通路的轉換策略:可切割及可移轉的品牌權益

CHANNEL’S PRODUCT SWITCHING STRATEGY -FRAGMENTED AND SHIFTABLE BRAND EQUITY

黃惠珍(Hui- Chen Huang)

指導教授 ： 林泉源

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

品牌是一個名稱或是符號的綜合，用來辨識廠商的產品或服務，進而辨識其價值的差異化。品牌權益則是品牌的核心價值。本研究針對一個連鎖餐飲通路M公司的個案，在30間門市對20位營業員、30位消費者與10位產品的通路經理人，進行深度訪談，並採取紮根理論進行質性分析，來探索其烈酒品牌的下架與轉換過程。研究發現，在未進入消費場所之前，刻板印象的品牌權益，的確會主導消費者的選擇判斷，但是實際處身於消費場所時，在都會鄉村構面、幫會朋友構面、奢侈節儉構面與忠誠嘗鮮構面上，消費者對於原喜好品牌產品的缺貨反應差異很大。換言之，因不同地區門市不同消費族群組合的消費習性不同，原有產品品牌權益的強度也不相同，呈現出可切割性。然後隨著消費者不同的品牌忠誠度，進行經濟性、好奇性與互動性的誘因，可以將原有的品牌權益有效地移轉到新上架產品的品牌權益。本研究發現的管理意涵，同時看到、聽到、與體驗到的商品化技術，實務上對於通路商的產品品牌轉換策略，有所助益。此外，對於製造商的產品品牌與通路策略，需著重在價值導向的產品力、通路選擇的銷售力與事件導向的品牌力，也有重要的啟發。在學術理論上，則對於品牌權益的本質與相關的行銷策略，有了進一步的探討與闡釋。

關鍵字

品牌權益:消費者忠誠度 ； 產品品牌 ； 轉換策略

並列摘要

Brand is a synthesis of product name and signal, by which we can identify the value difference of products or services provided by different firms. Actually, brand equity is the core value of a brand. The case study focus on C company which is a chain store of restaurant and recreation. Twenty first line servants 35 consumers in 30 stores and 10 product managers were interviewed and recorded. The data were coded and made sense by grounded theory to interpret the delisting and switching process of some famous whisky brands. Before entering a consuming context, the stereotype of brand equity did influence the consumer choice of whisky brand. During a real consuming context, on city to country construct, tight to loose familiarity construct, luxury to frugal construct and loyal to disloyal construct, we find that consumer presented different responses to the same out of stock situation. In other words, under different location or context, the brand equity of delisting whiskies presented fragmented strength. Afterward, the economic, fresh and interactive incentives can effective switch the brand equity to new listing whiskies. The managerial implication of this case study can apply directly to the brand switching strategy of other channels or retailers. In additional, it facilitates product brands providers to manager their brands equity and channel strategies by valuable product power, selective channel selling power and event orientating brand power. Theoretically, the study interprets extended nature of brand equities and relative marketing strategies.

並列關鍵字

brand equity ； consumer loyalty ； product brand ； switching strategy

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