品牌權益、品牌策略、通路策略對品牌績效之研究 —化妝品產業實證

A Study on Brand Equity, Brand Strategy, Channel Strategy and Brand Performance – An Empirical Investigation of the Cosmetic Industry

張芝明(Chih-Ming Chang)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2006年)

摘要

近年來，品牌的經營與國際化是非常熱門的議題，國際間掀起了一波注重外在美的風潮，化妝品產業是一個美麗的產業，也是一個包含知識與技術的消費性產品，也在二十一世紀中，它代表著人類文明科技，也將提高人類的生活品質。透過知名的品牌與適當的通路系統使消費者更為貼近化妝品的產品與服務。以往經銷商所憑藉的通路，也由過去冗長之結構慢慢縮短精簡。除此之外，由於配銷市場蓬勃發展，市場的通路型態已由原本經銷商為主導角色，進而轉為以顧客為主導。這之中無非是加入了品牌的因素。因此，經銷商要如何將品牌知識及權力帶給消費者，並經由商品累積的品牌權益，和經銷商的品牌策略來留住顧客，藉此達成整體通路的經濟效益，提升整體品牌績效。
化妝品產業為目前全球熱門的產業之一，未來男性的化妝品品牌也將與生物科技等專業技術結合，造就人們更加豐富、多元化及美麗生活的體驗，化妝品市場發展迅速、且競爭激烈，經銷商為求高獲利率，更應掌握品牌效益。
本研究以大台北地區爲研究範圍，探討男性化妝品品牌與通路之間的關連。同時探討男性對於化妝品的品牌知名度、品牌知覺、品牌聯想，是否和通路策略有所關連，以及是否對品牌績效造影響。研究過程將化妝品的品牌策略分成三個構面分析，分別為品牌延伸、新品牌和多品牌；將品牌權益分為四個構面：品牌忠誠度、品牌知名度、知覺品質和品牌聯想。消費者重視產品的品質且和屬性是否可達成消費者滿意並且產生品牌忠誠或和知覺品質有關連，而已存在的品牌權益是否會影響品牌策略？又是否將影響通路策略，進而對品牌績效產生影響?通路良好策略是否將提高品牌績效？這些都是本研究主要探討的範圍。
將經由相關文獻探討，整合過去學者著作及相關研究，發展一行銷通路關係的理論架構，以大台北地區爲研究範圍，並以男性研究對象，透過問卷調查法，並以LISREL線性結構模式探討化妝品產業的品牌權益與品牌策略，經銷商與顧客間之關係對品牌績效所產生之影響。
本研究以男性化妝品產業為實證對象，探討各變數之關係，研究發現：通路策略與品牌績效、品牌權益與品牌策略、品牌策略與通路策略均有正向影響；品牌權益與通路策略的關係則不顯著。以此發現可供研擬行銷策略提供業界做為參考，期能對通路經銷商之績效促進有所貢獻。

關鍵字

品牌權益 ； 品牌策略 ； 通路策略 ； 品牌績效

並列摘要

Recently, managed brand and international business are very hot issues. Concepts of brand equity and brand strategies have to prove some important sources of strategic insights for marketers. A Cosmetic industry is a beauty business, and it also includes knowledge and technology of consumer products. This study investigates the effect of marketing issues is not only channel but also brands. However, there is little guidance available on how brand strategies should be adjusted to mitigate the risk between channel and brand. Retails should control brand effectively and channel performance. In order to gain higher channel performance,Cosmetic industry is one of the popular industries in the whole world. It will consider biotechnology for male’s cosmetic. Consumers purchase cosmetic goods from various channels or retail formats, such as grocery stores, drugstores, mass merchandisers, club stores, and convenience stores.
This study investigates men customers whose age between 20 to 35 years old from the cosmetic channel which connect brand and channel in Taipei. The Men’s cosmetic’s Brand strategy: brand extensions, new brands, and multibrands. Brand equity such as: brand awareness, brand association, brand loyalty and perceived quality.
On the basis of the analytical framework and the developed operational model via LISREL8.71, the data which ages are between 20-35 of male collected from a questionnaires survey in Taipei to carry out the empirical test.
The most significant findings are:
1.There is a significant, positive correlation between Channel Strategy and Brand Performance.
2.There is a significant, positive correlation between Brand Strategy and Channel.
3.There isn’t a significant, positive correlation between Brand Equity and Channel.
4.There is a significant, positive correlation between Brand Equity and Brand Strategy.
The survey takes the male’s cosmetic products to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing cosmetic brands.

並列關鍵字

Brand Equity ； Brand Strategy ； Channel Strategy ； Brand Performance

參考文獻

43.Piyush Kumar(2005), “The Impact of Cobranding on Customer Evaluation of Brand Counterextensions,” Journal of Marketing, 69.

1.王仁怡(2005)，行銷通路權力、協力關係、成員滿意度與通路績效關係之研究—第三代行動電話廠商為實證，碩士論文，國立台北科技大學工業工程與管理研究所。

52.Terilyn A. Henderson and Elizabeth A. Mihas (2000), Building Retail Brands, The McKinsey Quarterly.

53.Tulin Erdem Joffre Swait and Ana Valenzuela (2006), Journal of Marketing, 70, 34-49.

22.Hardy, G..Kenneth and Allan J. Magrath (1988), Marketing Channel Management :Strategic Planning and Tactics, Chicago: American Marketing Association. 2,3 208-218