本研究主要探討消費者與廠商品牌知覺之差異,結合深度訪談,與圖 片選取,抽取消費者與廠商品牌形象認知,並比較兩者差異。本研究對象以歐都納股份有限公司為例,包括參與品牌形象塑造的各層級人員,以及主要客群和非主要客群。 研究結果發現高階管理者之品牌形象認知,最接近於公司創立時的願 景,惟參與品牌形象塑造時,容易受自我的強化,而產生觀念上的慣性,但可透由與執行單位經常性的溝通,以調整自我的僵固性。行銷主管則因職位階級較接近市場,而對市場環境的變化較為敏感,也較容易產生新的構思,想法會較偏市場層面。歐都納藉由聘僱相關產業,具行銷經驗者,以協助塑造品牌形象,故存在行銷部門與銷售人員間的缺口相對小。銷售人員較遠離決策核心,其品牌形象認知除受企業內部教育訓練的影響外,因與消費者互動頻繁,容易產生自我主觀之知覺,同時為企業傳達與進行品牌權益追蹤之依據。消費者受自身經驗所影響,故於使用情境認定偏向挑戰性的環境,與董事長欲塑造「有點困難,又不會太具挑戰」之品牌形象不盡相同,年輕客群(非主要客群)的購買動機亦非董事長預測,作為禮品贈送與長輩,多數年輕族群購買動機為個人需求引發,且發現消費者鮮少察覺歐都納經營公益活動,然而,門市人員與消費者心中的品牌形象差距甚小,差異為品牌個性不同。
The thesis aims to find out the gap of brand image between consumers and corporation. With choosing pictures, we elicit brand images of consumers and corporation by using depth interview. Sample from ATUNAS Ltd. consist of staff who involved in building the brand image, the target consumers, and non-target consumers. The brand image of senior manager is similar to the vision of corporation. However, participating in building brand image, self-awareness results in the inertia of manager, which could be adjusted by communicating regularly.with executive department. Being close to the market, marketing director should be sensitive to the change of environment, also having innovative ideas inclined to the trend of market. By employing staff who have marketing experience in relative industry, ATUNAS reduces effectively the gap between marketing department and sales force. Moreover, although far from the core of decision making, sellers have subjective percetion of brand image, which is affected by the training of corporation and interaction with consumers. Consumers think usage imagery as challengeable environment that differs from the image of president. In addition, inconsistent to the anticipation of president, young consumers (non-target consumers) buy production driven by their need, not by the purpose of giving presents. On the other hand, consumers rarely pay attention to activity for public welfare, and have different brand personality from sellers.