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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/30014


    Title: 信用卡品牌聯盟前置因素及其績效之探討
    Authors: 楊淑婷
    Contributors: 陳建維
    楊淑婷
    Keywords: 品牌聯盟
    產品契合度
    促銷形式
    聯名信用卡
    品牌權益
    Date: 2002
    Issue Date: 2009-09-11 17:03:54 (UTC+8)
    Abstract: 摘要
    台灣的信用卡市場近年來競爭越趨激烈,各家發卡銀行無不卯足全勁希望能成為業界信用卡新產品開發的領導者,以搶得市場的先機,故各種行銷手法推陳出新。而聯名信用卡便因此而堀起。聯名信用卡策略的使用不外乎提供信用卡品牌管理者一個在市場上突破困境的方法,例如,台新銀行與新光三越的合作、中國信託與中國石油的加油卡、萬泰銀行與京華城,這些異業結盟的行動,顯示信用卡產業及欲拓展業務範圍的企圖心。

    因此,為了釐清上述品牌聯盟策略的各項課題,並提供台灣發卡銀行管理者在聯盟策略的應用,本研究將著重於品牌聯盟的重要議題,例如兩品牌之間在消費者的認知上是否需要具有一致性,而此一致性對於消費者品牌聯盟後評價又會造成何種影響,除此之外,台灣信用卡產業中最常使用的促銷方式有許多,本研究想要探討一個品牌聯盟,再加上什麼型式的促銷方式,才能使品牌聯盟的績效發揮到最大,故促銷型式也成為本研究想要探討的另一課題。

    根據實驗結果發現「品牌權益的搭配方式」的確會影響消費者對於聯盟後品牌的評價,而「產品契合度」是另一個成功的品牌聯盟必須考慮的因素,產品契合度在過去品牌聯盟的文獻中一直是重要的變數,而在本研究中更加突顯「產品契合度」在信用卡異業結盟的思考策略中之重要性。本研究更進一步證實,在信用卡產業中,非價格導向的促銷方式會比價格導向的促銷方式在消費者的品牌評價上有正面增強的效果。而且品牌權益搭配方式和品契合度也有交互作用的存在。因此,本研究供管理者在思考信用卡品牌聯盟的行銷策略時一個選擇聯盟對象的準則。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    90351026
    91
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090351026
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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