研究生: |
任家齊 Chia-chi Jen |
---|---|
論文名稱: |
應用聯合分析法衡量消費者認知之品牌權益 - 以筆記型電腦市場為例 Measuring the Perceived Brand Equity of Consumer by Conjoint Analysis - An Example of Notebook Market |
指導教授: |
劉代洋
Day-yang Liu |
口試委員: |
黃彥聖
Yen-sheng Huang 張琬喻 Woan-yuh Jang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2008 |
畢業學年度: | 96 |
語文別: | 中文 |
論文頁數: | 74 |
中文關鍵詞: | 筆記型電腦 、品牌權益 、聯合分析法 |
外文關鍵詞: | Notebook Computer, Brand Equity, Conjoint Analysis |
相關次數: | 點閱:199 下載:2 |
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查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
台灣過去的經濟發展以傳統的製造業為主,隨著產業結構的變化,與知識經濟時代的來臨,逐漸發展出電子代工、與其他新興的高科技產業。但純粹的製造業在中國、印度、越南、等新興國家低成本的競爭下,已面臨嚴重的挑戰。如果不能發展出自有的品牌、通路,或是擁有專利權的核心技術,終將逐漸被市場所淘汰。
Interbrand是國際上知名的品牌權益評鑑機構,國內也於2003年起,開始進行類似的品牌權益評估調查。但是上述活動的評鑑內容,不容易轉換到企業日常的經營管理、與行銷活動中,特別是台灣為數眾多的中小型企業、或是針對小眾、利基市場的品牌。
本研究運用適應性聯合分析法,以參加電腦展的使用者為調查對象,透過網路問卷蒐集資料,轉換出個別消費者對筆記型電腦各個屬性的效用值。再以這些效用值為基礎,透過等價兌換的關係,推估國內主要筆記型電腦廠商之品牌的品牌權益。
最後,再透過不同的區隔方式,比較消費者對品牌權益的集中程度,配合相關的分析結果,發展出行銷、與管理上的建議。
In Taiwan, the conventional manufacturing industry contributed the major economics growth in the past. When the era of knowledge economics comes, the industry structure changed to the electronics and high tech outsourcing industry. And now, the companies in Taiwan met severe challenge from China, India, and Vietnum for much lower margins. So they do need more competitive competences from Intelligence properties or their own Brand and distribution Channel.
To evaluate the performance of the Brand development, those companies need a methodology for Brand Equity Evaluation. But most available methods are difficult to connect to elements of activities for Business and Marketing. Also is very difficult to be adopted for Small & Medium Enterprise and Niche Market Brand.
This research uses the adaptive conjoint analysis, with the participants of Taipei Computer Exhibition for research object. Convert the data collected from interactive interview into the utility score for each attributes. Then estimate the Brand Equity for major manufacturer of Notebook in Taiwan via the conversion relationship between attribute Brand and Price.
After summarizing those results and learnings from research, we summit the suggestion and recommendation to those companies who make the Notebook in Taiwan for the implementation for Business and Marketing.
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