手機產業品牌形象之研究

A Study of Brand Image of Cell Phone Industry

為補足先前研究缺口，本研究目的話在彙整不同觀點之品牌形象文獻與衡量構面，並對國內不同手機品牌產品進行顧客問卷調查與資料分析，以瞭解不同公司之受測者（顧客）對品牌形象不同構面所產生之認知差異性為何。本研究針對高雄市、屏東市各蒐集Nokia、Samsung、LG、Motorola、Sony-Ericsson及BenQ等六大手機品牌產品，每一品牌產品各抽取30個樣本，總共抽取360個樣本（每地區180個樣本）。研究結果發現，品牌形象之不同變數（含品牌特質、品牌價值、品牌聯想、功能性、象徵性、經驗性）在以上六大手機品牌產品之顧客之平均值有所差異。另外，以上六大手機品牌之顧客對其品牌形象不同變數認知優先順序有所差異。進一步地，本研究發現上六大手機品牌產品合計之平均值分析結果，品牌特質最高，品牌聯想次之，其次依序為功能性、品牌價值、經驗性及象徵性。此些研究結果，可作為建置手機產業品牌形象關鍵因素之參考依據。最後，本研究提出管理意涵、命題發展，及針對手機業者提出六項建置手機品牌形象之經營管理策略相關建議。

To bridge the gap of past studies, the purpose of this research is attempting to summarize literature and dimensions of different perspectives brand image. Besides, this research attempts to invest the customers of domestic cell phone industry and hopes research results to understand the customer’s perceived difference of brand image. Empirical analysis was then performed based on the sample data of 360 questionnaires collected from the customers of six cell phone brands (i.e. Nokia, Samsung, LG, Motorola, Sony-Ericsson, BenQ) of Kaohsiung and Pingtung area (each area 180 samples and each brand 30 samples) in Taiwan. The results revealed that there is mean different customer’s perceived difference of six cell phone brands in different brand image variables (i.e. brand characteristic, brand value, brand linkage, functional characteristic, symbolic characteristic and experienced characteristic). In addition, there is also customer’s perceived difference of different brand image variables in six different cell phone brands. Furthermore, this research found that the mean priority (i.e. brand characteristic, brand linkage, functional characteristic, brand value, experienced characteristic and symbolic characteristic) of each dimension of brand image of six different cell phone brands of cell phone industry. These research results can provide the reference of key factor of building brand image of cell phone industry. Finally, this research provides managerial implications, propositions development and six suggestions of strategic management for building brand image of cell phone industry.