台灣產品品牌形象的探討-以HTC為例

Taiwan brand Image-HTC as an Example

許書雅(shu-ya hsu)

指導教授 ： 林瓊菱

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400419

摘要

面對全球化時代，國際市場競爭激烈，品牌已成為各個企業的趨勢，需要長期的經營，台灣企業開始注重產品設計開發，朝向品牌策略經營的想法，期待朝世界級產品目標邁進，台灣產品如何成為消費者心中領導品牌，而領導應有的品牌經營管理姿態以及台灣應該如何創造出引領風潮的品牌，從製造國走向品牌國。為本研究主要目的。探討品牌形象變項之間關係，以台灣手機品牌hTC主要研究，進行問卷調查，以人口統計變數以及品牌支持為主要區分，以iPhone與hTC兩個品牌做比較，資料回收後使用描述性統計、信度分析、t檢定分析等統計進行資料分析。本問卷主要是以實體問卷以及網路問卷兩種方式同時進行問卷回收，共回收235份問卷，其中227份為有效問卷，8份為無效問卷，資料分析後得到以下結果： 不同性別之受測者在品牌形象中，iPhone與 hTC兩個品牌，僅少數題項有顯著差異。不同年齡之受測者在品牌形象中幾乎呈現未達顯著水準的狀態，因此此問題為不成立。不同教育程度之受測者在品牌形象中，iPhone此品牌中有顯著差異，而hTC此品牌則為無顯著差異。不同收入之受測者在品牌形象中iPhone此品牌無顯著差異，在hTC則有顯著的差異。不同品牌支持者對品牌形象在iPhone上無顯著差異，在hTC則有顯著的差異。

關鍵字

品牌形象 ； 品牌策略經營

並列摘要

Abstract
In the era of globalization, branding is the first priority for every organization to earn a victory in the competitive market. The long run project is targeting to gain a good name of leading brand. For a long time, IT industry of Taiwan have focused too much on R&D and OEM. Branding IT products became a very heavy duty in order to upgrade product's image in users' mind.The purpose of the study.
The purpose of the study tried to figure out the relationship between brand image variables. Taiwan mobile phone brands hTC major study.Conducted survey to demographic variables and brand support as the main distinction between the two brands,there are iPhone and hTC to compare the data.Using descriptive Analysis, reliability analysis and t-test analysis. The questionnaire survey and network mainly in two ways simultaneously survey questionnaires. Totally 235 questionnaires were collected, which of 227 were valid questionnaires, 8 were invalid questionnaire.
The analyzing data obtained the following results: The subjects of different genders in brand image, iPhone and hTC two brands, only a few questions of a significant difference. Different ages of the subjects presented in the brand image is almost not significant level of state, so this question is not true. Different educational levels of the subjects in the brand image, there are significant differences iPhone this brand, hTC this brand was no significant difference. Subjects of different income iPhone this brand was no significant difference, there are significant differences in the hTC brand image. Supporters of different brands on the brand image was no significant difference in the iPhone, there are significant differences in hTC.

並列關鍵字

Brand strategy management ； Brand image

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