The Study of Relationship between Brand Image and Marketing Tactics of South Franchise Chain Restaurant.

• Main Authors: KUO,YEN-TING, 郭彥廷
• Other Authors: WANG,CHENG-YEN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/85725726838870923251

碩士 === 國立高雄師範大學 === 成人教育研究所 === 104 === This study aims to investigate the relationship between brand image and marketing strategy of South Franchise Chain Restaurant.420 questionnaires were distributed, while 409 were collected, and 402 replies were valid. The proportion of usable questionnaires was 98%. The statistics procedures including t-test, one-way ANOVA, Person product-moment correlation and two-way ANOVA. The conclusions of the study are presented as follows: I. The brand image of middle and high level managers in South Franchise Chain Restaurant is of middle-high degree, especially on “functional-oriented”. II. The marketing strategy of middle and high level managers in South Franchise Chain Restaurant is of middle-high degree, especially on “price strategy”. III. Education background will influence the awareness of brand image and marketing strategy of middle and high level managers in South Franchise Chain Restaurant. IV. There was a positive correlation between brand image and marketing strategy. middle and high level managers who have higher brand image, have better marketing strategy to middle and high level managers. V. Age, seniority and brand image show significant influences to marketing strategy in South Franchise Chain Restaurant. According to the conclusions, some suggestions are made to math teachers of cram schools, Franchise System Cram School and future researchers.