家電品牌知覺圖及IPA之研究-以大同公司為例

A Study of Perceptual Mapping and IPA of Household Appliances-A Case Study of TATUNG Company

魏婉如(Wan-Ru Wei)

指導教授 ： 黃文星

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

近年來，隨著科技發展的快速、經濟及國民所得的提高，消費者對於家電市場的需求由過去的奢侈品，變成不可或缺的必需品。隨著消費者對家電的需求增加，進而帶動了家電產業的發展，家電產品已與國人的生活緊密生活在一起。我國家用電器產業發展至今已有七十年的歷史，其中又以大同家電的發展歷史最為悠久，大同對於留學生與50、60年代台灣的消費者而言，不僅僅是耐用、省錢，更是對台灣的眷戀與家鄉的懷念。隨著台灣開放自由貿易後，進口家電品牌也開始入駐台灣。對於大同電器來說是一大威脅，其中又以日本家電Panasonic、韓國家電LG在台灣佔有相當程度的市場規模，大同勢必要做一番的轉型與轉變。
本研究透過問卷調查，以瞭解台灣消費者對大同的看法，實證結果顯示，不同受訪者對於大同、Panasonic、LG的評價有所差異，而受訪者對大同評價會正向影響品牌忠誠度，再透過IPA，共得出大同應優先改善的兩項服務內容，分別為「功能」及「售後服務」。
關鍵字：品牌忠誠度、產品屬性、IPA、知覺圖

關鍵字

品牌忠誠度 ； 產品屬性 ； IPA ； 知覺圖

並列摘要

In recent years, with the rapid technological development and the raise of economic and national income, consumers’ demand of household electric appliances has changed from luxury to indispensable necessities. As the demand of household electric appliances increases, the industry of household electric appliances has developed. The people’ life has closely lived with household electric appliances. The industry of household electric appliances in Taiwan has been more than seventy years. Tatung, which has the longest history, is not only durable and economical but also the love and the miss to hometown, Taiwan, to the students abroad and the consumers in 1950s and 1960s. After Taiwan became the member of the WTO, brands of imported appliance begin to march into Taiwan. This situation is a major threat to Tatung and the Panasonic, from Japan, and LG, from Korea all have occupied considerable degree of market size in Taiwan. Tatung must need to make some transformation and change.
This research wants to understand Taiwan consumers’viewpoints to Tatung by the questionnaire. The empirical result shows that different interviewee has different evaluation to Tatung, Panasonic and LG. The interviewees’ evaluation to Tatung will positively affect brand loyalty. And then, through the Importance Performance Analysis( IPA), we know that Tatung should improve the two services, “function” and “after-sales service” respectively.

Keywords: brand loyalty, product attributes,I mportance Performance Analysis, perceptual map

並列關鍵字

brand loyalty ； product attributes ； Importance Performance Analysis ； perceptual map

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