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研究生： 楊家榕
Yang, Chia-Jung
論文名稱： 筆記型電腦之品牌來源國與品牌形象之行銷研究-以Lenovo聯想在台灣地區為例
An Empirical Marketing Study for Country-of-Brand, Brand Image of Notebook Industry - An Investigation on Lenovo in Taiwan
指導教授： 祝鳯岡
Chu, Fong-Kang
林清河
Lin, Chin-Ho
學位類別： 碩士
Master
系所名稱： 管理學院 - 高階管理碩士在職專班(EMBA)
Executive Master of Business Administration (EMBA)
論文出版年： 2009
畢業學年度： 97
語文別： 中文
論文頁數： 114
中文關鍵詞： 品牌來源國 、品牌形象 、顧客滿意度 、品牌忠誠度
外文關鍵詞： Brand Loyalty, Country-of-Brand, Brand Image, Customer Satisfaction
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    • 本研究以＂Lenovo聯想＂之產品－筆記型電腦來切入研究，根據文獻探討品牌來源國、品牌形象、顧客滿意度與品牌忠誠度之間的影響。用來瞭解與發展此品牌的行銷與經營策略，並探討消費者在不同品牌來源的情況，對於購買此品牌之筆記型電腦的意願與傾向是否有不同的面向，冀望能為業者提出有效的行銷溝通策略。

    本研究以量化之問卷調查法為主要研究方法，輔以質化之專家訪談法。本研究總共發出350份問卷，回收問卷338份，有效問卷316份，有效問卷回收率為90.3%。問卷調查結果經敘述統計分析、信度分析、因素分析、迴歸分析、線性結構關係模式分析，探討提高顧客滿意度及影響品牌忠誠度之主要因素，並提出對其品牌經營行銷策略之建議。

    本研究之主要發現與結論如下：(1)品牌來源國對品牌形象有正向顯著影響，(2)品牌來源國對顧客滿意度有正向顯著影響，(3)品牌來源國對品牌忠誠度有反向顯著影響，(4)品牌形象對顧客滿意度有正向顯著影響，(5)品牌形象對品牌忠誠度有正向顯著影響，(6)顧客滿意度對品牌忠誠度有正向顯著影響。

    依據研究發現與結論，本研究提出筆記型電腦產品市場定位、品牌經營及通路關係經營之建議，做為台灣區＂Lenovo 聯想＂筆記型電腦，在品牌經營或行銷規劃上之參考。對於後續研究者，本研究建議可進一步擴大研究範圍，儘可能擴及台灣區筆記型電腦市場的所有品牌，並將本研究架構未涵蓋之其他構面納入，如此研究結果將對筆記型電腦之品牌經營提供更大的貢獻。

    The goal of this study is to comprehend the influences among country-of-brand, brand image, customer satisfaction and brand loyalty on notebooks from a brand name company -“Lenovo” based on previous studies and researches. Furthermore, this study hopes to provide a more efficient marketing strategy by understanding and developing the marketing and managing strategies of this brand and exploring if consumers will have different opinions towards consuming notebooks of this brand when they have a variety of choices.

    This study uses questionnaire survey from quantitative method as the main research method, and professional interviews from qualitative method as the supportive research method. To conduct the survey, a total of 350 questionnaires were delivered, 338 questionnaires were retrieved and 316 questionnaires were valid. The valid questionnaire retrieve-ration was 90.3%. The results of the questionnaires were analyzed by Statistical Analysis, Reliability Analysis, Factor Analysis, Multiple Regression Analysis, and Linear Structural Relation Model (LISRE). By doing so, this study explores the main factors of raising customer satisfaction and influencing brand loyalty, and proposes the suggestion to its brand management strategy.

    The main results and conclusions of this study are as following:
    1. Country-of-brand has a positive influence on brand image;
    2. Country-of-brand has a positive influence on customer satisfaction;
    3. Country-of-brand has a negative influence on brand loyalty;
    4. Brand image has a positive influence on customer satisfaction;
    5. Brand image has a positive influence on brand loyalty;
    6. Customer satisfaction has a positive influence on brand loyalty.

    Based on the research results and conclusion, this study proposes suggestions on market orientation, brand management and channel relationship management for notebooks from Lenovo in Taiwan as a reference in their brand management or marketing strategy. For later researchers, this study suggests to further extend the research scope to all the existing brands in Taiwan notebook market and to comprise other factors that weren’t included in this study so that the research result can a contribute greater assistance to the notebook brand management.

    目 錄 學位考試委員審定書.................................... 1 誌謝.................................................. 2 中 文 摘 要........................................... 3 ABSTRACT.............................................. 4 目 錄.............................................. 6 表 目 錄.............................................. 8 圖 目 錄.............................................. 9 一、緒論.............................................. 10 第一節 研究背景與動機................................ 10 第二節 研究目的...................................... 12 第三節 研究流程...................................... 13 二、文獻探討.......................................... 14 第一節 品牌來源國.................................... 14 第二節 品牌形象...................................... 26 第三節 顧客滿意度.................................... 33 第四節 品牌忠誠度.................................... 35 第五節 筆記型電腦產業分析............................ 38 三、研究方法.......................................... 46 第一節 研究架構...................................... 46 第二節 研究假設的推導................................ 47 第三節 研究變數操作性定義與衡量...................... 48 第四節 研究對象與抽樣方法............................ 53 第五節 資料分析方法.................................. 54 四、資料分析與結果.................................... 56 第一節 敘述性統計分析................................ 56 第二節 因素分析...................................... 63 第三節 信度分析...................................... 68 第四節 迴歸分析...................................... 70 第五節 LISREL線性結構關係模式分析.................... 77 第六節 專家訪談...................................... 84 五、結論與建議........................................ 88 第一節 研究發現與結論................................ 88 第二節 實務上的建議.................................. 91 第三節 研究限制...................................... 92 第四節 未來研究建議及方向............................ 93 參考文獻.............................................. 94 一、中文部份.......................................... 94 二、英文部分.......................................... 96 附錄一：問卷 附錄二：專家訪談紀錄 附錄三：「北大商業評論」－高管激勵，難在哪？ 附錄四：行政院主計處人口統計資料 附錄五：財團法人台灣網路資訊中心(TWNIC)資料 表 目 錄 表2-5-1 IBM與LENOVO的歷史沿革......................... 39 表3-3-1 品牌來源國次要變數操作性定義與衡量............ 49 表3-3-2 品牌形象次要變數操作性定義與衡量.............. 50 表3-3-3 顧客滿意度次要變數操作性定義與衡量............ 51 表3-3-4 品牌忠誠度次要變數操作性定義與衡量............ 52 表4-1-1 人口變項次數分配表............................ 57 表4-1-2 品牌來源國敘述性統計分析...................... 59 表4-1-3 品牌形象敘述性統計分析........................ 60 表4-1-4 顧客滿意度敘述性統計分析...................... 61 表4-1-5 品牌忠誠度敘述性統計分析...................... 62 表4-2-1 品牌來源國之因素分析.......................... 64 表4-2-2 品牌形象之因素分析............................ 65 表4-2-3 顧客滿意度之因素分析.......................... 66 表4-2-4 品牌忠誠度之因素分析.......................... 67 表4-3-1 各構面CRONBACH’S Α值檢驗一覽表............... 69 表4-4-1 品牌來源國對品牌形象、顧客滿意度與品牌忠誠度之迴歸分析..71 表4-4-2 品牌形象對顧客滿意度與品牌忠誠度之迴歸分析.... 72 表4-4-3 顧客滿意度對品牌忠誠度之迴歸分析.............. 74 表4-4-4 迴歸分析結果一覽表............................ 76 表4-5-1 模式適合度分析結果一覽表...................... 78 表4-5-2 線性結構模式分析結果.......................... 80 表4-5-3 線性結構模式分析結果一覽表.................... 83 表5-1-1 本研究原始假設彙總表.......................... 88 表5-1-2 原始假設變更後實證結果彙總.................... 89 圖 目 錄 圖1-3-1 研究流程圖.................................... 13 圖2-1-1 月暈效果模型.................................. 19 圖2-1-2 彙總效果模型.................................. 20 圖2-1-3 來源國效應對品牌權益之影響.................... 21 圖2-1-4 品牌形象認知和購買行為關係圖.................. 22 圖2-1-5 「期望--不一致」滿意度模型（1994）............ 24 圖2-1-6 「期望--不一致」滿意度模型（2005）............ 24 圖2-5-1 IBM整體事業群營收（1999-2003）................ 42 圖2-5-2 THINKPAD銷售數量及金額（1999-2004）........... 43 圖2-5-3 THINKPAD銷售數量及金額（2005-2009Q1）......... 44 圖2-5-4 NOTEBOOK品牌銷售排名（2005-2009Q1）........... 45 圖3-1-1 研究架構...................................... 47 圖4-4-1 迴歸分析結果圖................................ 75 圖4-5-1 線性結構模式分析結果圖........................ 82

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