行銷溝通對於品牌權益與經營績效之影響：以宏達電為例

The Influences of Marketing Communication on Brand Equity and Business Performance: A Case Study

羅文傑(Wen-Chieh Lo)

指導教授 ： 朱文儀

國立臺灣大學/管理學院/商學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.10095

摘要

在過去許多文獻中指出行銷溝通對於品牌權益與經營績效有正面的影響效果，而在逐漸成熟的智慧型手機產業中，許多分析師認為宏達電過去兩年的迅速衰退與行銷不力有著密切的關係。
本研究目標為以宏達電作為探討對象，並以個案研究法和宏達電的行銷與業務經理人進行訪談，以其個人認知與個人觀點來探討根據宏達電過去台灣市場的業務經驗，瞭解行銷溝通對於品牌權益與經營績效的影響效果。
研究結果指出受訪者皆認為行銷溝通對於品牌權益與經營績效皆有正面的影響效果，但是實際上宏達電目前的品牌價值與經營績效沒有明顯的提升，本研究進一步探究其原因，受訪者認為在智慧型手機產業中影響品牌價值與經營績效的最關鍵因素乃是在於產品的良窳。

關鍵字

行銷溝通 ； 品牌權益 ； 經營績效 ； 宏達電 ； 行銷與業務經理人

並列摘要

There were a lot of literatures which indicated marketing communication had a positive impact effect for the brand equity and business performance. On the other hand, while smartphone industry is gradually mature, many analysts believe that the rapid decline of HTC over the past two years is closely related to the weak marketing abilities.
HTC, as the research objects, this thesis uses the method of case study to conduct. In this study, HTC's Sales and marketing managers who were interviewed with their personal knowledge and perspectives to discuss about Taiwan market with their business experience, understanding the Influences of marketing communication for the brand equity and business performance.
The results indicate that the marketing communication showed a positive effect of brand equity and business performance. But the fact is that HTC's brand value and business performance does not significantly improve. This study further explores its causes and the respondents believed in the smart phone industry influence brand value and business performance. However, the most critical factor they think is their products.

並列關鍵字

marketing communication ； brand equity ； business performance ； HTC ； sales and marketing managers

參考文獻

1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The free press.

2. Aaker, D. A.(1996), “Measuring Brand Equity Across Product and Markets,” California Management Review 38(3)：102-120.

3. Ataman, Berk, Harald J. van Heerde, and Carl. F. Mela (2010), "The long-term effect of marketing strategy on brand sales", Journal of Marketing Research, 47 (October), 866 - 882.

4. Belch, George E. and Michael A. Belch(1998), Advertising and Promotion: An Integrated Marketing Communications Perspective,4th ed.,NY:McGraw-Hill.

5. Blankson, C., Kalafatis, S.P., Cheng, J.M.-S. and Hadjicharalambous, C. (2008), "Impact of positioning strategies on corporate performance", Journal of Advertising Research, 48 (1)：106-122.