台灣在2001年11月1日起開始實行金融控股公司法,正式宣告台灣進入金控時代;然而2008年的金融海嘯重創了台灣的金融市場,根據金管會銀行局統計,同年8月至10月間,國內各大公股行庫存款都呈現大幅增加,民眾將資產存放國營行庫以規避風險;顯示對於金融機構的信心不足、對金融公司的信用感到不安,因此如何打造良好的品牌贏得顧客再一次的信賴,顯得非常重要。 本研究經由相關文獻探討,整合過去學者著作,以品牌策略的建立探討品牌權益的理論架構,以台北市及新北市金融控股公司之消費者為研究對象,透過問卷調查法,並以線性結構模式探討該產業中品牌策略、品牌熟悉度、顧客心智集合與品牌權益之關連性。 研究發現:品牌策略對品牌熟悉度與顧客心智集合有顯著關係,品牌熟悉度與顧客心智集合對品牌權益有顯著關係。而過去的研究鮮少於運用客心智集合的概念,由研究可知品牌熟悉度與顧客心智集合為關鍵中介。這些統計數據顯示當金控業實行品牌策略,顧客心智集合是企業未來行銷的重要手段之一,目的是在使品牌不再只是一個符號,而是成為企業靈魂的詮釋,讓品牌住進消費者的心裡。
In November 1,2001 Taiwan implementation of the Financial Holding Company Act, the formal declaration of Taiwan's financial industry into a financial holding times. The 2008 financial crisis hit the financial markets in Taiwan, according to the FSC Banking Bureau during 2008 August to 10 month, domestic major public sector banks deposit showing a substantial increase. People will be assets stored state-owned public sector bank to avoid risks. Because they haven’t confidence in financial institutions and financial credit uneasy. Therefore, how to build a good brand to win once again the trust of the customer is very important. This research integrated with academic books and with related references has developed a research of brand strategy to establish explore the theoretical framework of brand equity .The data, collected from the consumers in Taipei and new Taipei city by the questionnaire investigation method, explore brand strategy, brand familiarity, customer mindset connected with the brand equity by the way of AMOS. Main empirical findings are summarized as fllows: 1.Brand strategies has significant influence on brand familiarity 2.Brand strategies has significant influence on customer mindset 3.Brand familiarity has significant influence on brand equity 4.Customer mindset has significant influence on brand equity These statistics show the importance of brand strategy. Enhance brand familiarity and strengthen the customer mindset is the activation of the soul of the brand to create brand equity, an important means.