民眾對司法調查機關品牌形象認知與雙贏策略之研究

Abstract

本研究旨在透過高階主管管理碩士班在學學生對司法調查機關品牌形象認知情形，由功能性、象徵性及經驗性等品牌形象三個構面，進行調查與分析。另透過品牌形象的功能性、象徵性及經驗性三大構面之優勢、劣勢、機會與威脅屬性評估，瞭解高階主管管理碩士班在學學生如何看待司法調查機關之品牌形象的優勢、劣勢、機會與威脅後，提出司法調查機關品牌形象各構面之提昇或改善的雙贏策略，並透過層級分析法（AHP）確認及瞭解該項雙贏策略是否確實為最佳方案及優先順序，最後提出結論與建議。

The purpose of this research is based on investigation and analysis of brand image cognitive situation of the Ministry of Justice Investigation Bureau through the EMBA program students. We use three dimensions of functional, symbolic and experiential brand image, for investigation and analysis. In addition, through the brand image three dimensions of functional, symbolic and experiential, we use the opportunities, weaknesses, opportunities and threats four attributes to do the assessment. After we recognize how EMBA program students look at the Ministry of Justice Investigation Bureau by SWOT analysis, therefore, proposed a win-win strategy to enhance or improve various aspects of the brand image of the Ministry of Justice Investigation Bureau. Through the Analytic Hierarchy Process (AHP) to confirm and understand whether the win-win strategy is really the best priority solution, we finally provide conclusions and recommendations.