政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/49550

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/49550

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政大典藏 > College of Commerce > Department of International Business > Theses > Item 140.119/49550

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49550

Title:	通路性格初探
Authors:	游敦傑
Contributors:	邱志聖游敦傑
Keywords:	通路性格品牌性格
Date:	2008
Issue Date:	2010-12-08 13:38:47 (UTC+8)
Abstract:	本研究以「通路性格」為主題，研究目的有三：了解消費者對各個通路性格觀點包含哪些構面、探討各通路之性格所含構面之重要程度如何、從整體角度出發，探討涵蓋整體通路之性格構面為何，其於各通路之相對重要性比較。本研究根據主計處統計之零售業營業額及中國信託統計之信用卡消費資料，以及成長率高與專業性強，選取百貨公司、量販店、網際網路、專賣店、個人商店等五大通路做為探討標的。以問卷形式利用Aaker（1997）發展出之品牌性格量表對目標通路進行量測，以了解消費者對於各通路性格之觀感，並倚之做出建議。根據分析之後得出以下結論：如欲塑造出較為美麗時尚之性格，包含光鮮亮麗、上流社會、迷人、時尚等特性，百貨公司為首選，成立專賣店也是不錯的方法，但切勿選擇量販店。如欲塑造出領先潮流的前衛性格，如：獨特、年輕、最新的、刺激的、大膽、原創的等特性，網際網路可能最為合適，專賣店與百貨公司也有幫助，最不宜選擇的是量販店。如欲塑造出安全可靠的形象，讓消費者感覺這個品牌誠實、有益、值得信賴的，量販店、專賣店或個人商店均是不錯的選擇。利用網路可能會收到反效果。如欲塑造出商業領袖類型之性格，像是領導的、自信的、成功的等特性，百貨公司、網際網路、專賣店均是不錯的選擇，量販店與個人商店之相關性格則較不鮮明。如欲塑造出微笑因素之性格，如友善、愉悅等特性，通路之選擇似乎並非相當關鍵之因素，僅專賣店幫助較小，其於通路消費者皆能同意其具有友善、愉悅等特性。廠商致力於打造獨特品牌、塑造品牌性格，應視其所欲之性格做出適當之通路選擇及其策略。如此適合之通路性格與品牌性格相輔相成具有整體性，方能使廠商所欲傳遞之價值與信念不打折扣，順利於消費者心中建立起鮮明且深刻之印象。
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Description:	碩士國立政治大學國際經營與貿易研究所 96351014 97
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0096351014
Data Type:	thesis
Appears in Collections:	[Department of International Business] Theses

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