品牌策略、品牌權益、顧客忠誠度與品牌績效之研究-筆記型電腦產業實證

A Study on Brand Strategy, Brand Equity, Customer Loyalty and Brand Performance – An Empirical Investigation of the Notebook Computer Industry

王麗雯(Li-Wen Wang)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

近年來，企業們己經發現，即使擁有優越的產品、強大的行銷宣傳和良好的價格、如果沒有給予品牌策略充份的重視、市場佔有率仍有可能下滑。因此企業須藉由管理每個品牌之間的關係，創造一個讓企業獲利與符合市場所需的品牌策略，來達成此一目標，企業應發揮競爭優勢來協助製造商達到更高的銷售水準，並提昇品牌績效。

本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌與顧客忠誠度的理論架構。以台北地區筆記型電腦產業之消費者為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業中品牌策略、品牌權益、顧客忠誠度與品牌績效之關連性。

研究發現：品牌策略對品牌權益和顧客忠誠度、顧客忠誠度對品牌權益，顧客忠誠度對品牌績效以及品牌權益對品牌績效，皆有顯著的正向影響。本研究以筆記型電腦產業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對其品牌策略之制定有所貢獻。

關鍵字

品牌策略 ； 顧客忠誠度 ； 品牌權益 ； 品牌績效

並列摘要

Recently, enterprises have found out that the market share is likely to decline if they don’t fully emphasize the strategy of brand, even if they have excellent products, mighty marketing promotion, and appealing prices. Therefore, enterprises are supposed to come up with a strategy to benefit themselves and meet the market’s demands to attain the goal by managing brand efficiently. Enterprises should also use their competitive advantage to in creating greater sales and improving the brand result.

This research integrated with academic books and with related references has developed a brand and customer loyalty relationship and theory framework. The data collected from questionnaire investigation method in Taipei, probe into notebook computer industry this brand strategy, brand equity, and customer loyalty is it close of connecting with brand performance by way of LISREL linear structure.

The most significant findings : There is a significant, positive correlation between Brand Strategy and Customer Loyalty.There is a significant, positive correlation between Brand Strategy and Brand Equity.There is a significant, positive correlation between Customer Loyalty and Brand Equity.There is a significant, positive correlation between Customer Loyalty and Brand Performance.There is a significant, positive correlation between Brand Equity and Brand Performance.

The survey takes consumer of notebook computer industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing notebook computer brands.

並列關鍵字

Brand Strategy ； Customer Loyalty ； Brand Equity ； Brand Performance

參考文獻

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