探討臺灣零售業自有品牌商品之形象定位

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Title:	探討臺灣零售業自有品牌商品之形象定位
Other Titles:	Exploring the Image of Retail's Brands in Taiwan
Authors:	郭炳宏；陳潭；韓武益 Kuo, Ping-hong;Chan, Tam;Han, Wu-yi
Contributors:	東海大學工學院
Keywords:	自有品牌；商品形象；語意空間 Retail's brands；Product image；Semantic differential
Date:	1999-07-00
Issue Date:	2012-06-29T01:07:21Z (UTC)
Publisher:	台中市：東海大學
Abstract:	零售業商品形象的提升基本上是維持自有品牌持續發展的關鍵因素。當在瞭解如何提升商品形象之前首要是：究竟目前臺灣零售業自有品牌的商品形象在一般人心目中的定位如何？本研究透過問卷調查以及統計分析的方式分成三個階段：第一階段彙整業者在「商品」和「企畫」上的觀點；第二階段以消費者、專家學者和業者在商品意象上的差異性分析；第三階段為消費者之人口因素變項之商品意象。據此而瞭解零售業商品的形象定位以作為提升自創品牌形象的依據。研究顯示目前自有品牌的推廣目標不清有待加強，而在整體之意象指標上由嗜好性、輕巧性和品質性因素構成。分析結果顯示：便利商店具嗜好性和輕巧性；百貨公司具品質性和嗜好性；量販店和超級市場較不具顯著的意象顯示。另外構成消費者對自有品牌的概念意象則分別是：親和性、輕巧性、品質性和平穩性因素，其中年齡越大、已婚、男性的消費者對自有品牌認知較優越。本研究對自有品牌形象的基本定位以及構成自有品牌的因素做了初步的整理，並比較不同消費者變項之間的差異及意象定位，據此籍以規劃提升商品意象的具體內容與參考要件。　　　　　Upgrade of commodity image is the key to continual development of retail brands and falls in the clamant need. Before we go any further into awareness of how to upgrade commodity image, the very urgent lesson to us is: We must tell how the private brand held by Taiwan retailers position themselves in public mind. Through surveys and statistical analysis, we in the study probe into the image of brand names held by retailers in three phases. Phase 1: Interview by phone the head of "commodity" or "planning" departments in the headquarters of 28 retail firms to find out their viewpoints and look into the development of retail's brands in Taiwan. Phase 2: Study into the impression on private brand's commodities of four retail branches of convenience stores, hypermarkets, supermarkets and department stores toward respondents in three background categories as consumers, experts/scholars and business concerns. Phase 3: Analysis into consumer-oriented variables, to study into retail's brands images over three consumer related variables "sex", "marital status" and "age". Through such effort, we will look into positioning of private brand as the grounds for retailers in upgrading their private brand. In Phase 1 probe, we notice significant insufficiency in image promotion of retail brands. That is to mean the necessity to further strengthen promotion. In Phase 2 analytical study, we noticed that the commodities of retailer's private brands compose of factors of favor, compactness and quality. Convenience stores carry the image of favor and compactness; department stores higher in quality and favor image. Hypermarkets convey less significant characteristics. In Phase 3: We notice four factors forming retail's brands images as intimacy, compactness, quality and stability. Consumers older, married, male in attributes show stronger cognition of private brand image. The study conducts preliminary probe into retail's brands image, the fundamental positioning and key factors constituting retail's brands image. It as well, compares consumer-oriented variables in retail's brands positioning. The findings yielded in the study provide concrete grounds for promotion of retail's brands images.
Relation:	東海學報第40卷(工學院)
Appears in Collections:	[校內出版品(學報)] 東海學報

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