- 學位論文
品牌形象設計對消費行為影響之研究－探討國際品牌Samsonite旅行箱在台灣市場之定位策略
A Study on the Influence of Design of Brand Image on Consumer Behavior －Discussion of Positioning Strategies of Samsonite, an International Brand for Travel Bags in Taiwan’s Market
摘要
「品牌」，是聯繫產品與消費者的承諾。它能為顧客提供產品或服務的質素保證；相對而言，好的品牌形象，能令消費者對其產生高忠誠度與信任感，進而願意成為其品牌的擁護者與追隨者。 品牌形象設計其策略形式無限多，何種的策略對何種的品牌最為合適？對消費行為能有直接的影響力？本研究嘗試為一個近百年歷史的國際性品牌旅行箱，探討其在台灣競爭市場的品牌形象及定位策略。 本論文分別以問卷調查法及專家訪談法進行研究探討分析；首先於台灣北、中、南部地區做有效問卷之調查，以現滿20歲以上有消費經驗之一般消費者為主要調查對象。其目的為調查出，現今消費者的購物習慣及消費選購時考量條件為何，並進一步了解，不同地區的消費者，對品牌形象注意力及消費行為影響有何差異。統計結果發現，消費者於「價格」、「產品品質」等實際的考量之後，「品牌形象」佔第三名，由此可證明品牌形象確實對消費行為有著明顯且重要的影響。在專家訪談部分，經由訪談業界及學術界之相關專家，藉以了解不同領域對品牌形象塑造的方式與看法。 在相關文獻及研究方法等理論性的探討後，針對案例品牌Samsonite旅行箱品牌形象，企劃一場實際展出－以異業策略合作型態為軸心，此展結合誠品書店六月旅行節之相關活動做一專案企劃，運用物件藝術表現手法，在誠品書店場域空間中營造一場「逗留與旅行」之議題創作，進一步探討出異業品牌形象結合之優勢點，以及印證藝術性手法的展現對品牌形象提昇與消費者的接受度，而此是現代競爭市場中提昇品牌形象的捷徑策略。
並列摘要
A brand is a commitment to connect a product with its consumers. It provides customers with quality assurance for either a product or a service. In other words, a good brand image garners consumer loyalty and trust, and thus, embraces more followers. There are abundant strategies to design a brand image, but which one is the best strategy for a certain kind of brand? Which strategy can place direct influence upon consumer behavior? This study discusses positioning strategies of an international brand that has been in Taiwan’s competitive market for almost a hundred years. The study used questionnaires and interviews with experts for discussion and analysis. First of all, questionnaires were distributed to consumers who had to be at least 20 years old, and had experience shopping in northern, central, and southern Taiwan. The purpose was to investigate current consumers’ shopping habits and the factors that influenced their choices, and further explore the differences of consumers in different areas in regards to awareness of brand image and influence on consumer behavior. The statistical results discovered that after practical consideration, “brand image” ranked third following “price” and “product quality.” Therefore, it is positive that brand image indeed has a significant influence on consumer behavior. In light of the interviews with experts in industry and academia, the study collected methods of and opinions about image promotion in different fields. After the theoretic discussion of relevant literature review and research methodology, the researcher organized an exhibition in line with the brand image of Samsonite, an international brand for travel bags. Focusing on strategic alliances among different industries, the researcher carried out the project in a series of traveling programs held by the Eslite Bookstore. The adoption of “object art” created an atmosphere of “Stay & Travel” in the exhibition that pinpointed the advantage of brand alliance among different industries. Additionally, artistic methods promoted a brand’s image and boost consumers’ acceptance of such a brand. This has proved to be a shortcut to elevating a brand image. Keywords: design of brand image; consumer behavior; positioning strategies; alliance of different industries; object art