應用模糊QFD於品牌依戀強化策略之研究

Abstract

過去對於品牌依戀的衡量大多假設消費者是以片段的方式思考，並以單一步驟的程序進行分析，如此可能無法得到品牌依戀的全貌。本研究為了建立消費者品牌依戀構面與屬性的特性，並分析消費者對於品牌依戀屬性偏好的模糊性認知差異。因此利用層級分析法，建立品牌依戀屬性之層級架構；其次，由於消費者對品牌依戀的情感特質具有不確定性的因素，故納入模糊語意偏好的概念，援以「品質機能展開」分析法，進行品牌體驗策略管理方案的重要性評估，來發展便利商店的價值競爭策略模式。在調查對象中分為二個階段，第一階段調查265位消費者對品牌依戀的重要性感受，第二階段則邀請38位業界專家針對策略管理方案的內容進行評估。研究結果顯示年輕與年長客群在台灣三家便利商店的品牌依戀程度各有其優勢和需要加強之處，而在品牌體驗策略管理上，本研究提出品牌體驗強化策略之建議，使企業能在各自擅長的領域投入資源，有效增強消費者對其品牌依戀的程度。管理意涵從消費者對三家便利商店的品牌依戀認知需求、感受，以及業者執行品牌體驗策略方案的差異性進行說明。

Researchers used to do studies based on the assumption that consumers think in a fragmented way and analyze with single procedure, which would make it hard to see the whole picture of the brand attachment. In order to build the characteristic of brand attachment's dimensions and attributes, and analyze consumers' fuzzy cognitive difference towards brand attachment attribute preference, this research adapts analytical hierarchy process to build hierarchical structure of brand attachment attribute. Secondly, due to the uncertainty of consumers' emotion towards brand attachment, the concept of fuzzy linguistic preference is also applied in this current study. By applying Quality Function Deployment" method, this research makes importance evaluation of strategic management plan of brand experience to develop value competitive strategy model of convenient stores. This study proposes brand experience enhancement strategy for three enterprises of convenient store, letting those enterprises concentrate resource on advantageous field and increase the level of consumers' brand attachment. The result will explain the following: Consumers' cognitive demands and feelings of brand attachment towards three enterprises of convenient store. And, the difference in execution of strategic management plan of brand experience."