品牌策略、品牌延伸、品牌判斷、 品牌知名度與品牌權益之研究 -健康醫療產業實證

A Study on brand strategy, brand extension, brand judgment, brand awareness and brand equity – An Empirical Investigation of the Healthcare Industry

洪曉琪(Shiau-Chi Hung)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2012年)

摘要

近十幾年來，台灣環境的改變以及全球市場日趨競爭，不論國內外的各行各業紛紛對打造品牌進行一連串的行銷策略與經營管理，和我們息息相關的醫療產業卻遲遲沒有對品牌有相關概念的明顯意識，然而，在健康醫療產業方面，消費者有別於其他產品服務，對於自身健康格外的謹慎小心，因此，更加需要打造一組強勢的健康醫療品牌權益，來使消費者對其增加忠誠度和品牌印象。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一理論架構。以大台北地區健康醫療產業之消費者為研究對象，透過問卷調查法，並以結構方程式模型探討該產業中品牌延伸、品牌策略、品牌判斷、品牌知名度與品牌權益之關連性。
本研究發現：品牌延伸對品牌判斷、品牌策略及品牌知名度以及品牌策略、品牌判斷及品牌知名度對品牌權益皆有顯著之正向影響，但是，品牌策略對品牌判斷和品牌知名度未有顯著之正向影響。本研究以健康醫療產業消費者為實證對象，研擬行銷策略提供業界做為參考，期能對其行銷策略之制定有所貢獻。

關鍵字

品牌策略 ； 品牌延伸 ； 品牌判斷 ； 品牌知名度 ； 品牌權益

並列摘要

Over the last decade, changes in the environment in Taiwan and global markets become increasingly competitive, regardless of all walks of life at home and abroad have a series of marketing strategies and management to build the brand, and we are closely related to the health care industry have been slow to brands related conceptsapparent consciousness, however, in the health care industry, consumers are different from those of other products and services for their own health, particularly careful, therefore, more needs to build a strong health care brand equity, so that consumers increaseloyalty and brand image.
In this study, through literature review, the integration of past scholars writings and research to develop a theoretical framework. Consumers of the health care industry in the greater Taipei area, through the questionnaire and structural equation modeling to explore the industry in brand strategy, brand extension, brand judgments, brand awareness and brand equity related.
This study found that: brand extension on brand judgments,brand extension on brand strategy, brand extension on brand awareness, brand strategy, brand judgment and brand awareness, both a significant positive impact on brand equity.But ,brand strategy on brand judgments and brand awareness both a not significant positive impact.The survey takes consumer of the value healthcare industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.

並列關鍵字

brand strategy ； brand extension ； brand judgment ； brand awareness ； brand equity

參考文獻

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