| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 101 === This study investigates the causal relationship among business intelligence, brand values, and consumer values. This causal relationship is crucial to mobile phone marketing activities because it can enhance the effectiveness and the value of the consumer experience. Taiwan has become a global technology center, because numerous brands have their mobile phones manufactured in Taiwan. However, production orientation has limited the development of Taiwan's mobile phone industry. Recently, brand orientation has played a critical role in the mobile phone industry; therefore, it is crucial to develop effective methods for promoting the mobile phone industry.
This study also develops conceptual framework comprising business intelligence, strategic planning, brand image, brand identity, utilitarian value and hedonic value, and addresses causal relationship to highlight their corresponding relationship attributes
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