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品牌项目管理留学论文主要写什么

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-09-25编辑:felicia点击率:35643

论文字数:16294论文编号:org201409251613477111语种:英语 English地区:中国价格:免费论文

关键词:管理项目笔记本电脑行业消费者感知品牌沟通Notebook PC IndustryConsumer Perception

摘要:想申请管理学专业,不知道留学论文怎么写怎么行?想要写好一篇留学论文并非难事,只要掌握技巧,就能第一时间抓住导师的心,快来学习一下如何俘虏他们的心吧!清晰的思路,严谨的格式,助你的留学之路一路坦途。

台湾的笔记本电脑行业:消费者感知和对惠普公司的评价


摘要


这个管理项目是采用探索性的方式研究惠普(HP)品牌和台湾笔记本电脑市场。惠普是这个市场上主要的参与者之一,其品牌标识带有鲜明的“个性化“、”创新性“和”独特的技术性”。这项研究的目标是衡量台湾消费者对品牌的感知偏好以及评价惠普品牌沟通的有效性。


本研究主要通过设置焦点小组访谈的方式进行,主要分析批发商销售代表和潜在消费者。本研究开发了一种结构化的问卷测试,分析消费者的态度。自填式的调查问卷是在线进行的,获得了152份有效样本。此次研究主要调查了20个不同属性的笔记本产品和品牌形象,发现消费者主要对市场上的四个品牌感知度较高:惠普、华硕、宏基和联想。


这项研究的结果表明,惠普以这样的成功度无法传递品牌标识,华硕和宏基由于不能满足台湾笔记本市场的所有属性期望,被排在比较弱势的地位。此外,研究还表明,消费者在选择一个笔记本的时候,价格并不是最重要的因素。


The Notebook PC Industry in Taiwan: An Examination Of Consumer Perception and Evaluation of Hewlett-Packard


Abstract


This management project is exploratory research to examine the Hewlett-Packard (HP) brand and the Taiwan notebook PC market. HP is one of major players in this market with a brand identity of 'personalisation, innovation and technology leadership'. This objective of this research is to measure the perception of Taiwan consumers about their brand preferences as well as evaluate the effectiveness of HP's brand communication.


By setting up focus group interviewing with wholesaler sales representatives and potential consumers, this research developed a structured questionnaire to test and analyse consumers' attitudes. The self-administrated questionnaire was conducted online, getting 152 valid samples. It surveyed 20 different attributes of notebook products and brand images to discover consumers' attitudes toward the 4 leading brands in the market- HP, Asus, Acer and Lenovo.


The results of this research indicate that HP was not able to deliver the brand identity with much success and was ranked in a weaker position then Asus and Acer in terms of all attributes expect reliability in the Taiwan notebook market. It also shows that price is not the most important factor for consumers when they choose a notebook.


Instead, much more emphasis is given to quality and function. In chapter 5 of this dissertation, there are some recommendations about HP's future development based on the survey findings. As low price is no longer the most important factor influencing consumers purchasing behaviour, HP should put much more effort on its brand image to create its competitive advantage and expand market share.


Keywords


Brand Association; Brand Image; Brand Positioning; Brand Preference; Consumer Behaviour; Consumer Perception; Decision Making Process; Hewlett Packard; Loyalty; Marketing Communication


Preface

I worked for Hewlett Packard Taiwan from 2002 to 2006 as a partner business manager. In that period, I acquired a lot of knowledge in channel management, both from HP itself as well as its partners. However, as a sales representative from the original vendor, I felt that sometimes I made decisions just following past experiences and the suggestions and advices of others without sufficient insight into consumers. Therefore, to prepare for my next career plan, I view this research on consumer perceptions and the position 论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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