以層級貝氏聯合分析模型探討汽車產業品牌權益

過去雖已有許多針對品牌權益之探討研究，但針對行銷策略之實證研究並不多，以Aaker與Keller為例，雖以消費者基礎透過知覺品質來衡量品牌權益，但得到之品牌權益在行銷策略之研擬上，卻並沒有太大幫助，而世界各大機構如Interbrand、BDDO等，其所估算之品牌價值多以財務面估算，缺乏行銷面向也無幫助擬定行銷策略之價值，兼且有專家意見過多之問題，對於多數企業來說，並非理想的評價模式因此。本研究以層級貝氏聯合分析方式進行品牌權益之計算，並配合理想點及知覺品質之調查結果進行解釋，以利廠商釐清本身與競爭對手之差異及改進方向。　　聯合分析法是一種衡量產品屬性間的抵換關係之方法，透過將品牌與價格納入考量屬性中，可以透過聯合分析之回歸結果，得到品牌間轉換之知覺價值差異，而透過層級貝氏模型之兩階段後驗修正，可以得到更準確的不同市場區隔下，區隔內之整群消費者的偏好結構，進而進行更具有針對性的行銷策略。　　基於以上，本研究擬以層級貝氏聯合分析模式，針對汽車市場的消費者為研究對象，達成以下研究目的： 1. 利用聯合分析法結合品牌聯想等面向，發展出容易執行、具有行銷策略意義的品牌鑑價模式； 2. 以台灣汽車產業為例，進行實證分析，並以該結果進行品牌行銷之建議與規劃。

關鍵字

品牌權益；聯合分析；層級貝氏；市場區隔；汽車產業

並列摘要

Since 1980s, plenty of research about brand equity had been pronounced, but rare of them is focus on marketing strategy. Take Aaker and Keller as an example, even though they measure consumer-based brand equity through perceived quality, but the results are not really helpful for developing marketing strategies. Some agency like Interbrand and BDDO, most of their measuring are based on finance dimensions, not only lacking of marketing dimensions but also with too many expert advice. Hence this research measuring brand equity by hierarchical bayes conjoint analysis and combining with ideal-point and perceived quality to explain the result for giving interprise assistance to clarify the differential point with competitor and improvement. 　　Conjoint analysis is a method to measuring the trade off relationship between product attributes. By considering brand and price as attributes, we can figure out the difference of perceived quality between brands. Besides, by using hierarchical bayes model to excut two stage posterier revise, more accurate preference structure under difference market segmentation. Through this preference structure, more targeted marketing strategies can be developed. 　　Based on the above, this research intended to focus on automobiles industry and use hierarchical bayes conjoint analysis to achieve these purpose: 1. Using conjoint analysis with other dimensions to develop a brand equity measuring method which is easy to excute and meaningful in marketing； 2. Using Automobiles Industry as an Example for empirical analysis, and provide suggestion and planning for brand marketing through the result.

並列關鍵字

Brand Equity ； Conjoint Analysis ； Hierarchical Bayes ； Market Segmentation ； Automobiles Industry

參考文獻

[1] 任立中、林婷鈴、陳靜怡、李吉仁，「高科技產業產品價值創造與行銷價值專屬化之最適資源配置」，中山管理評論，第十四卷第一期，民國95 年，11-42 頁。

[2] 任立中、陳靜怡，「顧客價值遷移路徑分析：馬可夫鏈模型」，台大管理論叢，第十七卷第二期，民國96 年，133-158頁。

[3] 林婷鈴、陳靜怡、任立中，「解析自有品牌策略與績效關係的迷思：層級貝氏迴歸模式之運用」，台大管理論叢，第十八卷第一期，民國96 年，117-149 頁。

[2] Aaker,D. (1996), “Measuring brand equity across products and markets”, California Management Review, 38(3) Spring

[3] Aaker, David A. (1992), “The Value of Brand Equity”, Journal of Business Strategy, 13(4), Jul/Aug 1992, pp.27-32

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以層級貝氏聯合分析模型探討汽車產業品牌權益

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