顧客賦權對品牌延伸評價之影響

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/23606

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题名:	顧客賦權對品牌延伸評價之影響
作者:	楊秀鍾
贡献者:	國際企管管理研究所碩士在職專班
关键词:	顧客賦權 Customer Empowerment 品牌延伸評價 Brand Extension Evaluation 母品牌知覺品質 Perceived Quality of Parent Brand 知覺契合度 Perceived Fit
日期:	2012
上传时间:	2012-11-01 11:24:46 (UTC+8)
摘要:	進度速度飛快的科技與資訊的無所不在，全球更是演變成一個地球村。由地方市場進展為區域經濟再延伸至全球經濟，連鎖式行銷手法的盛行，搭配上越來越普遍的行動上網，讓消費者無時無刻都可輕易的獲取資訊。想當然爾顧客的需求更加的多元化、範圍更加廣泛；顧客賦權-此新思維的行銷策略也因應而生，期望藉由提高顧客賦權，讓顧客對產品的品質、價值、購買意願以及對產品的所有權感更加的提升。而顧客賦權往往是聚焦在新產品上。若以企業的角度，將生產、行銷成本降低…等等的考量下，以現行產品所延伸出來的商品上加入顧客賦權，如此對於顧客的評價是否會有正面的效果。綜合以上，本研究採便利抽樣結構式問卷，在問卷中描述虛擬情境，讓受訪者將自己當成情境中主角，考量情境中所提供之產品及相關服務資訊填答量表中問項。以實證結果確認兩者變數關係。 The ever-growing technology and information everywhere has made this world a global village. Economic scale advanced from local market to regional and moreover, a global one. With the popular chained-marketing campaign and the growing number of 3G internet, customer can get information without the boundary of time and place. Therefore, they wish their diversified and expanding demand could been met by service provider. That gave birth of a new marketing strategy -- customer empowerment. This idea meant to enhance customer's ownership to product and its quality, value, and purchase purpose. Customer empowerment usually focuses on the phase of new product development. By the perspective of company, to reduce the cost of production, marketing and so on, to involve customer empowerment with the expanded products, will this cause positive effect from customer’s evaluation? Above all, this research will be conducted by convenient-sampling structured-questionnaire. Describe a virtual situation in the questionnaire, allowing respondent to be regarded as main actor in it. Consider the information of the product and related services provided in the situation and answer the questions. Confirm the relationship between the two variables with the actual experiment result.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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