以聯合分析法衡量品牌權益－以台灣小客車運輸業為例

Abstract

台灣小客車運輸業近年受到Uber進入市場影響，許多聲浪要求政府加以管制，而Uber之所以能帶來如此大的效應，原因在於其透過行動裝置的普及化、網路普及化等科技進步優勢，導入新科技應用於小客車運輸服務，儘管以新科技導入服務撼動原有市場、也打亮品牌名聲的同時，新科技導入服務之應用是否真的有為品牌帶來加值，是本研究的主要研究目標。 本研究以聯合分析法探討小客車運輸服務之各項屬性對消費者之產品效用影響，再以品牌權益之衡量對照在小客車運輸業中，Uber是否成功帶來新的品牌價值價值，本研究期待能藉由聯合分析法與品牌權益衡量，新興品牌對消費者是否具有特殊意涵，及小客車運輸業中品牌權益之差異，並參考新興支付方式、科技化叫車服務納入考量，找到服務偏好屬性最佳組合。

In recent years, Uber started quite a stir in the industry of passenger car rental and transportation in Taiwan. There are conflicts between government and taxi drivers because of the different restrictions and regulations. Uber shocked the industry by applying the new technology to passenger car rental and transportation services. This research aims to discuss whether Uber brings better brand equity with the help from the new technology application. This research is based on the traditional method of Conjoint Analysis to discuss the product utility to the consumers. This research looks in to the most important factor that matters to customers, and by applying Conjoint Analysis this research could offer future application of the product attribute. This research also examine the brand equity of the brand discussed in the essay.