特种纸材料在品牌终端展示设计中的应用外文翻译资料

More and more consumers choose products on the basis of brands. Because of the need to identify consumer preferences and formulate an appropriate branding strategy, brand positioning has become a critical topic that merits additional research. A strong brand position enables consumers to perceive the uniqueness and intensity of the brand (Aaker, 1991), and consumer brand perceptions influence long-term firm-customer relationships (Fournier, 1998), thereby affecting profits, cost-risk relationships, and competitive advantages. As an important marketing objective and prerequisite for corporate success, brand positioning enables firms to identify customer preferences and shifts in customer behaviour, which demand modifications to strategic planning and product designs.

Most prior studies of brand positioning focus on product attributes and deal primarily with the relationship between brand or product attributes and brand selection and preferences (Cohen, 1966; Axelrod, 1968; Nedungadi, 1990). More recent studies instead compare brand images with respect to measuring their positions (Alpert, 1971; Hauser and Koppelman, 1979; Barnard and Ehrenberg, 1990; Gwin and Gwin, 2003) or expanding attribute scopes (e.g., price, service, quality perceptions). These studies focus relatively less on establishing position evaluations (Romaniuk, 2001).

However, constructing perceptual maps remains at the centre of brand positioning technology and its associated research. Perceptual maps use information about consumer perceptions and preferences for analytical purposes. For example, perception information can provide a means to use attributes to conduct evaluations, or it can use brand similarity perceptions to compare and analyze different brands. However, Katahira (1990) asserts that similarity information suffers from a major deficiency: because data collection is difficult, which potentially increases the burden for respondents and researchers, the perceptual objects must be well understood first before conducting any measurements. Conversely, technology devoted to attribute evaluations can collect information easily and uses clear-cut criteria for explaining and forecasting preferences (Hauser and Koppelman, 1979).

In turn, this research integrates an extension of attribute scope and attribute analysis technologies to provide a more effective method to determine brand positioning. To achieve this purpose, this study investigates the tea beverage marketplace, which is characterised by a wide range of brands and associated strategies and operating methods. Tea beverage products (ready-to-drink, already-brewed tea sold in containers) are numerous and readily substitutable, have similar target groups, are subject to price wars and diversified tastes, and suffer as a result of changes in lifestyles and the structure of the market itself (Hua, 2003). In this context, the present study attempts to determine whether consumers perceive major differences in brand appeal when they must choose among several competing products. Therefore, it contributes to existing empirical work on consumer preferences and needs, as well as to the evaluation of marketing decision making.

By extending attribute scope research and combining discriminant analysis technology, this study provides an effective brand positioning method that can help firms understand the nature of their own brands, as well as the preferences and demands of their consumers. The brand attribute perceptual analysis offers a clear understanding of the relationship between brands and their attributes on a spatial map. Furthermore, it indicates the competitive situation for each attribute of each brand. In light of the results of this study, several main conclusions are possible.

First, consumers have differentiated and varied perceptions toward attributes possessed by various tea beverage brands. Consumers mostly notice the attributes important to them, so when a brand projects a message about something these consumers do not desire, they ignore it and pay no further attention. This perspective confirms results obtained by Anderson and Bower (1979), who suggest that brand positioning implies consumer memory about particular information conveyed by the brand. Second, some brands have relatively more advantageous positions on the

Effects of consumer preferencescomposite index of eight attributes. Therefore, even with regard to the same kind of product but different brands, consumer perceptions differ significantly.

Third, price often emerges as the most important consideration when consumers choose products. Among all brands, Sheng Huo has the best price position, because this brandrsquo;s products have sold at low prices for a long time, and its main focus has been winning the price war. The study confirms that tea brands may move toward various goals, such as being perceived as thirst-quenching, good tasting, or reliable. Therefore, when introducing a brand to the market, managers must move carefully and deliberately and choose a position that is appealing but also that will be sustainable over time.

Fourth, using existing brand and attribute frameworks, this study reveals that tea beverage positions might improve on the basis of internal attributes, such as taste and thirst-quenching; the external attributes must seek to build brand perceptions that are believable and of high quality. However, price considerations rank lower than these attributes in this context, which suggests that consumer buying trends focus on product quality and cultivation. Furthermore, when they want it, when they read or work, and after playing sports, consumers want to drink tea beverages, which supports the need for these beverages to emphasise that they can provide refreshment and quench thirst.

Fifth, consumers mainly purchase at convenience stores, followed by supermarkets and vending machines. Becaus

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越来越多的消费者在品牌的基础上选择产品。由于需要确定消费者偏好并制定适当的品牌策略，品牌定位已成为值得进一步研究的关键话题。强大的品牌地位使消费者能够感知品牌的独特性和强度，消费者品牌知觉影响长期的企业与客户关系，从而影响利润，成本风险关系和竞争力优点。作为企业成功的重要营销目标和先决条件，品牌定位使企业能够识别客户偏好和客户行为转变，从而要求对战略规划和产品设计进行修改。

大多数先前的品牌定位研究主要关注产品属性，主要处理品牌或产品属性与品牌选择和偏好之间的关系或扩展属性范围（例如，价格，服务，质量感知）。这些研究的重点在于建立立场评估。

然而，构建知觉图仍然是品牌定位技术及其相关研究的核心。感知地图使用有关消费者观念和偏好的信息进行分析。例如，感知信息可以提供使用属性进行评估的手段，或者可以使用品牌相似性的观念来比较和分析不同的品牌。然而，Katahira认为，相似性信息存在严重缺陷：由于数据收集困难，这可能增加受访者和研究人员的负担，感知对象在进行任何测量之前必须首先得到很好的了解。相反，用于属性评估的技术可以轻松收集信息，并使用明确的标准来解释和预测偏好。

反过来，本研究整合了属性范围和属性分析技术的扩展，为确定品牌定位提供了更有效的方法。为了达到这一目的，本研究调查了茶饮料市场，其特点是品牌广泛，相关策略和操作方法。茶饮料（即饮，已经煮过的容器中的茶）众多，易于替代，具有类似的目标群体，受价格战和多样化的口味影响，并因生活方式和结构的变化而遭受痛苦的市场本身。在这种情况下，本研究试图确定消费者在多个竞争产品中必须选择品牌吸引力时，是否认识到主要的差异。因此，它有助于现有的消费者偏好和需求的经验性工作，以及对营销决策的评估。

通过扩展属性范围研究和判别分析技术的结合，本研究提供了有效的品牌定位方法，可以帮助企业了解自己品牌的性质，以及消费者的偏好和需求。品牌属性感知分析可以清楚地了解品牌与空间图上属性之间的关系。此外，它表示每个品牌的每个属性的竞争情况。鉴于本研究的结果，有几个主要结论是可能的。

首先，消费者对各种茶饮品牌拥有的属性有不同的看法。消费者大多注意到对他们重要的属性，所以当一个品牌对这些消费者不想要的东西进行投射时，他们忽略它，不再受到关注。这个观点证实了Anderson和Bower获得的结果，他们建议品牌定位意味着对品牌传达的特定信息的消费记忆。

第二，一些品牌在这方面有较为有利的地位消费者偏好的影响综合指数8个属性。因此，即使对于同一种产品而是不同的品牌，消费者的看法也有很大差异。

第三，消费者选择产品时，价格常常成为最重要的考虑因素。在所有品牌中，胜霍具有最好的价格位置，因为这个品牌的产品长期以低价出售，其主要焦点是赢得了价格战。该研究证实，茶品牌可能会朝着各种目标迈进，例如被认为是口渴，品尝好或可靠。因此，当品牌引入市场时，管理者必须认真细心地选择一个具有吸引力的位置，并且随着时间的推移可持续发展。

第四，使用现有的品牌和属性框架，本研究表明，茶饮料的位置可能在内部属性的基础上改善，如口感和口渴;外部属性必须寻求建立可信赖和高品质的品牌认知。然而，在这种情况下，价格考虑比这些属性低，这表明消费者购买趋势侧重于产品质量和种植。此外，当他们想要，阅读或工作时，运动后，消费者想要喝茶饮料，这些饮料支持这些饮料的需要，强调他们可以提供茶点和口渴。

第五，消费者主要购买便利店，其次是超市和自动售货机。因为台湾世界便利店密度最高（每2800人便利店一个），所以要满足消费者的需求，平均来说，台湾消费者每周花17个小时观看电视，所以产品信息可以通过这种媒介轻松传播给消费者。

第六，对特定品牌有正面感觉的消费者更有可能接受品牌推广，因为他们会自动直接将转移的影响转移给附属产品。如本研究所示，每个品牌的新产品的发展都应该遵循消费者最关注的品牌特征。然后，每个品牌都可以根据这些属性将消费者引导到产品类别。通过强调维护质量的承诺，品牌可以增加消费者尝试新产品的意愿，保持市场地位，扩大市场份额。这些结论也提供了几个意义。通过测量消费者对内部和外部属性的偏好和看法，使用MDA统计方法，本研究准确描述品牌属性关系，并为管理人员提供更多信息来支持他们的决策。此外，知觉图表示品牌之间的竞争关系，使管理者能够作出适当的决定或根据需要改变其定位。大多数经理倾向于依靠主观或决定性的品牌分布来确定他们的竞争关系，而这项研究提供了客观，直接的需求量度。

最后，本研究确定了消费者理想品牌，哪些决策者可以用来认识理想与产品之间的区别，也许可以指导他们的产品开发或改进工作。

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