本研究以多元尺度分析方法(MDS)，探討台灣LCD TV產品之品牌知覺定位。基於理論基礎與研究文獻彙整出五項評估準則，包含品牌知名度、價格、廣告效果、品質、外觀設計等屬性，透過多元尺度分析中之知覺定位分析，包含標竿分析，理想點分析，關鍵因素評估，準則相關分析及策略分析等，研擬建議策略。
研究結果顯示，所探討之八項品牌皆無理想品牌，但可分為領先群與挑戰群兩個競爭群。在品牌知名度與廣告效果以索尼、國際、三星、夏普為標竿品牌，在品質上則僅有索尼領先，關鍵因素上為品質與價格，由上述分析結果進一步擬定個別品牌之訴求、改善、放棄、改變等四種策略方針。
This study applies Multidimensional Scaling Analysis (MDS) to explore the brand perceptual positioning of Taiwan's LCD TV. According to the relevant theories and literature, we summarized five criteria as follows: Brand awareness, price, advertisement, quality and product design. Based on these criteria, Perceptual Positioning Analysis of MDS such as Benchmarking analysis, Ideal Point Analysis, Key Factor Evaluation, Criterion Correlation Analysis, and Strategy Analysis are used to form relevant strategies.
The result of study, there are no favorite brand name from all eights brand name, but there are two groups. One is leading group, the other one is competition group. Sony, Panasonic, Samsung , Sharp are the benchmark in brand awareness and advertisement. Sony is the only leading brand name in quality. The key factory is quality and price. It will be more further strategies in brand name preferable, improvement, choice and change for above mentioned subject.
