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    Title: 副品牌策略與競食效果 ─以 UNIQLO 之 GU 為例
    Sub-brand strategy and cannibalization effect -Take UNIQLO and GU as example
    Authors: 李曼鈺
    Contributors: 陳建維
    李曼鈺
    Keywords: 副品牌策略
    品牌知識
    知覺價值
    購買意願
    競食效果
    Date: 2015
    Issue Date: 2015-07-14 10:30:04 (UTC+8)
    Abstract: 隨著資金、市場不斷成長，人們消費能力的提高，在選購商品時也開始著重於品牌。品牌是企業彰顯價值以及與消費者溝通的橋梁、也是競爭優勢的來源之一，這也使得各個產業無不朝著品牌化競爭發展，其中，隨著海外知名的平價服飾品牌興起，這些廠商也積極向海外擴張，紛紛入駐台灣，國際平價服飾接力來台，這些品牌的副品牌也跟著搶進低價市場，因此本研究欲以消費者的觀點，探討主、副品牌之間的關係。

    在品牌管理的「主、副品牌」策略中，本研究選定UNIQLO與其副品牌G.U.作為研究對象，以「主品牌的品牌權益」、「副品牌知識」、「副品牌知覺價值」、「副品牌購買意願」、「產品組合的相似程度」、「主、副品牌之間的競食效果」等變數，來探究其中的關聯性及其影響程度。

    本研究採用問卷調查法，共回收 264 份問卷，經由信度之檢測、因素分析、迴歸模型的驗證，本研究結果顯示得出以下結論：(1)主品牌權益與副品牌知識之間具有顯著的正向關係；(2) 主品牌權益與副品牌知識對副品牌知覺價值具有顯著的正向關係；(3)品牌形象與知覺價值對購買意願具有顯著的正向關係；(4)主品牌權益、副品牌形象、副品牌知覺價值與主、副品牌之間產品組合的相似程度，皆與競食效果有所關聯。

    透過本研究結果分析發現，企業在執行副品牌策略時，應確保主品牌有較高的品牌權益；此外，企業應明確區分主、副品牌的差異性，注重副品牌的市場區隔與品牌定位，以避免對彼此的品牌即產品產生損害。
    Reference: 中文部分
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    102351022
    103
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102351022
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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