品牌生命週期穩定要因之探討 －以Aspire為例

CCUR > College of Business > Department of Information Management & Graduate Institute of Information Management > Thesis > Item 987654321/25766

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25766

Title:	品牌生命週期穩定要因之探討－以Aspire為例 The Study of Stability Key Factors on the Brand Life Cycle- A Case Study of Aspire
Authors:	林永平 Lin, Yung-Pien
Contributors:	資訊管理學系
Keywords:	品牌生命週期轉換成本品牌忠誠度品牌黏著度 brand life cycle switching cost brand loyalty degree brand stickiness
Date:	2013-06
Issue Date:	2013-10-29 13:43:06 (UTC+8)
Abstract:	資訊產業的品牌生命週期與其他行業相比相對短暫，品牌生命週期下降若無立刻分析下降的因素，往往會造成品牌的衰弱而直接滅亡，本研究針對造成品牌生命週期變化的關鍵因素:轉換成本、品牌忠誠度及品牌黏著度為探討相關影響效果，並以宏碁的子品牌Aspire為研究對象，探討轉換成本及品牌忠誠度以及品牌黏著度產生對於穩定品牌生命週期的影響。本研究由Aspire的市場佔有率及時間變化，作為品牌生命週期變動的依據，當品牌生命週期下降的情況發生，加入轉換成本、品牌忠誠度、品牌黏著度的因子，使下降後的品牌生命週期恢復穩定(下降後的市場佔有率恢復至原本的市場佔有率)，本研究將影響品牌生命週期的環境因子及品牌生命週期量化為一數學模型，並以此數學模型證明本研究所提及的品牌忠誠度及品牌黏著度，確實為影響品牌生命週期穩定之要因，而藉由預先設定品牌黏著度檢視品牌忠誠度及轉換成本的達成，可有效預測品牌推出新產品的時間點。 IT industry’s brand life cycle is shorter than other industry.If we don’t analysis brand life cycle immediately when it decreases, it will turn to decline or death. The point of brand life cycle’s change are switching cost, brand loyalty degree and brand stickiness, therefore, their associated impacts are our main subjects to study and also take Acer’s sub-brand Aspire as our object to discuss how switching cost, brand loyalty degree and brand Stickiness to affect brand life cycle. Aspire’s brand share and time changes as per brand life cycle. When brand life cycle goes down, we use switching cost, brand loyalty degree and brand stickiness to make brand life cycle stable (To make brand share restore to original.) In this study quantified above three points and brand life cycle then trans to mathematical model to prove that brand loyalty degree and brand stickiness are the reason of brand life cycle’s change and preset brand stickiness to view brand loyalty degree and switching cost’s result for effectively predict the right point to release new products.
Appears in Collections:	[Department of Information Management & Graduate Institute of Information Management] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	206	View/Open

View Licence

Loading...