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    題名: 消費者基礎品牌權益衡量在台灣實務界的應用探討
    作者: 李正祜
    貢獻者: 祝鳳岡
    李正祜
    關鍵詞: 品牌權益
    品牌
    品牌權益衡量
    品牌權益構面
    日期: 2003
    上傳時間: 2009-09-17 15:34:12 (UTC+8)
    摘要: 品牌權益衡量的相關研究資料對於品牌管理日趨重要，然而過去許多衡量品牌權益的量表或模式建構，多數是單以財務面或是結合財務與行銷兩方面的模式，觀點分歧；而以消費者為基礎，並以行銷策略為目的的品牌權益衡量模式或量表雖然已經有部分文獻，但多僅止於概念性探討，而品牌權益衡量系統的建制與實務界引用的情況則未見討論。品牌的衡量方法並未獲得一致共識，且大多未在實務操作上予以執行並驗證；實務上品牌權益衡量的狀況與學術上的討論其差異何在？實務上如何使用品牌權益衡量？而目前實務上品牌權益衡量又進行到什麼程度？這些在過去的資料中都不易發現完整陳述，因此研究者希望可以探究實務上品牌權益衡量的現狀與應用層面。

    本研究的主要目的為將有關品牌權益概念及衡量方式作一系統化整理，並討論品牌權益衡量在台灣企業的運用現況；包含1.探討我國國內企業品牌權益衡量可能的發展與觀念構面。2.探討品牌權益衡量在我國國內企業中品牌管理運用的可行性，是否可用以及如何可用。3.瞭解品牌權益衡量在我國國內企業中運用時可能面臨的問題與限制。

    本研究屬於探索性的質化研究，研究重點在於廣泛蒐集並挖掘關於研究主題的相關資料以利研究者對於研究主題的掌握。而傳統上質化研究蒐集資料的方式，包括了焦點團體調查法、實地觀察、深度訪談以及個案研究等等，雖然這些方式在執行運用上及本質上有所差異，但其目的卻是一致的，都是為了儘可能地發覺現象（李天任、藍莘譯，1995:63）。本研究為達到研究目的，並考量到研究主題的特性，在研究設計上選擇以文獻分析法、佐以焦點團體調查法和深度訪談法，作為質化資料的蒐集來源，並據此設計出研究的半結構式深度訪談大綱。

    本研究在擬定包含品牌權益「概念」、「現狀」、「方法」及「執行」四面向的半結構式訪談大綱完成後，隨即進行訪談對象的設定與選擇，並依此選擇標準執行後續研究訪談工作，共計訪談十位代表不同屬性立場之專業人士與實務工作者。

    研究結果顯示，對於品牌權益衡量的概念實務上普遍肯定品牌權益衡量的價值，實務界對品牌權益概念仍紛雜；在品牌權益定義方面可以分成三種定義方法，一是消費者行銷基礎的品牌權益定義，二是直接以品牌權益構面來表示品牌權益，三是以財務為基礎的品牌權益定義；品牌權益構面仍集中於基本構面中的品牌忠誠度及品牌知名度；對於品牌權益衡量的使用現狀，台灣仍屬啟蒙階段且集中於少部分特定產業，主要來自於觀念、投入成本的門檻；在品牌權益衡量的方法上有質化與量化方法的差別，另在執行程序上也因為受訪者不同的角色立場在不同階段參與度也不同。

    此外，品牌權益在學術上與實務執行上的差異，國內企業對品牌概念與經營的限制，品牌權益管理人事安排問題，以及對後續研究者的建議也在後面一並討論。
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    描述: 碩士
    國立政治大學
    廣告研究所
    89452016
    92
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0894520166
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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