品牌關係與消費者自我發展的雙人舞-自我建構觀點

The Dual Development of Brand Relationship and Consumer Self-Concept in Pas De Deux - Perspective of Self-Construal

鍾嘉容(Chia-Jung Chung)

指導教授 ： 黃哲盛

淡江大學/商管學院/國際企業學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00925

摘要

隨著社會越來越發達，取得資訊越來越快速，許多產品不斷創新再創新，加上消費者心思難以捉模，使得企業開始越來越重視顧客關係，為了把品牌更貼近消費者，逐漸讓品牌不再只是一個名稱，而是可以通往消費者心中的一個地位。
本研究藉由研究者本身創作的五部舞蹈影像做為媒介，以焦點群體訪談的研究方法探討消費者與品牌之間的關係，是否也存在著人與人之間的關係，從消費者所購買的品牌人格特質中是否也看到消費者自身的影子或是自身想成為的特質。從消費者自身角度探討，消費者會因為甚麼樣的因素選擇或離開該品牌。
經過兩場焦點群體訪談後，歸納出以下幾個結論：
(一) 雖然消費者可用他們所使用的品牌、產品代表他們每一個面向，也可藉由品牌的人格特質或是標語好似去代表消費者自身的性格或觀點，因此也可以從消費者身上所感受到品牌所帶給消費者想要表現自身的特質，但是由於每一個不同的消費者是擁有不同面向的，因此無法用一個品牌去代表一個人。
(二) 當消費者擁有對於品牌的“我的”自身佔有慾越強烈就越不喜歡有人跟他使用相同物件，特別是與消費者相同交友圈、生活圈的人，雖然品牌通常都不是只“屬於”某個消費者，商品也不可能只賣給某個消費者，因此基本上只要不在消費者所在之生活圈出現一樣的物件，基本上消費者都是可以接受的。
(三) 因為消費者希望在特定品牌中展現獨一無二的自己，因此現在越來越多品牌、產品都擁有客製化服務，在購買產品過程中，消費者能參與更多的討論內容，品牌行銷者也能就此更了解每位不同消費者的需求及特質。而品牌本身除了仔細聆聽消費者的需求，也會堅持自身的品牌形象及品質，使兩者關係有良好的雙向溝通與雙元發展。

關鍵字

消費者與品牌關係 ； 消費者自我發展 ； 自我建構

並列摘要

Technology is getting more and more developed. Though products are innovated constantly, consumers become impalpable. Therefore, companies begin to increasing focus on the relation of consumers. In order to making the brand closer to consumers, the brand became not just a name, but leading to consumer’s minds.
In this thesis, I adopted qualitative research in semi-structural, focus on group interviews with interviewers. I had created five dance images inside to be as respondents. Exploring the relationship between consumers and brands, it is just like people do as to others. From the brands to see like themselves.
I concluded some points below:
(一) Although consumers can use a brand or a product on behalf for themselves, also by the brand personality or slogan like own personality or their opinion. Each of the different consumers may have different aspects, so we can’t use a brand to represent a person.
(二) When consumers have a strong possessive of their own, they do not like someone with the same thing with them. Especially with consumers the living area. Although a brand is not only "belong" to a consumer, then products can’t just sell only to a consumer. So basically, the consumer’s living area hasn’t seem to be the same as other consumer. Also, consumers are acceptable.
(三) Consumers want to show their own unique from the brand, so a lot of products have customized service. In this process, consumers can participate in more discussions. Brand Vendors can be more understand in different consumer’s needs and characteristics. Besides, the brand needs to listen to what consumer need, and they will adhere to its own brand image and quality. So, there will be a good relationship between the consumer and brand.

並列關鍵字

brand and consumer relationships ； consumer self-concept ； self-construal

參考文獻

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