消費者偏好基礎之品牌鑑價法探討

Abstract

品牌權益（Brand Equity）是指品牌使產品價值超出其自身功能價值之上，產生更高的附加價值（Farquhar, 1990）。品牌權益可分別從財務價值構面、消費者觀點之行銷構面、及綜合構面探討。現今消費者意識抬頭更勝從前，行銷策略有效結合消費者觀點，可促使企業與消費者之間達到雙嬴交易。本研究以消費者觀點運用聯合分析法進行品牌鑑價衡量，以市面上通路易取得之白酒產品作為研究標的，經由抽樣問卷調查，進行消費者主觀意向知覺與偏好研究。藉由聯合分析法取得個別受訪者相對產品屬性偏好係數，回推品牌、屬性差異之願付價格，可細推分析單一受訪者個別偏好，了解消費者如何在不同產品中進行選擇，進而推估品牌相對價值。依據個別消費者異質性價格溢酬，廠商便可作為衡量一對一互動行銷策略之參考依據。研究結果衡量出的品牌價值，可提供企業探究自我品牌市場定位、產品屬性優勢及了解消費者對品牌評價觀點，強化企業競爭力並預測消費者購買決策，作為未來市場行銷計畫擬訂之參考，為本研究對行銷策略實務意涵之貢獻。  Brand equity refers to the brand’s ability to generate higher added value by exceeding the value of a product beyond its own functional value (Farquhar, 1990). Brand equity can be discussed from the financial value structure, the marketing aspect of consumer views, and the comprehensive aspect. Today’s consumer awareness is rising more than before, and marketing strategies that effectively combine consumer perspectives can promote win-win transactions between enterprises and consumers. This study uses the joint analysis method of consumer views to measure brand price, takes the liquor products obtained by sold on the market as the research target, and conducts research on consumers’ subjective intention perception and preference through sampling questionnaires. By obtaining the relative product attribute preference coefficient of individual respondents through the joint analysis method, and pushing back the willing price of brand and attribute difference, the individual preference of a single respondent can be carefully analyzed to understand how consumers choose between different products, and then the relative value of the brand can be estimated. Based on the heterogeneous price of individual consumers, enterprises can use it as a reference for measuring one-to-one interactive marketing strategies. The brand value measured by the research results can provide enterprises to explore their own brand market positioning, product attribute advantages and understand consumers’ views on brand evaluation, strengthen corporate competitiveness and predict consumer purchase decisions, as a reference for the formulation of future marketing plans, and contribute to the practical meaning of this study on marketing strategies.