品牌策略、品牌權益、通路策略與通路績效之研究－筆記型電腦產業實證

A Study on Brand Strategy, Brand Equity, Channel Strategy and Channel Performance – An Empirical Investigation of the Laptop Industry

廖浚宇(Jun-Yu Liao)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

摘要

全球NB市場在筆記型電腦與桌上型電腦的價差縮小下，造成筆記型電腦對桌上型電腦的替代效應仍持續發酵，加上NB品牌廠商持續推出低價產品，因此在NB的攜帶便利性較高、兩者的硬體差距縮小之下，將使得原有不在此通路體系的業者也開始擴大筆記型電腦的商品種類。此通路系統包括：配銷商、批發商、經銷商、連鎖通路商、零售商...等，以最具效率的方式，將其產品與服務傳達至目標消費者手中。隨著資訊科技的發展，消費者的消費型態改變，產品的互相競爭，行銷通路的選擇相當重要。企業面臨諸多的壓力及競爭相對的會更注重自我本身的利益，供應商與通路商之間策略的制定將會影響到未來績效的表現。
本研究將經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌與行銷通路的理論架構，以台灣北部地區筆記型電腦業行銷通路之經銷商為研究對象，透過問卷調查法，並以線性結構模式探討該產業之品牌策略下，供應商與經銷商間之品牌權益以及通路策略對通路績效所產生之影響。
研究發現：品牌策略對品牌權益有顯著關係；品牌策略對通路策略有顯著關係；而品牌權益對通路策略的關係未有顯著關係；品牌權益對通路績效的關係有顯著關係；通路策略對通路績效有顯著關係。本研究以筆記型電腦產業通路商為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對通路成員關係之促進有所貢獻。

關鍵字

品牌策略 ； 品牌權益 ； 通路策略 ； 通路績效

並列摘要

Global NB market in notebook and desktop computers spread narrowing, the cause of the desktop computers laptop replacement effects are still up, with NB brand companies continue to low-priced products, and therefore facilitate the carrying NB higher, narrowing the gap between the two under the hardware will make the original pathway system, not in this industry have begun to expand the types of goods notebook. The channel system includes: distributors, wholesalers, distributors, chain stores, retailers ... so the most efficient way to convey their products and services to target consumers. With the development of information technology, consumer spending patterns change, competing products, marketing channels of choice is important. Enterprises face many pressures and competition will be more emphasis on relative self-interests of their own, suppliers and distributors to develop between the strategies will affect the performance of future performance.
In this study, related literature, integrating the past academic work and related research, brand and marketing channels to develop a theoretical framework to northern Taiwan notebook industry marketing channel distributor for the study, through a questionnaire, and to linear structural model of the brand strategy of the industry, suppliers and distributors, and channel between the brand equity strategy channel performance and the impact.

The most significant findings are:
1. There is a significant, positive correlation between Brand Strategy and Brand Equity.
2. There is a significant, positive correlation between Brand Strategy and Channel Strategy.
3. There is a significant, negative correlation between Brand Equity and Channel Strategy.
4. There is a significant, positive correlation between Brand Equity and Channel Performance.
5. There is a significant, positive correlation between Channel Strategy and Channel Performance.
In this study, an empirical investigation of the laptop Industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy.

並列關鍵字

brand strategy ； brand equity ； channel strategy ； channel performance

參考文獻

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