| Summary: | 碩士 === 長庚大學 === 企業管理研究所 === 89 === Portal site is the first web site when WWW users surfing on the Internet. When you look at these portals overall in Taiwan, you can find that there is few difference between them. Therefore, the portal’s brand management and brand positioning are very important.
The study takes eight Taiwan portal sites for example, including Kimo, Yam, PChome Online, Yahoo! Taiwan, MSN Taiwan, Dreamer, and Netvigator Taiwan. First, through individual interview to find 22 indexes that WWW users use to position these portals. Second, according to these positioning indexes, I create the positioning questionary. In order to compare browser before with after, I another make an experiment. And according to the results of questionary survey and experiment, I use multidimensional scaling (MDS) to draft the portal brands perception maps of WWW users. Based on these perception maps, to find that if there is difference between the WWW users’ positioning and the companies’ brand management and position set. In the end, I introduce the advances of marketing strategy about the eight portal sites.
The conclusions of this study are:
1. The resources of WWW users’ brand positioning to portal sites in Taiwan come from their using prefers and internationality of the portals. And the conclusions of survey and experiment are the same.
2. The resources of men’ brand positioning to portal sites both come from their using prefers and internationality of the portals. But in the experiment, women are different from men in Y-axis. In the experiment, women’ positioning resource come from the innovation of the web brands.
3. The resources of low-involvement’ brand positioning to portal sites both come from their using prefers and entertainment of the portals. But the perception maps of the survey and experiment are quite different. And high-involvement’s positioning resource both come from their using prefers and internationality of the portals.
|
|---|
