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探討行動通信產業策略群組之品牌權益影響因素 = Sources of b...

國立高雄大學高階經營管理碩士在職專班(EMBA)

探討行動通信產業策略群組之品牌權益影響因素 = Sources of brand equity in strategic groups of mobile telecommunication industry

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Sources of brand equity in strategic groups of mobile telecommunication industry
作者:	徐文起,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2010[民99]
面頁冊數:	60面圖，表 : 30公分;
標題:	品牌權益
標題:	Brand Equity
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/27953362870519932823
摘要註:	台灣的行動通信產業競爭非常激烈，不論各業者目前的營運策略為何，為了讓企業能永續發展，必須輔以更全面性的品牌權益觀點來貼近消費者的需求。因此本研究分析行動通信產業各業者的品牌權益關鍵因素，並輔之以策略群組的觀點來探討具有顯著差異的品牌權益影響因素，希望結果及發現可提供企業經營決策上的參考。本研究參考行動通信產業之特性，並以Yoo et al.(2000)之研究架構，針對台灣大哥大、遠傳、亞太、威寶四間行動通信業者，了解其用戶對於價格、價格促銷、商店形象、配銷強度、廣告花費、知覺品質、品牌聯想、品牌忠誠度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，研究發現四間業者在品牌權益構面上大致可分成第一群台灣大哥大、遠傳及第二群威寶、亞太兩個群組。以知覺品質/品牌忠誠和品牌聯想與品牌知名度做為策略群組構面，發現四間電信業者在知覺品質和品牌忠誠上皆為顯著，威寶與亞太在品牌聯想與知名度上也同為顯著，因此可歸類為同一策略群。而台灣大哥大與遠傳在品牌聯想與品牌知名度上不顯著，與威寶亞太群組有區隔，因此可明顯區分兩個群體。 The mobile telecommunication industry competed very fierce in Taiwan. Inorder to enable enterprises to develop forever. Firms must complement the demand for pressing close to consumers with more comprehensive brand equity views. So this research analyse the key factor of brand equity of telecommunication industry, and set off by the view of stratergic groups to discuss the difference of brand equity that have influence factors. Hope the result and finding can offer enterprise reference of decision. This research consults the characteristic of the mobile telecommunicationindustry, and use the research structure by Yoo et al. (2000).It is to Taiwanmobile, Fareastone, the Asian Pacific Telecom, and Vibo. Understand its user to the price, price promote, store image, distribution intensity, advertisement expense, perceived quality, brand association, brand loyalty that influence brand equity. This research adopts the Structural Equation Modeling (SEM). Its net leastsquares method (Partial Least Squares, PLS). As the research approach, discover four brand equity of enterprise can divide first Taiwanmobile, Fareastone and second Vibo, the Asian Pacific Telecom. Construct the surface as one group of strategic groups with perceived quality / brand loyalty and brand association and brand awareness, find four mobile telecommunication industry enterprise all significant in brand loyalty and perceived quality. Vibo and the Asian Pacific Telecom are significant in brand association and brand awareness, so can sort out for the same strategic group. Taiwanmobile and fareastone is not significant on brand association and brand awareness, separate with the group of Asian Pacific Telecom and vibo, so can obviously distinguish two groups.

探討行動通信產業策略群組之品牌權益影響因素 = Sources of brand equity in strategic groups of mobile telecommunication industry
徐, 文起

探討行動通信產業策略群組之品牌權益影響因素 = Sources of brand equity in strategic groups of mobile telecommunication industry / 徐文起撰 - [高雄市] : 撰者, 2010[民99]. - 60面 ; 圖，表 ; 30公分.
參考書目：面50-58.
品牌權益Brand Equity

探討行動通信產業策略群組之品牌權益影響因素 = Sources of brand equity in strategic groups of mobile telecommunication industry
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