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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=The Establishment of e-Branding by Small and Medium Enterprises Based on Conjoint Analysis |
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作者 | 陳綉里; 趙香雅; Chen, Hsiu-li; Chao, Hsiang-ya; |
期刊 | 中小企業發展季刊 |
出版日期 | 20090300 |
卷期 | 11 2009.03[民98.03] |
頁次 | 頁113-139 |
分類號 | 496.1 |
語文 | chi |
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 elements; On-line brand; Brand identity; Brand relationship; Conjoint analysis; |
中文摘要 | 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。 |
英文摘要 | “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. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。