以聯合分析法與創新擴散理論衡量品牌權益-以智慧型手機為例

Abstract

隨著科技的高度發展，智慧型手機的市場逐漸進入成熟飽和時期，智慧型手機產品的生命週期縮短也將造成廠商更激烈的競爭，因此如何在產品有限的生命週期裡設定適合不同消費群的價格將是廠商重要的課題。 而過去雖有許多研究以聯合分析法來衡量品牌權益，但其採用的區隔變數多數都是從同一個購買時間點來區隔消費者，如消費者的忠誠度、消費者的購買動機、或以消費者對不同產品屬性的重視為市場區隔變數，但很少有研究以消費者購買產品時間的早晚為區隔變數，從不同的購買時間點來衡量不同消費群體的品牌權益；而過去對於創新擴散理論的相關研究，多數著重在研究創新的可觀察性與相容性對消費者採用態度的影響，但類似的研究，並未能讓廠商了解消費者對各屬性的重視程度，以及最適的產品屬性組合，提供廠商開發新產品屬性選擇上的考量。 因此本研究希望能透過聯合分析法與創新擴散理論的應用，利用創新擴散理論中的創新程度來區隔消費者，並衡量各分群對各品牌的品牌權益，幫助廠商在極短的產品生命週期內可以做最適當的定價，同時透過研究不同集群消費者對各產品屬性偏好的研究，幫助廠商更加了解不同類型的消費者，並做為未來開發新智慧型手機與行銷策略擬定的參考。

Due to the rapid development in the technology industry, the smart phone sector has become fairly matured, and because of that, the products within the sector have much shortened product life cycles, which attract fierce competitions among the technology industry. In order for companies to survive such competition, it has become increasing crucial to develop optimal pricing strategies for technology products. Although many research papers use conjoin analysis to measure the brand equity including variables like purchase motivation and attribute importance, the variable related to the timing of purchase was rare. Besides, most of the articles associated with diffusion theory put emphasis on the influence of observation and compatibility on consumer’s attitude, but these articles could not provide optimal product attribute mix and consumer preference for new product development for the future. Therefore, this paper aims to segment consumer by innovation degree of diffusion theory, and measure brand equity and preference structure for every cluster using the conjoint analysis. The result of this paper will provide guidance to the smart phone manufacturers to develop appropriate pricing strategies through understanding the consumer portfolio of each brand and customer’s preferences of different product attributes when making purchasing decision.