品牌行銷之虛實整合策略 — 以Vespa為例

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袁君惠(Chun-Hui Yuan) 查詢紙本館藏

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企業管理學系在職專班

論文名稱

品牌行銷之虛實整合策略 — 以Vespa為例
(The clicks and mortar strategy of brand marketing: A case study of Vespa)

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摘要(中)

網路技術正在迅速地改變著消費者的購物模式和生活習慣。隨著互聯網時代發展，各大品牌不得不開始改變轉由網路行銷角度思考，透過結合傳統實體商店、數位虛擬通路和社群的經營模式帶動虛實整合的商業環境。從理論上來說，過去，影響消費者行為決策的因素在於產品本身的價值，而現今，消費者更著重於心靈層面的滿足。企業使用行銷策略確實會提升品牌好感度，也將會成為競爭優勢的來源，藉此，本研究針對個案品牌如何使用虛實整合行銷策略提升品牌權益也就是品牌價值，而帶動品牌績效為探討主題。
運用內容行銷、參與行銷及社群行銷之虛實整合策略來分析個案品牌權益提升與品牌績效表現。透過學者文獻探討及訪談，做出影響品牌權益調查，探討虛實整合行銷趨勢、品牌權益與品牌績效之關係，以作為品牌行銷策略之參考。
本研究方法採用個案研究法，分別針對個案公司經理人、經銷商進行訪談，將獲得資料進行實證分析。藉此衡量虛實整合行銷對品牌權益和品牌績效存在影響之關係。分析結果表明，品牌行銷、品牌權益和品牌績效之間有著緊密的聯繫。因此，本研究依據分析提出對Vespa品牌行銷策略之虛實整合管理之參考建議。

摘要(英)

Consumers′ shopping patterns and lifestyle habits are rapidly changed by Internet technology. With the development of the Internet era, major brands must change their thinking from the perspective of online marketing, driving a business environment that clicks and mortar through a business model that combines traditional physical stores, digital virtual channels, and internet communities. Theoretically speaking, in the past, the factor of decisions that influenced consumer behavior was the value of the product itself, but nowadays, consumers are more focused on spiritual satisfaction. The marketing strategies which are used by companies will indeed increase brand favorability and will also become a source of competitive advantage. In this way, this research focuses on how individual brands use virtual and real integrated marketing strategies to enhance brand equity, which is brand value, and drive brand performance as the topic of discussion.
To analyze case brand equity enhancement and brand performance by using the clicks and mortar strategies of content marketing, participation marketing, and community marketing. Through literature research and interviews with scholars, a survey on brand equity is conducted to explore the relationship among virtual and actual integrated marketing trends, brand equity and brand performance, as a reference for brand marketing strategies.
This research adopts a method of case study to conduct interviews with individual company managers, distributors, and companies, and conduct empirical analysis on the data obtained. To measure the relationship between virtual and real integrated marketing on brand equity and brand performance. The analysis results show that there is a close relationship among brand marketing, brand equity and brand performance. Therefore, based on the analysis, this research puts forward suggestions for the integration of virtual and actual management of the Vespa brand marketing strategy.

Keywords: Brand Marketing, Clicks and mortar, Content, Engagement, Community, Brand Equity, Brand Performance

關鍵字(中)

★ 品牌行銷
★ 虛實整合
★ Vespa
★ 品牌權益
★ 品牌績效

關鍵字(英)

論文目次

目錄
摘要 I
ABSTRACT II
誌謝 III
圖目錄 VI
表目錄 VII
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-3 研究流程 3
第二章文獻探討 4
2-1 品牌行銷 4
2-1-1 品牌的定義 5
2-1-2 行銷的定義 6
2-2 品牌行銷策略 9
2-3 虛實整合模式 14
2-3-1 內容行銷 16
2-3-2 參與式行銷 18
2-3-3 社群行銷 20
2-4 品牌權益 22
2-4-1 品牌權益定義 22
2-4-2 品牌權益構面 25
2-5 品牌績效 28
2-5-1 品牌績效定義 28
2-5-2 品牌績效構面 29
第三章研究方法 30
3-1 研究架構 30
3-2 研究對象 31
3-3 研究來源 31
3-4 研究方法 32
第四章研究分析 35
4-1 個案介紹 35
4-2 品牌行銷 38
4-2-1 內容行銷與品牌權益 38
4-2-2 參與行銷與品牌權益 41
4-2-3 社群行銷與品牌權益 44
4-3 品牌績效 47
第五章結論與建議 51
5-1 研究結論 51
5-2 管理意涵與建議 52
5-3 研究限制 53
參考文獻 54

圖目錄
圖1-1研究流程圖 3
圖2-1簡易的行銷系統 6
圖2-2虛實整合模式 15
圖2-3內容行銷定義圖 16
圖2-4客戶參與框架圖 19
圖2-5品牌權益構面 25
圖3-1研究架構圖 30
圖4-1品牌發展歷程圖 37
圖4-22015年電視廣告 39
圖4-3內容行銷的策略路徑 40
圖4-4VMO俱樂部彩虹嘉年華活動 42
圖4-5Vespa 重型機車試乘活動 43
圖4-6概念架構圖 44
圖4-72011 - 20220 Vespa 年度銷售數字 47
圖4 - 8 Vespa 經銷通路發展趨勢 48

表目錄
表2-1行銷定義的演變 8
表2-2品牌權益定義研究之彙整 24
表3-1受訪單位與受訪者名單 34

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2021-7-27

推文