品牌策略、品牌形象、顧客忠誠度與品牌績效之研究-手機產業實證

A Study on Brand Strategy, Brand Image, Customer Loyalty and Brand Performance –An Empirical Investigation of the Mobile Phone Industry

石意榕(Yi-Rong Shih)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

摘要

自1996年到1998年間行動電話電信業務開放民營以來，使用手機人數大幅成長，目前手機在台灣是屬於普及率與汰換率頗高的科技通訊產品，換手機的需求不斷增加，因此，公司除了需具備能滿足消費者朝向更個人化與多樣化需求的手機產品設計能力外，更應具備好的品牌策略，使消費者對於品牌形象的印象良好，也應了解哪些因素會影響消費者的忠誠度，進而增加企業的品牌績效，擴大手機產品的市場佔有率。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌策略、品牌形象、顧客忠誠度與品牌績效的理論架構。以台灣地區手機業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、品牌形象、顧客忠誠度與品牌績效之關連性。
研究發現：品牌策略對品牌形象，品牌形象對顧客忠誠度，品牌形象對品牌績效，以及顧客忠誠度對品牌績效皆有顯著的正向影響，而品牌策略對顧客忠誠度無顯著影響。本研究以手機業消費者為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對其經營品牌與品牌策略之制定有所貢獻。

關鍵字

品牌策略 ； 品牌形象 ； 顧客忠誠度 ； 品牌績效

並列摘要

Since telecommunications privatization in the 1990s, mobile phone users have increased greatly. Nowadays, mobile phones become popular and highly-eleminated technology products so the needs for changing mobile phones have risen significantly. Therefore, enterprises should not only possess the diverse design for customer-oriented mobile phones but also make good use of brand strategies to build better brand images of enterprises impressing customers. As a result, enterprises have to also understand how the factors of brand strategy or brand image may influence cutomers loyalty and then elevate brand performance to expand market share for mobile phones.
This research integrated with academic writings and with related references has developed a brand strategy, brand image, customer customer loyalty and brand performance theory framework. The survey takes the consumers of mobile industry in Taiwan. The data, collected by a questionnaire investigation method in Taipei, probe into how the brand strategy, brand image, customer loyalty, and brand performance connect with one another in the industry of mobile phone by a way of AMOS linear structure.
The most significant findings are:
1.There is a significant, positive correlation between Brand Strategy and Brand Image.
2.There isn’t a significant, positive correlation between Brand Strategy and Customer Loyalty.
3.There is a significant, positive correlation between Brand Image and Customer Loyalty.
4.There is a significant, positive correlation between Brand Image and Brand Performance.
5.There is a significant, positive correlation between Customer Loyalty and Brand Performance.
The survey takes the consumers of mobile phone industry to discover the relationships among different variables. The findings are to provide enterprises with marketing strategies and mobile phone brand mangagement.

並列關鍵字

Brand Strategy ； Brand Image ； Customer Loyalty ； Brand Performance

參考文獻

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