- 學位論文
國際品牌成功之關鍵因素探討-以Butterfly為例
THE STUDY ON THE SUCCESS KEY FACTORS OF INTERNATIONAL BRANDS - AN EXAMPLE OF BUTTERFLY BRAND
摘要
企業為提升品牌知名度可說是不餘遺力，無論是設計研發、生產、行銷組合、品質、顧客滿意度…等之全面強化已是提升品牌知名度之必要條件，而除上述外，品牌權益和行銷亦是提升品牌成功手法。 目的:本研究以世代當紅的主題 品牌 為研究主軸，各家企業都希望自我品牌能夠闖出響亮的名號，而本研究探討行銷組合和顧客滿意度之間的關係是否能創造出一個成功的國際品牌。 方法:本研究以中部大專院校及中部各球館會員為研究對象，採用結構式問卷調查方式進行研究，共發出150份。資料分析方法包含描述性統計、t檢定、單因子變異數分析、皮爾森積差相關分析及回歸分析。 結論: Butterfly 於品牌權益之各構面仍獲得相當不錯之評價，此外，從研究假設檢定結果得知，顧客滿意度具有其中介之效果。
並列摘要
Enterprises to enhance brand awareness can be said to spare no effort, whether it is design and development, production, marketing mix, quality, customer satisfaction ... and so the overall strengthening of brand awareness is a necessary condition, but in addition to the above, brand equity and Marketing is also a way to enhance the success of the brand. Objective: In this study, the subject of popular brand for generations to study the spindle, each of which want to break self-loud name brands, and marketing mix in this study was to investigate whether the relationship between customer satisfaction and to create a successful international brand. Methods: In this study, the central institutions and central Member of the arena for the study, using a structured questionnaire survey approach to research, issued a total of 150. Data analysis included descriptive statistics, t test, one-way ANOVA, Pearson correlation analysis and regression analysis. Conclusion: Butterfly in the various dimensions of brand equity is still quite good access to the evaluation, in addition, test results from the hypothesis that, with the intermediary of the effect of customer satisfaction.