| Summary: | 碩士 === 東吳大學 === 會計學系 === 107 === The development of transportation not only thrives the economy, but also boosts the tourism industry. In the highly competitive residential service market, brand players have different market segments from unbranded players. Taiwan's hotel industry has developed since 1940 and has been in existence for more than six or seventy years. The development pattern is becoming more and more creative, and the research on the industry is also varied. However, the research on brand value is still less discussed from the perspective of brand equity.
This study takes Silks Hotels Group as the research object to study how its marketing strategy forms brand loyalty, popularity, perceived quality, brand association and other brand equity projects. We plan to calculate its brand value through HIROSE MODEL, and analyze what factors contribute to the improvement of brand equity in marketing strategies.
The research results show that marketing strategy (price, store impression, advertising expenditure and discount promotion) has a positive and significant impact on brand equity. The higher the brand awareness, the more attractive the consumer will be, and the brands will complement each other. In order to improve profitability and market competitiveness, enterprises will strive to launch products with high added value, develop new products to the market, or expand the business map to create profit. Product quality and brand extension play an essential role when business shows its ambition of long-lasting.
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