運用知覺圖技術於品牌定位策略

The Application Perceptual Mapping Techniques on Brand Positioning Strategies

10.29698/FJMR.200909.0005

廖啓順(Chi-Shun Liao)；李正文(Cheng-Wen Lee)

品牌定位 ； 多元尺度 ； 品牌知覺 ； PREFMAP ； Brand Position ； MDS ； Brand Perception ； PREFMAP

輔仁管理評論

16卷3期（2009 / 09 / 01）

115 - 134

繁體中文

企業經營者要創造獨特茶品牌定位－可由屬性集合來建置與競爭者差異化品牌。這研究探討品牌屬性如何影響消費者品牌定位評估及競爭品牌間差異性，利用多元尺度分析法發展知覺圖描繪出品牌相對定位且敘述這引人注目特性。這統計方法可增進實質上管理能力，確認最佳品牌定位及整個品牌設計過程。結果顯示知覺圖可表現出綠茶品牌相對定位，釐清定位在決定品牌行銷策略效能的實質要素。本研究也確認出品牌定位對新產品發展影響，以利管理者擬定行銷策略。

Tea marketers attempt to create a unique position for their tea brands-a set of attributes that set the brand distinguish from competitors. The study discusses how the brand attributes influence consumer evaluations of brand positioning and the differences and competition between brands. A perceptual map developed using linear multiple regression analysis algorithms depicts the relative position of brand-class and to illustrate some of their attractive properties. This statistical technique can be augmented to substantially improve management's ability to identify promising brand positions and to enhance the overall brand design process. Form the result of competition analysis, identifying that position is an essential element in determing the effectiveness of a brand marketing strategy. The brand position has effect in above-new product development so that it can be used by manager as an input in marketing strategy planning.

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