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  • 學位論文

品牌資產與知覺消費價值觀對市場績效 影響之研究-以跨國清潔用品製造企業為例

Brand Assets and Perceived Consumption Values with Market Performance-An Exploratory Study on Multinational Cleaning Manufacturing Companies

指導教授 : 張光正 呂鴻德
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摘要


存在於日常四周、與人們密不可分的清潔用品,為我們帶來更清潔便利的家居生活,由於市場競爭激烈,清潔用品產業重視品牌經營策略並搭配各種多樣性的行銷模式,希望吸引消費者的目光來購買產品以拓展市場利潤,所以,品牌本身具有的各項優勢成為贏得市場績效的關鍵因素。 本研究歸納國內外學者的研究內容並參考實務現象,探討清潔用品品牌擁有的品牌資產(Brand Assets)在面對不同的知覺消費價值觀(Perceived Consumption Values)下其市場績效(Market Performance)的表現成果,最後並以廠商國別(美國、歐洲、日本、台灣)及產品品項(洗滌劑類、紙製品類)作為系絡變數,探討品牌資產及知覺消費價值觀對於市場績效的影響效果是否會因為產品類別的不同或是來源國的不同而產生變化。 經過相關文獻的探討進一步形成研究架構,本研究採取個案研究法,以國內四家清潔用品廠商(寶僑、聯合利華、花王、康那香)為研究範圍,並選取這些公司旗下的八個代表性品牌作為研究對象,包括在紙製品類有好自在、康乃馨衛生棉及康乃馨柔濕巾三個品牌,而洗滌劑類則是海倫仙度絲、多芬、白蘭、Asience及一匙靈等五個品牌,透過深度訪談問卷及實務現象的觀察,針對每個研究項目給予綜合評等,最後歸納出幾項重點結論如下: 1.廠商可透過品牌資產的建立提高行銷績效。 2.消費者知覺消費價值觀會影響品牌資產對行銷績效的效果。 3.企業國別的條件對於行銷績效影響不顯著。 4.產品類別為影響消費者購買模式與行銷績效的重要因素。 5.清潔用品產業中大者恆大的優勢。

並列摘要


In our daily life, cleaning products provide people with convenient and clean environment. Because of competition, cleaning manufacturing companies often emphasize that brands need to develop variable and fit strategies to attract and meet demand of their customers. With strong advantages, outstanding brands can receive higher market share and selling profit. Based on the literature review and empirical observation, the purpose of this study was to specially understand the relationships among brand assets, perceived consumption values and market performance in cleaning manufacturing industry. This dissertation also adopts different company nationality and product category as the context variables to analyze the relationship among the three variables. This research framework was established by the relevant literature review. From this point of view, this proposed model was tested across four cleaning manufacturing companies in Taiwan (Procter&Gamble, Unilever, Kao, and Kang Na Hsiung). And focus on their main brands including eight items: Whisper, Head & Shoulders, Dove, Bailan, Asience, Attack, and Carnation (sanitary napkin and wet tissue). This research used the method of depth interview and practical observation to evaluate every research item. The conclusion of this research are summarized as following: 1.Companies can be increased market performance by establishing brand assets. 2.Market performance will be influenced by different perceived consumption value. 3.Company nationality is not significantly affect market performance. 4.Product category is the main factor to influence market performance. 5.Larger-scale cleaning manufacturing companies have more competitive advantages.

參考文獻


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