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題名 個人潔面保養品牌之品牌定位研究
作者 郭麗彤
Kuo, Li-Tung
貢獻者 陳建維
Chen, Chien-Wei
郭麗彤
Kuo, Li-Tung
關鍵詞 多元尺度分析
品牌定位
潔面保養品牌
Multidimensional scaling
Brand positioning
Facial skin care brand
日期 2018
上傳時間 10-Jul-2018 16:15:35 (UTC+8)
摘要 本研究針對台灣市場中五個潔面保養品牌，採用多元尺度法繪製品牌知覺圖，探討消費者所重視之產品屬性，探討消費者對市場上既存品牌的定位差異，以及市場之競合情況。並且以此作為基礎，針對該品類探討其市場區隔及策略方向建議。五個研究客體包含Curel 珂潤、Avene 雅漾、Simple清妍、Senka 專科、Neutrogena 露得清，以線上問卷調查方式，於民國一零七年四月至五月間，透過Facebook、PTT，以及Dcard的保養、美妝版及相關社團等網路論壇發放問卷，以廣泛接觸清潔、保養、美妝等該品類中類型產品的觀眾做為調查對象，回收有效問卷473份。將回收資料投入計量與非計量多元尺度分析方法，能夠分別得到加權評分表、屬性根據的品牌知覺定位圖，以及相似性的品牌知覺定位圖。進一步使用屬性根據的品牌知覺定位圖進行知覺定位分析，包含標竿分析、理想點分析、競爭態勢分析、關鍵因素分析、準則相關分析、策略分析等六個分析方式。以上六個分析方式的目的在於，以消費者角度出發，探討目前潔面保養品類之各品牌定位現況、互相競合的情況，以及消費者心目中的理想品牌位置。最後比較計量與非計量多元尺度法多建構出的品牌知覺定位圖在品牌定位上的解讀相異與相似之處，進而為各個品牌擬定策略方向。
As main objective, this study conduct the perceptual mapping on 5 facial skin care brand in Taiwan market. Based on the perceptual map, the discussion would focus on understanding the over-all competition in the market, and respective positioning of each brand in order to propose strategic recommendation to marketers and relevant personnel.
Research objects including Curel, Avene, Simple, Senka and Neutrogena, which are all facial skin care brand in current market. The survey collected 473 effective questionnaires based on convenient sampling of consumers who know facial cleaning, caring and makeup product, collected questionnaires from beauty, cosmetic community in social network media including Facebook, PTT and Dcard in time period of 2018 April to May. To generating an attribute-based perceptual map, applied the weighted score to Metric Multidimensional Scaling analysis. Based on the attribute-based perceptual map, it was able to carry out the positioning analysis, which includes six analytical models that are: benchmarking analysis, ideal point analysis, competitive situation analysis, key factor evaluation, criterion correlation analysis, and strategy analysis. With analyses mentioned above, this study aim to understand more about the perception of consumers and subsequently propose strategic directions for each individual brands, using the perceptual map as an auxiliary analysis tool. Moreover, with performing the Non-metric Multidimensional Scaling on the similarity data of the five brands, could derive the similarity perceptual map. Comparing the two perceptual maps, it is possible to know the differences of the performance of each brand, which could also be a reference for the strategic recommendations for brands.
參考文獻 一、中文部分
1. 周文賢（2002），多變量統計分析：SAS/STAT使用方法，台北：智勝文化。
2. 黃俊英 （2003），行銷學的世界，二版，台北：天下文化。
3. 陳正倉、林惠玲、陳忠榮與莊春發 （2003），產業經濟學，一版，台北：雙頁書廊。
4. 洪順慶（2001），行銷管理，台北，新陸書局。
5. 姜俊邑（2015），「社群媒體之內容行銷研究-以快速消費品為例」，國立政治大學企業管理研究所碩士學位論文。
6. 巫政祐（2001），「產品屬性與設計屬性之連結-以手機市場為例」，國立台北大學企業管理學系碩士論文。
7. 江啟明（1988），「模組化行銷偵測系統」，交通大學管理科學研究所碩士論文。
8. 王昭正（2005），「保養品消費者購買行為之研究」，國立台灣大學國際企業學研究所碩士論文，頁64。
9. 王秋楠（2011），「W公司的護膚品品牌定位研究」，廣東工業大學碩士學位論文，頁32。
10. 洪嘉琳（2006），「男性保養品 2 :美形男人的面子問題」，東方消費者行銷資料庫。
11. 尹常年（2001），「產品造型及其屬性建構之研究-以婚紗業實證為例」，產業論壇P215-236
12. 何昭賢（2004），「產品屬性、訊息來源對廣告溝通效果之影響」，永達學報，P31-57。
13. 凱度消費者研究「2018年第一季台灣整體民生消費市場趨勢報告」 (2018) https://www.kantarworldpanel.com/tw/news/18Q1-Taiwan-FMCG-Monitor 2018/06/05。
14. EOLembrain東方快線網路市場調查(2012) http://eolembrain.com.tw/Latest_View.aspx?SelectID=268 2018/06/05
二、英文部分
1. Aaker, D. A. & Shansby, G. J.(1982). Positioning Your Product, Business Horizons, 25 (3), 56–62.
2. Aaker, D. A.(1996). Building Strong Brand, N.Y: The Free Press.
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4. Arnold, D. (1992). The Handbook of Brand Management, Century Business.
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6. Bernstein, D. (2003). “Corporate brands back to basics,” European Journal of Marketing, 37 (7/8), 1133-1141.
7. Blackett, T. (1991). “The Valuation of Brands,” Marketing Intelligence & Planning, 9 (1), 27-35.
8. Blackett, T. & Robins, R. (2001). Brand medicine: the role of branding in the pharmaceutical industry, International Journal of Medical Marketing, 2 (1), 33-49
9. Crawford, M. & Benedetto, A. D. (2004). New Product Management. Mcgraw.Hill International Edition.
10. Chernatony, L. D. & McWilliam, G. (1989). “Branding Terminology The Real Debate,” Marketing Intelligence and Planning, 7 (8), 29-32.
11. Cravens, D. (2002), Strategic Marketing, 7th edition McGraw-Hill.
12. Cravens, D. W., & Piercy, N. (2009). Strategic Marketing, 15th ed. Boston: McGraw-Hill Irwin. Chicago.
13. Dev, C. S., Morgan, M. S., & Shoemaker, S. (1995). “A positioning analysis of hotel brands - Based on travel-manager perceptions,” Cornell Hotel and Restaurant Administration Quarterly, 48-55.
14. Devellis, R. F. (1991). “Scale development: Theory and applications,” Newbury Park, CA: Sage.
15. Del Rio, A. B., Rodolfo V., & Victor, I. (2001). “The effects of brand associations on consumer response,” Journal of Consumer Marketing18.5, 410-425.
16. DeSarbo, W. S. & Young, M. R. & Rangaswamy, A. (1997). “A Parametric Multidimensional Unfolding Procedure for Incomplete Nonmetric Preference/Choice Set Data in Marketing Research. Journal of Marketing Research,” 499-516.
17. Davis, S. M. & Dunn, M. (2002). Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, 1st edition. Jossey-Bass.
18. Euromonitor (2013). “Beauty and Personal Care in China Market Research,” Euromonitor International, London.
19. Gwin, C. F. & Gwin C. R. (2003). “Product attributes model: A tool for evaluating brand positioning,” Journal of Marketing Theory and Practice, Vol. 11(2), 30-42.
20. Holbrook, M. B. and K.P. Corfman (1983). ”Quality and Other Types of Value in the Consumption Experience: Paedrus Again.” Working Paper, N.Y.：Columbia University.
21. Huber, J. & Holbrook, M. B. (1979). “Using Attribute Ratings for Product Positioning: Some Distinctions Among Compositional Approaches,” Journal of Marketing Research, 507-516.
22. Holbrook, M. B. & Hirschman，E. C. (1982). “The Experiential Aspects of Consumption: Consumer Fantasies, Feeling, and Fun,” Journal of Consumer Research, (January), 132-140.
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50. Urban, G. L. & Hauser, J. R. (1993). Design and Marketing of New Products. New Jersey: Prentice-Hall, Inc.
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描述 碩士
國立政治大學
國際經營與貿易學系
1053510111
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1053510111
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 郭麗彤zh_TW
dc.contributor.author (Authors) Kuo, Li-Tungen_US
dc.creator (作者) 郭麗彤zh_TW
dc.creator (作者) Kuo, Li-Tungen_US
dc.date (日期) 2018en_US
dc.date.accessioned 10-Jul-2018 16:15:35 (UTC+8)-
dc.date.available 10-Jul-2018 16:15:35 (UTC+8)-
dc.date.issued (上傳時間) 10-Jul-2018 16:15:35 (UTC+8)-
dc.identifier (Other Identifiers) G1053510111en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118574-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 1053510111zh_TW
dc.description.abstract (摘要) 本研究針對台灣市場中五個潔面保養品牌，採用多元尺度法繪製品牌知覺圖，探討消費者所重視之產品屬性，探討消費者對市場上既存品牌的定位差異，以及市場之競合情況。並且以此作為基礎，針對該品類探討其市場區隔及策略方向建議。五個研究客體包含Curel 珂潤、Avene 雅漾、Simple清妍、Senka 專科、Neutrogena 露得清，以線上問卷調查方式，於民國一零七年四月至五月間，透過Facebook、PTT，以及Dcard的保養、美妝版及相關社團等網路論壇發放問卷，以廣泛接觸清潔、保養、美妝等該品類中類型產品的觀眾做為調查對象，回收有效問卷473份。將回收資料投入計量與非計量多元尺度分析方法，能夠分別得到加權評分表、屬性根據的品牌知覺定位圖，以及相似性的品牌知覺定位圖。進一步使用屬性根據的品牌知覺定位圖進行知覺定位分析，包含標竿分析、理想點分析、競爭態勢分析、關鍵因素分析、準則相關分析、策略分析等六個分析方式。以上六個分析方式的目的在於，以消費者角度出發，探討目前潔面保養品類之各品牌定位現況、互相競合的情況，以及消費者心目中的理想品牌位置。最後比較計量與非計量多元尺度法多建構出的品牌知覺定位圖在品牌定位上的解讀相異與相似之處，進而為各個品牌擬定策略方向。zh_TW
dc.description.abstract (摘要) As main objective, this study conduct the perceptual mapping on 5 facial skin care brand in Taiwan market. Based on the perceptual map, the discussion would focus on understanding the over-all competition in the market, and respective positioning of each brand in order to propose strategic recommendation to marketers and relevant personnel.
Research objects including Curel, Avene, Simple, Senka and Neutrogena, which are all facial skin care brand in current market. The survey collected 473 effective questionnaires based on convenient sampling of consumers who know facial cleaning, caring and makeup product, collected questionnaires from beauty, cosmetic community in social network media including Facebook, PTT and Dcard in time period of 2018 April to May. To generating an attribute-based perceptual map, applied the weighted score to Metric Multidimensional Scaling analysis. Based on the attribute-based perceptual map, it was able to carry out the positioning analysis, which includes six analytical models that are: benchmarking analysis, ideal point analysis, competitive situation analysis, key factor evaluation, criterion correlation analysis, and strategy analysis. With analyses mentioned above, this study aim to understand more about the perception of consumers and subsequently propose strategic directions for each individual brands, using the perceptual map as an auxiliary analysis tool. Moreover, with performing the Non-metric Multidimensional Scaling on the similarity data of the five brands, could derive the similarity perceptual map. Comparing the two perceptual maps, it is possible to know the differences of the performance of each brand, which could also be a reference for the strategic recommendations for brands.		en_US
dc.description.tableofcontents 摘要 I
Abstract II
謝辭 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 品牌管理 6
第二節 品牌策略 14
第三節 產品屬性理論 15
第四節 品牌知覺品質 19
第五節 品牌定位 22
第三章 研究方法 31
第一節 研究架構 31
第二節 準則構面設計 32
第三節 問卷設計與操作 33
第四節 資料分析方法 35
第四章資料分析 40
第一節 樣本輪廓分析 40
第二節 因素分析 43
第三節 信度分析 47
第四節 知覺定位分析 47
第五節 非計量多元尺度分析 69
第五章 研究結論與建議 73
第一節 理論與策略管理意涵 73
第二節 研究限制 76
第三節 後續研究建議 76
參考文獻 78
附錄：問卷 83		zh_TW
dc.format.extent 2452396 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1053510111en_US
dc.subject (關鍵詞) 多元尺度分析zh_TW
dc.subject (關鍵詞) 品牌定位zh_TW
dc.subject (關鍵詞) 潔面保養品牌zh_TW
dc.subject (關鍵詞) Multidimensional scalingen_US
dc.subject (關鍵詞) Brand positioningen_US
dc.subject (關鍵詞) Facial skin care branden_US
dc.title (題名) 個人潔面保養品牌之品牌定位研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
1. 周文賢（2002），多變量統計分析：SAS/STAT使用方法，台北：智勝文化。
2. 黃俊英 （2003），行銷學的世界，二版，台北：天下文化。
3. 陳正倉、林惠玲、陳忠榮與莊春發 （2003），產業經濟學，一版，台北：雙頁書廊。
4. 洪順慶（2001），行銷管理，台北，新陸書局。
5. 姜俊邑（2015），「社群媒體之內容行銷研究-以快速消費品為例」，國立政治大學企業管理研究所碩士學位論文。
6. 巫政祐（2001），「產品屬性與設計屬性之連結-以手機市場為例」，國立台北大學企業管理學系碩士論文。
7. 江啟明（1988），「模組化行銷偵測系統」，交通大學管理科學研究所碩士論文。
8. 王昭正（2005），「保養品消費者購買行為之研究」，國立台灣大學國際企業學研究所碩士論文，頁64。
9. 王秋楠（2011），「W公司的護膚品品牌定位研究」，廣東工業大學碩士學位論文，頁32。
10. 洪嘉琳（2006），「男性保養品 2 :美形男人的面子問題」，東方消費者行銷資料庫。
11. 尹常年（2001），「產品造型及其屬性建構之研究-以婚紗業實證為例」，產業論壇P215-236
12. 何昭賢（2004），「產品屬性、訊息來源對廣告溝通效果之影響」，永達學報，P31-57。
13. 凱度消費者研究「2018年第一季台灣整體民生消費市場趨勢報告」 (2018) https://www.kantarworldpanel.com/tw/news/18Q1-Taiwan-FMCG-Monitor 2018/06/05。
14. EOLembrain東方快線網路市場調查(2012) http://eolembrain.com.tw/Latest_View.aspx?SelectID=268 2018/06/05
二、英文部分
1. Aaker, D. A. & Shansby, G. J.(1982). Positioning Your Product, Business Horizons, 25 (3), 56–62.
2. Aaker, D. A.(1996). Building Strong Brand, N.Y: The Free Press.
3. Aaker, D. A. & Joachimsthaler, E. (2000), Brand Leadership, The Free Press, New York.
4. Arnold, D. (1992). The Handbook of Brand Management, Century Business.
5. Ambler, T. (1997). “Do brands benefit consumers? ,” International Journal of Advertising, August, 166-98.
6. Bernstein, D. (2003). “Corporate brands back to basics,” European Journal of Marketing, 37 (7/8), 1133-1141.
7. Blackett, T. (1991). “The Valuation of Brands,” Marketing Intelligence & Planning, 9 (1), 27-35.
8. Blackett, T. & Robins, R. (2001). Brand medicine: the role of branding in the pharmaceutical industry, International Journal of Medical Marketing, 2 (1), 33-49
9. Crawford, M. & Benedetto, A. D. (2004). New Product Management. Mcgraw.Hill International Edition.
10. Chernatony, L. D. & McWilliam, G. (1989). “Branding Terminology The Real Debate,” Marketing Intelligence and Planning, 7 (8), 29-32.
11. Cravens, D. (2002), Strategic Marketing, 7th edition McGraw-Hill.
12. Cravens, D. W., & Piercy, N. (2009). Strategic Marketing, 15th ed. Boston: McGraw-Hill Irwin. Chicago.
13. Dev, C. S., Morgan, M. S., & Shoemaker, S. (1995). “A positioning analysis of hotel brands - Based on travel-manager perceptions,” Cornell Hotel and Restaurant Administration Quarterly, 48-55.
14. Devellis, R. F. (1991). “Scale development: Theory and applications,” Newbury Park, CA: Sage.
15. Del Rio, A. B., Rodolfo V., & Victor, I. (2001). “The effects of brand associations on consumer response,” Journal of Consumer Marketing18.5, 410-425.
16. DeSarbo, W. S. & Young, M. R. & Rangaswamy, A. (1997). “A Parametric Multidimensional Unfolding Procedure for Incomplete Nonmetric Preference/Choice Set Data in Marketing Research. Journal of Marketing Research,” 499-516.
17. Davis, S. M. & Dunn, M. (2002). Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth, 1st edition. Jossey-Bass.
18. Euromonitor (2013). “Beauty and Personal Care in China Market Research,” Euromonitor International, London.
19. Gwin, C. F. & Gwin C. R. (2003). “Product attributes model: A tool for evaluating brand positioning,” Journal of Marketing Theory and Practice, Vol. 11(2), 30-42.
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.IB.007.2018.F06-