探討品牌活化模型之研究

過去關於品牌的研究採用結構方程模式(SEM)的相當多，然而近年對於品牌活化相關議題逐漸開始研究，因此本研究透過決策試驗與評價實驗室法(DEMATEL)來建立本研究品牌活化模型，與採用SEM進行品牌權益模型、品牌競爭力的來源模型與本研究品牌活化模型作模型比較分析，期望本研究模型適用於現代產業經營。利用紙本問卷調查方式以清雲科技大學的大學生及研究生為研究對象。藉由DEMATEL來建立本研究品牌活化模型，研究結果發現企業基礎能力是整個企業進行品牌活化的關鍵成功因素，其中管理能力為企業基礎能力的關鍵因素；在SEM結果發現，品牌權益模型與品牌競爭力的來源模型較不適用於現代人的想法，需做些模型修正，且本研究品牌活化模型與其他兩種模型整體相較之下，本研究品牌活化模型較佳。最後進行三個模型的大學生與研究生、管理學院與商學院、日四技與進四技的比較分析，研究結果發現三個模型為偏向某一類別；另外發現品牌權益模型及品牌競爭力的來源模型在比較不同類別中，都有某一類別的配適度未達到標準，只有本研究品牌活化模型在各類別的配適度均達到標準。因此可知本研究品牌活化模型不僅整體配適度較佳，也適用於不同類別之中，以符合現代消費者想法及產業經營。

關鍵字

決策試驗與評價實驗室法；結構方程模式；品牌權益模型；品牌競爭力的來源模型；品牌活化模型

並列摘要

Past researches on the brand and its related topics were a considerable number of using Structural Equation Modeling (SEM), however, gradually began to switch the subjects related to brand revitalization in recent years. This research applies the Decision Making Trial And Evaluation Laboratory (DEMATEL) to establish the new model of brand revitalization. In addition to the new brand revitalization model, brand equity model and brand competitiveness model are used for model comparison and analysis with SEM. The paper questionnaires are utilized, while undergraduate and graduate students over 800 in Ching Yun University are involved in this project. The preliminary results show that the enterprise infrastructure of the new brand revitalzation model established by DEMATEL is the critical success factor across the enterprise brand revitalization, while management capability is the key factor for enterprise infrastructure. The model comparison through SEM has found less suitable for the modern idea of the source model in both brand equity and brand competitiveness models which obviously need to do updating. In general, the new brand revitalization model has compared with the other two models, the new model is better. Another investigation, model feasibility testing for the group of undergraduate and graduate students, the group of management and business school, the group of undergraduate and the extended undergraduate students, the comparative analyses display that three models are favor by the undergraduate students and management school. Again the source model in both brand equity and brand competitiveness models does not meet the criterions, but the new brand revitalization model is qualification for all. Therefore, the new brand revitalization model generated by this study not only the overall fit is better, but also meets the modern consumers' thoughts and business manipulation.