以聯合分析法衡量銀行品牌權益-以信用卡為例

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。

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.