提升消費者價值之有效途徑的探討

Effective Channel to Promote Consumer Value by Business Intelligence

本研究係探討手機產業如何有效提升消費者價值以增加其營運成長。首先透過科技規劃（包括商業智慧和策略規劃）檢視是否會影響消費者對品牌的認知（包括品牌形象和品牌認同），最後影響及消費者的價值（包括功能價值和享樂價值）。實證研究結果顯示科技規劃會影響品牌形象和品牌認同，享樂價值是目前消費者較著重的面向，理由是手機的附加功能的日益增添，單純的通話功能業已無法滿足消費者，此亦是何以手機陸續向娛樂功能的原因。

We investigate the causal relationship among business intelligence, brand values, and consumer values. We then develop conceptual framework comprising business intelligence, strategic planning, brand image, brand identity, utilitarian value and hedonic value, and address causal relationship to highlight their corresponding relationship attributes. This causal relationship is crucial to mobile phone marketing activities because it can enhance the effectiveness and the value of the consumer experience. We find that the business intelligence, strategic planning can enhance brand image and brand identity. And, consumers emphases brand image and brand identity directs to the hedonic value. Therefore, hedonic value has played a critical role in the mobile phone industry, and it is crucial to develop effective methods for promoting the mobile phone industry.