香水業的美學應用-台灣市場案例研究

Application of Aesthetics In Perfume Industry - Taiwan Market

阮泰專(Thai-Chuyen Nguyen)

指導教授 ： 林瓊菱

中原大學/商學院/國際商學碩士學位學程/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00108

摘要

對於每一家企業,美學起著很重要的作用.它可以使產品差異化來獲得競爭優勢. 但如果要達到顧客滿意, 企業還需要建立品牌資產與品牌忠誠.這就是Bvlgari與Chanel已在全球舉行, 尤其是在台灣. 從收集140台灣人的問卷答案, 研究者已收到很多重要的結果可以贊成figure 1. 每個品牌都有自己的方法傳送美學給顧客.根據比較高的再買百分率, Chanel成功的介紹當代女性描繪為年輕女孩.在研究中還有一些限制像薪水問題.

關鍵字

美學 ； 品牌資產 ； 品牌忠誠 ； 顧客滿意

並列摘要

Aesthetics plays a very important role for a company to make product differentiation to gain competitive advantages. But to reach customer satisfaction, company still need to build their brand loyalty and brand equity. That’s what Bvlgari and Chanel have done in worldwide, especially In Taiwan. After asking more than 140 Taiwanese participants to fill in the survey, there are many findings that approve the relationship between aesthetics, brand equity and brand loyalty with customer satisfaction. Each of brands has their own way to deliver aesthetics which concentrates on certain consumer categories. With higher percentage of repurchasing, Chanel successfully introduces the contemporary female depiction for young ladies to believe that they can reach the ideal state as the endorser in the photos. There are still some limitations of high income participants in this research.

並列關鍵字

Aesthetics ； Brand Equity ； Brand Loyalty ； Customer Satisfaction

參考文獻

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