HTC品牌忠誠度因素分析之研究

在日新月異的科技帶領之下，智慧型手機遍及，逐漸成了人們生活的一部分，也帶領了3G網路的興起，改變了原有的手機市場與生活型態。本研究以國產知名大廠──宏達電子(HTC)為例，探討現在消費者對於智慧型手機使用習慣與品牌忠誠度，藉由網路問卷調查智慧型手機使用者品牌忠誠度、品牌形象與行銷手法對於消費者行為的影響及因素探討，透過調查假定消費者購買決策的過程，用以了解消費者需求，改善缺失，增進消費者對於產品的信心，進而有效提高品牌忠誠度。針對HTC使用者發放網路及實體共300份問卷，回收率為88.3%，並以SPSS 12.0進行分析及後續建議。本研究假設消費者對於品牌形象、行銷手法的滿意度對品牌忠誠度有正面影響，研究結果顯示：消費者對於品牌形象的功能性、象徵性、經驗性滿意度對於忠誠度有正面影響，對於行銷手法的產品、價格、通路也呈現正面影響，惟獨推廣使消費者較無感受，分析HTC需改善方向為行銷手法的推廣部分。

關鍵字

宏達電子；行銷手法；品牌忠誠度；品牌形象；消費者行為

並列摘要

As the technology progress rapidly, the smart phones become general and regular part of people’s life. It didn’t only lead the rise of 3G internet but changed original mobile phone market and lifestyle. This research takes domestic famous manufacturers- HTC Corporation as an example to investigate consumers’ using habit and brand royalty. By used internet surveys to know users’ attitude about how brand royalty, brand image and marketing strategy influence consumer behavior and figure out the factors. Through the investigation assume consumers’ making decision process to realize the need of consumer. In order to effectively improve brand loyalty, try to improve the weakness and enhance confidence in product. We collected 300 questionnaires for the consumers of HTC from internet and entity. The recovery was 88.3%, and used SPSS12.0 for analysis and follow-up recommendations. This study assumed that consumer brand image, marketing strategy satisfaction has a positive impact on brand loyalty. The results show that the brand image of functional, symbolic, experiential satisfaction, loyalty has a positive impact for consumers. But only promotion is the part makes no sense to consumer. As analysis result, promotion has need to improve the guide.