台灣3C加盟連鎖業品牌定位之研究

A Study of Brand Positioning on 3C Chain Affiliation in Taiwan

洪乙禾(Yi-Ho Houng)

指導教授 ： 邱煥能

亞洲大學/管理學院/經營管理學系碩士班/碩士(2009年)

摘要

近年3C連鎖業因經濟景氣不佳，在營收及店面拓展方面皆有下滑趨勢，其中又以全國電子及燦坤3C兩家業者衰退幅度較大。以往國內學者對3C連鎖業品牌定位的研究不多，大多探討消費者購買意願或是顧客與業者的夥伴關係，本研究乃針對該主題進行深入研究。研究對象為曾於3C賣場惠顧之顧客，以問卷調查較知名的七家連鎖店及消費者重視的五個品牌屬性，以SPSS套裝軟體為工具，利用多元尺度分析及因素分析等方法來探討品牌定位及競爭優勢問題。研究結果得到以下重要結論：除各品牌屬性均有知覺定位之外，在總體品牌屬性知覺定位方面，壓力係數為0.07501，複迴歸判定係數為0.98920，七個品牌透過多元尺度法分為兩群，第一群為NOVA、順發、全國電子、燦坤；第二群為上新聯晴、泰一電器、大同電器。此分群在解釋性與配合性方面是良好的。最後本研究對各別及總體品牌屬性之分群廠商提供最適行銷策略建議。

關鍵字

3C連鎖業 ； 品牌定位 ； 品牌屬性 ； 多元尺度法

並列摘要

In recent years, the 3C chains affiliation industry faced a situation where the trend of revenue and store expansion declined rapidly due to the economic depression. Particularly, in the two companies （i.e., Elifemall and Tsann Kuen）in the industry have a significant magnitude of recession. In the past, very few domestic researchers studied brand positioning for the 3C chains affiliation industry. Most of them forcused on the consumer purchasing behavior or the partnership between customers and 3C product providers. For this reason, this thesis conducts an in deep investigation on the subject rarely studied by previous researchers. The respondents selected by this study are those customers who had ever made patronage to any 3C chain store in Taiwan. This thesis designs a questionnaire to investigate five brand attributes for seven famous 3C chains companies in Taiwan. Factor analysis and multidimensional scaling supported by the SPSS package are used to explore the problems of brand positioning and competitive advantage.
Important conclusions can be drawn form the empirical results: except the perceptual map depicted for each brand attribute, an overall perceptual map shows that the value of the stress is 0.07501 and the coefficient of multiple determination（R2） is 0.98920. It reveals the fact that the overall perceptual map has a good explanatory ability and also has a high degree of fitness to the collected data. As a result, seven brands can be divided into two groups. This first group includes NOVA, Shunfa, Elifemall, and Tsann Kuen, whereas the second group comprises UNC, Ebesttaiwan, Tatung Electronics. Finally, this study offers valuable suggestions on marketing strategies to the seven 3C chains companies in terms of the positions of the firms or brands on the respective and overall conceptual maps.

並列關鍵字

3C Chain Affiliation ； Brand Positioning ； Brand Attributes ； Multidimensional Scaling

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