請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54601
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 任立中 | |
dc.contributor.author | Hsin-Yun Chung | en |
dc.contributor.author | 鍾欣芸 | zh_TW |
dc.date.accessioned | 2021-06-16T03:07:02Z | - |
dc.date.available | 2020-07-20 | |
dc.date.copyright | 2015-07-20 | |
dc.date.issued | 2015 | |
dc.date.submitted | 2015-06-25 | |
dc.identifier.citation | 中文部分
1. 王仕茹,“整合層級貝氏聯合區隔與定位分析模式:來源國效應評價、品牌 權益衡量與新產品設計之應用?,國立台灣大學國際企業學研究所博士論文,民國 87 年 2. 林文壽,“聯合分析法在國產自由轎車產品最佳化及其目標市場之確認與評估應用研究?,政治大學企業管理研究所碩士論文,民國 73 年 6 月 3. 林鑫宏,“貝氏聯合分析混和模式及群集分析法在產品最佳化的應用研究?,台灣大學國際企業研究所碩士論文,民國 87 年 6 月 4. 邱賜福,“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,民國 72 年 6 月 5. 陳振遂,“顧客基礎的品牌權益衡量與建立之研究?,政治大學企業管理研 究所博士論文,民國 85 年 6 月 6. 李政道,“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學研究所碩士論文,民國 95 年6月 7. 陳曉倫,“信用卡持卡人對預借現金使用意願研究-以某銀行為例”,國立交通大學經營管理研究所碩士論文,民國95年7月 8. 金融聯合徵信第十八期期刊,“台灣信用卡的發展趨勢與現況分析” 9. 淡江人文社會學刊第四期,“百貨公司認同卡市場區隔與持卡意願之研究” 1. Aaker, D. A. (2009), Managing brand equity. Simon and Schuster 2. Aaker, D. A. (1992), The value of brand equity, Journal of business strategy,13(4), 27-32. 3. Allenby, G. M., & Rossi, P. E. (1998), Marketing models of consumer heterogeneity, Journal of Econometrics, 89(1), 57-78. 4. Andrews, R. L., Ansari, A., & Currim, I. S. (2002), Hierarchical Bayes versus finite mixture conjoint analysis models: A comparison of fit, prediction, and partworth recovery, Journal of Marketing Research, 39(1), 87-98. 5. Arias, J. T. G. (1996), Conjoint-based preferential segmentation in the design of a new financial service. International Journal of Bank Marketing, 14(3), 30-32. 6. Crabbe, M., Jones, B., & Vandebroek, M. (2011), A comparison of two-stage segmentation methods for choice-based conjoint data: a simulation study. FBE Research Report KBI_1109, 1-37. 7. Cunningham, C. E., Bruce, B. S., Snowdon, A. W., Chen, Y., Kolga, C., Piotrowski, C., & Barwick, M. (2011), Modeling improvements in booster seat use: A discrete choice conjoint experiment, Accident Analysis & Prevention,43(6), 1999-2009. 8. Green, P. E., Krieger, A. M., & Wind, Y. (2001), Thirty years of conjoint analysis: Reflections and prospects. Interfaces, 31(3_supplement), S56-S73. 9. Keller, K. L. (1993), Conceptualizing, measuring, and managing customer-based brand equity, The Journal of Marketing, 1-22. 10. Kubica, T. (2011). Preference-based segmentation of young clients: Implementation on the market of bank accounts. Ekonomski horizonti, 13(1), 125-141. 11. Lenk, P. J., DeSarbo, W. S., Green, P. E., & Young, M. R. (1996), Hierarchical Bayes conjoint analysis: recovery of partworth heterogeneity from reduced experimental designs. Marketing Science, 15(2), 173-191 12. Mankila, M. (2004), Retaining students in retail banking through price bundling: Evidence from the Swedish market, European Journal of Operational Research,155(2), 299-316. 13. Moore, W. L., Gray-Lee, J., & Louviere, J. J. (1998), A cross-validity comparison of conjoint analysis and choice models at different levels of aggregation ,Marketing Letters, 9(2), 195-207. 14. Toubia, O., Hauser, J. R., & Simester, D. I. (2004), Polyhedral methods for adaptive choice-based conjoint analysis, Journal of Marketing Research, 41(1), 116-131. 15. Wedel, M., Vriens, M., Bijmolt, T. H., Krijnen, W., & Leeflang, P. S. (1998), Assessing the effects of abstract attributes and brand familiarity in conjoint choice experiments, International Journal of Research in Marketing, 15(1), 71-78. 16. Yu, J., Goos, P., & Vandebroek, M. (2011), Individually adapted sequential Bayesian conjoint-choice designs in the presence of consumer heterogeneity., International Journal of Research in Marketing, 28(4), 378-388. 17. Zinkhan, F. C., & Zinkhan, G. M. (1990), Using conjoint analysis to design financial services, International Journal of Bank Marketing, 8(1), 31-34. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/54601 | - |
dc.description.abstract | 在訊息流通快速、廠商與消費者資訊不對稱遞減的世代中,品牌成為消費者購買的產品決策因素。,台灣政府機構也積極推廣協助中小企業建立品牌,提高品牌權益成為企業重要的目標之一。綜觀市場上衡量品牌的方式大致上分為兩種,以財務的歷史資料衡量品牌權益,此種方法為多數政府單位及品牌機構採用;另一種方法是以行銷觀點,如Aaker及Keller以品牌知識與品牌知覺建立品牌權益模型。
本研究希望過行銷領域中的聯合分析法,幫助企業發掘消費者心中的產品屬性效用程度,以衡量出品牌權益。本研究中以層級貝氏法建立模型,建立在隨機效果影響下,個人心中不同屬性的偏好結構,利用不同品牌間效用的轉換程度,建立品牌間價格溢酬。本研究以信用卡為例,以層級貝氏聯合分析法,衡量出不同品牌的品牌權益差距,並探討不同區隔市場中,不同品牌所相對應的行銷及管理策略。 | zh_TW |
dc.description.abstract | Under the rapid flow of information generations, the information asymmetry between manufacturers and consumers is descending. Brand becomes one of the most significant product purchasing factor in consumer decisions. Increasing brand equity becomes one of the important goals of business. Recently, the Taiwan government agencies actively help SMEs to promote branding. Broadly speaking, there are two ways to measure brand equity. Firstly, using the historical financial data to measure brand equity might be the most popular way and it is adopted by most government agencies and brand organizations all over the world. Another method is from the marketing point of view. For example, Aaker and Keller built brand equity model by using brand perception and brand knowledge.
This study aims to help companies explore the degree of utility of different product attributes from dissimilar group of consumers. By applying Hierarchical Bayes Conjoint Analysis, we could measure the brand equity. Based on the random effects model, we could infer different personal preference structure from the customer mind sets. By converting the degree of effectiveness between different brands, we can establish the inter-brand price premium. In this research, we use the credit card as the main product to construct brand equity of the bank. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T03:07:02Z (GMT). No. of bitstreams: 1 ntu-104-R01724036-1.pdf: 2148512 bytes, checksum: e7f550b2b163dc7ddd02cb5e93ffddf4 (MD5) Previous issue date: 2015 | en |
dc.description.tableofcontents | 目錄
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 研究範圍.........................................................................................4 第四節 研究流程.........................................................................................4 文獻回顧.......................................................................................................6 第一節 品牌權益定義.................................................................................6 第二節 品牌權益衡量................................................................................10 第三節 聯合分析法....................................................................................17 研究方法......................................................................................................32 第一節 研究架構........................................................................................32 第二節 研究設計........................................................................................33 第三節 問卷設計........................................................................................41 第四節 其他相關統計................................................................................44 實證分析......................................................................................................45 第一節 樣本資料描述................................................................................45 第二節 品牌與價係數格分析....................................................................50 第三節 品牌權益衡量.................................................................................54 第四節 生活型態分析品牌權益.................................................................64 第五節 品牌權益的紅利敏感度.................................................................74 結論與建議..................................................................................................78 第一節 研究結論........................................................................................78 第二節 策略分析........................................................................................79 第三節 研究限制........................................................................................81 第四節 後續研究........................................................................................82 參考資料 中文資料..............................................................................................................83 英文資料...............................................................................................................84 附錄 : 信用卡問卷.......................................................................................................86 表目錄 表1-1 信用卡有效卡數及市佔率.............................................................................2 表1-2 信用卡簽帳金額與民間佔比.........................................................................3 表2-1 Interbrand 品牌評價構面............................................................................15 表2-1 聯合分析之步與運用之方法.......................................................................22 表2-2 兩因素兌換表...............................................................................................26 表3-1 前五大市佔率的信用卡發卡量...................................................................41 表3-2 屬性水準變數定義與編碼...........................................................................42 表3-3 品牌權益構面問題.......................................................................................43 表4-1-1 樣本性別結構................................................................................................45 表4-1-2 樣本年齡結構................................................................................................45 表4-1-3 樣本婚姻狀況結構........................................................................................46 表4-1-4 樣本教育程度結構........................................................................................46 表4-1-5 樣本地域來源結構........................................................................................46 表4-1-6 樣本可支配所得結構....................................................................................46 表4-1-7 生活型態變數................................................................................................49 表4-2-1 Γ後驗的平均數............................................................................................51 表4-2-2 Λ 的共變異數..............................................................................................52 表4-2-3 年費價格與品牌相關係數............................................................................53 表4-3-1 品牌權益總表.................................................................................................54 表4-3-2 性別對品牌權益ANOVA表........................................................................55 表4-3-3 年齡層對品牌權益ANOVA表....................................................................55 表4-3-4 可支配所得對品牌權益ANOVA表............................................................56 表4-3-5 每月刷卡頻率對品牌權益ANOVA表........................................................57 表4-3-6 每月刷卡金額對品牌權益ANOVA表........................................................60 表4-3-7 品牌構面題組................................................................................................61 表4-3-8 品牌構面回歸模型總表.................................................................................62 表4-4-1 KMO與Bartlett檢定...................................................................................64 表4-4-2 生活型態變數共同性....................................................................................64 表4-4-3 解說總變異量..................................................................................................65 表4-4-4 成份矩陣..........................................................................................................66 表4-4-5 成份轉換矩陣..................................................................................................66 表4-4-6 轉軸後的成份矩陣..........................................................................................67 表4-3-7 因素命名..........................................................................................................67 表4-4-8 因素與集群的 ANOVA.................................................................................68 表4-4-9 各集群中的觀察值個數..................................................................................68 表4-4-10 最後集群中心點............................................................................................69 表4-4-11 品牌權益與分群結果的ANOVA................................................................69 表4-4-12 生活型態群與使用行為的ANOVA............................................................71 表4-5-1 究假設下市場佔有率狀況............................................................................74 表4-5-2 國信託信用卡紅利策略下的市佔率分布....................................................75 表5-1 區隔範例.........................................................................................................80 圖目錄 圖1-1 2004~2013年台灣信用卡流通卡數................................................................1 圖1-2 2004~2013年循環信用餘額............................................................................2 圖1-3 論文研究流程...................................................................................................5 圖2-1 整體輪廓法範例............................................................................................27 圖3-1 問卷題型呈現方式.........................................................................................42 圖4-2-1 樣本使用信用卡頻率結構..............................................................................47 圖4-2-2 樣本信用卡每月刷卡金額結構......................................................................47 圖4-2-3 樣本信用卡持有張數結構..............................................................................48 圖4-2-1 異質性成分效用分佈.......................................................................................53 圖4-3-1 銀行平均品牌權益.........................................................................................54 圖4-3-2 各年齡層平均品牌權益..................................................................................56 圖4-3-3 不同刷卡頻率族群平均品牌權益...................................................................57 圖4-3-4 不同刷卡頻率族群對玉山銀行的平均品牌權益..........................................58 圖4-3-5 不同刷卡頻率族群對台新銀行的平均品牌權益...........................................59 圖4-3-6 不同刷卡頻率族群對花旗銀行的平均品牌權益..........................................59 圖4-3-7 品牌構面的係數比較.......................................................................................63 圖4-4-1 陡坡圖..............................................................................................................65 圖4-4-2 不喜歡冒險休閒族群的平均銀行品牌權益................................................70 圖4-4-3 追求流行娛樂族群的平均銀行品牌權益....................................................70 圖4-4-4 積極投資族群的平均銀行品牌權益.............................................................70 圖4-4-5 不同生活集群對固定使用一張信用卡的平均值........................................72 圖4-4-6 不同生活集群對優惠涉入程度的平均值....................................................72 圖4-4-7 不同生活集群對了解金融動脈程度平均值................................................73 圖4-4-8 不同生活集群的投資經驗豐富程度平均值................................................73 圖4-5-1 利回饋的邊際市佔率....................................................................................76 圖4-5-2 紅利策略總成本............................................................................................77 圖4-5-3 紅利策略下的平均客戶成本........................................................................77 | |
dc.language.iso | zh-TW | |
dc.title | 以聯合分析法衡量銀行品牌權益-以信用卡為例 | zh_TW |
dc.title | Measuring Brand Equity of Banks with Conjoint Analysis—
Take Credit Card For Example | en |
dc.type | Thesis | |
dc.date.schoolyear | 103-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳靜怡,黃哲盛 | |
dc.subject.keyword | 聯合分析法,品牌權益,層級貝氏聯合分析, | zh_TW |
dc.subject.keyword | conjoint analysis,brand equity,Hierarchical Bayes Model, | en |
dc.relation.page | 95 | |
dc.rights.note | 有償授權 | |
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 | 2.1 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。