| 摘要註: |
當西方國家仍處於經濟崩壞復甦期，中國精品市場的需求速度，已然成為世界上任何一個精品的需求聖地。全世界各大諮詢公司如美國高盛、波士頓等早在2005至2010年間，就將焦點集中關注在中國市場上，眾多研究分析的報告，顯示對於尋求新增長動力的精品品牌而言，中國這塊新興市場隨處充滿商機。隨著全世界其他國家的經濟市場即將達到飽和，國際品牌配飾精品在新興市場的競爭也越發激烈，不論各業者目前的營運策略為何，為了讓企業能持續發展，企業必須了解品牌權益影響的關鍵因素為何。本研究參考X品牌配飾精品之特性，針對X公司的國際品牌在中國百貨零售業裡，瞭解該品牌對於價格、價格促銷、商店形象、配銷強度、廣告花費、知覺品質、品牌忠誠度、品牌知名度與聯想、製造來源國、設計來源國對於品牌權益之影響。本研究採用結構方程式(Structural Equation Modeling, SEM)之部分最小平方法(Partial Least Squares, PLS)作為研究方法，研究發現在品牌權益構面上，以行銷組合工具(如：價格、價格促銷、商店形象、配銷強度與廣告花費)做為第一層構面，品牌權益構面(如：知覺品質、品牌忠誠度、品牌知名度與品牌聯想)、製造來源國、設計來源國做為第二層構面，發現X公司在價格對知覺品質；商店形象對知覺品質；配銷強度與廣告花費對知覺品質、品牌忠誠度、品牌知名度與聯想；價格促銷對品牌知名度與聯想；知覺品質、品牌知名度與聯想、設計國效應對品牌權益等皆為顯著，而商店形象對品牌知名度與聯想；價格促銷對知覺品質；品牌忠誠度、製造來源國對品牌權益為不顯著，這些研究結果與發現可提供給國際品牌進入新興市場發展的參考。 Demand of luxury goods in China market is aroused more swiftly nowadays while western countries under economic recovery. During 2005 to 2010, plenty studies from representative research institutes such as Goldman Sachs and Boston Consulting Group reveal the importance of China market. Thus, China as a burgeoning market is full of commercial potential for international brands in pursuit of brand expansion. With other countries reaching to economic saturation point, the competition of international brands becoming more and more severely in emerging market. In order to keep sustained development, brand enterprises need to acquaint main factors that effect on brand equity. According to the characteristic of Brand X luxury accessories, this study is aimed to probe the causes of brand equity, such as price, price promotion, store image, distribution intensity, advertising spending, perceived quality, brand loyalty, brand awareness (association), and country-of-origin effect. Structural Equation Modeling (SEM) and Partial Least Squares (PLS) are employed as research methods for analysis. Furthermore, this study takes marketing mix (such as price, price promotion, store image, distribution intensity, and advertising spending) as the first facet and brand equity (such as perceived quality, brand loyalty, brand awareness (association), and country of design (COD)) as the secondary facet. According to the research findings, price to perceived quality and country of manufacture (COM), store image to perceived quality, distribution intensity and advertising spending to perceived quality and brand awareness (association) are found having a significant positive effect on brand equity. Moreover, brand equity is also significantly affected by perceived quality, brand awareness (association), and country of design (COD). However, neither store image to brand awareness (association) nor price promotion to perceived quality has significant effect on brand equity in this research. Besides, brand loyalty and country of design (COD) are also found having no significant effect toward brand equity. Finally, this research would hopefully offer some references and suggestions to those international brands to dabble in emerging market. |