英语论文网

inition of brand loyalty 25
2.7.2 The role of brand loyalty 26
2.6.3 Factors affecting brand loyalty 27
Chapter 3 Research Methodology 28
3.1 Research objectives 28
3.2 Research philosophy 29
3.2.1 Positivism 29
3.2.2 Phenomenology 30
3.3 Research methods 31
3.3.1 Qualitative research 31
3.3.2 Quantitative research 32
3.4 Questionnaire design 32
3.5 Sample collection 34
3.6 Ethical issues 35
3.7 Limitations of methodology 35
Chapter 4 Results and Analysis 35
4.1 Company profile 36
4.2 Industry analyst of Uni-President tea beverage 37
4.2.1 Analysis of existing competitors 37
4.2.2 New entrants 39
4.2.3 Potential entrants 39
4.2.4 Suppliers 40
4.2.5 Consumer behavior 40
4.3 SWOT analysis of Uni-President tea beverage 42
4.3.1 Strengths analysis 42
4.3.2 Weaknesses analysis 43
4.3.3 Opportunities analysis 43
4.3.4 Threats analysis 44
4.4 Reliability and validity analysis of formal questionnaire 45
4.4.1 Reliability analysis 45
4.4.2 Validity analysis 48
4.5 Descriptive statistical analysis of basic information 52
4.6 Correlation analysis between brand awareness, brand trust and brand loyalty 54
4.7 Regression analysis between brand awareness, brand trust and brand loyalty 57
4.7.1 Regression analysis of brand awareness on brand trust 57
4.7.2 Regression analysis of customer trust on tea brand 57
Chapter 5 Conclusions and Recommendations 59
5.1 Main conclusions 59
5.2 Recommendations 60
5.2.1 Take the differentiated marketing and expand the potential consumer group 61
5.2.2 Consolidate star products and expand product positioning 61
5.2.3 Seize the opportunity to vigorously explore the western market 61
5.2.4 Change the traditional marketing model and implement the innovative marketing 62
References 64
Appendix 73

 

 

 

Chapter 1 Introduction
1.1 Research background
With the evolution of world economic structure and the changing role of Taiwan in the evolution of globalization, Taiwan's vibrant enterprises shift the focus from quality improvement, organizational transformation, supply chain management, design innovation, to the last few years, the brand becomes the most concerned hot topic (Wang, 1999). Especially the South Korea's Samsung in a few years, its brand value jumped three times, entered the twenty largest brands in the world, surpassing Sony, touched off a wave of South Korea. Why Taiwan can not be like this?
Since the economic development in Taiwan, from the past to make shoes, umbrellas, toys, textiles, to the present information and electronic, electrical, mechanical, optical products, integrated circuits, liquid crystal displays are related to all the daily necessities. The enterprises are most concerned about the manufacturing efficiency and economies of scale, product physical features and engineering quality, research and development performance and so on. But in the twentieth century, the Government seems to have never seriously focused on brand management, nor developed the relevant industrial policies, so until now, Taiwan there is no one brand can name out the world's hundred most valuable brands.
In term本论文由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。