請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 任立中(Li-Chung Jen) | |
| dc.contributor.author | Shu-Tien Chou | en |
| dc.contributor.author | 周書田 | zh_TW |
| dc.date.accessioned | 2022-11-24T03:25:50Z | - |
| dc.date.available | 2021-09-17 | |
| dc.date.available | 2022-11-24T03:25:50Z | - |
| dc.date.copyright | 2021-09-17 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-09-13 | |
| dc.identifier.citation | [1] Michael E Porter. Competitive strategy. Measuring business excellence, 1997. [2] MingJer Chen and Danny Miller. Reconceptualizing competitive dynamics: A multidimensional framework. Strategic management journal, 36(5):758–775, 2015. [3] Philip Kotler and Ronald E Turner. Marketing management: Analysis, planning, implementation, and control, volume 9. Prentice hall Upper Saddle River, NJ, 1997. [4] Rajendra K Srivastava, Liam Fahey, and H Kurt Christensen. The resourcebased view and marketing: The role of marketbased assets in gaining competitive advantage. Journal of management, 27(6):777–802, 2001. [5] 任立中, 林婷鈴, 陳靜怡, and 李吉仁. 高科技産業産品價值創造與行銷價值專屬化之最適資源配置. 中山管理評論, 14(1):11–42, 2006. [6] Barry Nalebuff and Adam Brandenburger. Coopetition. na, 1996. [7] David A Aaker. Building strong brands. Simon and Schuster, 2012. [8] Kenneth Thompson and David Strutton. Revisiting perceptual fit in cobranding applications. Journal of Product Brand Management, 2012. [9] Sylvain Sénéchal, Laurent Georges, and Jean Louis Pernin. Alliances between corporate and fair trade brands: Examining the antecedents of overall evaluation of the cobranded product. Journal of business ethics, 124(3):365–381, 2014. [10] Woo Gon Kim, Soojin Lee, and Hae Young Lee. Cobranding and brand loyalty. Journal of Quality Assurance in Hospitality Tourism, 8(2):1–23, 2007. [11] Jaywant Singh, Stavros P Kalafatis, and Lesley Ledden. Consumer perceptions of cobrands: the role of brand positioning strategies. Marketing Intelligence Planning, 2014. [12] Akshay R Rao, Lu Qu, and Robert W Ruekert. Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2):258–268, 1999. [13] Tom Blackett and Nick Russell. What is cobranding? In CoBranding, pages 1–21. Springer, 1999. [14] ChiaLin Lee. The influence of consumer evaluations on the success of cobranding. 2009. [15] R Duncan Luce and John W Tukey. Simultaneous conjoint measurement: A new type of fundamental measurement. Journal of mathematical psychology, 1(1):1–27, 1964. [16] Paul E Green and Venkatachary Srinivasan. Conjoint analysis in consumer research: issues and outlook. Journal of consumer research, 5(2):103–123, 1978. [17] Andrew Gelman. Struggles with survey weighting and regression modeling. Statistical Science, 22(2):153–164, 2007. [18] Richard McElreath. Statistical rethinking: A Bayesian course with examples in R and Stan. Chapman and Hall/CRC, 2018. [19] Robert W Ruekert and A Rao. Brand alliances as signals of product quality. Sloan management review, 36(1):87–97, 1994. [20] A. Bak and T. Bartlomowicz. Conjoint analysis method and its implementation in conjoint r package. In: Pociecha J., Decker R. (Eds.), Data analysis methods and its applications, C.H. Beck, pages 239–248, 2012. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81006 | - |
| dc.description.abstract | 在競爭激烈的產業環境中，企業發展成功的產品與品牌策略都至關重要，但廠商間除了以自家品牌與產品彼此競爭外，也存在著與其他廠商合作的可能。聯合品牌 (Cobranding) 為其中一種時下常見的行銷策略，企業透過聯合品牌之方式，與其他品牌合作，可以提高品牌權益、滲透新市場與保持競爭優勢。本研究以台灣自行車產業為例，並以公路車產品作為主產品，將「聯合品牌」納入產品屬性，利用聯合分析法 (Conjoint analysis) 與應用層級貝氏模型 (Hierarchical Bayes Model)，從 466 個問卷有效樣本中估計不同消費者在考慮品牌策略情況下的異質偏好結構，依此衡量不同聯合品牌情境之效益；同時，本研究也希望基於聯合分析法之結果，能提供另一個角度供廠商檢視，主品牌與聯合品牌間是否合適，在目前競爭態勢下消費者如何認知兩品牌的合作，藉此權衡不同廠商的策略選項—該不該進行聯合品牌策略？合適的話應該選擇何種對象？若不合適又可以採取何種策略？ | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-24T03:25:50Z (GMT). No. of bitstreams: 1 U0001-3108202116175100.pdf: 7036200 bytes, checksum: c5bfaa25d16df4635a7d47f49339a3a1 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | i. 口試委員審定書 iii. 致謝 v. 摘要 vii. Abstract ix. 目錄 xiii. 圖目錄 xv. 表目錄 第一章、緒論.......................................1 1.1 研究背景與動機...............................1 1.1.1 產業競爭................................1 1.1.2 品牌合作................................2 1.2 研究目的....................................3 1.3 論文架構....................................5 第二章、文獻探討...................................7 2.1 聯合品牌....................................7 ２.1.1 聯合品牌定義............................7 2.2 聯合分析法...................................9 2.2.1 發展背景與術語............................9 2.2.2 概念與應用...............................9 2.2.3 偏好假設................................10 2.2.4 操作流程................................10 偏好模型的選擇.............................11 資料收集方式...............................12 受測體描述與展示方式........................12 受測體之衡量尺度...........................12 2.3 貝氏統計..................................13 2.3.1 層級貝氏模型............................13 第三章、研究方法...................................15 3.1 研究架構...................................15 3.2 變數定義...................................17 3.2.1 產品屬性與水準..........................17 3.2.2 品牌屬性與水準..........................19 3.3 研究設計....................................21 3.3.1 聯合分析法之實驗設計......................21 3.3.2 問卷設計................................25 3.4 資料分析方法................................26 3.4.1 模型估計................................27 迴歸模型..................................27 層級貝氏模型...............................29 3.4.1 其他統計方法.............................30 因素分析..................................30 集群分析..................................31 第四章、實證研究...................................33 4.1 樣本資料描述.................................33 4.1.1 基本資訊................................34 4.1.2 最高願意支付金額之分佈.....................36 4.1.3 購買通路偏好.............................38 4.1.4 受測體評分分佈............................39 4.2 偏好係數估計.................................40 4.2.1 OLS模型.................................40 4.2.2 層級貝氏模型.............................44 4.2.3 聯合品牌成效.............................47 相對聯合品牌權益............................47 聯合品牌相關係數矩陣........................48 4.3 因素分析與集群分析............................52 4.3.1 消費動機................................52 4.3.2 生活型態................................53 4.3.3 分群樣本交叉分析.........................54 4.3.4 偏好結構集群分析.........................57 第五章、結論......................................59 5.1 研究結論....................................59 5.2 管理意涵與策略建議............................61 5.3 研究限制與後續建議............................65 5.4 未來展望....................................66 參考文獻..........................................67 附錄A-完整問卷與題項部分.............................71 附錄B-使用套件.....................................75 | |
| dc.language.iso | zh-TW | |
| dc.subject | 聯合品牌 | zh_TW |
| dc.subject | 層級貝氏 | zh_TW |
| dc.subject | 自行車產業 | zh_TW |
| dc.subject | 台灣公路車品牌 | zh_TW |
| dc.subject | 聯合分析法 | zh_TW |
| dc.subject | Bicycle industry | en |
| dc.subject | Co-branding | en |
| dc.subject | Cojoint analysis | en |
| dc.subject | Hierarchical Bayes | en |
| dc.subject | HB | en |
| dc.subject | Road bike brands | en |
| dc.title | 應用層級貝氏與聯合分析法衡量聯合品牌效益:以台灣公路車品牌為例 | zh_TW |
| dc.title | Applied Hierarchical Bayes and Conjoint Analysis to measure Cobranding Effectiveness Taking Taiwanese Road Bike Industry as an Example | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳靜怡(Hsin-Tsai Liu),林郁翔(Chih-Yang Tseng) | |
| dc.subject.keyword | 層級貝氏,聯合分析法,聯合品牌,台灣公路車品牌,自行車產業, | zh_TW |
| dc.subject.keyword | Co-branding,Cojoint analysis,Hierarchical Bayes,HB,Road bike brands,Bicycle industry, | en |
| dc.relation.page | 76 | |
| dc.identifier.doi | 10.6342/NTU202102909 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2021-09-13 | |
| 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 | |
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