本研究在研究過程中的研究限制主要為以下三點：
一、本研究在策略群組使用上雖建立在過去學者理論基礎，但仍屬探索性研究，
因此在研究構面上可能未臻完全，或有不足之處。
二、本研究探討電信產業，是以民營且具較大規模業者為研究對象，因此對於如 大眾電信(PHS)、及新自有品牌(如:家樂福電信)，使用較特殊電信規格及營 運模式業者並未加入產業內加以探討。
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三、主要五大電信業者，缺少中華電信，除了主要是因為中華電信為具一定程度 國營色彩背景，在電信業上具先行者優勢，對市場的壓力較民營業者小外。
中華電信在通路上也委由神腦國際營運，而本問卷是經由經銷商傳遞給顧客 填寫，在取得神腦通路經銷商之協助較為困難。
鑒於本研究的結論與研究限制，在此提出二項研究建議供未來後續研究者參 考之：
一、本研究結果發現對於電信產業之品牌權益影響之顯著性，有可能受限在討論 品牌權益之衡量指標，本研究以Yoo et al.(2000)之架構為主，因此本研究建 議未來研究者可參考更多研究以臻完善品牌權益之衡量構面。
二、在討論電信產業時，可以更全面的觀點探討產業內之競爭業者，如加入中華 電信、PHS、自有品牌業者。
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