過去在探討品牌權益時，主要可區分為行銷方面、財務方面及綜合行銷和財務進行探討而評價方法則是偏向結合財務和非財務的探討。而本研究在經由各國外機構品牌價模式與品牌權益的探討，首先釐清品牌權益之定義、影響因素、構面與衡量方式後，蒐集相關百貨業品牌價值之因素資料並且依據層級分析法理論建立服務業之品牌鑑價模式。 本研究藉由專家問卷進行資料蒐集，共收集10份有效問卷，應用 EXCEL及 Expert Choice 2000版進行研究分析與描述。根據回收問卷進行資料分析與比較後，研究結果顯示整體而言在19 個評估準則因素當中，以服務品質及消費者滿意度最為重要，其次為顧客來店數及廣告與促銷的支持品質，接續為市場價格及價格溢酬，由第七到第十的順序為，品牌國際性、顧客流失率、品牌知名度及品牌競爭力程度。 本研究之最終目的是建立百貨業品牌價值之評價模式，在經過相關文獻探討和蒐集專家學者的專業知識、經驗後，本研究結果在各層級之一致性比例皆小於標準值 0.1 ，因此各層級一致性吻合標準。整體層級一致性比率為0.0219，遠小於0.1，表示本研究的整體架構具代表性。最後在經過相關檢定後，順利建構本研究之架構。同時，本研究藉由明確數值資料的佐證與支持，減少人為決策過程中具有之不科學成分，並作為相關決策的重要性資訊。 Abstract: More recently, many research is probing into the brand equity , it can differentiate from financial respect and non-financial respect and comprehensive respect to discuss the brand equity. Through literature review about brand equity and brand valuation models this research is trying to define factors and dimension and measurement methods of brand equity. Furthermore this is adopt Analytic Hierarchy Process(AHP) to construct the brand valuation model of department store. This research collects the information from expert''s questionnaire and use 2000 editions of Expert Choice and EXCEL to analyze and describe. After analysing and comparing the information, the result of study shows the whole of 19 assessment criterion factors that the most important factors are service quality and customer satisfaction, secondly factors are the amount of customer come to the store and the support of the advertisement and promotion. Subsequently factors are: market price, price premium, international orientation, effluent rate of customer, brand awareness, and brand of the core competence. The final purpose of this research is to set up a model of brand valuation. This result of study shows that every level consistency ratio are smaller than the standard and worth 0.1, so the every level accord with standard. The consistency ratio of the hierarch is 0.0219 that smaller than 0.1 and it shows the structure of this research is representative. Finally this research reduces the scientific factor that has in the artificial decision-making process by defining proving and support of the number value information and regarded as the importance information of relevant decision.
