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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/98691


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/98691


    Title: 自有品牌適配組合-以政治大學學生為例： 品牌個性、代言人類型、產品類別、生活型態
    The Optimal Composition of Marketing in Private Brand –A Case Study of NCCU Students：Brand Personality, Endorser Type, Product Category, and Life Style.
    Authors: 鄭琪蓉
    Cheng, Chi Jung
    Contributors: 李嘉林
    Lee, Chia Lin
    鄭琪蓉
    Cheng, Chi Jung
    Keywords: 適配組合
    自有品牌
    品牌個性
    代言人類型
    產品類別
    生活型態
    Optimal Composition
    Private Brand
    Brand Personality
    Endorser Type
    Product Category
    Life Style
    Date: 2016
    Issue Date: 2016-07-01 16:10:06 (UTC+8)
    Abstract: 隨著時間推進，企業為了滿足消費者的需求以及提供更便利的服務，各式各樣的零售商店不斷出現，不僅出現五花八門的銷售手法，也為了突顯商店的差異性推出自有品牌，而從許多研究中也可以發現，自有品牌佔零售商店的營業額比例逐年上升，為此本研究想了解不同零售商的品牌個性下，在面對不同生活型態的消費者，是否能找出適配的自有產品類別與代言人組合，來做為未來零售商店推出自有品牌的參考依據。
    本研究透過前測定義出零售商店品牌個性、代言人類型與產品類別三大屬性後，使用正交設計決定最終卡片組合來設計正式問卷，再利用SPSS的單因子變數分析以及聯合分析法，試圖找出不同零售商店品牌個性在面對不同生活型態的消費者時，可以選用何種代言人與產品類別。研究結果顯示擁有時尚、流行的零售商可以針對流行嘗新與品牌都會類型的消費者，推出較不需要利用品牌行銷的產品類別如食品類，而擁有值得信賴或成功形象的零售商則可以搭配有信用或高知名度的藝人與耐久財，來吸引保守精算型態的消費者。此外也藉由聯合分析法的結果給予行銷經理實務上的建議，期許未來零售商店在推出自有品牌時，能有可以參考的依據，提高成功機率。
    In order to meet consumer needs and provide more convenient services, retailers expand their stores and develop various marketing activities. According to government statistics, the proportion of private brands in total revenue increases year by year. This paper aims to use Conjoint Analysis to find what attributes, such as brand personality, endorser type, product category as well as consumer life style, are the best congruent combination for private brands.
    First, the pretest is used to define three factors：brand personality, endorser type and product category. Second, people are asked to sort the cards which are composed of three factors depending on their preference. The results indicate that different consumer life styles actually affect consumers’ preference of brand personality, endorser type, and product category when they consider to buy the private brand. The marketing manager is then given some suggestions according to the results.
    第一章 緒論 1
    第一節 研究背景與動機 1
    一、 研究背景 1
    二、 研究動機 3
    第二節 研究目的 4
    第三節 研究架構 5
    第二章 文獻回顧 6
    第一節 自有品牌 6
    第二節 品牌個性 8
    第三節 代言人 12
    第四節 產品類別 14
    第五節 生活型態 17
    第六節 適配性研究 19
    第三章 研究方法 23
    第一節 研究架構 23
    第二節 聯合分析法 23
    第三節 問卷調查法 24
    一、 前測 24
    二、 前測問卷設計 28
    三、 正式問卷 31
    四、 正式問卷設計 33
    第四章 研究分析與結果 35
    第一節 前測分析 35
    一、 零售商店品牌個性集群分析 35
    二、 最具代表性之代言人遴選 38
    三、 最具代表性之產品類別遴選 38
    第二節 正式問卷分析 40
    一、 生活型態區隔 41
    二、 單因子變異數分析 43
    三、 聯合分析法 48
    第五章 結論 64
    第一節 研究結果 64
    第二節 管理實務上的建議 70
    第三節 研究限制與未來研究方向 72
    一、 研究限制 72
    二、 未來研究方向 73
    參考文獻 74
    中文文獻 74
    外文文獻 76
    網路來源 82
    附件A 83
    附件B 92
    Reference: 中文文獻
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    22. 謝國榮，2013，退休者生活型態、旅遊動機與旅遊阻礙因素研究，國立高學應用科技大學觀光與餐旅管理研究所碩士論文，高雄市。
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    網路來源
    1. 7 eleven加盟網站：http://www.7-11.com.tw/fr/advantage.asp。
    2. 中時電子報：http://www.chinatimes.com/newspapers/20131127000601-260110。
    3. 中華徵信所企業股份有限公司：http://www.credit.com.tw/creditonline/Epaper/IndustrialSubjectContent.aspx?sn=21&unit=225。
    4. Nielsen市場調查網站：http://www.nielsen.com/tw/zh/press-room/2014/news2014TaiwanPrivateLabel20141222.html
    5. 經濟部統計處：http://www.moea.gov.tw/MNS/dos/home/Home.aspx
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    103363071
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103363071
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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