品牌鑑價之消費者觀點－以烈酒產業進行分析研究

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Title:	品牌鑑價之消費者觀點－以烈酒產業進行分析研究
Authors:	王國梅
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	品牌權益 Brand Equity 品牌鑑價 Brand Valuation 聯合分析法 Conjoint Analysis 市場區隔 Market Segmentation
Date:	2012
Issue Date:	2012-11-01 11:19:34 (UTC+8)
Abstract:	綜觀各國多關注於財務構面，以財報資訊作為品牌鑑價方式推估品牌權益價值，實無法獲知品牌價值所形成消費者真實在意要素為何，且無法準確切入產品可強化之構面，提出更有效的行銷策略。又礙於企業財報蒐集繁複有其相對困難度，以致於企業無法隨時自我檢視與追蹤品牌目前所處市場地位。本研究希望藉以烈酒產業為例加入消費者觀點，改採以聯合分析法進行分析探究，期望發展出適切的品牌鑑價公式，以期準確掌握品牌所處產業中的影響力，有助於企業研擬未來因應行銷方針與策略。　　本研究預期目的：一、以聯合分析法衡量品牌權益，根據消費者認知的角度出發，以發展出更切合消費者意念之品牌鑑價公式。二、藉由品牌權益的推估，期望能精確界定出產品市場區隔，藉以研擬適切的行銷策略，有助於企業之業務推展。 Overview all of the counties mostly focus on finance phrase and evaluate the Brand Equity by Brand Valuation which is based on financial reports. But it could not be figured out the consumer’s real concerned factor which is formed from Brand Equity. Neither strengthening phrase of product nor marketing strategy is provided. The enterprise usually could not review itself and its marketing level during the complex financial reports when collecting. The study, which include the viewpoints from consumer and use Conjoint Analysis, take Liquors Industry as a example to develop a adaptive valuation formula. It not only could except the accurate influence of Brand in a industry but also provide a way to enterprise to decide strategy and direction in the future. The excepted purposes of this paper: 1. According to consumer’s percepts, a more suitable Brand Valuation which base on Conjoint Analysis would be provided. 2. By way of evaluating Brand Equity, it could be accurately defined the Market Segmentation, and make decision to expand enterprise’s business.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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