品牌代言與廣告效益 - 明基電通BenQ Joybee Mp3 player個案研究

Abstract

本研究是探討廣告效益，並以BenQ公司推出的Joybee Mp3 player作為研究標的， 探討本土偶像歌星蔡依林為其代言之後，是否真的為BenQ公司帶來業績成長，並深入分析Mp3 player市場之消費者偏好。 鑑乎Mp3 player Plyer的風潮，本土企業明基電通BenQ於2004三月之初大動作宣傳，邀請到風靡華文音樂市場的歌手蔡依林作為Joybee全系列產品代言人，也是國內首家以代言人與電視廣告主打自家品牌的廠商，當時BenQ Joybee Mp3 player全系列相關產品之售價，竟比市場上同型款式其他品牌高出一倍之譜。銷售至今業已一年，根據市場業績統計，已為BenQ帶來可觀銷售成績，本研究今剖析Joybee的主要目標客群並深入探討消費者對於該廣告的偏好，找出銷售成功的原因，並提出待改進之處，做為BenQ乃至於其他品牌日後效尤執行的參考。 本研究以國中，高中，大學及研究所學生（即16歲至25歲的年輕族群）為抽樣調查對象，以明基電通推出的BenQ Joybee Mp3 player，瞭解BenQ邀請偶像歌星蔡依林為Joybee Mp3 player的廣告代言效益。以頻率分析的統計方法，分析抽樣調查對象的Mp3 player當前使用產品與購買考量因數，並各別統計消費者對於蔡依林廣告之偏好程度。再者，更利用多變量統計之單因數變異數分析，將Mp3 player購買因素及廣告偏好程度設定為區隔變數，分析區隔變數與人口統計變數之間的關聯性。

This study aimed to BenQ Joybee Mp3 player which invited Jolin to be a spokesperson .We doubt if Jolin bring the growth of the sales.So we further analyze the consumer whose favor in Mp3 player market.

Due to the favor of the Mp3 player.The local enterpreuner -- BenQ ,not only promoted its Joybee Mp3 player series but also invited the most famous singer - Jolin be a spokesperson in March 2004.It was the first coporation that promote its brand as well.BenQ Joybee Mp3 player was even one time higher than another Mp3 player before. According to the result the sales.BenQ had been won great performance during this year.The case study deeply analyse the major consumer group of Joybee Mp3 player and the favor of advertising.Finding out the reason why BenQ could made it. Then the study was provided the useful suggestions for BenQ but to another brands.

The main sampling scope is between 16 and 25 years old in the study.It was used BenQ Joybee Mp3 player to be a model.Trying to realize how benefit degree Joylin could created.It analysied the sample by frequency method and the factors model as well.It computed the advertising favor degree of Jolin who was the spokesperson of BenQ Joybee Mp3. Besides ,it set up the Mp3 player customer factors and advertising favor to be the segment variances as well. Finally, analysing the relative of segment vraiences and the others by Chi-Square analysis.