臺灣博碩士論文加值系統

早期國內酒類市場，對國產酒而言是不需要打品牌的。以往政府專賣時代，由公賣局統一生產與販售，國產酒類並無其它同類產品競爭，政府於2002年1月加入WTO，並實施菸酒稅法與菸酒稅管理法後，開放民營酒廠生產各種酒類及代理進口，各種酒類品牌之間的競爭非常之激烈，業者為維護即有市場的利基，最重要的行銷策略，首先應該提升產品的品牌知名度，若無品牌知名度，其它行銷溝通都難以建立，其次是維護品牌形象，兩者都直接且正向顯著影響品牌忠誠度，而知覺風險在其間有中介變數的意義存在，因為提高品牌知名度與品牌形象，可以顯著降低消費者的知覺風險，較低的知覺風險可以顯著提高品牌忠誠度，而品牌忠誠度是提高市場占有率與價格優勢的重要策略之一，也是降低消費者知覺風險的策略之一。因此對企業而言，品牌忠誠度實為長期經營與品牌延伸的重要指標。本研究利用結構方程模式進行分析，目的在探討牌知名度、品牌形象、知覺風險、品牌忠誠度之關係與影響效果，藉由上述分析結果提供業界作為行銷策略之參考。驗證結果，所有研究假說均獲得支持。而人口統計變數對品牌知名度、品牌形象、知覺風險與品牌忠誠度則無顯著差異，在消費者的生活型態分群上，可以分為中規中矩型與活潑的社交美食群，兩種生活型態分群，在整體模式運用上有不同的影響效果。

It had been for a long time that the wine market was monopolized by The Wine and Tobacco Monopoly Bureau in Taiwan. At that time, there was no any competitor and other brand for competition. So it was not unnecessary to have the advertisement in the domestic market, especially “Rice Wine”. But when the government had Joined WTO in January 2002, the Tobacco and Alcohol Administration Act was executed instantly. Then the market of private operation winery was opened and, many kinds of wines were produced by the local winery and imported by the agent simultaneously. Therefore, competition of any kind of brand wine was drastically since then. So any wine company looks for a favorable market niche. First of all, the primary marketing strategy shall promote the product a good brand awareness. Without brand awareness, it is difficult to establish marketing communication. The second is how to maintain the brand image. Above two subjects will directly lead consumer to repurchase. Another word, they are positive to influence brand loyalty. Moreover, the perceived risk be an intermediary variable has a significant value. Because enhances brand awareness and brand image will reduce consumer's perceived risk. Brand loyalty is also an important strategy of price advantage and market share. Reducing perceived risk always directly enhances consumer's brand loyalty dramatically too. Therefore, the brand loyalty is a very important target to any wine company for long-term management. This research carries on the analysis using the structure equation model (SEM). The goal is studying for the brand awareness, brand image, perceived risk and brand loyalty relationships and influence effect. The affiliation provides the field by the above analysis result to be the reference of marketing strategy.

謝 誌 ii
中文摘要 iii
英文摘要 iv
目 錄 v
圖 目 錄 vii
表 目 錄 viii
第一章 緒論 1
第一節　研究背景 1
第二節　研究動機 2
第三節　研究目的 3
第四節　研究流程 3
第二章 文獻探討 5
第一節　品牌知名度 5
第二節　品牌形象 8
第三節　知覺風險 14
第四節　品牌忠誠度 16
第五節　生活型態 21
第六節　各構念間之關係 24
第三章 研究方法 30
第一節　研究架構 30
第二節　研究假說 31
第三節　研究變數與操作性定義 34
第四節　問卷設計 37
頁次
第五節　資料蒐集方法 38
第六節　資料分析方法 39
第四章 資料分析 42
第一節　樣本結構敘述性分析 42
第二節　運用樣本資料透過變異數分析進行各變項特性分析 43
第三節　信效度分析 47
第四節　整體模式衡量分析 50
第五節　生活型態因素分析、集群分析與區別分析 60
第六節　多變量變異數分析 66
第七節 各生活集群與地區差異對整體模式差異分析 68
第五章 結論與建議 78
第一節　結論與討論 78
第二節　管理意涵 80
第三節　研究限制及後續研究建議 84
參考文獻 87
附錄：問卷 99

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