A Study of the Relationship between the Marketing Strategies and Brand Value：The Case of Convenience Store

• Main Authors: YUAN,CHING-YUEH, 袁慶岳
• Other Authors: 詹乾隆
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/u4agbg

碩士 === 東吳大學 === 會計學系 === 104 === Economy’s industrial environment in Taiwan has been changed from traditional industry to services recently. Establishing the first 7-11 convenient store in Taiwan in 1969, there are throughout at least 5,000 retails so far, and sitting the greatest density in the world. Therefore, this study took the 7-11 convenient stores as the research subject, using the questionnaire to qualify the attitudes whose were surveyed, and calculated the brands value by HIROSE, the brand-evaluating model. Trying to find out how 7-11 using its marketing strategies to effect its brands equity and value during the shaping and maintaining procedure. The empirical results indicated that price, store images, advertising and discounts in the marketing strategies all have the positive effects on the brands equity and the HIROSE drivers. However, it also indicated that product component cannot have positive effect on the HIROSE drivers. This study reveals that by stabling the convenience, differentiating the segmentation, providing appealing discounts, and promoting the favorability of store images so that it can make consumers identify the brand, form the positive association and royalty, and therefore creating the premium price advantage and the brand price value through the experience of sensitive quality.