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系統識別號 U0002-0107200813413400
中文論文名稱 電信品牌權益之研究-從品牌價值鏈的觀點
英文論文名稱 A Study of Telecommunication Brand Equity – From the View of Brand Value Chain
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 96
學期 2
出版年 97
研究生中文姓名 江虹翰
研究生英文姓名 Hung-Han Chiang
學號 695610393
學位類別 碩士
語文別 中文
口試日期 2008-06-06
論文頁數 70頁
口試委員 指導教授-李月華
共同指導教授-劉燦樑
委員-李培齊
委員-吳坤山
中文關鍵字 行銷活動  品牌權益  品牌忠誠度  品牌價值鏈 
英文關鍵字 Marketing Activities  Brand Equity  Brand Loyalty  Brand Value Chain 
學科別分類 學科別社會科學管理學
中文摘要 在2005年10月交通部開放號碼可攜服務以來,用戶可自由更換電信公司,對電信業者產生極大的挑戰,因此各家電信業者如何留住顧客便是其重要的目標及工作。以往品牌忠誠度相關的研究為數不少,大部份針對消費者行為、心理反應,品牌策略與消費者互動效果對品牌忠誠度的影響;或者是品牌忠誠度對品牌權益的影響,而本文希望能以品牌價值鏈的觀念開始著手,研究如何建立品牌權益,進而提高品牌忠誠度。
  故本研究欲以品牌價值鏈的架構做出研究,達到以下目的: 一、各種行銷活動對消費者品牌知識的影響為何。二、消費者的品牌知識對消費者品牌忠誠度的影響為何。三、行銷活動、消費者品牌知識與品牌忠誠度三者之間的關係。
  而本研究將理論與實證結果,歸納過去品牌價值鏈的觀點,以行銷活動以及品牌知識進行行銷活動投資以及顧客心智集合分析,再藉由影響顧客行為之品牌忠誠度做出研究,探討品牌價值鏈中各構面之影響效果,進而發產出一個新的架構。且將品牌價值鏈觀點以電信品牌為例進行研究,獲得與先前研究大部份相同之理論證實,以及獲得促銷活動在電信產業中,無法影響品牌知識之結論。從企業的角度提供電信產業業者一個新的經營重點,對企業而言,如何提高其品牌忠誠度為其目標,而本研究之結論說明電信產業業者若要提昇品牌忠誠度,需從哪些構面進行加強,也使電信產業業者有新的行銷建議。
英文摘要 As the development of the information technology, mobile communication becomes an essential part in our daily life. In terms of Taiwan, since the ministry of transportation and communications had made portable numbers open to users from October 2005, it becomes a tremendous challenge to telecommunications. Therefore, how to keep the customers becomes an important objective and task to telecommunications. There are many studies about brand loyalty which had done before. Most of them focus on consumer behavior and brand strategy’s effect to brand loyalty or brand loyalty’s effect to brand equity. The study focuses on the view of the brand value chain, making research on how to raise brand loyalty by building brand equity.
  The study is going to achieve the following objectives base on the framework of brand value chain. First, what are the influences of marketing activities to consumers’ brand knowledge? Second, what are the influences of consumers’ brand knowledge to customers’ brand loyalty? Third, what are the relationships among promotion activities、consumers’ brand knowledge and brand loyalty.
  This study focuses on the relationship among marketing activities、brand knowledge and brand loyalty based on brand value chain and find each constructions’ effect, then develop a new framework. Besides, this study take telecommunications for example base on brand value chain, and obtain the same prove as previous studies.
  This study offers a new operating model to telecommunications from the view of the company. As for companies, the objective lies in how to raise the brand loyalty. The outcome of this study offers that by strengthening what kinds of constructions can telecommunications raise the brand loyalty.
論文目次 目錄
目錄……………………………………………………………..I
表目錄………………………………………………………...III
圖目錄………………………………………………………...IV
第一章 緒論…………………………………………………...1
第一節 研究背景……………………………………………………………………..1
第二節 研究目的……………………………………………………………………..3
第三節 研究流程和步驟……………………………………………………………..4
第二章 文獻探討……………………………………………...5
第一節 品牌權益……………………………………………………………………..5
第二節 行銷組合與品牌權益的關係………………………………………………15
第三節 品牌忠誠度…………………………………………………………………22
第三章 研究設計…………………………………………..…27
  第一節 研究架構與假說………………………………………………………27
  第二節 研究設計………………………………………………………………32
  第三節 變數衡量方法…………………………………………………………32
  第四節 問卷設計………………………………………………………………36
  第五節 資料分析方法…………………………………………………………37
第四章 資料分析…………………………………………….39
  第一節 樣本結構分析…………………………………………………………39
  第二節 描述性統計量…………………………………………………………41
  第三節 信度與效度分析……………………………………………………....44
  第四節 整體模式與其構面關係分析…………………………………………50
  第五節 單因子變異數分析……………………………………………………56
第五章 結論與建議………………………………………….59
  第一節 研究結果………………………………………………………………59
  第二節 研究貢獻................................................................................................61
  第三節 研究限制……………………………………………………………....61
  第四節 研究建議………………………………………………………………61
參考文獻……………………………………………………...63
附件:研究問卷……………………………………………...69

表目錄
表4-1 樣本資料分析……………………………………………………………….39
表4-2 廣告之敘述性統計分析…………………………………………………….41
表4-3 價格之敘述性統計分析…………………………………………………….42
表4-4 促銷之敘述性統計分析…………………………………………………….42
表4-5 品牌知名度之敘述性統計分析…………………………………………….42
表4-6 知覺品質之敘述性統計分析……………………………………………….43
表4-7 品牌形象之敘述性統計分析……………………………………………….43
表4-8 品牌忠誠度之敘述性統計分析…………………………………………….44
表4-9 問卷各構面之信度分析…………………………………………………….45
表4-10 各因素個別因素負荷量、個別信度與組成信度 ………………………..46
表4-11 各因素之平均變異抽取量………………………………………………...48
表4-12 各構念之區別效度 ………………………………………………………..49
表4-13 整體模式配適度…………………………………………………………...51
表4-14 構面關係結果 ……………………………………………………………..52
表4-15 假說檢定結果表…………………………………………………………...55
表4-16 個人每月可支配所得之差異程度分析 …………………………………..56
表4-17 使用電信門號之年資之差異程度分析 …………………………………..57
表4-18 使用哪家電信門號之差異程度分析……………………………………...57


















圖目錄
圖1-1研究流程圖…………………………………………………………………….4
圖2-2 Aaker之品牌權益…………………………………………………………….9
圖2-2 Keller之品牌知識 ………………………………………………………..11
圖2-3 品牌價值鏈………………………………………………………………….20
圖3-1 研究架構圖………………………………………………………………….27
圖4-1 線性結構方程式模型之整體模式分析識………………………………….53

參考文獻 參考文獻
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4. 柯靜宜(2005),「服務供應鏈對消費者購買意願之影響-以電信產業為例」,成功大學電信管理研究所論文

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