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題名:中小企業電子品牌之建立--以聯合分析法分析
書刊名:中小企業發展季刊
作者:陳綉里 引用關係趙香雅
作者(外文):Chen, Hsiu-liChao, Hsiang-ya
出版日期:2009
卷期:11
頁次:頁113-139
主題關鍵詞:中小企業電子品牌品牌要素品牌關係聯合分析法Brand elementsOn-line brandBrand identityBrand relationshipConjoint analysis
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  • 點閱點閱:33
自1980 年代開始,「品牌建立」(brand building)這個名詞已逐漸成為企業努力經 營的重點之一(Balmer, 2001)。企業在擁有既定品牌後(或稱offline brand,離線品牌), 往往會想要再開創一個或多個電子品牌(Strebinger & Treiblmaier, 2004),並且透過建立 電子品牌延伸品牌的行銷範圍與知名度。對中小企業而言,其在財務、人力資源或是 其他管理資源上顯得相當有限,若能透過行銷成本相對低的電子品牌之建立,正確地 創造品牌識別,則能建立與消費者良好的關係,進而獲得忠誠顧客。 本研究以聯合分析法進行電子品牌的「品牌要素」(brand elements)篩選,進而區 隔出對電子品牌要素重要性不同的消費者以及其最佳電子品牌屬性集合。其次並以 「品牌關係」作為選取最佳屬性集合(區隔)的標準,這是過去應用聯合分析法或建立 品牌文獻並未進行的部分,也是本研究的特色之一。 本研究實證結果發現:(1)消費者在傳統糕餅店的電子品牌特徵選擇上,最重視品 牌標誌與符號、產品包裝、品牌標語、品牌交流與服務、媒體廣告五項。(2)進行利益 區隔後,可將樣本區分為「媒體/包裝導向群」與「媒體廣告愛好群」。(3)本研究依 據每一區隔樣本的人口統計變數與品牌關係進行分析,利用此分析結果與最佳品牌集 合綜合考量,建議此糕餅店應先鎖定「媒體/包裝導向群」,針對其需求與偏好進行 電子品牌之設計。
“Brand building” has attracted much attention since the 1980s. The establishment of ebrand and on-line brands becomes the key point for brand building nowadays (Murphy, Raffa, and Mizerski, 2003). It is believed that companies could extent their brand awareness, establish well customer relationship and increase their profits by establishing e-brands. In order to establish the companies’ e-brand, this study employs conjoint analysis approach to identify the “brand element”. Next, the “segments” and the “optimal product combinations” according to the weight of the brand elements could be obtained. The empirical study found that: (1)In term of e-brand elements, the top five preferred elements on e-branding are “symbols of the brand,” “packaging of products,” “slogans of the brand”, “customer services,” and the “performance of advertising.” (2)The respondents could be segmented into two groups as “media/packages orientation” and “media /advertisements orientation”. Both of the two groups mostly prefer the performance of advertising, followed by packaging of products. (3)Furthermore, this study also conducts the correlation between respondents’ demographics and brand relationship and finds that the small bakery enterprise should target on the “media/advertisements orientation” segment when to develop his e-brand.
期刊論文
1.Vijayasarathy, L. R.(2002)。Product Characteristics and Internet Shopping Intentions。Internet Research: Electronic Networking Applications and Policy,12(5),411-426。  new window
2.Balmer, J. M. T.(2001)。The Three Virtues and Seven Deadly Sins of Corporate Brand Management。Journal of General Management,27(1),27-35。  new window
3.Wehling, B.(1996)。The Future of Marketing。Vital Speeches of the Day,62(6),170-173。  new window
4.Fajer, M. T.、Schouten, J. H.(1995)。Breakdown and dissolution of person-brand relationships。Advances in Consumer Research,22,663-667。  new window
5.McCartan-Quinn, Danielle、Carson, David(2003)。Issues which Impact upon Marketing in the Small Firm。Small Business Economics,21,201-213。  new window
6.Balmer, John M. T.、Gray, Edmund R.(2003)。Corporate Brands: What Are They? What of Them?。European Journal of Marketing,37(7/8),972-997。  new window
7.Smit, E.、Bronner, F.、Tolboom, M.(2007)。Brand Relationship Quality and Its Value for Personal Contact。Journal of Business Research,60(6),627-633。  new window
8.Blackston, Max(1992)。Observations: Building Brand Equity by Managing the Brand's Relationships。Journal of Advertising Research,32(3),79-83。  new window
9.Varadarajan, P. R.、Yadav, M. S.(2002)。Marketing Strategy and The Internet: An Organizing Framework。Journal of the Academy of Marketing Science,30(4),296-312。  new window
10.Fournier, Susan(1998)。Consumers and their brands: Developing relationship theory in consumer research。Journal of Consumer Research,24(4),343-373。  new window
11.Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing,54(1),27-41。  new window
12.陳綉里、黃彥明(2007)。中小企業之品牌建立策略:以核心價值為基礎。中小企業發展季刊,3,135-158。  延伸查詢new window
13.De Chernatony, L.、Riley, F. D.(1998)。Modeling the Components of the Brand。European Journal of Marketing,32(11-12),1074-1090。  new window
14.Alreck, P. L.、Settle, B. S.(1999)。Strategies for Building Consumer Brand Preference。The Journal of Product and Brand Management,8(2),30-32。  new window
15.Bickerton, D.(2000)。Corporate Reputation versus Corporate Branding: The Realist Debate。Corporate Communications,5(1),42。  new window
16.Brooksbank, Roger、Kirby, D.、Tompson, G.、Taylor, D.(2003)。Marketing as a Determinant of Long-Run Competitive Success in Medium-Sized U.K. Manufacturing Firms。Small Business Economics,20,259-272。  new window
17.Carson, D.、Gilmore, A.(2000)。Marketing at the Interface: Not “What” but “How.”。Journal of Marketing Theory and Practice,8(2),1。  new window
18.De Chernatony, L.(2001)。Succeeding with Brands on the Internet。Brand Management,8(3),186-195。  new window
19.De Chernatony, L.、Drury, S.、Segal-Horn, S.(2005)。Using Triangulation to Assess and Identify Successful Services Brands。Service Industries Journal,25(1),5-21。  new window
20.Ind, N.、Riondino, M. C.(2001)。Branding on the Web: A Real Revolution?。Journal of Brand Management,9(1),8。  new window
21.Li, Z. G.、Gery, N.(2000)。E-tailing-for All Products?。Business Horizons,43(6),49-54。  new window
22.Murphy, J.、Raffa, L.、Mizerski, R.(2003)。The Use of Domain Names in E-branding by the World’s Top Brands。Electronic Markets,13(3),222-232。  new window
23.Strebinger, A.、Treiblmaier, H.(2004)。E-Adequate Branding: Building Offline and Online Brand Structure within a Polygon of Interdependent Forces。Electronic Markets,14(2),153-164。  new window
圖書
1.Keller, K. L.(2003)。Strategic brand management: Building, measuring, andmanaging brand equity。New Jersey:Upper Saddle River。  new window
2.Strauss, J.、Forest, R.(2001)。E-Marketing。Upper Saddle River, NJ:Prentice-Hall。  new window
3.Davis, S. M.、Dunn, M.(2002)。Building the Brand-driven Business: Operationalize Your Brand to Drive Profitable Growth。Building the Brand-driven Business: Operationalize Your Brand to Drive Profitable Growth。San Francisco, CA:Jossey-Bass。  new window
4.Duncan, T. R.、Moriarty, S. E.(1997)。Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships。McGraw-Hill, Inc.。  new window
5.Perry, A.、Wisnom, D. III(2003)。Before the Brand: Creating the Unique DNA of an Enduring Brand Identity。McGraw-Hill。  new window
6.Upshaw, Lynn B.(1995)。Building brand identity: A strategy for success in a hostile marketplace。New York:John Wiley & Sons, Inc.。  new window
7.Aaker, David A.、Joachimsthaler, Erich(2000)。Brand Leadership: The Next Level of the Brand Revolution。New York:Free Press。  new window
8.Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York:The Free Press。  new window
9.Keller, Kevin Lane(1998)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
10.Kotler, Philip(1994)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
11.龍冬陽(1994)。企業識別體系簡介。台北:外貿協會。  延伸查詢new window
12.Daniel S. J.(1995)。Online Marketing Handbook。New York。  new window
13.Moser, M.(2003)。United We Brand: How to Create a Cohesive Brand That's Seen, Heard and Remembered。New York。  new window
 
 
 
 
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