品牌體驗、品牌形象、促銷策略、品牌忠誠度與品牌績效之研究-智慧型手機產業實證

Abstract

現在已經進入了網路新紀元，所使用的行銷手法、已與過去差異甚遠，消費者所求的已不是功能或價格為導向，現在已轉變為心靈滿足為導向。有形產品固然重要，然而無形體驗更能為消費者創造唯一感受，創造出品牌與消費者的長期連結，最後將反映於品牌形象與品牌績效；一般認為，促銷策略中的廣告、人員推廣與公共關係均會提升消費者較深刻的印象，而長期的價格促銷或是同業均採用此手法來呈現商品時，價格將不會是消費者推論品質的最重要因素，而這樣的策略亦將不會負面地反映在品牌形象與品牌忠誠度中。

本研究整合相關學者的文獻探討與分析，將其應用在智慧型手機產業中，探討品牌體驗、品牌形象、促銷策略、品牌忠誠度與品牌績效之關係。以問卷調查智慧型手機使用者，並將結果量化分析，以AMOS的SEM結構分析來探討不同構念間的關聯性，研究發現：消費者對品牌體驗感受愈高則對品牌忠誠度愈高；品牌形象愈高對品牌忠誠度愈高；促銷策略愈高對品牌忠誠度愈高；品牌忠誠度愈高對品牌績效愈高；品牌體驗愈高對品牌形象愈高；促銷策略愈高對品牌績效愈高。本研究期待能對智慧型手機品牌相關策略有所貢獻。

With the development of internet and technology progress, we are in the new generation of internet. Consumers not only concern about function or price of product, but take more things about satisfaction of emotion account. As above mentioned, there are some new marketing means to attract consumers. Physical good product is important. However, spiritual need is mort important to creat long and best feeling to catch consumers’ minds. Finally, it will build long term connection with consumers and reflect brand image and brand performance. Generally, promotion mix includes price promotion, advertising, publicity, and personal selling. When price promotion is used in the inderstry for long term, consumers don’t use price information to infer quality. They increase positive brand image and performance. This research integrates related literatures and analysis to apply the industry of smart phone. In order to research the relationship between Brand Experience, Brand Image, Promotion Strategy, Brand Loyalty and Brand Performance, this research uses AMOS to analysis SEM modle to prove the data and theories. The most significant findings: There is a significant, positive correlation between Brand Experience and Brand Loyalty. There is a significant, positive correlation between Brand Image and Brand Loyalty. There is a significant, positive correlation between Promotion Strategy and Brand Loyalty. There is a significant, positive correlation between Brand Loyalty and Brand Performance. There is a significant, positive correlation between Brand Experience and Brand Image. There is a significant, positive correlation between Promotion Strategy and Brand Image. This survey takes consumers of smart phone industry to discover different variables of relationships. The survey is expected to make contributions to provide marketing strategy and manage smart phone brands.