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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 張宏浩 | |
dc.contributor.author | Po-Chun Chou | en |
dc.contributor.author | 周柏均 | zh_TW |
dc.date.accessioned | 2021-06-08T01:41:16Z | - |
dc.date.copyright | 2016-08-25 | |
dc.date.issued | 2016 | |
dc.date.submitted | 2016-08-19 | |
dc.identifier.citation | 王文科(1994),「質的教育研究方法」。臺北:師大書苑。
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/18974 | - |
dc.description.abstract | 品牌對企業而言,是一項非常重要之無形資產。透過發展品牌來擴展企業之規模,此不僅可為企業帶來有形利潤,還能創造更高之市場價值。近年來,由於競爭業態越趨模糊,以及消費者選擇漸趨多樣化等瞬息萬變之狀態,若要知道消費者內心對於企業品牌形象及滿意度等資訊,研究人員需要有個更好之研究方法,來深入瞭解民眾內心想法,來挖掘民眾真正要的是什麼。
過去研究雖有許多針對企業品牌形象的研究,但卻沒有用質化ZMET方法來進行之。研究人員需要有個更好之研究方法,來深入瞭解民眾內心想法,來挖掘民眾真正要的是什麼,而ZMET具有此方面之長處,因此,本研究訪談十位消費者後,並透過ZMET研究方法去探討受訪者對於全聯福利中心企業(品牌)形象之構念為何? 研究結果分別對全聯福利中心抽取出一些共識構念,分別為徐重仁、統一超商、年輕族群、全聯先生、總裁、便宜的、農產專區、印象深刻的、企業社會責任、二代店、小農等等。藉由上述構念可提供給全聯福利中心,有關消費者對其企業(品牌)形象之內心想法與感覺,以利全聯福利中心未來企業(品牌)形象塑造之參考依據。 | zh_TW |
dc.description.abstract | Brand is a very important intangible assets of an enterprise. The development of the brand can expand the business, not only in terms of tangible profits, but will also create a higher market value. Business competition has increasingly blurred in recent years due to consumers choice for diversification. Researchers needs better method of gaining an insight into people inner thoughts and their needs in order to understand the consumers desire for a corporate brand image and how to satisfy them.
Although many studies on corporate brand image had been undertaken in the past but have not avail of the qualitative ZMET(Zaltman Metaphor Elicitation Technique) approach to it. The need for a better research in understand people inner thoughts and to tap what people really want is to have the ZMET. Thus, this study of ten consumers were conducted and said research using the ZMET to explore the respondent PXmart enterprise (brand) image. The study were able to gathered some consensus regarding PXmart from Hsu Chung-Jen, President Chain Store Corporation, the young generation, Mr. PXmart, CEO, cheap,agri-zone,impressive,corporat social responsibility, the second-generation shop , small farmers and so on. The above mentioned diverse sectors may provide Pxmart a good knowledge of its consumers inner thoughts and feelings, in order to promote future business image building. | en |
dc.description.provenance | Made available in DSpace on 2021-06-08T01:41:16Z (GMT). No. of bitstreams: 1 ntu-105-P03627003-1.pdf: 59595190 bytes, checksum: 19788d01b75889abbddb41d5927e4419 (MD5) Previous issue date: 2016 | en |
dc.description.tableofcontents | 口試委員審定書...............................................................................................Ⅰ
致謝詞............................................................................................................II 摘要..............................................................................................................IV ABSTRACT....................................................................................................Ⅴ 目錄............................................................................................................. VI 表目錄........................................................................................................ VIII 圖目錄.......................................................................................................…IX 第壹章 緒論...............................................................................................1 第一節 研究背景與動機...............................................................................1 第二節 研究目的........................................................................................4 第三節 論文架構........................................................................................5 第貳章 文獻回顧與探討...............................................................................7 第一節 企業形象相關文獻探討.....................................................................7 一、 企業形象之定義.......................................................................................7 二、 企業形象之衡量構面................................................................................8 三、 小結.....................................................................................................10 第二節 品牌相關文獻探討..........................................................................11 一、 品牌之定義與意涵..............................................................................11 二、 品牌形象之定義.................................................................................12 三、 品牌形象之分類與構面.......................................................................14 四、 品牌權益之定義.................................................................................16 五、 品牌權益之模組.................................................................................18 六、 小結.................................................................................................20 第四節 隱喻抽取技術相關文獻探討.............................................................21 一、 ZMET之發展起源..................................................................................21 二、 ZMET之內涵.........................................................................................21 三、 ZMET之前提假設..................................................................................22 四、 ZMET之特色與應用...............................................................................24 五、 小結.....................................................................................................39 第參章 研究方法......................................................................................40 第一節 研究架構與流程.............................................................................40 第二節 研究方法......................................................................................41 一、 前置作業..............................................................................................41 二、 ZMET訪談引導過程...............................................................................41 第三節 研究對象與抽樣設計......................................................................45 一、 研究對象之選擇.....................................................................................45 二、 研究對象之簡介.....................................................................................45 三、 研究設計與抽樣.....................................................................................45 四、 ZMET研究工具與資料分析工具...............................................................48 五、 研究信度與效度.....................................................................................49 六、 小結.....................................................................................................52 第肆章 研究結果分析與探討......................................................................53 第一節 受訪者說故事、遺失之影像、分類整理和構念抽取............................53 第二節 最具代表性圖片和相反之影像.........................................................72 第三節 感官影像和個人心智地圖................................................................75 第四節 總結影像與小短文和共識地圖之建構與分析......................................84 第五節 小結.............................................................................................92 第伍章 結論與建議...................................................................................93 第一節 研究發現......................................................................................93 一、 研究對象之構念抽取..............................................................................93 二、 研究對象之共識構念抽取和共識地圖........................................................98 三、 塑造企業(品牌)形象與行銷策略上建議.................................................99 第二節 研究貢獻.....................................................................................102 第三節 研究限制.....................................................................................104 第四節 後續研究建議..............................................................................105 參考文獻.....................................................................................................106 一、 中文部份.............................................................................................106 二、 英文部份.............................................................................................108 附錄A:個人涉入量表....................................................................................114 | |
dc.language.iso | zh-TW | |
dc.title | 全聯福利中心在台南新營地區品牌形象之研究-隱喻抽取技術之應用 | zh_TW |
dc.title | Exploring the Brand Image of PX Mart in Tainan Sinying Area- An Application of Zaltman Metaphor Elicitation Technique | en |
dc.type | Thesis | |
dc.date.schoolyear | 104-2 | |
dc.description.degree | 碩士 | |
dc.contributor.coadvisor | 孫立群 | |
dc.contributor.oralexamcommittee | 余家斌 | |
dc.subject.keyword | (企業)品牌形象,隱喻抽取技術, | zh_TW |
dc.subject.keyword | (Corporate) brand image,ZMET(Zaltman Metaphor Elicitation Technique), | en |
dc.relation.page | 114 | |
dc.identifier.doi | 10.6342/NTU201602591 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2016-08-20 | |
dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
dc.contributor.author-dept | 農業經濟學研究所 | zh_TW |
顯示於系所單位: | 農業經濟學系 |
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