品牌策略、通路策略、競爭策略與品牌績效關係之研究－精品產業實證

A Study on Brand Strategy, Channel Strategy , Competitive Strategy and Brand Performance – An Empirical Investigation of the Luxury-goods Industry

宋雲登(Yun-Teng Sung)

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.2007.00261

摘要

隨著經濟全球化，品牌已比過去任何歷史時點更具有影響力，也是精品業創造穩定營收與獲利的主要原因。獨特的品牌形象不僅可享有較高的定價能力與顧客忠誠度，並可運用品牌策略來穩固市場，降低進入新市場的風險。　　
　　過去冗長之通路結構近年亦已慢慢精簡縮短，除此之外行銷市場受到配銷市場蓬勃發展的影響，通路結構中並非如同從前完全由製造商為主導角色，製造商與經銷商間也不再是競爭對手關係，而是以夥伴關係相處，而消費者的意識抬頭，現今是以顧客為主的市場，我們怎樣才能留住顧客的心，是專業經理人所關切的課題。因此廠商須透過品牌策略，擬定良好的通路策略與完善的競爭策略提升整體品牌績效達到獲利的目標。
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，發展一行銷通路關係的理論架構，以大台北地區居民每月可支配所得為45000元以上市場為研究對象，透過問卷調查法，並以LISREL線性結構模式探討精品產業，品牌策略與通路策略、競爭策略之關係；通路策略與競爭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，競爭策略對品牌績效皆具有正向影響；通路策略對競爭策略、品牌績效皆有正向影響；而品牌策略對於競爭策略的影響則不顯著。本研究以精品產業為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對品牌策略及通路策略的擬定及在市場上的競爭有所貢獻。

關鍵字

品牌策略 ； 通路策略 ； 競爭策略 ； 品牌績效

並列摘要

Along with the economic globalization, brand has much influence power than before, and also the main reason that the luxury-goods industry creates a stable earning and profit.The special brand image not onlyhas 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.
In addition, the present market is dominated by distribution factors greatly, i.e., manufacturers are not main characters. The manufacturers and retail have no more in competitive relationship,. They become the partner. And consumer's consciousness gained ground, nowadays is by the customer primarily market, manger should put customer in the first place and follow customer’s hear. Therefore the manufacturers must through brand strategy, make good channel strategy and perfect competitive strategy to promote the whole brand performance and reach the goal to make a profit.
On the basis of the analytical framework and the developed operational model via LISREL8.71, the data which earings are NT:45000 collected from questionnaires survey in Taipei to carry out the empirical test.

Main empirical findings are summarized as follows：
1.Channel strategy is significant influence on channel strategy.
2.Competitive strategy is significant influence on brand performance.
3.Channel strategy significant influence on competitive strategy and brand performance.
4.Brand strategy is not significant influence on competitive strategy.
In conclusion, this research is expected to provide some suggestions to luxury- goods industry for improving brand strategy and channel strategy.

並列關鍵字

brand strategy ； channel strategy ； competitive strategy ； brand performance

參考文獻

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