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題名 顧客為本品牌權益分析-以得利塗料為例
The study of customer-based brand equity model －A case of Dulux作者 王浩翔
Wang, Hao Hsiang貢獻者 張愛華
Chang, Ai Hwa
王浩翔
Wang, Hao Hsiang關鍵詞 品牌權益
顧客為本的品牌權益模型
整合行銷策略
塗料
brand equity
customer-based brand equity model
integrated marketing strategy
paint日期 2016 上傳時間 9-八月-2016 14:43:38 (UTC+8) 摘要 面臨現今資訊爆炸的年代，經常可以看到廠商透過報章雜誌、電視廣告、網路媒體與粉絲團發送廣告訊息，過去理論與研究發現，專注在品牌權益的公司能夠因為打造了一個強勢的品牌，帶給企業更多的附加價值，亦能夠確保消費者在消費相同產品時較穩定可靠的特色、利益及品質。本研究以質化研究方法為主，透過深度訪談的方式與次級資料之應用蒐集個案公司相關資訊，並採用Keller(1993)提出的顧客為本品牌權益模型(CBBE)之打造強勢品牌四個步驟為主，以行銷方案執行分析為輔，進行品牌權益打造之分析，最後歸納出結論並給予建議。研究發現個案公司在品牌覺察的廣度有待加強，在社群的經營上面也乏善可陳，這樣會使得消費者在現今網際網路的時代，因為網路上眾多的資訊，減少了消費者接觸產品資訊與廣告，使品牌共鳴的效果無法有效達成。而本研究提供以下四點建議給予個案公司做為參考，以提高品牌共鳴：1. 建構更高的品牌辨識：加強品牌覺察廣度，投入資源教育消費者，與教育機構合作以產生更高的共創價值。2. 經營品牌社群：投入資源加強社群網站經營，讓粉絲能夠有互動的空間。3. 共同品牌槓桿借用輔助聯想：與形象良好的品牌聯名推出新款油漆。4. 贊助體育賽事、活動或是團隊：台灣體育活動風行，可以在體育賽事、團隊給予贊助，提高品牌知名度與建立良好形象。
We are experiencing an explosive growth of information nowadays. Consumers are overwhelmed by a vast array of information and are more likely to switch away the brands they used. Theories and past studies have found out that companies focusing on brand equity building can bring more added values to both company and consumers.This research tries to use the CBBE (Customer Based Brand Equity) model by Keller (1993) and marketing strategy performance analysis to analyze the brand equity of Dulux Taiwan. The research was conducted by qualitative methods, in-depth interview and secondary data analysis. In the end, the research concluded practical advice to Dulux for reference.According to the result, Breadth of Dulux brand awareness and operation of social media needs to be strengthened. Excessive amount of information on the Internet leads to low-contact between product information and advertising with consumers. As a result, the brand resonance effects cannot be effectively reached. The following are four suggestions concluded by this research as reference to Dulux:1. To Construct higher brand recognition: Strengthen breadth of Dulux brand awareness by investing resources to educate consumers and may consider co-creating with education institutions.2. To manage on-line brand community: Enhance the interaction with consumers by increasing investment to operate the social media.3. To leverage secondary brand associations—Co-branding: launch new products with high reputation companies.4. To sponsor sports events, activities or team: Because of the enthusiasm for sports activities in Taiwan, sponsorship is a good way to increase brand awareness and establish a good image.參考文獻 一、 英文部分1. Aaker, D. A., (1991), Managing Brand Equity New York: Free Press.2. Aaker, D. A., (1995), Building Strong Brands. New York: Free Press.3. American Marketing Association., (1948), Marketing definitions: a glossary of marketing terms. AMA: Chicago, II, 34-544. Biel, A. L., (1992), How Brand Image Drives Brand Equity. Journal of Advertising, 32(6), 117-124.5. Bell, M. L., (1979), Marketing, 3rd ed., Boston：Toughton Mifflin Co.6. Bonoma, T. V., (1985), Case Research in Marketing: Opportunities, Problems and a Process. Journal of Marketing Research, 22(2), pp. 199-208.7. Chernatony L. and McWilliam G. (1989), The Strategic Implications of Clarifying How Marketers Interpret "Brands",“Journal of Marketing Management.8. Duncan, T. (1993), “To fathom integrated marketing, dive!” Advertising Age, Vol: 64, 9. Farquhar, P., (1989), Managing Brand Equity, Marketing Research, 1(3),24-33.10. Farquhar, P., (1990), Managing Brand Equity. Journal of Advertising Research, 30(4), 7-12.11. Garvin, D. A., (1983), Quality on the line, Harvard Business Review, 61, pp.64-75.12. Gay, L.R., (1992), Education research: Competencies for analysis and application (4th Ed.). New York: Merrill.13. Hardy, K.G. & Magrath, A.J., (1989), A Conceptual Framework for Assessing the Level of Mutual Trust Between Manufacturers and Their Resellers, proceedings of the 5TH IMP Conference.14. Iglesias et al,(2013), The organic view of the brand: A brand value co-creation model, Journal of Brand Management Vol. 20, 8, 670–68815. Keller, K. L., (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.16. Keller, K. L., (1998), Strategic Brand Management. Upper Saddle River, NJ: Prentice Hall.17. Keller, K. L., (2001a), Building Customer-Based Brand Equity. Marketing Management, 10 (Jul/Aug), 14.18. Keller, K. L., (2001b), Strategic Brand Management, 2th ed., Prentic-Hall Inc.19. Kotler, P., (1996), Principles of Marketing, New Delhi, Prentice-Hall of India, 5-23.20. Kotler, P., (1999), Marketing Management-An Asia Perspective Second Psychology21. Kotler, P., (2000), Marketing Management: Analysis, Planning,Implementation, and Control, 9th ed., New Jersey: Prentice-Hall.22. Kotler, P. and Keller, K. L., (2008), Marketing Management. 13th ed., NJ. Prentice-Hall Inc.23. Lichtenstein, D. R., Bloch, P. H., & Black, W. C.,(1988),Correlates of Price Acceptability, Journal of Consumer Research, 15, pp.243-252.24. Mullen, M. and Mainz, A., (1989), Brands, Bids and Balance Sheet: Putting a Price on Protected Products, Acquisitions Monthly, Vol.10 Iss.1,pp.24-27.25. Newman, J.W. (1957), “New insight, new progress, for marketing”, Harvard Business Review, 35(6), 95-102.26. Olson, J.C. and Jacoby, J., (1977), Different Effects of Perceived Price and Risk on Purchase Intention for Potential and Repeat Customers.27. Parasuraman, A. .Zeithaml,V. A. &Berry,L. L.,(2002), Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge, Journal of the Academy of Marketing Science, 30(4) p.369.28. Simon, C. J. and Sullivan M.W., (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach", Marketing Science, Winter29. Schultz, D. E., Tannenbaum,S.I., & Lauterborn,R.F., (1993), Integratea marketing communi-cation-pulling it together & making it work. Lincolnwood, IL: NTC Publishing Group.30. Schultz, D. E., (1993),How to overcome the barriers to integration, Marketing News,Jul/19,pp. 11-12.31. Srivastava, R. K. & Shocker, A. D., (1991), Brand Equity: A Perspective on It``s Meaning and Measure. 32. Shimp, T. A., (1997), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communication.33. Tauber, E., (1988), Brand Leverage: Strategy for Growth in a Cost Control World, Journal of Advertising Research, Vol.28 Iss.4, pp.26-30.34. Yin, R. K.,(1989), Case Study: Research Design and Methods Sage Publications, Thousand Oaks, 4th ed. 2009, p. 240 35. Yin, R. K., (1994), Case Study Research: Design and Method Sage Publications, Inc.36. Zeithaml, V.A. & Bitner, M.J., (2000), “Services marketing: integrating customer focus across the firm”. Boston, MA: McGraw-Hill.二、 中文部分1. 文崇一、楊國樞(2000)，訪問調查法，社會及行為科學研究法下冊，東華書局。2. 余朝權(1991)，現代行銷學管理，五南。3. 陳正倉(1993)，產業經濟學，雙葉書廊。4. 陳明君(2015)，2014年全球前十大塗料廠商暨產業發展概況5. 黃俊英(1999) ，企業研究方法，第二版，東華書局。6. 謝安田(1979)，企業研究方法，水牛出版社。三、 網際網路1. 漂亮家居-設計家官方網站，檢自網址http://www.searchome.net/2. 得利塗料官方網站，檢自網址https://www.dulux.com.tw/zh3. 中華徵信所，塗料、染料及顏料業，新興國家設廠帶動 塗料未來每年成長6%，檢自網址http://www.credit.com.tw/creditonline/Epaper/IndustrialSubjectContent.aspx?sn=98&unit=3024. 立邦漆官方網站，檢自網址http://www.nippon-paint.com.tw/5. 虹牌油漆官方網站，檢自網址http://www.rainbow-house.com.tw/ 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363067資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103363067 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.advisor Chang, Ai Hwa en_US dc.contributor.author (作者) 王浩翔 zh_TW dc.contributor.author (作者) Wang, Hao Hsiang en_US dc.creator (作者) 王浩翔 zh_TW dc.creator (作者) Wang, Hao Hsiang en_US dc.date (日期) 2016 en_US dc.date.accessioned 9-八月-2016 14:43:38 (UTC+8) - dc.date.available 9-八月-2016 14:43:38 (UTC+8) - dc.date.issued (上傳時間) 9-八月-2016 14:43:38 (UTC+8) - dc.identifier (其他 識別碼) G0103363067 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99875 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 103363067 zh_TW dc.description.abstract (摘要) 面臨現今資訊爆炸的年代，經常可以看到廠商透過報章雜誌、電視廣告、網路媒體與粉絲團發送廣告訊息，過去理論與研究發現，專注在品牌權益的公司能夠因為打造了一個強勢的品牌，帶給企業更多的附加價值，亦能夠確保消費者在消費相同產品時較穩定可靠的特色、利益及品質。本研究以質化研究方法為主，透過深度訪談的方式與次級資料之應用蒐集個案公司相關資訊，並採用Keller(1993)提出的顧客為本品牌權益模型(CBBE)之打造強勢品牌四個步驟為主，以行銷方案執行分析為輔，進行品牌權益打造之分析，最後歸納出結論並給予建議。研究發現個案公司在品牌覺察的廣度有待加強，在社群的經營上面也乏善可陳，這樣會使得消費者在現今網際網路的時代，因為網路上眾多的資訊，減少了消費者接觸產品資訊與廣告，使品牌共鳴的效果無法有效達成。而本研究提供以下四點建議給予個案公司做為參考，以提高品牌共鳴：1. 建構更高的品牌辨識：加強品牌覺察廣度，投入資源教育消費者，與教育機構合作以產生更高的共創價值。2. 經營品牌社群：投入資源加強社群網站經營，讓粉絲能夠有互動的空間。3. 共同品牌槓桿借用輔助聯想：與形象良好的品牌聯名推出新款油漆。4. 贊助體育賽事、活動或是團隊：台灣體育活動風行，可以在體育賽事、團隊給予贊助，提高品牌知名度與建立良好形象。 zh_TW dc.description.abstract (摘要) We are experiencing an explosive growth of information nowadays. Consumers are overwhelmed by a vast array of information and are more likely to switch away the brands they used. Theories and past studies have found out that companies focusing on brand equity building can bring more added values to both company and consumers.This research tries to use the CBBE (Customer Based Brand Equity) model by Keller (1993) and marketing strategy performance analysis to analyze the brand equity of Dulux Taiwan. The research was conducted by qualitative methods, in-depth interview and secondary data analysis. In the end, the research concluded practical advice to Dulux for reference.According to the result, Breadth of Dulux brand awareness and operation of social media needs to be strengthened. Excessive amount of information on the Internet leads to low-contact between product information and advertising with consumers. As a result, the brand resonance effects cannot be effectively reached. The following are four suggestions concluded by this research as reference to Dulux:1. To Construct higher brand recognition: Strengthen breadth of Dulux brand awareness by investing resources to educate consumers and may consider co-creating with education institutions.2. To manage on-line brand community: Enhance the interaction with consumers by increasing investment to operate the social media.3. To leverage secondary brand associations—Co-branding: launch new products with high reputation companies.4. To sponsor sports events, activities or team: Because of the enthusiasm for sports activities in Taiwan, sponsorship is a good way to increase brand awareness and establish a good image. en_US dc.description.tableofcontents 摘要 IAbstract II表次 V圖次 VI第壹章、 緒論 1第一節 研究動機 1第二節 研究目的 3第三節 研究流程 4第貳章、 文獻探討 6第一節 品牌 6第二節 品牌權益 7第三節 品牌聯想 11第四節 顧客為本的品牌權益模型 14第五節 品牌權益之行銷策略理論與構面 21第參章、 研究方法 30第一節 研究方法 30第二節 研究架構 35第三節 研究對象 36第四節 研究設計 37第肆章、 個案分析 38第一節 企業與背景介紹 38第二節 品牌定位宣言 53第三節 以品牌共鳴模型分析品牌權益 57第四節 分析影響品牌權益之行銷方案 69第伍章、 結論與建議 91第一節 研究結論 91第二節 研究建議 96第三節 研究限制與未來研究方向 98第陸章、 參考文獻 100 zh_TW dc.format.extent 2004811 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103363067 en_US dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) 顧客為本的品牌權益模型 zh_TW dc.subject (關鍵詞) 整合行銷策略 zh_TW dc.subject (關鍵詞) 塗料 zh_TW dc.subject (關鍵詞) brand equity en_US dc.subject (關鍵詞) customer-based brand equity model en_US dc.subject (關鍵詞) integrated marketing strategy en_US dc.subject (關鍵詞) paint en_US dc.title (題名) 顧客為本品牌權益分析-以得利塗料為例 zh_TW dc.title (題名) The study of customer-based brand equity model －A case of Dulux en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 英文部分1. Aaker, D. A., (1991), Managing Brand Equity New York: Free Press.2. Aaker, D. A., (1995), Building Strong Brands. New York: Free Press.3. American Marketing Association., (1948), Marketing definitions: a glossary of marketing terms. AMA: Chicago, II, 34-544. Biel, A. L., (1992), How Brand Image Drives Brand Equity. Journal of Advertising, 32(6), 117-124.5. Bell, M. L., (1979), Marketing, 3rd ed., Boston：Toughton Mifflin Co.6. Bonoma, T. V., (1985), Case Research in Marketing: Opportunities, Problems and a Process. Journal of Marketing Research, 22(2), pp. 199-208.7. Chernatony L. and McWilliam G. (1989), The Strategic Implications of Clarifying How Marketers Interpret "Brands",“Journal of Marketing Management.8. Duncan, T. (1993), “To fathom integrated marketing, dive!” Advertising Age, Vol: 64, 9. Farquhar, P., (1989), Managing Brand Equity, Marketing Research, 1(3),24-33.10. Farquhar, P., (1990), Managing Brand Equity. Journal of Advertising Research, 30(4), 7-12.11. Garvin, D. A., (1983), Quality on the line, Harvard Business Review, 61, pp.64-75.12. Gay, L.R., (1992), Education research: Competencies for analysis and application (4th Ed.). New York: Merrill.13. Hardy, K.G. & Magrath, A.J., (1989), A Conceptual Framework for Assessing the Level of Mutual Trust Between Manufacturers and Their Resellers, proceedings of the 5TH IMP Conference.14. Iglesias et al,(2013), The organic view of the brand: A brand value co-creation model, Journal of Brand Management Vol. 20, 8, 670–68815. Keller, K. L., (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.16. Keller, K. L., (1998), Strategic Brand Management. Upper Saddle River, NJ: Prentice Hall.17. Keller, K. L., (2001a), Building Customer-Based Brand Equity. Marketing Management, 10 (Jul/Aug), 14.18. Keller, K. L., (2001b), Strategic Brand Management, 2th ed., Prentic-Hall Inc.19. Kotler, P., (1996), Principles of Marketing, New Delhi, Prentice-Hall of India, 5-23.20. Kotler, P., (1999), Marketing Management-An Asia Perspective Second Psychology21. Kotler, P., (2000), Marketing Management: Analysis, Planning,Implementation, and Control, 9th ed., New Jersey: Prentice-Hall.22. Kotler, P. and Keller, K. L., (2008), Marketing Management. 13th ed., NJ. Prentice-Hall Inc.23. Lichtenstein, D. R., Bloch, P. H., & Black, W. C.,(1988),Correlates of Price Acceptability, Journal of Consumer Research, 15, pp.243-252.24. Mullen, M. and Mainz, A., (1989), Brands, Bids and Balance Sheet: Putting a Price on Protected Products, Acquisitions Monthly, Vol.10 Iss.1,pp.24-27.25. Newman, J.W. (1957), “New insight, new progress, for marketing”, Harvard Business Review, 35(6), 95-102.26. Olson, J.C. and Jacoby, J., (1977), Different Effects of Perceived Price and Risk on Purchase Intention for Potential and Repeat Customers.27. Parasuraman, A. .Zeithaml,V. A. &Berry,L. L.,(2002), Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge, Journal of the Academy of Marketing Science, 30(4) p.369.28. Simon, C. J. and Sullivan M.W., (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach", Marketing Science, Winter29. Schultz, D. E., Tannenbaum,S.I., & Lauterborn,R.F., (1993), Integratea marketing communi-cation-pulling it together & making it work. Lincolnwood, IL: NTC Publishing Group.30. Schultz, D. E., (1993),How to overcome the barriers to integration, Marketing News,Jul/19,pp. 11-12.31. Srivastava, R. K. & Shocker, A. D., (1991), Brand Equity: A Perspective on It``s Meaning and Measure. 32. Shimp, T. A., (1997), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communication.33. Tauber, E., (1988), Brand Leverage: Strategy for Growth in a Cost Control World, Journal of Advertising Research, Vol.28 Iss.4, pp.26-30.34. Yin, R. K.,(1989), Case Study: Research Design and Methods Sage Publications, Thousand Oaks, 4th ed. 2009, p. 240 35. Yin, R. K., (1994), Case Study Research: Design and Method Sage Publications, Inc.36. Zeithaml, V.A. & Bitner, M.J., (2000), “Services marketing: integrating customer focus across the firm”. Boston, MA: McGraw-Hill.二、 中文部分1. 文崇一、楊國樞(2000)，訪問調查法，社會及行為科學研究法下冊，東華書局。2. 余朝權(1991)，現代行銷學管理，五南。3. 陳正倉(1993)，產業經濟學，雙葉書廊。4. 陳明君(2015)，2014年全球前十大塗料廠商暨產業發展概況5. 黃俊英(1999) ，企業研究方法，第二版，東華書局。6. 謝安田(1979)，企業研究方法，水牛出版社。三、 網際網路1. 漂亮家居-設計家官方網站，檢自網址http://www.searchome.net/2. 得利塗料官方網站，檢自網址https://www.dulux.com.tw/zh3. 中華徵信所，塗料、染料及顏料業，新興國家設廠帶動 塗料未來每年成長6%，檢自網址http://www.credit.com.tw/creditonline/Epaper/IndustrialSubjectContent.aspx?sn=98&unit=3024. 立邦漆官方網站，檢自網址http://www.nippon-paint.com.tw/5. 虹牌油漆官方網站，檢自網址http://www.rainbow-house.com.tw/ zh_TW
