策略子品牌延伸效果之研究

A Study of the Effect of Strategic Sub-Brand Extension

蘇庭鋒(Tin-Feng, Su)

指導教授 ： 李月華

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00020

摘要

3M台灣鎖定15-35歲的消費者，推出以人工皮製作而成的痘痘貼產品，創造出抗痘產品類型的差異化。面對當前市場環境的快速變化及眾多抗痘商品的競爭廠商，3M台灣原期望藉由品牌延伸，推出Nexcare抗痘洗面乳產品，推廣與荳痘隱形貼一起搭配使用。然而，銷售業績與荳痘貼所創造的銷售佳績相距甚遠，顯然多數消費者在購買荳痘隱形貼的同時，並未將Nexcare抗痘洗面乳一併納入考慮。因此，本研究欲瞭解，當消費者在購買抗痘洗面乳時，是否會受到3M或是Nexcare品牌形象的影響；另外，是否因公司推出品牌過多而導致消費者混淆，造成銷售不見起色。

本研究目的：（一）3M的品牌形象對消費者在延伸產品購買意願之影響。（二）Nexcare的品牌形象對消費者在延伸產品購買意願之影響。（三）探究產品因素及行銷因素對消費者購買延伸產品之影響。希望藉由上述三個目的，提供3M公司及Nexcare抗痘洗面乳行銷團隊在未來銷售抗痘洗面乳產品上的方向與建議，進而提升購買意願及銷售績效。

本研究提出以母(子)品牌特徵、延伸契合度、延伸產品難度以及延伸產品的營銷環境，將對品牌延伸的購買意願帶來影響。調查方法採用便利抽樣調查法，透過前測修訂題目後進行正式施測，共計回收416份有效問卷。

本研究之結論摘要如下：（一）Nexcare品牌形象愈強，消費者對延伸產品抗痘洗面乳之購買意願愈高。（二）3M與延伸產品延伸契合度愈高，消費者對延伸產品之購買意願愈高。（三）消費者對荳痘隱形貼及洗面乳之產品品牌為3M或是Nexcare產生混淆。（四）產品及行銷因素對不同年齡層購買抗痘洗面乳產生不同影響。

關鍵字

品牌形象 ； 品牌延伸 ； 延伸契合度

並列摘要

With consumers aged 15-35 in mind, 3M created differentiation for its anti-acne product range by launching an acne patch made of synthetic skin. In response to the rapidly changing market and competition from many other brands’ anti-acne products, 3M originally hoped to unveil the Nexcare anti-acne face wash as a brand extension for use together with its anti-acne patch. However, sales fell far short of the anti-acne patch. Apparently, many consumers bought the anti-acne patch without considering the Nexcare anti-acne face wash. Therefore, this research aims to understand whether consumers are influenced by the 3M or Nexcare brand when purchasing anti-acne face wash, and in addition to that, whether consumers are confused as a result of the company coming up with too many brands, leading to lukewarm sales.

The aims of this research are: (1) To assess the influence of the 3M brand image upon consumers when considering the purchase of extension products. (2) To assess the influence of the Nexcare brand image upon consumers when considering the purchase of extension products. (3) To assess the influence of product-related and marketing-related factors on consumers’ decision to purchase extension products. The objective of the above three analyses is to provide 3M and the Nexcare anti-acne face wash marketing team direction and advice for future marketing, in order to improve consumer willingness to buy, and to boost sales.

This research proposes the use of parent-child branding features, extension fit, complexity of extension product, and the marketing environment of extension product, as factors influencing consumers’ willingness to buy extension products. Research was carried out via convenience sampling, using modified questions from pretests, 416 valid questionnaires were collected.

The summary of the research conclusion is as follows: (1) Consumer willingness to buy the extension product anti-acne face wash increases together with the Nexcare brand image. (2) Consumers’ willingness to buy extension products increases together with its degree of extension fit with the 3M image. (3) Consumers were confused whether the anti-acne patch and face wash belonged to 3M or Nexcare. (4) Product and marketing-related factors produced different results upon consumers from different age groups when it came to buying the anti-acne face wash.

並列關鍵字

Brand Image ； Brand Extension ； Extension Fit

參考文獻

2.王杰毅(2011)。品牌形象、涉入程度、生活型態與購買意願關係之研究-以宏碁電腦產品為例。國立成功大學高階管理碩士在職專班碩士論文。

5.別蓮蒂(2003)。消費者認知的廠商移轉能力，產品製造困難度與品牌聯想對品牌延伸合適性的影響。台灣管理學刊，3(2)，65-84。

6.吳欣鴻(2009)。由消費者觀點分析品牌延伸的績效研究。國立成功大學企業管理研究所碩士論文。

8.李月華 & 潘裕傑。(2011)。非典型品牌延伸方式對延伸產品知覺價值之影響。 中山管理評論，19(4)，971-1001.

10.林俊昇、潘信穎(2006)。原品牌態度與延伸契合度對休閒農場品牌延伸評價與購買意願之整合性分析。行銷評論，3(3)，311-332。