庭狀況*未來計畫購買保時捷車款之交叉分析表 82
表4-25教育*社會階級之交叉分析表 82
表4-26教育*居住地點之交叉分析表 82
表4-27教育*每月平均收入之交叉分析表 83
表4-28教育*擁有幾台保時捷車款之交叉分析表 83
表4-28教育*未來計畫購買保時捷車款之交叉分析表 84
表4-29社會階級*居住地點之交叉分析表 84
表4-30社會階級*每月平均收入之交叉分析表 84
表4-31社會階級*擁有幾台保時捷車款之交叉分析表 85
表4-32社會階級*未來計畫購買保時捷車款之交叉分析表 85
表4-33居住地點*每月平均收入之交叉分析表 86
表4-34居住地點*擁有幾台保時捷車款之交叉分析表 86
表4-35居住地點*未來計畫購買保時捷車款之交叉分析表 86
表4-36每月平均收入*擁有幾台保時捷車款之交叉分析表 87
表4-37每月平均收入*未來計畫購買保時捷車款之交叉分析表 87
表4-38擁有幾台保時捷車款*未來計畫購買保時捷車款之交叉分析表 88
表4-39 品牌形象認知價值觀量表之KMO 與Bartlett 檢定 89
表4-40 品牌形象認知價值觀量表之因素分析 89
表4-41 人格特質量表之KMO 與Bartlett 檢定 90
表4-42人格特質量表之因素分析 90
表4-43 行銷策略滿意度量表之KMO 與Bartlett 檢定 91
表4-44 行銷策略滿意度量表之因素分析 92
表4-45品牌形象認知之信度及效度統計分析 93
表4-46 人格特質之信度及效度統計分析 94
表4-47 行銷策略滿意度之信度及效度統計分析 95
表4-48 品牌形象認知價值觀、人格特質及行銷策略滿意度各構面相關情形 96
表4-49 各因素對行銷策略滿意度價格滿意之迴歸分析（一） 97
表4-50 各因素對行銷策略滿意度價格滿意之迴歸分析（二） 98
表4-51 各因素對行銷策略滿意度通路滿意之迴歸分析（一） 99
表4-52 各因素對行銷策略滿意度通路滿意之迴歸分析（二） 100
表4-53 各因素對行銷策略滿意度產品滿意之迴歸分析（一） 101
表4-54 各因素對行銷策略滿意度產品滿意之迴歸分析（二） 102
表4-55 各因素對行銷策略滿意度促銷滿意之迴歸分析（一） 103
表4-56 各因素對對行銷策略滿意度促銷滿意之迴歸分析（二） 104
表4-57 人口虛擬變數對行銷策略滿意度價格滿意之迴歸分析 105
表4-58 人口虛擬變數對行銷策略滿意度通路滿意之迴歸分析 106
表4-59 人口虛擬變數對行銷策略滿意度產品滿意之迴歸分析 107
表4-60 人口虛擬變數對行銷策略滿意度促銷滿意之迴歸分析 108
表4-61 迴歸分析比較表 109

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