簡易檢索 / 詳目顯示

回結果列表
研究生： 蔡瑋芸
Wei-Yun Tsai
論文名稱： 探討品牌權益與行銷策略改變之研究-以台灣食品品牌為例
Researches of Changing Brand Equity, and Marketing Strategies - in Taiwan Food Brand
指導教授： 盧希鵬
Hsi-Peng Lu
口試委員: 黃世禎
Sun-Jen Huang
游慧茹
Huei-Ju Yu
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 110
中文關鍵詞： 品牌權益 、強勢品牌 、質性研究 、行銷策略
外文關鍵詞： Brand Equity, Strong Brand, Qualitative Research, Marketing Strategy
相關次數： 點閱：264  下載：0 
分享至:
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
  •  上一筆

    • 近年來台灣爆發許多食品安全事件，其中不乏一些強勢食品品牌受之牽連。此研究欲探討某一原先強勢，而後因食安事件變為弱勢之食品品牌的行銷策略，透過次級資料收集法收集該品牌相關資料，並以Keller（2001）學者提出消費者為基礎的品牌權益之五項構面發展業者及消費者問卷，經由半結構式訪談法分別訪談品牌業者之品牌行銷策略目的及30位消費者於接觸該品牌三項行銷策略後之品牌評價與品牌感覺，進而比較品牌業者與消費者對於品牌行銷策略之共通性與差異性。研究發現消費者在看完品牌新行銷活動後，消費者對於品牌的評論與業者擬定之行銷目的相符。本研究中以廣告與外包裝標示變更的行銷活動的行銷關鍵因素，消費者對於品牌評論與業者規劃相符，因此業者所擬定消費者對於品牌的評論，最容易透過廣告的行銷活動達成，然而，消費者對於品牌的感覺，業者對於廣告拍攝氛圍的決策是關鍵。強勢品牌也有可能於一夕之間轉變為弱勢品牌，因此品牌業者或品牌行銷人員對於品牌的狀態要相當敏感，並且能即時修正品牌行銷策略，以提升品牌價值，持續維持顧客忠誠度與市場佔有率。

    After several food scandal crises, a great deal of Taiwan food brand facing difficult situations to manage. Thus, this study explores once a strong food brand suffered and its changing brand equity impacted on brand marketing strategies. Furthermore, whether brand marketers’ or owners’ marketing purposes match customer brand judgments and brand feelings. The customer based brand equity pyramid in building strong brand is applied to develop the interviewing questions, and match the interviewing results from both sides. Secondary data was collected with particular food brand in order to conduct a brand owner, and customer respondents (N = 30) through qualitative semi – structured interviews. The results show that brand owner changed brand marketing activities when the brand is no longer strong. The marketing purposes which were planned by brand owner are also recognized by most of customer respondents. However, customer feelings about marketing activities that are not the same as brand owners’ marketing plan. Brand marketers or owners need to be sensitive to brand equity and adjust marketing strategy in time. Otherwise, market share and customer may no longer on your side.

    中文摘要 I ABSTRACT II 誌謝 III Figure of Contents IV Table of Contents V 1. Introduction 1 2. Literature Review 2 2.1. Strong brand and brand strength 3 2.2. Brand equity 4 2.3. Customer – based brand equity pyramid 5 2.4. Brand equity of marketing strategies 6 2.5. Brand revival 8 3. Research Methods 9 3.1. Secondary data of Lin Feng Ying and its marketing strategies 10 3.2. Respondents 12 3.3. Instruments 13 3.4 Thematic analysis 19 4. Results 19 4.1. Entire view of brand marketing strategies from Lin Feng Ying owner 19 4.2. After watching two strong brand commercial films and two weak brand commercial films 23 4.2.1. Customer brand judgments 23 4.2.2. Customer brand feelings 25 4.3. Promotion strategy – Selling price promotion 27 4.3.1. Customer brand judgments 27 4.3.2. Customer brand feelings 29 4.4. The comparison between old packaging and labeling, and new adjustments 31 4.4.1. Customer brand judgments 31 4.4.2. Customer brand feelings 32 4.5. Matching Lin Feng Ying owner brand marketing strategies and customer responses to commercial films, and price promotion, and packaging and labeling adjustments 34 4.5.1. Customer brand judgments compare with Lin Feng Ying owner marketing plans 34 4.5.2. Customer brand feelings compare with Lin Feng Ying owner marketing plans 36 4.5.3. Summaries of matching Lin Feng Ying owner and customer respondents 36 5. Conclusions and Implications 37 5.1. Theoretical implications 38 5.2. Managerial implications 38 5.3. Limitations 39 5.4. Future researches 40 Reference 40 Appendices 45

    Aaker A. D. (2002). Building Strong Brands. London, United Kingdom: Simon & Schuster Ltd.
    Aaker A. D. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38 (3), 102-120.
    Agarwal M. K., & Rao V. R. (1996). An empirical comparsion of customer based measures of brand equity. Marketing Letters, 7 (3), 237-247.
    Villarejo-Ramos A. F., & Sánchez-Franco M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12 (6), 431-444.
    Bellman M. L. (2005). Entrepreneurs: Invent a new brand name or revive an old one? Business Horizons, 48 (3), 215-222.
    Berry C. N. (1988). REVITALIZING BRANDS. Journal of Consumer Marketing, 5 (3), 15-20.
    Broniarczyk S. M., & Alba W. J. (1994). The role of cunsomers' intuitions in inference making. Journal of Consumer Research, 21 (3), 393-407.
    Buil I., de Chernatony L., & Martínez E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66 (1), 115-122.
    Palmer C. (1999). The high-risk, big-reward world of brand revitalization. Beverage World, 118 (1671), 96.
    Cairns G., & Macdonald L. (2016). Stakeholder insights on the planning and development of an independent benchmark standard for responsible food marketing. Evaluation and Program Planning, 56, 109-120.
    Cobb-Walgren C. J., Ruble C. A., & Donthu N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24 (3), 25-40.
    Cohen A. D., & Babey H. S. (2012). Candy at the Cash Register — A Risk Factor for Obesity and Chronic Disease. The New England Journal of Medicine, 367 (15), 1381-1383.
    Darke R. P., & Chung M. Y. Cindy. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81 (1), 35-47.
    de Chernatony L. (2010). From brand vision to brand evaluation. The strategic process of growing and strengthening brands (3rd Ed.). Oxford, United Kingdom: Butterworth Heinemann.
    de Oliveira M. O. R., Cleo Schmitt S., & Bins Luce F. (2015). Brand equity estimation model. Journal of Business Research, 68 (12), 2560-2568.
    Ewing T. M., Fowlds A. D., & Shepherd R. B. Ian. (1995). Renaissance: a case study in brand revitalization and strategic realignment. Journal of Product & Brand Management, 4 (3), 19-26.
    Farmer N. (2012). Packaging and marketing. In Emblem A., & Emblem H. (Eds.), Packaging Technology Fundamentals, Materials and Processes (pp. 87-105). Cambridge, United Kingdom: Woodhead Publishing Limited.
    Glanz K., Bader M. D., & Iyer S. (2012). Retail grocery store marketing strategies and obesity: an integrative review. American Journal of Preventive Medicine, 42 (5), 503-512.
    Grohs R., Raies K., Koll O., & Mühlbacher H. (2015). One pie, many recipes: Alternative paths to high brand strength. Journal of Business Research, 69 (6), 2244-2251.
    Hawkes C. (2010). Food packaging: the medium is the message. Public Health Nutrition, 13 (2), 297-299.
    Hsu Chung‐kue., & McDonald D. (2002). An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11 (1), 19-29.
    Huang Rong., & Sarigöllü E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65 (1), 92-99.
    Janiszewski C., & van Osselaer S. M. J. (2000). A connectionist model of brand equity associations. Journal of Marketing Research, 37 (3), 331-350.
    Kapooria P. (2015). Regaining the brand value: an analysis of Maggi Fiasco. Global Journal for Research Analysis, 4 (12), 242-243.
    Kay J. M. (2006). Strong brands and corporate brands. European Journal of Marketing, 40 (7/8), 742-760.
    Keller L. K. (2010). Brand Equity Management in a Multichannel, Multimedia Retail Environment. Journal of Interactive Marketing, 24 (2), 58-70.
    Keller L. K. (2001). Building customer-based brand equity: A blueprint for creating strong brands (No. 01-107). Cambridge, MA: Marketing Management Institute.
    Keller L. K. (1993). Conceptualizing, Measuring and Managing Customer - Based Brand Equity. Journal of Marketing, 57 (1), 1-22.
    Kotler H. P. (1994). Marketing Management: Analysis, Planning, and Control (8th ed.). Englewood Cliffs, N.J.: Prentice Hall Inc.
    Lobschat L., Zinnbauer M. A., Pallas F., & Joachimsthaler E. (2013). Why Social Currency Becomes a Key Driver of a Firm's Brand Equity – Insights from the Automotive Industry. Long Range Planning, 46 (1-2), 125-148.
    Low G. S., & Lamb C. W. (2000). The measurement and dimensionality of brand association. Journal of Product and Brand Management, 9 (6), 350-368.
    MarketWatch. (2006). A-list celebrity endorsements are failing to dazzle consumers. MarketWatch: Global Round-up, 5 (9), 29-30.
    Marshall N. M. (1996). Sampling for qualitative research. Family Practice, 13 (6), 522-525.
    Mottaa V., & Sharma A. (2016). Benefits and transaction costs of purchasing local foods in school districts. International Journal of Hospitality Management, 55, 81-87.
    Spry A., Pappu R., & Bettina T. C. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45 (6), 882-909.
    Thomas S., & Kohli C. (2009). A brand is forever! A framework for revitalizing declining and dead brands. Business Horizons, 52 (4), 377-386.
    Wei Chuan Food Corp. (2014). 2013 Wei Chuan Food Corp. Financial Annual Report. Taipei, Taiwan: Wei Chuan Food Corp.
    Woodside G. A., & Walser G. M. (2007). Building strong brands in retailing. Journal of Business Research, 60 (1), 1-10.
    Yoo D. N., & Lee S. B. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.
    李河水、王素梅、陳玉玲、陳麗婷、彭素玲、黃秋香•••林淨鈴 (2015)。 2015年食品產業年鑑。 台北市: 財團法人食品工業發展研究所。
    康照洲 (2011)。 「D-day行動」全面稽查 防堵塑化劑污染〔電子版〕。 藥物食品安全週報， 300, 1-3。
    康照洲 (2013)。 順丁烯二酸酐化製澱粉及其相關產品資訊e點靈〔電子版〕。 藥物食品安全週報， 402, 1-3。
    衛生福利部食品藥物管理署 (2013)。 違規添加銅葉綠素食用油品下架產品清冊。
    檢自： http://www.ey.gov.tw/Upload/RelFile/2023/703551/3803ecd7-
    6f1b-4345-84c4-5bc216e10516.pdf

    無法下載圖示 全文公開日期 2021/08/24 (校內網路)
    全文公開日期 本全文未授權公開 (校外網路)
    全文公開日期 本全文未授權公開 (國家圖書館：臺灣博碩士論文系統)
    QR CODE