The research of the relationship of marketing strategy, brand equity and repurchasing--Taipei and Shanhai cusmetics market

• Main Authors: Chen, Hsiang Yi, 陳湘儀
• Other Authors: Chang, Shuen Te
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/76896311216361659827

碩士 === 國立臺北大學 === 企業管理學系 === 91 === Nowadays, there is keen competition in the cosmetic field. The competition of price and promotion strategy no longer works upon consumers. Thus, this research expect to realize that is it possible to enhace brand equity through the manipulation of marketing strategy. Besides, according to the frequent interchage between Taiwan and Mainland China, this research hopes to offer a reference to the cosmetics companies by comparing the difference between Taiwan and Mainland China. This research makes questionair to female cosmetic consumers in Taipei and Shanghai by random sampling. It also use Liesrel to analyze the relationship between each component. This research wants to proof wether the marketing stragy will influence the repurchase through the impact of brand equity. It analyzes the relationsihp between the repurchase, the components of marketing strategy—product strategy, channel strategy, price strategy, pormotion strategy, and customer service strategy, the components of brad equity—brand famouseness, brand loyality, perceptive quality and brnad association. First, research how those components influence the marketing strategy. Then, analyze the relationship between componenets of marketing strategy and componenets of brand equity. Finally, verify the relationship between the components of brand equity and repurchase. According to the findings of this research, those five componenets of marketing strategy has positive relationship with those four components of brand equity. Those four components of brand equity also have positive relationship with repurchase. This research also brings up some operating advices to cosmetics companis according to the results of this research. I hope this reasch will has conbribution to related field.