品牌策略、品牌知名度、品牌體驗與品牌績效之研究－智慧型手機產業實證

A relational Survey on Brand Strategy, Brand Popularity, Brand Experience, and Brand Performance - An Empirical Investigation of the Smartphone Industry

李佳穎(Chia-Ying Lee)

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

現在的科技日新月異，企業所使用的行銷手法，與過去差異甚遠，越來越多人使用智慧型手機，消費者所追求的不僅僅是有形的產品，無形的體驗更是能滿足消費者的感受，因此，企業期望品牌知名度可以提升，亦可將品牌注入消費者的心中，並運用健全的策略與消費者達到長期的連結，最終將反映於企業的品牌績效。
　　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。以大台北地區智慧型手機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策略、品牌知名度、品牌體驗、與品牌績效之關連性。
　　研究發現：品牌策略對品牌體驗，品牌體驗對品牌知名度，品牌體驗對品牌績效，以及品牌知名度對品牌績效皆有顯著的正向影響，而品牌策略對品牌知名度無顯著影響。本研究以智慧型手機產業之消費者為實證對象，探討各變數之關係，並研擬以行銷策略提供業界作為參考依據，期能對其行銷策略之制定有所貢獻。

關鍵字

品牌策略 ； 品牌知名度 ； 品牌體驗 ； 品牌績效

並列摘要

Today's high-tech are out-dated tomorrow and Companies use marketing tactics are different. More and more people use smart phones and the consumers are not only seeking physical products, but also the intangible product is to meet the consumer's experience. Therefore, companies expect customers can remember their brand forever, and use strategy to build long-term connection with consumers, and reflect brand performance.
　　This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in Taipei City, probe into the value the Smartphone Industry this brand strategy, brand popularity and brand experience, it is close of connecting with brand equity by way of structural equation modeling. Brand Strategy, Brand Popularity, brand experience, Brand Performance.
　　The most significant findings are as following: There is a significant, positive correlation between brand strategy and brand experience. There is a significant, positive correlation between brand experience and brand popularity. There is a significant, positive correlation between brand experience and brand performance. There is a significant, positive correlation between brand popularity and brand performance. There is not a significant, positive correlation between brand strategy and brand popularity.
　　This survey takes consumer of the smartphone industry to discover different variables of relationship. The survey is expected to make contributions to provide marketing and manage smart phone brands.

並列關鍵字

Brand Strategy ； Brand Popularity ； Brand Experience ； Brand Performance

參考文獻

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[2]Aaker, D. A., Building Strong Brand, NY: The Free Press, 1996.

[3]Aaker, D. A., Measuring Brand Equity across Products and Markets, California Management Review, Vol.38(3), 1996, pp.102-120.

[4]Aaker & Joachimsthale, The brand relationship spectrum: The key to the brand architecture challenge, California Management Review, Berkeley, Summer, 2000.

[5]Anderson, JC. and Gerbing, DW（1988）, “Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin, Vol. 103, pp.411-423.