品牌策略、通路策略、促銷策略對通路績效之研究－筆記型電腦產業實證

A Study on Brand Strategy, Channel Strategy, Promotion Strategy and Channel Performance – An Empirical Investigation of the Notebook Computer Industry

陳怡任(Yi-Jen Chen)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2007年)

https://doi.org/10.6841/NTUT.2007.00233

摘要

近年來，台灣企業行銷策略發生重大的變革，過去依賴價格之策略已非現今刺激消費唯一法門，適當的產品品牌策略和行銷組合才能使產品更為貼近消費者的需求，這將是企業戰勝的關鍵。因此製造商須藉由設定適當的品牌策略及評估該透過何種通路型態並搭配適當的通路策略進入市場，創造一個讓企業獲利並能夠符合市場需求，而經銷商應發揮競爭優勢來協助製造商達到更高的銷售水準，並提昇通路績效。
筆記型電腦產業為目前全球熱門產業之ㄧ，未來筆記型電腦與數位影音功能與無線網路結合，造就人們更加豐富、多元化及趣味性的內容，在筆記型電腦發展如此迅速、經爭激烈下，製造商為求高獲利率，更應並肩與通路商協力合作，以使品牌策略和行銷組合功能能有所發揮，創造高品牌績效。
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，發展品牌策略與行銷組合的理論架構，以台灣地區筆記型電腦產業的消費者為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業品牌策略透過不同的通路策略與促銷策略，對品牌績效所產生之影響。
研究發現：品牌策略對通路策略與促銷策略皆有正向影響；通路策略對促銷策略有正向關係，而通路策略對通路績效之直接影響不顯著；促銷策略對通路績效有正向影響。
本研究以筆記型電腦通路商為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對品牌策略及通路策略的擬定有所貢獻。

關鍵字

品牌策略 ； 通路策略 ； 促銷策略 ； 通路績效

並列摘要

Recently, marketing strategies have developed greatly. The corporations depended on the price strategy in the past which is not the only way to get more consumers now. Appropriate marketing channel which makes consumers realize production service easier is a key factor of successful business. So manufacturer must by setting appropriate brand strategy and evaluating with what type of channel to entry the market and matching the proper channel strategy to improve the performance of channel.
Notebook is the most popular industry in the world. In the future, the notebook is going to be combined with the function of digital audio and image ,and wimax that enhances people to own richer, various and interesting contents. Under the fast growing in notebook market and intensely competition, to gain higher benefit, manufacturers and distributors should cooperate together in order to develop brand strategy and marketing mix so as to create the brand with high performance.
To Sum up, this research is expected to provide some suggestions for improving relation between brand and channel. Notebook of Taiwan is regarded as the research object. With the investigation method of the questionnaires and LISREL, we want to know the channel performance under different brand strategy by passing different channel strategy and brand equity.
Main empirical findings are summarized as follows：
1.Brand strategy have effect on channel strategy and promotion strategy.
2.Channel strategy have effect on Promotion strategy.
3.Promotion strategy have effect on channel performance.

To Sum up, this research is expected to provide some suggestions to Notebook industry for improving brand strategy and channel strategy.

並列關鍵字

brand strategy ； channel strategy ； promotion strategy ； channel performance

參考文獻

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