請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18130
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 任立中(Li-Chung Jen) | |
dc.contributor.author | Chia-Hua Wu | en |
dc.contributor.author | 吳佳樺 | zh_TW |
dc.date.accessioned | 2021-06-08T00:52:07Z | - |
dc.date.copyright | 2015-08-11 | |
dc.date.issued | 2015 | |
dc.date.submitted | 2015-06-24 | |
dc.identifier.citation | 一. 中文部分
1. 江義平、林志穎(2012),網路品牌知覺定位分析探究,Journal of e-Business,第十四卷,第三期,2012年9月(pp.383~410) 2. 李政道(2006),以消費者認知價格差異衡量品牌權益之研究,國立台灣大學國際企業研究所碩士論文。 3. 周文賢(2002),多變量統計分析:SAS/STAT使用方法,台北:智勝文化 4. 邱賜福(1983),聯合分析法在產品最佳化之應用研究,淡江大學管理科學研究所碩士論文。 5. 吳淑鶯、彭康達(2010),消費者對航空公司的品牌知曉、認知價值與知覺價值在品牌態度及購買意願上之影響,中華管理評論國際學報,第十三卷第二期,2010年五月 6. 吳培真、劉宗哲(2014),服務品質與品牌形象對顧客忠誠度之研究,科技整合管理研討會第十七屆,235-249頁。 7. 柯朝欽(2011),台灣啤酒市場概況暨進口啤酒選擇因素之研究,Journal of Hospitality and Tourism,第八卷,第一期,2011年(pp.1~19) 8. 許維新(1993),進口啤酒市場分析,食品工業,特刊,75-79。 9. 黃俊英(2000),多變量分析(七版),台北:華泰文化 10. 詹定宇、張朝清(2000),進口啤酒行銷通路發展之研究-三家領先品牌為例,產業管理學報,1(2),1-27。 11. 詹定宇、畢威寧(2004),啤酒廣告中之文化探索:以在台灣銷售的亞系、歐系及美系品牌為例,廣告學研究,22,63-86。 12. 魏國文(2008),台灣進口啤酒市場的質化分析-以扎根理論觀點,國立台北大學商業自動化與管理研究所碩士論文。 二. 英文部分 1. Aaker, D. (1996), “Measuring brand equity across products and markets”, California Management Review, Vol. 38 N0. 3, Spring. 2. Aaker, D.A. (1991), Managing Brand Equity, New York: the Free Press. 3. Caillat, Z., & Mueller, B. (1996),“Observations: The Influence of Culture on American and BritishAdvertising: An Exploratory Comparison of Beer Advertising”,Journal of AdvertisingResearch, 36(3), 79-88. 4. Cattin, P., and Dick R. W. (1982), “Commercial Use of Conjoint Analysis: A Survey”, Journal of Marketing, Vol.46, pp44-53. 5. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations”, Journal of Marketing Research, p. 28. 6. Fennell, G. (1978), “Consumers’ Perceptions of the Product. Use Situation”, Journal of Marketing, Vol. 42, No.2, pp. 38-47. 7. Keller, K.L. (1993), “Conceptualizing, Measuring Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, No.1, pp.1-22. 8. Pettigrew, S. (2002), “A Grounded Theory of Beer Consumption in Australia”, Qualitative Market Research, 5(2), 112-122. 9. Yang, S., G. M. Allenby, & Fennell, G. (2002),“Modeling variation in brand preference: the rolesof objective environment and motivating conditions”, Marketing Science, 21(1), 14 -31. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18130 | - |
dc.description.abstract | 啤酒為一種古老的飲料,它也是排名第三位僅次於水及茶的飲料,在世界各國有著不同的配方及口味,使得世界各地的啤酒都有不同的特色,也帶來許多商機。現今消費者意識抬頭,使得各產品都紛紛設立自己的品牌,並利用各種行銷溝通來傳遞品牌形象,而口味及口感而言也提供消費者許多選擇,啤酒通路的普遍也增加產品曝光度及達到提醒消費者飲用的功效,消費者在生活當中接收到眾多的啤酒品牌行銷策略,會如何做出選擇及考慮哪些因素,是此論文想要探討的,也因為品牌權益是這些行銷溝通的結果,所以本研究重點在探討品牌的權益及對於消費者購買行為的影響。
本研究先透過前測問卷的方式列出台灣通路最常見的啤酒品牌共開列15種,由消費者選出前四種,並在正式問卷中探討此四種的品牌權益及購買行為,正式問卷中,共有忠誠度、消費動機、品牌形象認知等一系列問項,其中以消費動機取代傳統的人口統計問項以達到市場區隔,並將消費者分成三群─嘗試享樂群、穩健隨意群、健康保守群。 正式問卷的最後一部分是以聯合分析法的整體輪廓法,針對16個組合請受試者評分,再以迴歸分析的方式得出各個屬性對於此評分的影響程度,最後再與三個分群結合,得出每個群體對於屬性水準的權衡狀況。 本研究的結果,由於台灣啤酒的勾選比例最高,所以本研究針對此品牌來當作基準,並探討其目標市場及潛在市場,最後探討其品牌的權益,也衡量其訂價策略,以期取得最多消費者剩餘。 | zh_TW |
dc.description.abstract | Beer is an ancient beverage, and it is also ranked third behind water and tea.There are many different flavors and formations for beer in different countries. In this way, the brand of beer becomes special and representative. Hence, this trend brings a lot of opportunities. Today, because of the rise of consumer awareness, each beer factory has set up their own brands, and used a variety of marketing communication to convey brand image. Moreover, the various choices in taste also provide consumers with many options. Furthermore, the supply channel of beer product is increasing, which increases product visibility and reminds consumers to choose beer for beverage. In all, in the life of consumers, they have received numerous beer brand marketing strategies, how to choose and what factors to be considered are what this paper wants to explore. Also, because the brand equity is the result of those marketing communication, the main point of this study is to explore the brand equity and consumer purchase behavior.
In pre-test, there are 15 brands listed in it, and 4 brands have been selected owing to the numbers that consumer choose these brands in the pretest. After that, the formal questionnaire is to investigate consumers buying behavior. Brand loyalty, consumer motivation, brand awareness and a series of question have been asked in this formal questionnaire. As for the part of motivation, it is used to replace the traditional demographic to segment the consumer. In the end, the consumers have been divided into three groups. The last part of the formal questionnaire is based on means of conjoint analysis. By analyzing consumers’ grade the 16 different products, brand equity can be measured. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T00:52:07Z (GMT). No. of bitstreams: 1 ntu-104-R02724006-1.pdf: 1143550 bytes, checksum: 1451f860df24f5447cfc599218766c47 (MD5) Previous issue date: 2015 | en |
dc.description.tableofcontents | 口試委員會審定書....................................................I
誌謝...............................................................II 中文摘要..........................................................III Abstract...........................................................IV 目錄...............................................................VI 圖目錄...........................................................VIII 表目錄.............................................................IX 第一章 緒論.........................................................1 1.1研究背景與動機..............................................1 1.2研究目的....................................................3 1.3研究範圍與對象..............................................3 第二章 文獻探討.....................................................6 2.1品牌權益....................................................6 2.2 聯合分析法.................................................12 2.3 品牌定位...................................................14 第三章 研究方法....................................................16 3.1 研究流程與架構.............................................16 3.2 正式問卷設計...............................................17 3.3 資料分析方法...............................................24 第四章 實證分析....................................................27 4.1 樣本結構分析...............................................27 4.2 建立消費行為指標...........................................31 4.3 市場區隔分析...............................................35 4.4 界定現有目標市場...........................................36 4.5 界定潛在目標市場...........................................40 4.6 品牌定位分析..............................................42 4.7 品牌權益..................................................55 第五章 結論與建議.................................................68 參考文獻..........................................................71 附件問卷..........................................................73 | |
dc.language.iso | zh-TW | |
dc.title | 探討顧客購買行為與品牌權益衡量之研究:以啤酒產品為例 | zh_TW |
dc.title | The Study of Consumer Behavior and Brand Equity: the Case of Beer Product | en |
dc.type | Thesis | |
dc.date.schoolyear | 103-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 周建亨(Chien-Heng Chou),陳靜怡(Ching-I Chen) | |
dc.subject.keyword | 啤酒品牌,品牌權益,聯合分析法,迴歸分析, | zh_TW |
dc.subject.keyword | Beer Product,Brand Equity,Conjoint Analysis,Regression, | en |
dc.relation.page | 80 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2015-06-25 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-104-1.pdf 目前未授權公開取用 | 1.12 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。