台灣零售業自有品牌商品之形象定位探討

Tunghai University Institutional Repository > 工學院 > 工業工程與經營資訊學系所 > 碩博士論文 > Item 310901/6316

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/6316

Title:	台灣零售業自有品牌商品之形象定位探討
Other Titles:	Exploring the Image of Retail’s Brands In Taiwan
Authors:	韓武益 Han, Wu-Yi
Contributors:	郭炳宏;陳潭 Guo, Bing-Hong;Tam, Chan 東海大學工業工程與經營資訊學系
Keywords:	語意空間;因素分析法;SD法;產品形象;自有品牌 perception spac;factor analysis;semantic differential;product image;retail’s brands
Date:	1999
Issue Date:	2011-05-25T09:13:33Z (UTC)
Abstract:	提昇商品形象，將是維持零售業自有品牌持續發展的關鍵因素，也是刻不容緩的當務之急。而在瞭解如何提昇商品形象之前，我們更迫切該知道的是：台灣零售業自有品牌的商品形象在人們心目中定位如何？本研究將以較有系統的調查及統計分析，分三個階段探討零售業自有品牌商品的形象。第一階段，以電話訪談的方式彙整28家零售商總公司的「商品」或「企畫」部門主管的觀點；探討國內零售業者自有品牌的發展概況。第二階段以消費者、專家學者、業者等三種背景的受測者，對於零售業中的便利商店、量販店、超級市場與百貨公司之四種零售業，其自有品牌商品個概念意象進行研究。第三階段消費者變項之概念意象分析，針對消費者變項中的「性別」、「婚姻」、「年齡」三項人口統計變項之自有品牌概念意象相關性研究。以瞭解當前零售業自有品牌形象的定位，作為提昇零售業自有品牌商品形象的依據。從第一階的探討中我們可以得知自有品牌形象的推廣上仍明顯的不足，有必要加強正面的推廣活動。從第二階的分析研究中，我們發現零售業自有品牌商品總體概念意象是由嗜好性因素、輕巧性因素、品質性因素所構成。便利商店有較高的嗜好性、輕巧性形象。百貨公司有較高的品質性、嗜好性形象。量販店、超級市場則較不具特色。從第三階段的檢驗研究中，我們發現構成消費者對自有品牌概念意象的四個因素分別是親和性因素、輕巧性因素、品質性因素、平穩性因素。且年齡越大、已婚、男性的消費者，對自有品牌形象的認知越優良。本研究對自有品牌形象的基本定位問題及構成自有品牌形象的關鍵因素做了初步的探討，也比較了不同消費者變項的自有品牌認知形象定位，可提供作為提昇自有品牌形象的基礎。 Upgrade of commodity image is the key to continual development of retail’s 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’s retailers position themselves in public mind. Through systematic surveys and statistical analysis, we in the study probe into the images of brand names held by retailers in three phases. Phase I: Interview by phone the heads 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 II: 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 III: Analysis into consumer-oriented variables, to study into retail’s brands images over three consumer related variables “sex”, “marital status” and “age”. Through such efforts, we will look into positioning of private brand as the grounds for retailers in upgrading their private brand. In Phase I probe, we notice significant insufficiency in image promotion of retail’s brands. That is to mean the necessity to further strengthen promotion. In Phase II analytical study, we noticed that the commodities of retailers’ 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 and supermarkets convey less significant characteristics. In Phase III: 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 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.
Appears in Collections:	[工業工程與經營資訊學系所] 碩博士論文

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