咖啡連鎖店商店形象之利益區隔與品牌權益關係之研究-以台北市居民為例

Abstract

近幾年來國內咖啡連鎖店的競爭日漸激烈，且又加上品牌策略已成為業者競爭優勢的來源之一，故本研究期望透過咖啡連鎖店的市場區隔，以瞭解哪些商店形象構面特別被消費者所重視，並且再利用其重視的商店形象來進行利益區隔，以分析不同利益區隔對於品牌權益認知程度的差異，最後再提供咖啡連鎖店業者行銷4P之建議與品牌權益管理之行銷策略，以做為其日後差異化策略之參考。

本研究採用Aaker品牌權益為主要研究架構，並以咖啡連鎖店之商店形象及台北市消費者的基本特徵作為投入變數，再透過利益區隔與品牌權益之關係描述，探討它們之間是否有顯著差異。而最終研究結果顯示，咖啡連鎖店的利益區隔在人口統計變數、品牌權益及消費實態上大多有顯著差異。

In the last few years, the domestic coffee chain store's competition is intense day after day, and brand strategy has become one of competitive advantages , Therefore this research expectation segments coffee chain store's market to understand that store image construction is taken specially by the consumer, use the store image which it takes seriously to carry on the benefit segmentation , and analyze the different benefit segmentation regarding the brand equity about cognition degree difference,Finally provides the coffee chain store entrepreneur with suggestion of marketing strategy 4P and the brand equity , they will be take it as reference of the differentiation in the future

This research uses the Aaker’s brand equity to be main research framework, takes coffee chain store image and the Taipei consumer' feature as input variable, describes their relations between benefit segmentation and brand equity, and discusses them whether to have the remarkable difference. But the findings that the coffee chain store's benefit segmentation in the population statistic variable, the brand equity and the consume condition mostly has the remarkable difference.