行銷策略、品牌體驗、顧客心智集合與品牌績效之研究 – 汽車旅館業實證

Abstract

旅館在觀光旅遊事業中扮演著極重要的角色，隨著休閒旅遊型態之演進，旅館的功能日趨多樣化，甚至成為二十一世紀休閒文化的重要遊憩據點，尤其是汽車旅館業此一新興產業，更是在年輕一代消費者間造成話題。 而新經濟時代的來臨，消費者的選擇更加多樣化，因此當各競爭產品的功能日趨一致時，品牌帶給顧客的成功體驗將成為決勝的關鍵點。Keller以架構顧客心中理想品牌為前提，建立了許多模型，包含CBBE[Customer-Based Brand Equity]、品牌價值鏈等。本研究試圖從這些議題上，對於品牌作深度探討。 本研究經由回顧文獻，整合過去學者著作及相關研究，發展一行銷策略、品牌體驗、顧客心智集合及品牌績效的理論架構。透過問卷調查法，並以AMOS結構方程模式探討汽車旅館產業中行銷策略、品牌體驗、顧客心智集合及品牌績效之關聯性。更甚者，本研究更發展出衡量顧客心智集合的簡易方法。 研究結果發現:行銷策略對品牌體驗有顯著的正向影響，品牌體驗對顧客心智集合有顯著的正向影響，且顧客心智集合對品牌績效也有顯著的正向影響。 這些統計數據顯示行銷策略的重要性，創造體驗為活化品牌的利器之一，而塑造品牌的目標在於強化顧客心智集合，以達到追求利潤的最終目標。

Hotels play an important role in the tourism industry. As the evolution of tourism continuously develops, hotels have to provide much more functions. During recent years, motels have been transformed into the fashionable and luxury resort spots. By offering the new styles and service, motels in Taiwan created a fascinating environment. With the coming of the new economy, there are more choices for consumers. Therefore, companies have to strengthen their brands to attract their customers. Keller developed several models to build a strong brand, including CBBE[Customer-Based Brand Equity] and brand value chain. By discussing these issues, this study will provide a reasonable and clear understanding toward brand. After reviewing the past academic research, this study developed a theoretical framework of marketing strategy, brand experience, customer mindset and brand performance for the motel industry, and found ways to estimate customer mindset. By running SPSS and AMOS, several hypotheses were supported; so this study appropriately provided some suggestions for marketing strategy to improve brand performance.