品牌策略分析，年輕品牌定位與認同落差──聯合分析法之應用

Analysis of brand strategy, brand positioning and identity of young drop-application of conjoint analysis

本研究使用聯合分析法來探討年輕品牌定位與年輕消費者心目中對於年輕品牌服飾認同落差，找出產品屬性的最佳組合，並透過聯合分析法衡量各屬性水準之成分效用值與屬性相對重要性，瞭解消費者購買行為之多屬性決策過程中的偏好優先順序。研究結果發現，受測者的屬性偏好權重依序為「材質」>「顏色」>「款式」>「價格」>「品質」。而在大多數的市場區隔下，「服飾材質」與「服飾顏色」為受測者在購買服飾商品時最重視的屬性，因此未來年輕服飾品牌在設計開發服飾產品時，應該多注重於品牌服飾產品的材質與顏色選擇，款式應掌握當季流行元素，價錢的部分則偏好新台幣1100元以上，由於消費者對年輕服飾品牌信任度高，在品質部分較無重視。最佳組合為「人造纖維」、「流行款」、「無彩色系」、「新台幣1100元以上」及「搭配實用」。

This research was to investigate the relative importance of the young minds of young consumers and brand positioning for the young clothing brand identity gap using conjoint analysis, discovers the product attribute optimal fit, and penetrates the union analytic method to weigh ingredient of effectiveness value and the attribute relative importance various attribute standard, understood the consumer purchases the behavior in the multi-objective decision making process by chance the order of priority. The results found that the right to property preferences measured by weight in order, is 'material'> 'color'> 'Collection'> 'Prices'> 'quality.' And in most market segments, 'Clothing Materials' and 'clothing color' as the subject's attributes when purchasing apparel products most important, therefore the future of young clothing brand apparel product design and development, should be more focus on brand apparel products, materials and colors, the design should have a popular seasonal elements, the price preference over part of NT 1,100 yuan, due to high consumer confidence of young clothing brand, not takes in the quality part. The best combination of ' the artificial fiber', 'fashion models', ' achromatic color ' 'more than 1100 yuan NT' and ' the matching practicality.'