在2005年10月交通部開放號碼可攜服務以來，用戶可自由更換電信公司，對電信業者產生極大的挑戰，因此各家電信業者如何留住顧客便是其重要的目標及工作。以往品牌忠誠度相關的研究為數不少，大部份針對消費者行為、心理反應，品牌策略與消費者互動效果對品牌忠誠度的影響；或者是品牌忠誠度對品牌權益的影響，而本文希望能以品牌價值鏈的觀念開始著手，研究如何建立品牌權益，進而提高品牌忠誠度。 故本研究欲以品牌價值鏈的架構做出研究，達到以下目的： 一、各種行銷活動對消費者品牌知識的影響為何。二、消費者的品牌知識對消費者品牌忠誠度的影響為何。三、行銷活動、消費者品牌知識與品牌忠誠度三者之間的關係。 而本研究將理論與實證結果，歸納過去品牌價值鏈的觀點，以行銷活動以及品牌知識進行行銷活動投資以及顧客心智集合分析，再藉由影響顧客行為之品牌忠誠度做出研究，探討品牌價值鏈中各構面之影響效果，進而發產出一個新的架構。且將品牌價值鏈觀點以電信品牌為例進行研究，獲得與先前研究大部份相同之理論證實，以及獲得促銷活動在電信產業中，無法影響品牌知識之結論。從企業的角度提供電信產業業者一個新的經營重點，對企業而言，如何提高其品牌忠誠度為其目標，而本研究之結論說明電信產業業者若要提昇品牌忠誠度，需從哪些構面進行加強，也使電信產業業者有新的行銷建議。 As the development of the information technology, mobile communication becomes an essential part in our daily life. In terms of Taiwan, since the ministry of transportation and communications had made portable numbers open to users from October 2005, it becomes a tremendous challenge to telecommunications. Therefore, how to keep the customers becomes an important objective and task to telecommunications. There are many studies about brand loyalty which had done before. Most of them focus on consumer behavior and brand strategy’s effect to brand loyalty or brand loyalty’s effect to brand equity. The study focuses on the view of the brand value chain, making research on how to raise brand loyalty by building brand equity. The study is going to achieve the following objectives base on the framework of brand value chain. First, what are the influences of marketing activities to consumers’ brand knowledge? Second, what are the influences of consumers’ brand knowledge to customers’ brand loyalty? Third, what are the relationships among promotion activities、consumers’ brand knowledge and brand loyalty. This study focuses on the relationship among marketing activities、brand knowledge and brand loyalty based on brand value chain and find each constructions’ effect, then develop a new framework. Besides, this study take telecommunications for example base on brand value chain, and obtain the same prove as previous studies. This study offers a new operating model to telecommunications from the view of the company. As for companies, the objective lies in how to raise the brand loyalty. The outcome of this study offers that by strengthening what kinds of constructions can telecommunications raise the brand loyalty.
