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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49550


    Title: 通路性格初探
    Authors: 游敦傑
    Contributors: 邱志聖
    游敦傑
    Keywords: 通路性格
    品牌性格
    Date: 2008
    Issue Date: 2010-12-08 13:38:47 (UTC+8)
    Abstract: 本研究以「通路性格」為主題,研究目的有三:了解消費者對各個通路性格觀點包含哪些構面、探討各通路之性格所含構面之重要程度如何、從整體角度出發,探討涵蓋整體通路之性格構面為何,其於各通路之相對重要性比較。
    本研究根據主計處統計之零售業營業額及中國信託統計之信用卡消費資料,以及成長率高與專業性強,選取百貨公司、量販店、網際網路、專賣店、個人商店等五大通路做為探討標的。以問卷形式利用Aaker(1997)發展出之品牌性格量表對目標通路進行量測,以了解消費者對於各通路性格之觀感,並倚之做出建議。根據分析之後得出以下結論:
    如欲塑造出較為美麗時尚之性格,包含光鮮亮麗、上流社會、迷人、時尚等特性,百貨公司為首選,成立專賣店也是不錯的方法,但切勿選擇量販店。
    如欲塑造出領先潮流的前衛性格,如:獨特、年輕、最新的、刺激的、大膽、原創的等特性,網際網路可能最為合適,專賣店與百貨公司也有幫助,最不宜選擇的是量販店。
    如欲塑造出安全可靠的形象,讓消費者感覺這個品牌誠實、有益、值得信賴的,量販店、專賣店或個人商店均是不錯的選擇。利用網路可能會收到反效果。
    如欲塑造出商業領袖類型之性格,像是領導的、自信的、成功的等特性,百貨公司、網際網路、專賣店均是不錯的選擇,量販店與個人商店之相關性格則較不鮮明。
    如欲塑造出微笑因素之性格,如友善、愉悅等特性,通路之選擇似乎並非相當關鍵之因素,僅專賣店幫助較小,其於通路消費者皆能同意其具有友善、愉悅等特性。
    廠商致力於打造獨特品牌、塑造品牌性格,應視其所欲之性格做出適當之通路選擇及其策略。如此適合之通路性格與品牌性格相輔相成具有整體性,方能使廠商所欲傳遞之價值與信念不打折扣,順利於消費者心中建立起鮮明且深刻之印象。
    Reference: 中文部分
    白崇亮口述,簡大為整理(2003),「成功打造品牌價值的四堂必修課」,數位時代雙週,第67期
    行政院國情統計通報(2009),第二十號
    伍明莉(2002),「女性、消費、空間-女性衣蝶在嘉義市的消費文化空間詮釋」,南華大學環境與藝術研究所碩士論文。
    李郁文(2003),「消費者在商店內之商品選購決策硏究 以個人用品店購買開架式保養品為例」,政治大學經營與管理碩士學程論文
    李蘭婷(2006),「博物館專賣店之消費需求與服務品質之研究-以兒童探索博物館禮品店為例」,輔仁大學科技管理學程碩士在職專班論文
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    陳瑤坤(1997),「百貨公司的空間生產與空間意義之研究-以台北市太平洋崇光百貨公司為例」,淡江大學建築系碩士論文。
    網路資訊雜誌,「2008年台灣電子商務市場規模2430億元」,2008年12月
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    英文部分
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    Alt, Michael and Steve Griggs (1988), "Can A Brand Be Cheeky?" Marketing Intelligence and Planning, 4 (6), 9-16.
    Ang, S. H., and Lim, E. A. C. (2006), “The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes,” Journal of Advertising, Vol. 35, No. 2, pp. 39-53.
    Batra, R., Lehmann, D. R., and Singh, D. (1993), "The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences," in Brand Equity and Advertising, David A. Aaker and Alexander Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates.
    Biel, A. (1993) "Converting Image into Equity," in Brand Equity and Advertising, David A. Aaker and Alexander Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates
    Beldona S., Wysong S. (2007), “Putting the ‘brand’ back into store brands: an exploratory examination of store brands and brand personality,” Journal of Product & Brand Management, 16/4, pp. 226–235.
    De Chernatony, L. (2006). “From brand vision to brand evaluation,” 2ed. Oxford: Butterworth-Heinemann.
    Farquhar, P. H. (1990). “Managing brand equity” Journal of Advertising Research, 30,7-12.
    Fournier, S. (1994), “A consumer-brand relationship framework for strategic brand management,”
    Fournier, S. (1998), “Customers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (March), 343–373.
    Govers, R. C. M., & Schoormans, J. P. L. (2005). “Product Personality and Its Influence on Consumer Preference”, Journal of Consumer Marketing, 22, 189–197.
    Keller, K. L. (1993), “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, pp. 1-22.
    Keller, K. L., “The Brand Report Card”, Harvard Business Review, 78(1), 2000, pp.147-158.
    Keller, K. L. (2007). Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
    Lee, M. & E. Turban. (2001) A Trust Model for Consumer Internet Shopping. Intl J. Elec. Commerce, 6, 1,
    (2001), 75-91.
    Levy, S. J. (1959). Symbols for sales. Harvard Business Review, 47, 117-124.
    O’Shaughnessy, J., & O’Shaughnessy, N. J. (2004). “Persuasion in advertising,” London & New York: Routledge.
    Park, C. W., B. J. Jaworski & D. J. Maclnnis, (1986)“Strategic Brand Concept-Image Management,” Journal of Marketing, 50, October 1986, pp.145-165.
    Peter, Paul J. “Reliability: A Review of Psychometric Basics and Recent Marketing Practices.” Journal of Marketing Research 16 (1979): 6-17.
    Plummer, Joseph T.. “How Personality Makes a Difference”, Journal of Advertising Research. New York: Dec 1984/Jan 1985. Vol. 24, Iss. 6; p. 27
    Sirgy, Joseph (1982), “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9 (December), 287–300.
    網路資料
    維基百科:brand personality
    http://wiki.answers.com/Q/What_is_brand_personality
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    96351014
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096351014
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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