以聯合分析法評估女用精品包之品牌價值與定位

Abstract

品牌價值之衡量一直以來都受到行銷不論學界或實務界的關注，而最容易引起討論的便是快速消費品與奢侈品，然而，前後兩者之消費決策涉入程度截然不同，高涉入的奢侈品之購買考量便成為一個十分有趣的議題，本研究透過消費動機與不同屬性之表現衡量消費者於購買女用精品包之決策以及品牌定位。 然而，品牌權益之衡量仍需透過量化分析的方式，才能得出相較精確的數字，也因此，本研究透過聯合分析法討論女用精品包之品牌權益，亦透過同樣的方法探討其他屬性的價值。

The evaluation of brand value is always a topic of marketing, no matter in school or in industry. FMCG and luxury good is the target that people discuss most although they have a totally different involvement. Thus, the consideration for buying a luxury good which with a high involvement become an interesting issue. This study measure the purchase decision and the brand position by the research of consume motivation and the performance of products. It needs to use some quantity method to evaluate the brand equity with a precise number. Hence, this study discuss the brand equity and attributes of lady’s handbag by conjoint analysis.