品牌策略、品牌形象、顧客忠誠度與品牌權 益之研究 - 以手機產業為例

A Study on Brand Strategy, Brand Image, Customer Loyalty and Branhd Equity An Empirical Investigation Of the Mobile Phone Industry

10.6841/NTUT.2013.00146

鄭玉世

品牌策略 ； 品牌形象 ； 顧客忠誠度與品牌權益 ； Brand Strategy ； Brand Image ； Customer Loyalty and Branhd Equity

臺北科技大學經營管理系碩士班學位論文

2013年

碩士

胡同來

繁體中文

行動通訊為目前全球熱門產業之ㄧ，隨著大環境的轉變，越南加入了世界貿易組織(WTO)後，國家經濟的發展，服務業已成為越南產業結構的主流，同時，消費者主義意識的抬頭，企業必頇重新檢視他們與消費者間的關係。企業運用品牌策略自己的優勢,自己的 劣勢,以創造品牌形象 ,消費者的忠誠度.成功建立消費者對品牌偏好.進而增加品牌的附加價值。 因此本研究針對越南手機產業，探討品牌策略、品牌形象顧客忠誠與品牌權 益及相關係. 以越南河內地區的一般手機消費大眾對象. 透過問卷調查法，並以AMOS結構方程模式探討該產業中品牌策略、品牌形象、顧客忠誠度與品牌權益之關連性。研究發現：品牌策略對品牌形象，品牌策略對顧客忠誠度,品牌形象對顧客忠誠度、品牌形象對品牌 權益,顧客忠誠度對品牌權益皆有顯著的正向影響. 。以此發現可供研擬行銷策略提供業界做為參考依據。

Mobile Telecommunication industry is the one of most popular industry in the world now. As the environment changes, Vietnam joined the World Trade Organization (WTO), the country's economic development, Vietnam's service sector has become the mainstream of the industrial structure, while the rise of consumerism awareness, business and consumers must re-examine their inter-relationship. Brand strategy their own advantages, their weaknesses, in order to create a brand image, customer loyalty successfully established consumer brand preference. Thus increasing the added value of the brand. Therefore, this study for the mobile phone industry in Vietnam, to explore the brand strategy, brand image Gu loyalty and brand equity, and correlation coefficient. Vietnam hanoi general mobile consumer target groups. This research has developed a brand strategy, promotion strategy, brand image, Customer Loyalty and Branhd Equity relationship and theory framework. On the basis of the analytical framework and the developed operational model via AMOS, and the data which collected from questionnaires survey in the hanoi city and hanoi County to carry out the empirical test. The most significant findings are as following: 1. There is a significant, positive correlation between Brand Image and Brand Strategy. 2. There is a significant, positive correlation between Customer Loyalty and Brand Strategy. 3. There is a significant, positive correlation between Brand Image and Customer Loyalty. 4. There is a significant, positive correlation between Brand Image and Branhd Equity. 5. There is a significant, positive correlation between Customer Loyalty and Branhd Equity. The survey takes the Exquisite Mobile Phone sales as an example to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy and managing brands.

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