行銷組合、品牌權益與顧客終身價值間關係 之研究

A STUDY ON THE RELATIONSHIPS AMONG MARKETING MIX ELEMENTS, BRAND EQUITY, AND CUSTOMER LIFETIME VALUE

廖俊昭(Chun-chao Liao)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

品牌建立之歷史源自於古埃及，到了十八世紀，品牌概念之應用更有突破性的發展，建立品牌的目的在於利用品牌來使得產品印象更為豐富，自從Aaker 在1991年出版了Management Brand Equity 一書後，有關品牌權益的整體性觀念，才正式出現。現在，一般消費者在選購產品時，除了注意產品的用途外，大多數消費者都會注意產品的品牌，來做為選購產品的基準，此外，忠誠顧客是最珍貴的，而品牌會左右顧客的忠誠及滿意，因此本研究的另一個動機在瞭解何種因素會影響品牌權益，是否進而形成顧客終身價值。最後，要如何運用行銷工具來做策略規劃，以管理品牌權益及建立顧客終身價值，這是本研究想得知的。
本研究使用結構方程式（SEM）來探討行銷組合、品牌權益與顧客終身價值間的關係。本研究顯示，顧客在選擇品牌時，同時也購買了這個品牌的價值。經營必須準確的運用行銷組合來經營、管理自己的品牌，這樣才能增加對這個品牌的忠誠、提高顧客終身價值，並提升企業的利潤。因為廣告對於顧客購買決策有著關鍵的影響力，所以可以透過對於客戶進行廣告獲得顧客忠誠，並因此提獲取新顧客及維持顧客忠誠。
為了有效提升、建立強勢品牌權益，經營者必須投資於廣告，透過零售商配銷產品，並減少經常使用價格促銷方法。經常使用價格促銷方法，會使消費者感覺產品的品質不佳，所以價格的促銷方法無法提升品牌權益。依賴促銷，降低價格，雖然短期可獲利，但可能與高品質印象不一致，長期會減少品牌權益。經理人儘量不要使用價格促銷方法，應該投資於廣告來發展品牌權益。

關鍵字

行銷組合 ； 品牌權益 ； 顧客終身價值

並列摘要

The building of a brand dates back to ancient Egypt. In the 18th century, the concept of the brand developed substantially. The purposes of building a brand then were to enrich the brand image, and it was not until 1991 when Aaker published his book entitled “Managing Brand Equity” that the overall concept of brand equity formally appeared. At present, when buying a product, most consumers pay attention to not only its practical functions, but also its brand name as a measure of selecting a product. Besides, most treasured capital in the company is loyalty customers and the brand would affect the loyalty and satisfaction. Due to that, the other purpose of this research is to find out the element of brand equity and then build customer lifetime value. Finally, how to utilize marketing tools to devise a strategy for brand equity management and build customer lifetime value is what this study wants to achieve in this research.
This student uses structural equation modeling (SEM) to evaluate the relationship among marketing mix elements, brand equity, and customer lifetime value. According to this study, when customers chose the brand, they also purchase the value of brand. Manager must use marketing mix elements accurately to operate and manage brand. Thus they can increase customer’s loyal, customer lifetime value, and raise their profit. Since advertisement has important influence in buying decision of customers, we can increase the loyalty of brand by advertisement, and therefore they can develop new customers and maintain loyal customers.

In order to rise and build strong brand equity efficiently, managers must invest in the advertising spending, through the retailer to distribute the products, and reduce frequent use of price promotion. Price promotion will bring a feeling of bad quality so it cannot raise the brand equity. Although it has benefit in short-run by price promotion, it may be not accord with high-quality impression, and will reduce brand equity in the long- run. The manager should not use the prices promotion; they should invest in the advertisement to develop the brand equity.

並列關鍵字

BRAND EQUITY ； CUSTOMER LIFETIME VALUE ； MARKETING MIX ELEMENTS

參考文獻

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Aaker, David A. and Robert Jacobson, “The Financial Information Content of Perceived Quality.” Journal of Marketing Research 31 (May 1994): 191-201.

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Archibald, Robert B., Clyde A. Haulman, and Carlisle E. Moody. “Quality, Price, Advertising, and Published Quality Ratings.” Journal of Consumer Research 9 (March 1983): 347-356.