| dc.contributor.advisor | 洪順慶 | zh_TW |
| dc.contributor.author (作者) | 陳文魁 | zh_TW |
| dc.creator (作者) | 陳文魁 | zh_TW |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 18-九月-2009 13:32:32 (UTC+8) | - |
| dc.date.available | 18-九月-2009 13:32:32 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 13:32:32 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0094355037 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35005 | - |
| 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 | zh_TW |
| dc.description (描述) | 94355037 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 在傳統的觀點上，通路品牌的定位往往是被認為是品質較為低劣的、價格低廉的商品，但是現今零售商通路品牌的市占率節節提升，所以目前大多數的品牌商都把通路品牌視為和全國性品牌一樣的強勁對手，這是因為現在零售商開始不斷重視通路品牌的品質，同時也影響了消費者的知覺品質，零售商可藉由通路品牌影響消費者而進一步地提高對其他品牌製造商的議價力，同時塑造差異化以阻絕其他通路商可能的打擊，而台灣零售業近年來也不斷地致力於開發通路品牌，使得通路品牌漸漸成為重要的議題之一。本研究將針對消費者之所以購買通路品牌的因素作一探討，了解通路品牌績效的影響因素，並加以比較分析提出可能的原因，同時提供相關建議供實務界人士參考。 由於本研究是以消費者的觀點出發探究通路品牌績效的可能影響因素，故研究方法係以量化方式進行，以購買量販店通路品牌的消費者作為問卷發放對象。而本研究將通路品牌績效分為「購買行為」、「購買傾向」以及「通路品牌權益」等三項；影響因素亦分為三部分，分別為「製造商品牌因素」、「零售商因素」以及「消費者因素」，以統計分析方法探究此三種因素對通路品牌績效的影響。 分析結果發現製造商品牌因素中的產品創新程度對通路品牌績效有重要影響，顯示持續的產品創新、對產品研發的長期投資是阻擋通路品牌獲取市占率的重要作法之一。 在零售商因素中的商店印象也對自身的通路品牌績效有顯著的正面影響，表示量販店可以藉由整體商店印象的塑造來增加通路品牌實際的銷售。另外通路品牌的推式促銷也可以強化消費者心目中對通路品牌產品物美價廉、好品質的印象，同時也表示零售商可藉由內部賣場特殊購買點展示、暫時價格促銷等可以由零售商所主導的推式促銷來強化通路品牌績效。 在消費者因素方面，價格知覺以及商店忠誠的消費者心理特質均對通路品牌績效有重要的正面影響，而消費者對製造商品牌的品牌忠誠則有顯著的負面影響，表示品牌忠誠仍為影響消費者是否轉而選購物美價廉的通路品牌的重要因素。另外在消費者的創新特質、時間與財務壓力特質均對通路品牌績效有部分的顯著影響。 本研究亦提供了給予實務界的建議，在零售商方面共有三點建議：一、零售商應致力於商店印象的提升。二、善用經銷商促銷支援通路品牌。三、重視經營通路品牌、塑造通路品牌忠誠，與商店忠誠相輔相成。而在品牌製造商方面也有三點建議：一、重視自家品牌的產品創新。二、以降價的手段應戰在長期的觀點上較為不妥。三、品牌忠誠可有效遏止通路品牌的侵蝕。 | zh_TW |
| dc.description.tableofcontents | 第壹章 緒論第一節 研究背景與動機..........................1第二節 研究目的................................3第貳章 文獻探討第一節 通路品牌介紹............................4第二節 品牌製造商可因應的策略...................13第三節 通路品牌績效影響因素－製造商品牌層面.......22第四節 通路品牌績效影響因素－零售商層面..........25第五節 通路品牌績效影響因素－消費者層面..........31第六節 台灣量販店通路品牌發展情形...............39第參章 研究方法第一節 研究架構...............................43第二節 研究假說...............................44第三節 各項變數之操作性定義與衡量...............48第四節 抽樣設計、問卷發放及回收.................53第五節 統計分析方法............................54第肆章 資料分析第一節 人口統計變數之次數分配...................55第二節 其他分類性變數之敘述性統計分析............57第三節 信度與效度分析..........................59第四節 製造商品牌層面之因素對於通路品牌績效之影響..70第五節 零售商層面之因素對於通路品牌績效之影響.....75第六節 消費者心理統計變數對於通路品牌績效之影響....80第七節 人口統計變數對於通路品牌績效之影響.........86第八節 小結...................................97第伍章 結論與建議第一節 研究結論................................101第二節 對實務上的建議...........................107第三節 研究限制................................109第四節 未來研究方向.............................110參考文獻.......................................111附錄 研究問卷..................................117 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094355037 | en_US |
| dc.subject (關鍵詞) | 私有品牌 | zh_TW |
| dc.subject (關鍵詞) | 通路品牌 | zh_TW |
| dc.subject (關鍵詞) | 零售商 | zh_TW |
| dc.subject (關鍵詞) | 量販業 | zh_TW |
| dc.subject (關鍵詞) | 品牌 | zh_TW |
| dc.title (題名) | 通路品牌績效影響因素之研究－以量販店為例 | zh_TW |
| dc.type (資料類型) | thesis | en |
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