聯合分析於品牌權益之研究─以智慧型手機為例

Abstract

智慧型手機在手機市場上已成為主流，過去習慣使用功能型手機的消費者，如今亦在更換手機時考慮選購智慧型手機。隨著市場不斷成長，廠商之間的競爭更加激烈。除了致力於創造自身產品的差異化，了解消費者將是成功的關鍵。 本研究從智慧型手機市場中挑選出五個知名品牌，透過網路問卷蒐集資料，應用聯合分析法衡量這五個品牌的品牌權益。接著透過不同的區隔方式，進一步分析比較，試圖找出群體之間的差異與特性。最後配合相關的分析結果，發展出行銷管理上的建議，提供廠商作為參考。 本研究所獲得之實證研究結果摘要如下： 1. 整體而言，無論是全體受訪者、根據性別或科技生活型態等變數進行區隔之特定族群，對於五個品牌的品牌權益之評價順序並無太大差異。Apple為五個品牌當中最高的，而基準品牌Xiaomi的品牌價值則被認為是五個品牌當中最低的。 2. 在性別區隔中，男性消費者對於所有品牌均具有較高的品牌權益。 3. 在科技分群中，保守觀察群的消費者對於Apple及HTC均具有較高的品牌權益。

Smartphone has dominated the mobile phone market. Those consumers who used to use feature phone also take smartphone into consideration when looking for a new mobile phone. With the rapidly growing market, the competition becomes harsher. In addition to product differentiation, knowing your customers will be the key to success. This research selected 5 well-known brands in the smartphone market and applied the Conjoint Analysis to measure their brand equities. Moreover, this research further studied the differences and features between groups by different segmentation approaches. Finally, this research developed relevant marketing suggestions for firms’ reference. The results of the research are summarized as follows: 1. Generally, the brand equity rankings are the same. Apple has the highest brand equity, and the benchmark Xiaomi has the lowest. 2. In sex segmentation, male consumers give each brand a higher brand equity. 3. In tech lifestyle segmentation, conservative consumers give Apple and HTC higher brand equities.