誰的品牌權益較強?Yahoo!和Google的首頁之爭

Abstract

網際網路已佔據了現代人的生活，網站的多元化也大幅改變人們閱聽眾的使用行為。網路使用者透過設定不同類型的網站作為瀏覽器首頁，而入口網站和搜尋引擎是目前最常見的兩種首頁選擇。隨著Yahoo！和Google在台灣的市占率日益拉近，首頁市場的競爭也逐漸白熱化。本研究採用電話調查法，以全台灣的網路使用者為研究對象，並運用品牌權益觀點來探討Yahoo！和Google使用者在首頁選擇和品牌權益各面向所做的評估有何關聯，並嘗試找出Yahoo！和Google的品牌權益優勢以及品牌權益劣勢。 本研究的主要發現有：Yahoo！在「品牌凸顯」、「品牌知名度」、「品牌聯想」和「品牌忠誠度」的面向表現較Google佳，而Google則在「知覺品質」表現較Yahoo！良好；另外，兩者在「品牌意象」、「品牌判斷」、「品牌感受」方面表現相當，均獲得品牌使用者的情感回應和行動；最後，Yahoo！和Google在「品牌共鳴」均未獲得使用者的顯著正面評估，顯示兩品牌在品牌打造的最終極關係皆仍未達成。 本研究嘗試結合學者Aaker的品牌權益架構和Keller的消費者觀點品牌權益金字塔，結合產業現況對Yahoo!和Google提出具體的行銷建議。本研究建議Yahoo!應以良好的品牌凸顯、品牌知名度、品牌聯想和品牌忠誠度為基礎， Google應持續保持優良的知覺品質，而面臨社群媒體和行動媒體的激烈競爭，兩品牌皆應增加投入社群服務的提供，令使用者產生品牌共鳴，以因應產業外來勢洶洶的競爭對手。

The Internet has occupied people’s life nowadays. With the prolifertion of various websites, people changed the Internet use behavior rapidly. The Internet users sometimes set different websites as their homepage in browser. The most common start pages are portal sites and search engines. The battle between Yahoo! and Google in Taiwan has been more and more competitive due to the closer market share. The homepage battle is also keen now. The present study using telephone survey as a tool to collect data from the general Internet users in Taiwan, took brand equity approach from customer-based viewpoint to understand what the relationship between brand choice and the evaluation for brand equity dimentions. The study also tried to point out the adventages and disadvantages for Yahoo! and Google respectively. Results showed that Yahoo! is stronger than Google in terms of brand salience, brand awareness, brand association and brand loyalty. Relatively Google is better at the perceived quality. Also, both of them are good in brand imagery, brand judgement and brand feeling. Futhermore, Yahoo! and Google don’t achieve brand resounance on users, which means both of them don’t reach the final step of making a strong brand. The study combined Aaker’s and Keller’s brand equity models, providing some concrete marketing suggestions for Yahoo! and Google. The recommandations for Yahoo! is to base on and enhance its excellent brand salience, brand awareness, brand association and brand loyalty, while Google should keep its superior perceived quality. The common suggestion for them is to allocate more resources to community service management because the development of social networking services might be the biggest competitors in the near future.