從策略群組觀點探討品牌權益建構程序之研究-以牡丹灣 Villa 為例

The Research of Discussing the Brand Equity Developing Process from the Perspective of Strategic Group- A Example from Mudanwan Villa 指導教授：蔡展維 博士 研究

鄭鈺宸(Cheng Yu-Chen)

指導教授 ： 蔡展維

國立屏東科技大學/管理學院/企業管理系所/碩士(2013年)

https://doi.org/10.6346/NPUST.2013.00258

摘要

在既存研究中，品牌定位之概念是指產品或品牌於消費者心中之位置。然而近年來，有學者認為在決定企業品牌定位乃至於建構企業品牌前，企業必須先決定一組競爭參考框架，也就是一定要確定目標市場與競爭態勢，以找出品牌與競爭者品牌理想的類同點與類異點。換句話說，企業做品牌行銷以建立產品在消費者心中印象前，必須要了解到哪些企業是主要對手以作為建立品牌之重要參考，此種概念與策略管理中定位之概念是不謀而合的。因此本研究嘗試導入策略群組分析之概念至品牌權益建構之概念中，以嘗試建構一完整的品牌權益架構之模型，並以牡丹灣Villa為例進行實證研究，嘗試歸納出品牌建構中之重要因素。
在經過實證研究後我們發現:第一，我們在做田野調查之過程中發現如同牡丹灣Villa墾丁地區較成功之民宿均將其重點擺在品牌認知與品牌聯想之建立上，這在休閒產業之品牌建立上相當重要的事。第二，我們歸納出企業之策略性品牌定位計畫外，我們更發現企業在制定品牌管理之過程中必須注意到外部一致性與內部一致性之概念。所謂外部一致性指的是策略性定位和品牌定位間之關係。而內部一致性指的是品牌定位與品牌要素，品牌認知與品牌聯想間之關係。

關鍵字

策略群組分析 ； 品牌定位 ； 品牌知識架構

並列摘要

In the existing researches, the concept of the Brand Positioning is the perception of the product or brand ofconsumers. In recent years, some researches have different views that the business should define a competition framework for the reference before deciding the Brand Positioning and Enterprise Brand, which means a clear Target Market and CompetitiveProfile, and fine out thePoints of difference and Points of parity inthe positioning (marketing) of a brand for competitive advantage via brand or product. In other words, before the businesses do the marketing to the consumers for building the company image and brand, they should know their main competitorwell in the field. This concept is the same idea as the Brand Positioning in the Strategy Management. This paper applies the Strategic Group Analysis to establish theBrand Equity,and build a complete frameworkfor the structure of Brand Equity. We also have the case study of Mudanwan Villa in order to find out the important elements for Brand Building.
We find two conclusions from the case-study.First,some successful hotels, like the Mudanwan Villa,alwaysfocus on the Brand Recognitionand Brand Association, and this is very important for Brand Buildingin the leisure industry. Second, we summarize the plan of StrategyBrandPositioning for the enterprise.In addition, we alsoobserve the importanceofexternal and internalconsistency in the Brand Management. The externalconsistency means the relationship between StrategyPositioningand Brand positioning. The internalconsistency means the relationship between the Brand Positioning, BrandElements, BrandRecognition and BrandAssociation.

並列關鍵字

Strategic Group Analysis ； Brand Positioning ； Brand Knowledge Structure

參考文獻

Aaker, D. A., (1991) Managing Brand Equity: Capitalizing on the Value of a

Brand Name, The Free Press.

Doly, P.(1990). Building Successful Brands: The Strategic Options. Journal of Consumer Marketing, 5-20

Eisenhardt, K.M., (1989)”Building theories from case study research,”

Academy of Management Review, Vol.14,No.4,pp.532-550.