連鎖美妝店品牌權益衡量構面之建立與實證研究

The Brand Equity Evaluation model of Cosmetic Chain Stores

葉子明(Tsu-Ming Yeh) ； 張斐淇(Fei-Chi Chang)

《管理實務與理論研究》 8卷1期 (2014/03) Pp. 128-153

https://doi.org/10.29916/JMPP.201403_8(1).0006

摘要

近年來國人消費能力提高，民眾對保養彩妝品的需求增加，加上國內女性對於保養彩妝品的認知改變，美容保養產品已逐漸由奢侈品轉變為必需品，促使國內美妝產業消費值上升。面對眾多如雨後春筍般迅速遞增的連鎖美妝店，如何脫穎而出獲得消費者的青睞，對美妝店業者而言是一項非常重要的課題。但消費者對連鎖美妝店品牌權益的評估準則必須考量多層面之間的問題限制，加上服務品質與感受程度無形且不易衡量，故本研究先針對品牌權益進行相關文獻探討，將評估準則分成五大構面，共二十項指標，再經由問卷調查填寫方式進行資料蒐集，最後結合模糊層級分析法（FAHP）與選擇轉換本質法（ELECTRE）法進行資料分析，對連鎖美妝店進行消費者偏好排序。經FAHP分析計算後研究結果顯示，消費者對選擇美妝店品牌權益指標之重視程度以「產品」構面之平均得分最高，其次為「服務品質」構面，第三為「銷售策略」構面，第四為「專業人員能力」構面，最後則為「企業形象」構面。而以ELECTRE法分析之排序結果為THE BODY SHOP、SKIN FOOD、ETUDE HOUSE、CANDY SHOP、THE FACE SHOP。

關鍵字

連鎖美妝店 ； 品牌權益

並列摘要

Domestic females have changed the perception of care and cosmetic products in recent years that care and cosmetic products have been gradually changed from luxuries to necessities, and the increasing demands for care and cosmetic products have enhanced the consumption in domestic cosmetics industry. A lot of industries expect to create more business opportunities with the increasing consuming capacity of the citizens. Nevertheless, how to become the optimal choice in the competition among numerous cosmetic stores is a critical issue for cosmetics businesses. The evaluation criteria for Brand Equity should be considered the problems among various layers. This study reviewed the literature on Brand Equity, and the evaluation criteria are divided into five dimensions, with 20 indicators, by Fuzzy Hierarchy Analysis for the questionnaire design. Furthermore, consumers of cosmetic chain stores are selected as the subjects for the questionnaire survey, which is a preceded data analysis with ELECTRE Method for preference ranking of cosmetic chain stores. After the analysis with FAHP, consumers' emphases on Brand Equity of cosmetic stores orderly show Product, Service Quality, Sales Strategy, The Professional Personnel's Ability, and Corporate Image. The analyses results with ELECTRE Method present the ranking sequence of THE BODY SHOP, SKIN FOOD, ETUDE HOUSE, CANDY SHOP, and THE FACE SHOP.

並列關鍵字

FAHP ； ELECTRE ； Cosmetic Chain Stores ； Brand Equity

參考文獻

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