- 學位論文
比較分析消費者在品牌聯盟與品牌購併之品牌權益差異-以消費性電子產品為例
Comparative Analysis of Brand Equity between Brand Alliance and Brand Merge - An example of consumer electronic product
摘要
台灣低成本競爭優勢不再，代工生產為主的台灣高科技廠商是必面臨策略轉型，創新研發亦或品牌建立；其中，尤以「品牌」為多數廠商的規劃重心。但建構品牌並非輕而易舉，企業可投入大量行銷資源打造品牌，亦能採取品牌聯盟或品牌購併等合作模式來創造品牌價值。不過，藉由外部力量建立而品牌或強化品牌價值是否真能產生預期效益呢？而品牌又與消費者息息相關，企業往往期望提升消費者之品牌認知。故本研究探討當企業採取品牌聯盟與品牌購併時，對消費者的品牌權益是否會造成差異；此外，進一步探討，不同的消費者特性下的影響性。 本研究以層級分析法(Analytical Hierarchy Process；AHP)分析不同合作模式下之品牌權益構面；再探討各個品牌權益構面下，其準則的重要性程度。最後，亦透過層級分析法衡量品牌聯盟與品牌購併之方案選擇。研究對象以18~34歲，具有購買消費性電子產品能力的一般消費大眾為主。 研究結果顯示，當企業期望提升消費者之品牌知名度或品牌聯想，可以透過品牌聯盟的方式；若企業期望增加消費者之品牌忠誠度或知覺品質，建議應以品牌購併的方式較佳。此外，企業透過品牌聯盟能使消費者在購買過程中產生「提高忠誠度/滿意度」、「製造品牌個性」、「達到組織聯想」與「知覺品質」的效果；若企業以品牌購併策略，則產生「增加價格溢價」、「提升品牌價值」與「強化領導品牌/人氣」。在聯盟與併購方案選擇中，消費者認為企業採取品牌聯盟之最佳方案為「聲譽導向」，即品牌聯盟可以強化產品品質的保障，並提升消費者購買意願；而企業採取品牌購併之最佳方案則為「單一強大的品牌」，因為此方案不需重建品牌形象、知名度…等，容易被消費者所接受。
並列摘要
Taiwan is no longer to have low-cost advantages, the high-tech companies in Taiwan always play an OEM role. That is why companies must have to transform strategy, such as innovative R & D or brand building; particular “brand” are most manufacturers' planning focus. But to construct a brand is not easy to accomplish, companies not only can put a lot of marketing resources building the brand, but also can create brand value by brand alliance or brand merge. However, whether it can create the benefit by external forces to establish the brand or strengthen the brand value？ And brand is closely related with consumers, companies are expected to enhance the brand awareness of consumers. Consequently, this study will compare the brand equity between brand alliance and brand merge. In addition, this study investigating the influence under the different consumer characteristics. This study analyzes the different cooperation modes under the brand equity dimensions by Analytical Hierarchy Process (AHP). Furthermore, analyzes the criteria importance under the various brand equity dimensions. Finally, analyzes the program choices of the brand alliance and brand merge. This research utilized questionnaires of consumers, who are 18 to 34 years old with ability to buy consumer electronics product. The research shows that brand alliances can help companies to enhance consumer’s brand awareness or brand association; brand merge can help companies to increase consumer’s brand loyalty or perceived quality. In addition, companies adopt brand alliance, which make consumption process of consumers to “increase loyalty / customer satisfaction”, “create brand personality”, “achieve organization association and perceived quality” effect; if companies take the brand merge strategy, it will “raise price premium”, “increase value” and “strengthen leadership”. Consumers think the best solution of the brand alliance is the “Reputation-Oriented”. It’s mean the brand alliance can increase the quality insurance and purchase intention. Additionally, the best solution of the brand merge is “Backing the Stronger Horse“. Because this program do not have to rebuild the brand image or awareness, easily accepted by consumers.