品牌對高價進口車購買行為之影響

Brand to influence of the high price import vehicle purchase behavior

謝文斌

指導教授 ： 黃文曄

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

本論文研製之Mercedes-Benz 汽車品牌，它對大多數人而言絕對是一部高價位汽車品牌。在經濟景氣相對熱絡下高價位商品銷售不會受到影響，但於經濟景氣相對低糜時高價進口車消費就會受到影響。因此本研究是藉Mercedes-Benz品牌來瞭解消費者所認知的品牌權益為何？ 以及其品牌權益如何影響消費者的購買行為？品牌投資對公司而言有何效益？亦即品牌資產對公司意義為何？尤其在高價位商品消費市場上品牌如何取得消費者信任與肯定，甚至透過消費者良好消費經驗之傳承，藉由口碑行銷或忠誠度之展現，特別是經濟景氣低糜時繼續支持該品牌。
本研究的訪談對象將鎖定高價汽車(Mercedes-Benz)的消費者，包括以潛在客戶的角度、已購客戶的角度、忠誠客戶的角度來作深入的訪談，希望在訪談的過程當中能夠藉此釐清消費者在購買高價進口車時會受到哪一些相關變數的影響。
研究結論顯示儘管世界經濟景氣變動，就現實面而言非民生必需品尤其是高價位的奢侈品（進口高價汽車）而言，應該受到景氣波動影響是最大，然而從數據顯示我們所看到卻是唯一的高價位品牌Mercedes-Benz未受影響。車價永遠比同級進口汽車高出許多卻能在市場上接連得到消費者認同，一定有優於其他廠牌特點而受到消費者認同之 處。從以上研究結論所歸納出來，看出本研究：品牌對高價進口車購買行為之影響，確實品牌影響消費者購買行為非常大而且深遠。如此結果印證出品牌權益能帶給公司經營的效益，而帶領公司走過世界經濟動盪且較不受景氣的影響，而依然能表現出亮麗銷售實績。換句話說由此可看出公司經營品牌與品牌給消費者信任是多麼重要。

關鍵字

品牌

並列摘要

To most people, Mercedes-Benz, the automobile brand discussed in the research, is definitely a high-price automobile brand. When economic conditions are relatively good, the sales volume for high price products would not be affected. However, when economic conditions are bad, the sales volume for high-price imported automobiles would be affected. Therefore, Mercedes-Benz is used in the research as the brand to understand consumer’s perceived brand equity, the way brand equity influences consumer’s purchase behavior, the returns of brand investment to businesses and the meaning of brand equity to businesses. Special attentions are paid on the way to gain consumer’s trust and recognition in the consumer market of high-price products. In particular, the way for consumers to keep supporting the brand when the economic conditions are bad, by means of consumers spreading their excellent consumer experiences through word-of-mouth or by showing brand loyalty, is discussed.
The targets interviewed in the research were high-price automobile (Mercedes-Benz) buyers. In-depth interviews were conducted with potential customers, existed customers and loyal customers. It is hoped that relevant variables which influence the customers when purchasing high-price imported automobile could be understood during the interview.
The research conclusion shows that, in terms of the changes in global economic conditions, for non-daily necessity in practical perspective, especially high-price luxury (high-price imported automobile), it should be highly influenced by the changes. However, it is seen from the research data that the high-price brand Mercedes-Benz is the only brand that is not affected by the changes. The price of Mercedes-Benz automobiles is always higher than other imported automobiles of the same level yet the brand continues to gain customer’s recognition. There must be distinguished features that are better than other automobile brands for the brand to gain customer’s recognition. From the research conclusion, it is known that in terms of the influence of brand on the purchase behavior of high-price imported automobile, brand indeed highly and greatly influences customer’s purchase behavior. The result proves brand equity brings returns to businesses and leads businesses to overcome economic turmoil without being affected by it while still showing outstanding sales performance. In other words, it is seen that the way businesses manage its brand and the way brand brings confidence to customers are very important.

並列關鍵字

brand

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