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系統識別號 U0002-0906201114521100
中文論文名稱 品牌行銷與品質管理之成本效益模式的發展
英文論文名稱 The Development of Cost/Benefit Model for Brand Marketing and Quality Management
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 99
學期 2
出版年 100
研究生中文姓名 陳盈如
研究生英文姓名 Ying-Ju Chen
學號 698620159
學位類別 碩士
語文別 中文
口試日期 2011-05-11
論文頁數 62頁
口試委員 指導教授-李旭華
委員-陳瑞陽
委員-陳水蓮
中文關鍵字 品牌行銷  品質管理  品牌收益  品牌價值  口碑  市場佔有率 
英文關鍵字 Brand Marketing  Quality Management  Brand Profit  Brand Value  Word of Mouth  Market Share 
學科別分類 學科別社會科學管理學
中文摘要 本研究主要是探討投資於品牌行銷與品質管理之成本效益的模型發展,藉由分析投資於品牌行銷與品質管理所能產生的預期投資報酬,將投資於品牌行銷與品質管理廣泛的衡量,並且量化,分析投資於品牌行銷與品質管理產生之效益的關係,用模型提供企業決策者決定投資計畫。企業往往利用品牌行銷追求企業的品牌知名度、品牌滿意度及品牌忠誠度的提升,進而提高購買意願與市場佔有率,增加顧客需求量與市場佔有率,相對的企業可利用高品質管理,達到降低不良率提升顧客滿意度。

將品牌與品質相結合發展的投資模式為架構,並且探討品牌行銷與品質管理相結合之聯結模式,可幫助研究者與企業界發展並應用品牌行銷與品質管理與效益面相結合之理論與實務。最後舉數值例子分析,用以獲得本研究的投資模式的最佳解。說明本研究主題之意義與驗證結果,獲得之具體結果,可作為後續研究及實務應用之參考。
英文摘要 In this research, the cost and benefit model can be developed to study for the investments in brand marketing and quality management. The relationship between brand marketing and quality management can be measured and analyzed to obtain the expected investment return on the investments in brand marketing and quality management and provide the modeling information for decision making. Through the brand marketing, the enterprise can promote brand awareness, brand satisfaction and brand loyalty, and hence increase purchase intention and market share so that both the customer demand and brand profit can be increased. On the other hand, the enterprise invests in quality management to reduce defective rate, which can be also linked to the purchase intention. The structure of investment model to link brand marketing and quality management can be used, and thus he relevant cost and benefit will be presented to combine the investment in brand marketing and the investment in quality management with relevant performance and financial results.
論文目次 目 錄

目 錄 iii
表 目 錄 v
圖 目 錄 vi
通用符號一覽表 vii
第1章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題 3
1.3 研究目的 4
1.4 研究架構 5
1.5 研究流程 7
第2章 文獻探討 8
2.1 品牌相關文獻 8
2.1.1 品牌行銷 8
2.1.2 品牌知名度 9
2.1.3 品牌滿意度 10
2.1.4 品牌忠誠度 10
2.2 品質相關文獻 12
2.2.1 品質管理 13
2.2.2 不良率 13
2.2.3 顧客抱怨率 14
2.2.4 口碑 14
2.3 購買意願 16
2.3.1 市場佔有率 16
2.3.2 顧客需求量 17
2.4 品牌收益 18
2.4.1 品牌總收入 18
2.4.2 品牌行銷投資 18
2.4.3 品質管理投資 19
2.4.4 顧客抱怨成本 20
2.4.5 製造成本 20
2.5 品牌價值 21
2.5.1 品牌價值計算 22
第3章 研究方法 32
3.1 投資於品牌行銷 32
3.1.1 品牌行銷(B)與品牌知名度(W) 32
3.1.2 品牌知名度(W)與品牌滿意度(S) 33
3.1.3 品牌滿意度(S)與品牌忠誠度(L) 33
3.1.4 品牌忠誠度(L)與購買意願(I) 34
3.2 投資於品質管理 35
3.2.1 品質管理(Q)與不良率(q) 35
3.2.2 不良率(q)與顧客抱怨率(C) 35
3.2.3 顧客抱怨率(C)與口碑(O) 36
3.2.4 口碑(O)與購買意願(I) 37
3.3 投資於品質管理與品牌行銷 38
3.3.1 購買意願權重(I) 38
3.3.2 購買意願權重(I)與市場佔有率(M) 38
3.3.3 市場佔有率(M)與顧客需求量(D) 39
3.3.4 品牌收益(R) 40
3.3.5 品牌價值(V) 41
3.4 最佳化 42
第4章 數值分析和實例 43
4.1 投資品牌行銷與品質管理之成本效益之實例(一) 43
4.2 投資品牌行銷與品質管理之成本效益之實例(二) 45
第5章 結論與建議 49
5.1 研究結論 49
5.2 管理意涵 50
5.3 未來研究方向與建議 51
參考文獻 52

表 目 錄
表1-1 2010年全球百大品牌排行榜前20名 2
表4-1 相關輸入數值 43
表4-2 各項調整常數 43
表4-3 投資改善品牌知名度與不良率之效益 44
表4-4 例二之相關輸入數值 45
表4-5 例二之各項調整常數 45
表4-6 投資品牌行銷與品質管理改善之效益 46
表4-7 品牌行銷與品質管理未投資前相關成本與效益 47
表4-8 品牌行銷與品質管理投資改善後相關成本與效益 47


圖 目 錄
圖 1-1 本研究架構圖 6
圖 1-2 本研究流程圖 7
圖 2-1 品質為獲利之重要決策因素 20
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網路資料
全球品牌顧問,www.interbrand.com。
聯合新聞網,udn.com。
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