品牌策略、品牌權益、顧客信任與品牌績效之研究—保健食品產業實證

A Study on Brand Strategy, Brand Equity,Customer Trust and Brand Performance –An Empirical Investigation of the Health Food Industry

陳冠樺(Kuan-Hua 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(2008年)

摘要

近年來，隨著國民所得提高，人口的高齡化，以及民眾對養生保健的重視，促使保健食品市場有著巨幅的成長，保健食品產業成為目前熱門的產業之一。然而，各種訴求機能性功效的保健食品快速興起，產品琳瑯滿目，消費者在購買保健食品時，將會面臨無法確認產品效果及食用安全的高度不確定性與風險。為了有效地減低消費者對產品的不確定，企業積極透過不同的品牌策略來經營品牌，輔以各種行銷策略以獲取消費者的信任，使之成為忠誠顧客，進而創造實質利潤，以提升整體品牌績效。
本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一品牌與顧客信任的理論架構。以台灣地區保健食品產業之消費者為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業中品牌策略、品牌權益、顧客信任與品牌績效之關連性。
研究發現：品牌策略對品牌權益和顧客信任、顧客信任對品牌權益，以及顧客信任對品牌績效皆有顯著的正向影響，而品牌權益對品牌績效無顯著影響。本研究以保健食品產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，期能對其品牌策略之制定有所貢獻。

關鍵字

品牌策略 ； 品牌權益 ； 顧客信任 ； 品牌績效

並列摘要

Recently, the health food market grows strongly because of the increase in GDP, aging population, and people’s awareness on the health. Health food industry becomes one of the popular industries in the world. However, the health food market grows up too fast, and its products are more and more diversified. Therefore, consumers will face high uncertainty and risk of the effect of the products and edible safety while buying the health food. Hence, Enterprises manage the brand through different brand strategies and marketing strategies actively in order to reduce uncertainty of consumers and obtain trust of consumers. As consumers become loyal customers, they can create profits for company and thus raise the brand performance.
This research integrated with academic books and with related references has developed a brand and customer trust relationship and theory framework. The data collected from questionnaire investigation method in Taipei, probe into industry this brand strategy, brand equity, and customer trust is it close of connecting with brand performance by way of LISREL linear structure.
The most significant findings are:
1.There is a significant, positive correlation between Brand Strategy and Brand Equity.
2.There is a significant, positive correlation between Brand Strategy and Customer Trust.
3.There is a significant, positive correlation between Customer Trust and Brand Equity.
4.There isn’t a significant, positive correlation between Brand Equity and Brand Performance.
5.There is a significant, positive correlation between Customer Trust and Brand Performance.
The survey takes consumer of health food industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing health food brands.

並列關鍵字

brand strategy ； brand equity ； customer trust ； brand performance

參考文獻

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