国立高雄海洋科技大学运筹管理系虚实通路、品牌特性与促销策略影响品牌权益之研究指导老师：李胜祥老师学生：张雅婷学号：921243027信箱：meiko.14@yahoo.com.tw中华民国九十六年五月十一日目录第一章绪论1.1研究背景与动机...........................................................................................011.2研究目的.......................................................................................................021.3研究流程.......................................................................................................················...03第二章文献探讨2.1品牌权益相关理论..........................................................................................042.1.1品牌权益定义...............................................................................................042.1.2品牌权益构面及来源...................................................................................052.2虚实通路相关理论..........................................................................................092.2.1通路定义与功能...........................................................................................092.2.2实体与虚拟通路特性...................................................................................102.3品牌特性相关理论..........................................................................................132.4促销策略相关理论..........................................................................................162.4.1促销策略定义...............................................................................................162.4.2促销策略理论...............................................................................................162.4.3促销策略的种类及分类..............................................................................18第三章研究方法3.1研究架构.........................................................................................................233.2研究假设.........................................................................................................243.3研究设计.........................................................................................................243.4研究对象与范围·······················28第四章研究结果4.1资料分析法·························294.1.1资料整理·························294.1.2统计方法·························294.2样本基本数据························304.3信度分析··························324.4因素分析··························364.5假设验证··························454.5.1不同的通路型态对品牌忠诚度的影响(店铺)··········454.5.2不同的品牌特性对品牌忠诚度的影响(店铺)··········464.5.3不同的促销类型对品牌忠诚度的影响(店铺)··········464.5.4不同的通路型态对品牌忠诚度的影响(网购)··········474.5.5不同的品牌特性对品牌忠诚度的影响(网购)··········474.5.6不同的促销类型对品牌忠诚度的影响(网购)··········484.5.7不同的通路型态对品牌知名度的影响(店铺)··········484.5.8不同的品牌特性对品牌知名度的影响(店铺)··········494.5.9不同的促销类型对品牌知名度的影响(店铺)··········494.5.10不同的通路型态对品牌知名度的影响(网购...
