企業品牌定位與策略之研究－以瓷磚產業為例

Research on Enterprise Brand Positioning and Strategy-A Case of Ceramic Tile Industry

胡天鐘(Tian-Jong Hwu) ； 卓蓉芝(Jung-Chih Cho) ； 陳耀茂(Yow-Mow Chen)

《聯大學報》 8卷1期 (2011/06) Pp. 177-199

https://doi.org/10.29847/JNUU.201106.0009

摘要

近年來隨著世界市場競爭加劇，提供瓷磚產業最適商品開發努力方向，進而成功開發出消費者滿意且可靠之商品，且制定有效之行銷策略，以提升本身的核心競爭能力，已是現今不可避免的趨勢。本研究主要以瓷磚知名度調查結果冠軍、三洋、馬可貝里、聖瑪莉諾、白馬、黃山石、柏拉圖、帝凡諾前八大品牌的消費者為研究範圍及對象，並採用「商品企劃七工具」之訪談調查、意見調查、定位分析三項工具為主要研究方法，首先進行專家訪談瞭解瓷磚概況，經歸類整理後，將消費者購買瓷磚的選購指標設計成意見調查問卷，前後二階段共發放890份問卷，根據本研究意見調查結果顯示，消費者對瓷磚購買意願分別會受到為魅力品質、當然品質、一維品質三者影響，並可從知覺圖搭配偏好迴歸分析結果中得知各品牌商機位置及未來商品最適開發及改善之方向，供瓷磚產業參考，以提升其品牌的核心競爭能力。

關鍵字

瓷磚 ； 新產品開發 ； 商品企劃七工具 ； 定位分析

並列摘要

As the world market intransitive competition in recent years, it is inevitable trend that most companies should offer customers the reliable and satisfactory merchandises. Therefore, the companies need to make own success marketing strategy and enhance core competence in the tile industry. The scope of this research will focus on the customers of eight well-known tile brands that are Champion, Sanyo, MarcoBelli, San Marino, White Horse, Huangshan Stone, Plato and Devanno. The three tools of ”Seven Tools for New Product Planning” of Dr. Noriaki Kanda are employed that are expert interview, marketing survey and positioning analysis in paper. The objective of this research can be described as follows:(1) The important information of tile industry will be collected by using the method of expert interview.(2) The experts' points are classified into 30 measurable indicators of the purchase tile according some suggestions of the experts. These indicators will be become to the questionnaire items, and made to a sample surveys. There were 890 copies of questionnaire collected in two times. The method of factor analysis is used for 890 questionnaires to find that these customers' behave easily will be affected by three quality factors of attractive quality, basic quality and one-dimensional quality when they bought the tile.(3) The paper will use two methods of the perceptual figures and regression analysis for the positioning analysis that can find a current market position of eight well-known tile brands and the best direction of a product innovation for eight tile brands in future.

並列關鍵字

Tile ； New Product Development ； Seven Tools for New Product Planning ； Positioning Analysis

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