知覺品質、品牌定位與產品創新 行銷策略之研究

A Study of Marketing Strategy Based on Perceived Quality, Brand Position and Product Innovation

廖啟順(Chi-Shun Liao)

指導教授 ： 李正文

中原大學/商學院/管理研究所/博士(2009年)

https://doi.org/10.6840/cycu200900626

摘要

目前市場可被視為是動態。在動態市場中要發展成功與可實行的行銷策略，涉及四種策略，包含知覺品質、品牌忠誠度、品牌定位與產品創新策略。一個產品的知覺品質提供成功的必要條件，知覺品質可以增加公司長期利益，也可當作R&D的資源，來改善產品。本研究認為知覺品質與品牌形象和實體本質與具有正向關聯。對公司而言，品牌忠誠度代表一個重要策略，因為它可以減低企業的行銷成本和提供重要的價值。研究顯示，藉由品牌信任與核心服務滿意可獲得消費者品牌忠誠度。利用品牌與其特性的關聯，分析模式可提供有利的設計與溝通策略，可描繪出消費者的品牌知覺屬性、市場需求與品牌競爭條件。共同設計提供一個獨特方法，了解新產品設計的結構及個人最佳化設計。對於產品管理者，這結果提供良好的資訊來源，應該考量共同設計的使用，設計出個別消費者最佳化產品，這樣可降低設計失敗風險，同時可促進消費者忠誠度與產品滿意度。

關鍵字

產品創新 ； 品牌定位 ； 知覺品質

並列摘要

Every market can now be described as dynamic. Developing successful and ongoing marketing strategies in dynamic markets involves four types of strategies that are detailed in this study, including perceived quality, brand loyalty, brand position, and product innovation strategies. The perceived quality of a product provides the necessary condition for success, such that perceived quality can increase the company’s long-term profits and/or provide resources for enhancing R&D to improve the product. This study shows that brand image and physical texture are also positively related to perceived quality. However, consumer perception of price promotion is negatively related to perceived quality, but is positively related to brand image.
Brand loyalty represents an important strategy for a company, because it can reduce the enterprise’s marketing costs and provide diagnostic value. This study shows that the brand loyalties of consumers focus on the brand trust and core service satisfaction. By relating brands and their characteristics, the analytical model presented in this study yields useful design and communication strategies and forecasts the economic effects of adopting such strategies. The study figures out the consumers’ brand awareness attributes, potential market demand, and brand competition conditions.
Codesign provides a unique method to understand the new product design structure and make product design decisions that integrate optimum individualized design. The results provide a useful source of information for product managers, who should consider the use of codesign to design the best products for individual consumers and decrease the risk of design failure, as well as promote consumer loyalty and satisfaction toward the product.

並列關鍵字

Perceived Quality ； Brand Position and Product Innovation

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