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05 05 06 07 08 09 14 16 17 17 18 22 22 24 27 27 參 28 錄 30 3

2004 4 2 3,500 K-Mall 1. 2. 3. 4. 5. 6. 4

1-4.1 1-4.2 1-4.3 16 20 20 6

http://www.muji.tw/company_1.asp 1980PB 1983 1990 408,000 2007 2 172 146 15 76 2007 11 1 2004 4 1 2008 1 112009 4 10 29 32 51.1% MUJINo Brand 7

2-1.1 1960 American Marketing Association, AMA name term sign symbol design 2004 Sappington Wernerfelt 1985 2004 Park Jaworski MacInnis 1986brand concept 1. 2. 3. Nike Just do it 2003 Doyle 1990 Farquhar 1990 Pettis 1997 Keller 2001 Keller Aaker Erich 2002 Kotler(2004) 1. (attribute) 2. (benefit) 8

3. (value) 4. (culture) 來 5. (personality) 來 6. (user) Kolter 2-1.2 Aaker 1996 persona Fournier 1998 2-1.3 Keller 1993 2002 Dobni 1990 行 2006 2006 (2006) Keller(1993) 1. 2. 3. (2006) Chernatony McWilliam(1989) 9

1. 2. 3. 4. 2000 2-1-1 < 2-1-1> Gardner and Levy(1955) Walters(1978) Bullmore(1984) Park et al.(1986) Howard(1989) Dobni(1990) Aaker(1991) Biel(1992) Kapferer(1992) Keller(1993) Engel, Blackwell and Miniard(1995) Peter and Olson(1994) Meenaghan(1995) 10

Roth(1995) Kotler(1996) Randall(1997) Bhat and Reddy(1998) (2006)(2006) 2-1.4 1. 2. 3. 2006 2-1.5 Aaker 1991 1. 2. 3. 4. 5. 2006 11

2-1.6 Dobni Zinkhan 19901957 1988 1. 2. 3. 4. 2006 12

2-3.1 Levitt 1972 Sasser 1978 Churchill Suprenant 1982 1. 2. 3. 4. 5. 1996 1. 2. 2006 2-3.2 2006 2-3.3 1. intangibility 2. heterogeneity 3. inseparability 4. perishability 2005 13

2-3.4 Parasuraman Zeitham Berry 1985 1. 2. 3. accessibilitycommunicate competencecourtesycredibilityreliability responsivenesssecuritytangibles understand the customer 2-3-1 PZB 1988tangiblesreliability responsivenessassuranceempathy 1988 SERVQUAL 2006 14

2-4.1 Zwithaml 1988Dodds et al. 1991Grwal et al. 1998 2006 2006 2006 Engel Kollat Blackwell 1978 EKB 2-4-1 < 2-4-1> 20062006 2-4.2 1. 2. 3. 4. 2007 15

3-1-1 K-Mall K-Mall 16

3-3.1 1. 2. 3-3.2 1. 2006Aaker 1991 < 3-3-1 > 2. Parasuraman 1988SERVQUAL 17

< 3-3-2 > 3. Engel Kollat Blackwell 1968 EKB Zeithaml 1988 < 3-3-3 > 3-3.3 1. 18

2. 115010 (1) ~ 1. 2. 3. (2) ~ 4. ex. IKEA... 5. (3) ~ 6. 7. (1) ~ 1. 2. (2) ~ 3. 19

4. (3) ~ 5. 6. (4) ~ 7. 8. (5) ~ 9. 10. (1) ~ 1. 2. 3. 20

193 193 193 2 191 4-2.1 19192 5711~20 1321~30 1631~40 541~50 051 7416 0 29 42 32 9 99 6711~20 1521~30 1331~40 3 41~50 051 7222 0 51453 27 5 4-2-1 11~50 4-2-2 21

< 4-2-1> 11~20 21~30 31~40 41~50 9 9 4.71% 14 14 7.33% 23 23 12.04% 39 39 20.42% 50 50 26.18% 89 89 46.6% 9 14 3 26 13.61% 4 4 0 8 4.19% 13 18 3 34 17.8% 2 0 2 1.05% 2 1 3 1.57% 4 1 5 2.62% 0 2 3 5 2.62% 10 5 0 15 7.85% 10 7 3 20 10.47% 7 2 9 4.71% 3 1 4 2.09% 10 3 13 6.8% 1 1 0.52% 1 1 0.52% 0 1 0 1 0.52% 1 2 1 4 2.09% 1 3 1 5 2.62% 1 1 0.52% 1 1 0.52% 22

< 4-2-2> 92 48.17% 99 51.83% 11~20 125 65.45% 21~30 29 15.18% 31~40 29 15.18% 41~50 8 4.19% 146 76.44% 38 19.9% 7 3.66% 23 12.04% 95 49.74% 59 30.89% 14 7.33% 4-3.1 4-3-1 < 4-3-1> 0.48 1.00 0.48 0.39 0.84 2343.04 190.039 >.05 14.8514.75 2.97 2.95 3 23

4-3.2 4-3-2 < 4-3-2> 278.47 1.00 278.47 14.45 0.00 3922.07 190 14.45 <.05 28.1130.53 2.81 >2.53.05 3 4-3.3 4-3-3 < 4-3-3> 100.57 1.00 100.57 21.27 0.00 994.2 190 21.27 <.05 8.039.48 2.68 >2.53.16 3 4-3.4 Pearson Pearson.333 =.000<.01 Pearson.730 =.000<.01 Pearson.427 =.000<.01 24

Pearson 4-3-4 < 4-3-4> r.352 <.01.719 <.01.439 <.01 1. 2. 3. 4-3.5 25

2004 2762~64 2004 267218~220 2006 -- 368 304~309 2006--601 58~65 2007 1999 088NCU00121045 2002 091YZU00457049 2002 --- 091YZU00457066 2003 091TTU00163007 2003 092TKU00457027 2003 092STUT0691008 2004 -- 093YDU00121008 (2004) - 行理 092MCU00457036 (2004) 行 092MCU00375021 2004 093NCKU5121041 (2005) 索 27

093NCKU5457012 2006 095CHPI0230008 (2006) S 094NCTU5457053 (2006) -- 094MCU05321003 2006 095TTU05163003 (2006) 行 094NCKU5121005 (2006) -- 094NCTU5457153 (2006) 094MCU05571009 (2006) 行 094TTU00163001 (2006) 行 094LTC00320002 (2006) 094TTU00163008 2007 096TTU05038031 2007 096SCU05121030 28

2009/1/19 10:29? mail [muji4you@mail.7-11.com.tw]! ------------------------------------------------------------------------------------------------------------------------------------------------ From: [mailto:royazor@gmail.com] Sent: Wednesday, January 21, 2009 12:16 AM To: Cc: Subject: Re:... 2008/12/22 29

1. 2. 3... 4. 5. 6. 7. 8. ------------------------------------------------------------------------------------------------------------------------------------------------ 2009/1/22 6:21!! ------------------------------------------------------------------------------------------------------------------------------------------------ From: [mailto:royazor@gmail.com] Sent: Thursday, February 05, 2009 12:49 AM To: Cc: Subject: Re: 30

------------------------------------------------------------------------------------------------------------------------------------------------ 2009/2/5 6:36 : 1. 2004 4 2008 11 2. 3... 4. 2003 MUJI TAIWAN Co., LtdC. J. Hsu RYOHIN KEIKAKU CO., LTD.Matsui Tadamitsu Life Style StoreLife Style Store Life Style Store 23 5. 6. 31

7. POP 8. logo ------------------------------------------------------------------------------------------------------------------------------------------------ From: [mailto:royazor@gmail.com] Sent: Saturday, February 07, 2009 3:26 AM To: Cc: Subject: Re:... logo... 32

------------------------------------------------------------------------------------------------------------------------------------------------ 2009/2/9 1:48 1. 2004.04 2004.05 2004.12 2005.07 2005.11 2006.03 2006.09 2006.12 2007.03 2007.10 2008.04 2008.07 2008.11 3. 50.40.10! 33

不 34

1. 1234 2. 1234 3. 1234 4. ex. IKEA... 1234 5. 1234 6. 1234 7. 1234 8. 1234 9. 1234 10. 1234 不 1. 1234 2. 1234 3. 1234 4. 1234 5. 1234 6. 1234 7. 1234 8. 1234 9. 1234 10. 1234 35

不 1. 1234 2. 1234 3. 1234 36