隨著全球化的發展,越來越多的國家進入開發中的階段,其中新興市場的崛起,可以由高盛公司(Goldman Sachs)的研究報告中所提出的金磚四國(BRICs:巴西、俄羅斯、印度和中國),以及後續研究發表的新鑽十一國(Next-11:巴基斯坦、埃及、印度尼西亞、伊朗、南韓、菲律賓、墨西哥、孟加拉國、奈及利亞、土耳其、越南)等國經濟持續發展,顯示出世界約有39.3億人口消費力正在崛起。 在全球人民生活水平日益提高,購買力不斷增強的情況下,持續拉動生活消費用品市場規模的擴大,為生活消費用品產業的市場規模提供了一個巨大的發展可能性。 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,發展一行銷品牌關係的理論架構,以台北市地區居民做為研究對象,透過問卷調查法,並以LISREL線性結構模式探討精品產業,品牌策略與顧客滿意度、顧客忠誠度之關係;顧客滿意度、顧客忠誠度對品牌績效所產生之影響。 研究發現:品牌策略對顧客滿意度、品牌策略對顧客忠誠度皆具有正向影響;顧客滿意度對顧客忠誠度、顧客忠誠度對品牌績效皆有正向影響;而顧客滿意度對於品牌績效的影響則不顯著。本研究以生活消費用品業為實證對象,探討各變數之關係,並研擬行銷策略提供業界做為參考,期能對品牌策的擬定和在企業的品牌績效有所貢獻。
Along with the economic globalization, brand has much influence power than before, and also the main reason that the Personal Products Industry creates a stable earning and profit. The special brand image not only has the higher price ability and the customer loyalty, but also can use the brand strategy to make stronger market, and reduce risk of entire new market. On the basis of the analytical framework and the developed operational model via LISREL, the data which collected from questionnaires survey in the Taipei City to carry out the empirical test. Main empirical findings are summarized as follows: 1. Brand strategy is significant influence on customer satisfaction and customer loyalty. 2. Customer satisfaction is significant influence on customer loyalty. 3. Customer loyalty is significant influence on brand performance. 4. Customer satisfaction is not significant influence on brand performance. In conclusion, this research is expected to provide some suggestions to Personal Products Industry for improving brand strategy to get brand performance.