價值主張的構念近年於行銷議題上嶄露頭角,於現今資訊爆炸的世代,海量資料的統計運算實為難事,這促使嶄新商業模式的誕生。企業僅需尋找關鍵合作夥伴,整合自身關鍵資源與活動並建立符合顧客的價值主張,便能經營符合時宜的商業模式。另外,近年盛行的社群行銷概念,促使使用者於價值創造的過程間獲得新的詮釋,使用者因而納入價值共創的一環。因此本研究納入價值主張共鳴性一詞,探索品牌意涵於對消費者行為意圖的關係,針對平價服飾產業進行研究,望能驗證虛擬品牌社群的行銷效用,以應未來全通路零售的時代。 以Jennifer Aaker(2011)的蜻蜓理論融合David Aaker(1996)的品牌識別系統流程,將品牌與消費者建立關係的方式交互印證,在價值主張共鳴性對於品牌認同感與品牌社群認同皆產生正向顯著的影響。證實價值主張在平價服飾產業與其品牌經營有其關鍵存在目的。
The use of the construct“value proposition”is becoming prominent on the issues of marketing. In the generations of information explosion, how to extract value from big data is a hard work. It accelerates the innovation of bussines model. All you have to do is find the key partner, integrate your own key resources with key activities, and build a suitable value proposition. In this case, you could make an appropriate business model. In addition, the emergence of social marketing concept makes a new explanation of role for the users in the value creation process. They have been a part of value creation. Therefore, we create a construct “value proposition rasonance” for exploring the relationship of brand meaning toward purchase intension in this research. Expect for examining the marketing effectiveness of virtual brand community. Let the industry could be able to fit the age of omnichannel Retailing. In this research, we blend the mind of dragonfly effect (J. Aaker, 2011) and brand identity system (D. Aaker, 1996), and try to examine the relationship between brand and consumer. That value proposition resonance lead to positive influence upon both brand identification and brand community identification. It proves that value proposition is the key point for the brand management in the masstige apperal industry.