影響化妝品品牌權益因素之實證研究

THE STUDY OF AFFECTING FACTORS IN COSMETIC BRAND EQUITY

溫正忠(Cheng-Chung Wen)

指導教授 ： 李伯謙博士

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

行銷策略規劃一直是化妝品產業關注的焦點，也是企業獲取營業利益、提昇市場佔有率的重要策略之一。然而企業永續經營的重要關鍵不只是單一的產品策略或定價策略就可以決定的，一般而言，經常容易被企業主忽略與遺忘的品牌權益才是建構企業長期價值、維持品牌生命力的重要資產。本研究乃提出一整合式的觀念性架構與模式，由行銷4P及服務策略做為起點，來探討影響化妝品品牌權益之相關性，並透過品牌權益之構面發展，進一步研究顧客未來續購之主要因素所在。
本研究經由相關文獻與實證之歸納，探討行銷策略、品牌權益及顧客未來續購三者間彼此的相關性，建構品牌權益的衡量構面，以為研究變數建立可操作化的基礎。首先探討行銷4P及服務策略與品牌權益之相關性研究，最後以品牌忠誠度、品牌知名度、知覺品質及品牌聯想四構面與顧客未來續購之影響因素進一步分析，期盼將研究結果與發現貢獻給學術界及化妝品實務界的一些建議參考。
本研究以國內五大化妝品品牌為實證範圍，並以大台北都會地區18~30歲有使用過化妝品經驗的女性消費者為研究對象，共發放350份問卷於百貨公司服務櫃檯提供填答，有效問卷回收共300份，經由SPSS因素分析及迴歸分析等統計方法，將五組模型實證結論與發現敘述如下：
一、服務策略對於品牌忠誠度之影響達顯著水準，其中以專櫃美容諮詢員之服務步驟細心週到與服務態度親切、不急於推銷產品影響品牌忠誠度最為顯著。
二、產品、通路、促銷、服務策略對於品牌知名度之影響皆達顯著水準，其中以產品種類齊全、專櫃設置地點容易尋找、廣告標題、皮膚測試說明易懂影響品牌知名度最為顯著。
三、產品、服務策略對於知覺品質之影響皆達顯著水準，其中以產品種類齊全、產品功效、美容諮詢員之服務步驟細心週到、專業知識影響知覺品質最為顯著。
四、產品、通路、促銷策略對於品牌聯想之影響皆達顯著水準，其中以包裝外觀設計、空間設計寬敞、廣告標題影響品牌聯想最為顯著。
五、品牌忠誠度、品牌知名度、知覺品質及品牌聯想對於顧客未來續購之影響皆達顯著水準，其中以知覺品質影響顧客未來續購最為顯著。

關鍵字

化妝品品牌權益

並列摘要

The Cosmetic industries have always focused on the marketing strategies that are also important to get profits from the operations with high market share. However, the key point of business to operate eternally is not product strategy or price strategy only, the brand equity is the most important asset to create the business long-term value and maintain the lives for brands though it is often disregarded by the owners.
This study proposes the integrated concepts of marketing strategy with frameworks and models. The launch of this study is the 4P of marketing and service strategies to try to ascertain the relationships between the affecting factors and cosmetic brand equity. Farther more, I would like to make a study to find out the primary factors for the customers to come again by the compose development of brand equity.
We selected five cosmetics brands for testing the proposed model from this point of view. And we got back the 300 sets of effective questionnaire by 350 customers were requested to answer. The complex data was collected and analysis by factory and regression of SPSS. The conclusions of this research are summarized as following：
1.The service strategy is significantly influenced to brand loyalty including the attitude of the beauty consultants is good or not. The most significant are the cautious and attentive service, and the staffs’ attitudes of not pushing to sell their products to customers.
2.The product, place, promotion and service strategy are significantly influenced to brand awareness that some of them are including the enough to provide products to customer, the counter is easy to look for location, the topic of advertising is attractively and the solution easy to understand for identify as skin’s situation.
3.The product and service strategy are significantly influenced to Perceived quality that some of them are including the enough to provide products to customer, the functional of products have effectively, the cautiousness of beauty consultant and the professional of knowledge is well to treat customers.
4.The product, place and promotion strategy are significantly influenced to brand association that some of them are including the package design of product, the decoration design has comfortable and the topic of advertising is attractively to customers needs.
5.The brand loyalty, brand awareness, Perceived quality and brand association are significantly influenced to future purchase of customer.

並列關鍵字

COSMETIC BRAND EQUITY

參考文獻

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