零售商自有品牌行銷及代工廠知名度與品牌權益及再購意願之影響—以大潤發為例

The Relationship of Private Label Product Marketing and Foundries to Brand Equity and Repurchase Intention.

黎梅蓉(Mei-Rong Li)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00015

摘要

近年來，由於全球經濟競爭激烈，國內各量販店為了佔有一席之地，紛紛自創品牌加入競爭。而各量販店規模也漸漸走向大型化、連鎖化及國際化的經營型態，而由於消費者的消費意識抬頭，對於品牌形象、產品價格、產品品質、消費權益，愈來愈重視，因此各量販店業者為了與製造商品牌競爭，紛紛以低價策略來搶攻市佔率，而對於自有品牌的產品該如何降低成本並兼具品質，這就極為重要了。　

一般而言，量販店以低價策略搶攻市埸，難免讓消費者有低價格、低品質的聯想，而量販店業者為了扭轉此認知，決定推出物美價廉的自有品牌商品來販售。因此在策略上，除了慎選代工廠商製造外，更加強行銷手法及提升服務品質，並積極導入通路物流等策略，來提高其核心競爭力。

本研究將以＂大潤發　＂量販店的消費者為研究對象，並以其自有品牌之食品為研究範圍，來探討自有品牌行銷及代工廠知名度對品牌權益及再購意願是否有顯著的影響。因此將採便利抽樣的方式，進行問卷填寫，並以有在大潤發購買食品經驗的消費者為抽樣對象，以期能使本研究具代表性。

根據本研究實證結果顯示，零售商自有品牌之促銷活動、品牌形象、銷售價格與品牌權益之間有顯著的關連性、零售商自有品牌的促銷活動、品牌形象、銷售價格對再購意願有顯著影響、零售商自有品牌的品牌權益對再購意願有顯著影響、零售商自有品牌之代工廠知名度與品牌權益之間有顯著正向關係、零售商自有品牌的代工廠知名度與再購意願有顯著正向關係。另外本研究發現零售商自有品牌行銷在對照過去文獻提到的品牌形象、促銷活動、銷售價格等三構面外，在問卷調查分析結果後發現，尚有一構面將其命名為＂產品品質 ＂。
本研究期盼此研究報告，對於大潤發量販店爾后的行銷策略應用，有實質的參考價值，並期許其自有品牌商品能更多樣化，讓消費者有更多的選擇機會。

關鍵字

代工廠知名度 ； 自有品牌 ； 促銷活動 ； 品牌形象 ； 銷售價格 ； 品牌權益

並列摘要

Due to the keen competition in globalized market, domestic bulk-sale stores have begun locating their own brand position in order to make a distinction among others. The scale of these bulk-sale stores is becoming larger, and the style of management towards chain-orientation and internationalization. Brand image, product price, product quality, and consumer rights have been emphasizing gradually. Therefore, to seize the market share over manufacturing companies, bulk-sale stores throw out low-price strategy to compete. Hence, how to maintain the quality and also control the cost becomes a crucial issue amongst domestic bulk-sale stores.
Generally, low-price strategy make consumers associate with “low price, low quality.” In this case, bulk-sale stores try to work as OBM (own branding and manufacturing) system, elevating their core competence by carefully selecting original equipment manufacturer, focusing on marketing strategy and promoting customer service quality.
This research will focus on RT-MART bulk-sale store as research subject, bringing into its OBM food product as research scope. We will discuss whether or not there is a significant impact on brand equity and repurchasing intention over its OBM marketing strategy and equipment manufacturer’s reputation. The research method is constructed by questionnaire on convenience sampling. The data of surveying sample will be consumers who have actual purchase experience in RT-MART as representative sample.
The case study shows that there is a significant correlation between the bulk-sake store’s promotional activity, brand image, retail price, and brand equity. There is also a significant impact on repurchasing intention upon the bulk-sake store’s promoting campaign, brand image, price; a significant impact on repurchasing intention upon the bulk-sake store’s brand equity. Furthermore, there is a positive significant correlation between bulk-sake store’s equipment manufacturer’s reputation and brand equity; a positive significant correlation between the bulk-sake store’s equipment manufacturer’s reputation and repurchasing intention. Moreover, except what we have discussed the three dimensions of bulk-sale store’s brand marketing: brand image, promotional activity and retail price in the literature review, this research also discovers that there is another important aspect; we call it “product quality.”
The research aims to provide RT-MART a substantial reference material in terms of its marketing strategy application hereafter, also expecting OBM bulk-sale stores will be more varied so that it can offer more alternatives for consumers.

並列關鍵字

OBM ； brand equity ； promotional activity ； brand image ； retail price ； equipment manufacturer’s reputation

參考文獻

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