品牌競爭定位與競爭策略之研究-以現金卡產品為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/27489

Title:	品牌競爭定位與競爭策略之研究-以現金卡產品為例 Research of Brand Positioning and Competitive Strategy-A Case Study on Cash Card Products
Authors:	李白詩
Contributors:	國際企業管理研究所
Keywords:	現金卡品牌定位多元尺度分析知覺定位分析 cash card brand positioning multidimensional scaling analysis perceptual positioning analysis
Date:	2006
Issue Date:	2014-06-17 15:43:38 (UTC+8)
Abstract:	本研究主要為探討現金卡產品之品牌知覺定位。透過相關理論及研究文獻歸納整理出六項評估準則(包含品牌知名度、利率、額度、手續費、服務便利性及廣告效果)後，透過多元尺度分析(MDS)中之知覺定位分析，研擬策略上之建議。其中分析項目包含標竿分析、理想點分析、競爭態勢分析、關鍵因素評估及策略分析等。研究結果顯示，所探討之五個現金卡品牌，可分為領先群及挑戰群兩個競爭群。在服務便利性屬性上，中國信託商業銀行及台新國際商業銀行有獨特的表現。在品牌知名度及廣告效果兩個屬性上，標竿品牌為中國信託商業銀行、台新國際商業銀行及萬泰商業銀行。在策略分析方面，則以利率、手續費、服務便利性及額度等關鍵因素，配合個別現金卡品牌之競爭態勢分析，進而擬定個現金卡品牌之訴求、改善、放棄及改變等四種策略方向。 This study applies Multidimensional Scaling (MDS) analysis to explore the brand perceptual positioning of Cash Card products. According to the relevant theories and literature, we summarized six criteria as follows: Brand awareness, rate, credit amount, fee, service convenience, advertisement. Based on these criteria, Perceptual Position-ing Analysis of MDS such as Benchmarking Analysis, Ideal Point Analysis, Competi-tive Situation Analysis, Key Factor Evaluation, and Strategy Analysis are used to form relevant Strategies.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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