政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118574
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113303/144284 (79%)
造访人次 : 50809557      在线人数 : 775
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/118574


    题名: 個人潔面保養品牌之品牌定位研究
    作者: 郭麗彤
    Kuo, Li-Tung
    贡献者: 陳建維
    Chen, Chien-Wei
    郭麗彤
    Kuo, Li-Tung
    关键词: 多元尺度分析
    品牌定位
    潔面保養品牌
    Multidimensional scaling
    Brand positioning
    Facial skin care brand
    日期: 2018
    上传时间: 2018-07-10 16:15:35 (UTC+8)
    摘要: 本研究針對台灣市場中五個潔面保養品牌，採用多元尺度法繪製品牌知覺圖，探討消費者所重視之產品屬性，探討消費者對市場上既存品牌的定位差異，以及市場之競合情況。並且以此作為基礎，針對該品類探討其市場區隔及策略方向建議。五個研究客體包含Curel 珂潤、Avene 雅漾、Simple清妍、Senka 專科、Neutrogena 露得清，以線上問卷調查方式，於民國一零七年四月至五月間，透過Facebook、PTT，以及Dcard的保養、美妝版及相關社團等網路論壇發放問卷，以廣泛接觸清潔、保養、美妝等該品類中類型產品的觀眾做為調查對象，回收有效問卷473份。將回收資料投入計量與非計量多元尺度分析方法，能夠分別得到加權評分表、屬性根據的品牌知覺定位圖，以及相似性的品牌知覺定位圖。進一步使用屬性根據的品牌知覺定位圖進行知覺定位分析，包含標竿分析、理想點分析、競爭態勢分析、關鍵因素分析、準則相關分析、策略分析等六個分析方式。以上六個分析方式的目的在於，以消費者角度出發，探討目前潔面保養品類之各品牌定位現況、互相競合的情況，以及消費者心目中的理想品牌位置。最後比較計量與非計量多元尺度法多建構出的品牌知覺定位圖在品牌定位上的解讀相異與相似之處，進而為各個品牌擬定策略方向。
    As main objective, this study conduct the perceptual mapping on 5 facial skin care brand in Taiwan market. Based on the perceptual map, the discussion would focus on understanding the over-all competition in the market, and respective positioning of each brand in order to propose strategic recommendation to marketers and relevant personnel.
    Research objects including Curel, Avene, Simple, Senka and Neutrogena, which are all facial skin care brand in current market. The survey collected 473 effective questionnaires based on convenient sampling of consumers who know facial cleaning, caring and makeup product, collected questionnaires from beauty, cosmetic community in social network media including Facebook, PTT and Dcard in time period of 2018 April to May. To generating an attribute-based perceptual map, applied the weighted score to Metric Multidimensional Scaling analysis. Based on the attribute-based perceptual map, it was able to carry out the positioning analysis, which includes six analytical models that are: benchmarking analysis, ideal point analysis, competitive situation analysis, key factor evaluation, criterion correlation analysis, and strategy analysis. With analyses mentioned above, this study aim to understand more about the perception of consumers and subsequently propose strategic directions for each individual brands, using the perceptual map as an auxiliary analysis tool. Moreover, with performing the Non-metric Multidimensional Scaling on the similarity data of the five brands, could derive the similarity perceptual map. Comparing the two perceptual maps, it is possible to know the differences of the performance of each brand, which could also be a reference for the strategic recommendations for brands.
    參考文獻: 一、中文部分
    1. 周文賢（2002），多變量統計分析：SAS/STAT使用方法，台北：智勝文化。
    2. 黃俊英 （2003），行銷學的世界，二版，台北：天下文化。
    3. 陳正倉、林惠玲、陳忠榮與莊春發 （2003），產業經濟學，一版，台北：雙頁書廊。
    4. 洪順慶（2001），行銷管理，台北，新陸書局。
    5. 姜俊邑（2015），「社群媒體之內容行銷研究-以快速消費品為例」，國立政治大學企業管理研究所碩士學位論文。
    6. 巫政祐（2001），「產品屬性與設計屬性之連結-以手機市場為例」，國立台北大學企業管理學系碩士論文。
    7. 江啟明（1988），「模組化行銷偵測系統」，交通大學管理科學研究所碩士論文。
    8. 王昭正（2005），「保養品消費者購買行為之研究」，國立台灣大學國際企業學研究所碩士論文，頁64。
    9. 王秋楠（2011），「W公司的護膚品品牌定位研究」，廣東工業大學碩士學位論文，頁32。
    10. 洪嘉琳（2006），「男性保養品 2 :美形男人的面子問題」，東方消費者行銷資料庫。
    11. 尹常年（2001），「產品造型及其屬性建構之研究-以婚紗業實證為例」，產業論壇P215-236
    12. 何昭賢（2004），「產品屬性、訊息來源對廣告溝通效果之影響」，永達學報，P31-57。
    13. 凱度消費者研究「2018年第一季台灣整體民生消費市場趨勢報告」 (2018) https://www.kantarworldpanel.com/tw/news/18Q1-Taiwan-FMCG-Monitor 2018/06/05。
    14. EOLembrain東方快線網路市場調查(2012) http://eolembrain.com.tw/Latest_View.aspx?SelectID=268 2018/06/05
    二、英文部分
    1. Aaker, D. A. & Shansby, G. J.(1982). Positioning Your Product, Business Horizons, 25 (3), 56–62.
    2. Aaker, D. A.(1996). Building Strong Brand, N.Y: The Free Press.
    3. Aaker, D. A. & Joachimsthaler, E. (2000), Brand Leadership, The Free Press, New York.
    4. Arnold, D. (1992). The Handbook of Brand Management, Century Business.
    5. Ambler, T. (1997). “Do brands benefit consumers? ,” International Journal of Advertising, August, 166-98.
    6. Bernstein, D. (2003). “Corporate brands back to basics,” European Journal of Marketing, 37 (7/8), 1133-1141.
    7. Blackett, T. (1991). “The Valuation of Brands,” Marketing Intelligence & Planning, 9 (1), 27-35.
    8. Blackett, T. & Robins, R. (2001). Brand medicine: the role of branding in the pharmaceutical industry, International Journal of Medical Marketing, 2 (1), 33-49
    9. Crawford, M. & Benedetto, A. D. (2004). New Product Management. Mcgraw.Hill International Edition.
    10. Chernatony, L. D. & McWilliam, G. (1989). “Branding Terminology The Real Debate,” Marketing Intelligence and Planning, 7 (8), 29-32.
    11. Cravens, D. (2002), Strategic Marketing, 7th edition McGraw-Hill.
    12. Cravens, D. W., & Piercy, N. (2009). Strategic Marketing, 15th ed. Boston: McGraw-Hill Irwin. Chicago.
    13. Dev, C. S., Morgan, M. S., & Shoemaker, S. (1995). “A positioning analysis of hotel brands - Based on travel-manager perceptions,” Cornell Hotel and Restaurant Administration Quarterly, 48-55.
    14. Devellis, R. F. (1991). “Scale development: Theory and applications,” Newbury Park, CA: Sage.
    15. Del Rio, A. B., Rodolfo V., & Victor, I. (2001). “The effects of brand associations on consumer response,” Journal of Consumer Marketing18.5, 410-425.
    16. DeSarbo, W. S. & Young, M. R. & Rangaswamy, A. (1997). “A Parametric Multidimensional Unfolding Procedure for Incomplete Nonmetric Preference/Choice Set Data in Marketing Research. Journal of Marketing Research,” 499-516.
    17. Davis, S. M. & Dunn, M. (2002). Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, 1st edition. Jossey-Bass.
    18. Euromonitor (2013). “Beauty and Personal Care in China Market Research,” Euromonitor International, London.
    19. Gwin, C. F. & Gwin C. R. (2003). “Product attributes model: A tool for evaluating brand positioning,” Journal of Marketing Theory and Practice, Vol. 11(2), 30-42.
    20. Holbrook, M. B. and K.P. Corfman (1983). ”Quality and Other Types of Value in the Consumption Experience: Paedrus Again.” Working Paper, N.Y.：Columbia University.
    21. Huber, J. & Holbrook, M. B. (1979). “Using Attribute Ratings for Product Positioning: Some Distinctions Among Compositional Approaches,” Journal of Marketing Research, 507-516.
    22. Holbrook, M. B. & Hirschman，E. C. (1982). “The Experiential Aspects of Consumption: Consumer Fantasies, Feeling, and Fun,” Journal of Consumer Research, (January), 132-140.
    23. Keller, K.L & Aaker, D. A. (1992). “The Effects of Sequential Introduction of Brand Extensions,” Journal of Marketing Research, 24 February, 35-50.
    24. Keller, K.L (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57, 1-22.
    25. Keller, K.L (2000). The Brand Report Card, Harvard Business Review, 78 (1),147-157.
    26. Keller, K.L (2001). Strategic brand management: Building, Measuring and Managing Brand Equity, 2nd edition. Upper Saddle River, NJ: Prentice Hall.
    27. Keller, K.L (2003). “Best Practice Cases in Branding,” Upper Saddle River, NJ: Prentice Hall.
    28. Keller, K.L (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd edition, Pearson.
    29. Kotler, P (2005). Marketing Management, 12th ed. Englewood Cliffs, NJ: Prentice-Hall, 425-431.
    30. Kotler, P. & Fox, FA. (1985). Strategic marketing for educational institution. New Jersey: Prentice-Hall, Inc.
    31. Kruskal, J.B. & Wish, M. (1978). “Multidimensional Scaling,” Sage University Paper Series on Quantitative Applications in the Social Sciences, Newbury Park.
    32. Kapferer, J. N. (1992). Strategic Brand Mamagement. New York: The Free Press
    33. Kapferer, J. N. (1997). Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Dover.
    34. Kim, P.(1990), “ A Perspective on Brands,” Journal of Consumer Marketing, Fall, 20-30.
    35. Keegan, W. J, Moriarty, S. E, & Duncan, T. (1991). Marketing. NJ：Prentice Hall.
    36. Long, M. M., & Schiffman, L. G. (2000), “Consumption values and relationships: segmenting the market for frequency programs,” Journal of Consumer Marketing, 214-32.
    37. Laforet, S., Saunders, J. (1999), “Managing brand portfolios : Why leaders do what they do” , Journal of Advertising Research.
    38. Monroe, K.B. and Krishnan, R. (1985), The Effect of Price on Subjective Product Evaluations in Perceived Quality, MA: Lexington.
    39. Maggard, J.P. (1976). “Potisioning resisted,” Journal of Marketing,40 (1), 63-66.
    40. Mowen, J. C. & Minor, M. S. (2001), Consumer Behavior: A Framework. New Jersey: Prentice-Hall, Englewood Cliffs.
    41. Nunnally, J.C.(1978), Psychometric Theory, New York: McGraw-Hill.
    42. Ogilvy, D. (1983). Ogilvy on advertising. London, UK: Pan Books Ltd..
    43. Park, C.W., Jaworski, B.J., & Maclnnis, D.J. (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50, 135-145.
    44. Ries, A., & Triut, J (1969). “Positioning is a game people play in today`s me-too marketplace,” Industrial marketing, 54 (6), 51-55.
    45. Ruobing Zheng (2015), “Brand Positioning and its Effects on Consumers’ Preference in China’s Skincare Market”, MSc Thesis, Department of Social Science, Wageningen University, 11.
    46. Solomon, M. R. (1999), “The Value of Status and the Status of Value,” in M.B. Holbrook Consumer Value. A Framework for Analysis and Research. London: Routledge, 63–84.
    47. Sengupta, S.(2005), Brand positioning: Strategies for competitive advantage. New Delhi: Tata McGraw-Hill Education.
    48. Shostack, G.L. (1977). “Breaking free from product marketing,” Journal of Marketing, Vol. 41, April, 73-80
    49. Ries, A., & Triut, J (1972). Positioning Cuts Through Chaos in the Marketplace. Advertising Age, May, 236-249.
    50. Urban, G. L. & Hauser, J. R. (1993). Design and Marketing of New Products. New Jersey: Prentice-Hall, Inc.
    51. Zeithmal. V. A. (1988). “Consumer Perceptions of Price, Quality and Value: A Means End Model and Synthesis of Evidence,” Journal of Marketing,Vol.52, 2-22
    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    1053510111
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1053510111
    数据类型: thesis
    DOI: 10.6814/THE.NCCU.IB.007.2018.F06
    显示于类别:[國際經營與貿易學系 ] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    011101.pdf2394KbAdobe PDF210检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈