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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29868


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    題名: 訂價方案與品牌關係規範對品牌評價之影響
    The Effect of Pricing Strategy and Brand Relationship Norms on Brand Evaluations
    作者: 張尹馨
    貢獻者: 周文賢
    黃國峯
    張尹馨
    關鍵詞: 品牌關係
    品牌關係規範
    訂價方案
    Brand Relationship
    Brand Relationship Norms
    Pricing Strategy
    日期: 2004
    上傳時間: 2009-09-11 16:45:50 (UTC+8)
    摘要: 競爭激烈的市場上，產品差異化不再是銷售萬靈丹，廠商愈來愈注重維持與現有客戶的關係。關係行銷時代，企業想與其目標客戶建立緊密之關係，而「品牌」就是用來連結企業與顧客間之橋樑。品牌最重要的任務是與消費者建立關係，成功的品牌可以和顧客建立緊密關係。<br>本論文之研究目的在於探討訂價策略符合品牌關係規範與否，會如何影響消費者對訂價策略與品牌整體之評價。研究採用2x2實驗設計的方式，測試在不同關係情境（共榮關係、交易關係）及不同訂價方案（收費、不收費）下，消費者對該品牌之評價有何差異。研究發現品牌訂價方案違犯品牌關係規範時，消費者會給予品牌較差之評價。建議與客戶建立品牌關係後，企業一切活動需要密切遵守關係規範。廠商要努力維護良好品牌關係，進行遵守品牌關係規範之訂價方案與品牌活動。企業唯有密切遵守與顧客間應有之關係規範，這樣才能增加顧客對品牌之信任。企業應同時採取關係行銷策略，讓消費者願意跟品牌建立更親密之關係，甚至進而成為品牌之忠誠客戶。企業需維持忠誠顧客群之穩定度，並建立顧客資料庫，以便企業對其目標市場之客戶需求有更深入的認識，即時推出差異化產品滿足顧客需求，同時提升為消費者創造價值的能力。
    In the competitive market where product differentiation wouldn’t guarantee sales, companies care more about the relationships with their customers. At the age of relationship marketing, “brand” is the bridge to connect with the customers. Building relationship with the consumers is an important function of the brand.<br>The result of the experiments shows that a pricing strategy that is in violation of a relationship norm leads to a poorer evaluation by the consumers relative to the strategy that conforms to the relationship norm. People in a communal relationship evaluate the brand and its actions more positively when the action is in keeping with communal norms than when the action is in violation of communal norms.It’s suggest that once the brand build the relationship with their customers, in order not to hurt the relationship the brand’s actions should firmly comform to the brand relationship norms. Norm violation will cause consumer’s negative evaluation toward our brand. And consumers’ responses wew not limited to the specific brand’s action but extended to their overall brand evaluations as well. Companies should maintain the comformity between brand actions and their relationship norms which can keep the long-term relationship with the customers.
    參考文獻: 中文部份
    (1) 吳一斌(1999)，品牌卡位贏家，台北：維德文化。
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    英文部份
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    (24) Hinde, R. A. (1995), "A Suggested Structure for a Science of Relationships", Personal Relationship, London: Academic Press.
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    (26) Kotler, Philip (1991). Marketing Management, 7th Ed., New Jersey: Prentice-Hall International Inc.
    (27) Kotler, Philip and Gary Armstrong (1996). Principles of Marketing, 7th Ed., New Jersey: Prentice-Hall International, Inc.
    (28) Light, Larry. (1993), "At the center of it all is the brand", Advertising Age, Vol.64, p.22.
    (29) Lovelock, C. (1983). "Classifying services to gain strategic marketing insights," Journal of Marketing 47, 9-20.
    (30) Morgan, Robert M. and Shelby D. Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, Vol. 58, pp.20-38.
    (31) Pankaj Aggarwal (2004), "The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior", Journal of Consumer Research, 31, 1; pp.87-101.
    (32)Pankaj Aggarwal, and Sharmistha Lqw (2005), "Role of Relationship Norms in Processing Brand information", Journal of Consumer Research, 32, 3; pp.453-464.
    (33) Peterson, Robert A. (1995), "Relationship Marketing and The Consumer, " Journal of the Academy of Marketing Science, pp.278-281.
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    (38) Stone, Merlin, and Neil Woodcock (1996), Relationship Marketing, Kogan Page Ltd.
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    描述: 碩士
    國立政治大學
    企業管理研究所
    93355016
    93
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0093355016
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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