品牌機能展開設計之研究

The Study on Design of Brand Function Deployment

劉雅萍(Ya-Ping Liu)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200684

摘要

本研究藉由使用品質機能展開(quality function deployment, QFD)之主要分析工具品質屋(house of quality, HOQ)探究顧客需求與品牌技術需求，以建構出不受限於任一產業或行業並能夠協助品牌建立之參考模型。品牌屋的展開步驟第一步為顧客需求的展開，並找出顧客需求之優先順序以得知哪些因子可以成為品牌之賣點，也能夠檢視出與競爭對手差異之競爭情勢；第二步為品牌技術需求之展開，找出優先順序後以便能檢視出要如何佈署與先後順序。
顧客需求與品牌技術需求是本研究之重點，其中顧客需求所探討之方向是以顧客為中心，將顧客關係管理(CRM)中所涵括之顧客滿意度與顧客需求度、消費者行為所探討之顧客購買決策與近年來一直探討之服務品質等領域，作為本模型顧客需求之發展面向。品牌技術需求則以品牌建立之初應具備之品牌建構要素、行銷管理領域之品牌行銷及品牌發展成熟後所產生之品牌價值，即品牌權益等作為本模型之發展面向。藉由上述之研究範圍設計出品牌屋之架構，並展開至第二階再將個案帶入實證，分析歸納出品牌屋需求因子之權重，藉由每一步驟之建構與分析，讓品牌屋能夠運用於檢視建構品牌時之重要性因子與優先順序。
本研究採用個案研究之研究方式，並以問卷輔助訪談進行實證。訪談對象為個案之會員作為顧客需求之實證分析與個案之經營者作為品牌技術需求之實證分析，訪談內容設計優先順序之方式讓受訪者勾選，作為本研究品牌屋模型之權重依據。最終實證出以品質管理領域之品質屋所重新設計發展之品牌屋是可運用與參考之模型。

關鍵字

品牌行銷 ； 顧客滿意度 ； 品質機能展開 ； 顧客忠誠度 ； 顧客購買決策 ； 服務品質 ； 品牌權益 ； 品牌建構 ； 品質屋

並列摘要

This study uses the main analytical tool of QFD(Qulity Function Deeployment), HOQ(House of Quality) for exploring the needs of customers and brand technology to creat a model that helps the brand creation for each of industries. The first step of HOQ is the customer deployment, it figures out the priority of customer requirements to realize what factores could be selling points, as well as the competitive situations and the difference between competitors. The second step is brand technology deployment, it finds out the priority in order to learn how to deploy in order.
This study emphasizes on customer requirements and brand technology, the former research is based on what the customers need. How the customers satisfaction, demand, and behavior included in CRM(Customer Relations Management) affect the purchase decision-making and service quality that has been studied in recent years are both the considerations of the customers requirements. The brand technology requirement considers the brand creation building elements in the beginning, brand marketing in the marketing management field, and brand value in the brand development maturation. The HOQ is designed by study scope that mentioned above, then the case study is involved after HOQ deployment in the second step. The weight of HOQ demand factors are analysized, which makes HOQ to apply to examining the brand creation crucial factors and priorities by each step of construction and analysis.
This study consists of case studies and questionaires that are assisted to prove. Results of interviewing the case’s members and brand’s owner are empirical analysis of customer requirement and brand technology requirement respectively. The interview content shows the priority selection for customers to check, and questionaires provides the HOQ of this model with the weight basis. Finally, it’s proved that the re-designed HOQ based on the quality management field are feasible and useful model.

並列關鍵字

Customer Satisfaction ； Quality Function Deployment ； Brand Equity ； Customer Purchasing Decisions ； Brand Marketing ； Customer Loyalty ； Brand Building ； House Of Quality

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