5.3 Limitations
Although a large number of studies have been made on perceived quality, brand loyalty, product price, Segmentation-Targeting-Positioning, advertising speeding, dealer distribution intensity elated positively with Brand equity. This study is also found the same positively relative on the above elements in the emerging country as Vietnam.
However, there are some limitations on our study as below. First, it focused exclusively on a single industrial product as Electrical Bicycle market in Vietnam.
Future testing may expand the subject of study to different industries (e.g. motorcycle and car industry) to fully understand the determinants of branding with perceived quality, brand loyalty and CSR activities image with brand equity. Secondly, our study put the effort to collect the questionnaire in the south of Vietnam and did not investigate another area of Vietnam. Future research might need to put their mix of market strategy on 4 Ps and STP analysis including a large sampling from different regions in Vietnam, to provide more reliable and valuable finding in emerging country.
Finally, the education and information limited in Vietnam, some consumer was not able to fully understand the green product, electrical bicycle, GHG emission and CSR meaning for. Plus we used the perceptual frame work, not actual measures of marketing activity. It’s really difficult to touch what’s their thinking on the product.
The future study could collect data when consumer purchased the product then fill the questionnaire, that result will be closer on what’s their consideration.
41
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Appendix
親愛的朋友，您好：CAÙ C BAÏN THAÂ N MEÁ N : XIN CHAØ O
這是一份有關電動腳踏車於新興市場行銷策略之品牌偏好、購買意圖與品牌權 益的學術性研究，問卷內容僅供學術用途，請您安心填答。在此非常需要您的協 助，問卷內所有的問題，並無所謂的「對」與「錯」，任何答案都將代表您寶貴的 意見。但請務必仔細作答，千萬不要遺漏，以免前功盡棄，非常感謝您的協助與 祝 事事順心
國立高雄大學 高階經營管理研究所 指導教授：陳一民 博士 研 究 生：張琇梅 敬上 Ñ aây laø moät phaàn lieân quan ñeán chieán löôïc tieáp thò xe ñap ñieän moät thöông hieäu
môùi cuûa thò tröôøng ,mang tính caùch nghieân cöùu veà thöông hieäu va hoïc taäp caâu hoûi vaø noäi dung chuû yeáu cho muïc ñích hoïc taäp, xin vui loøng yeân taâm ñieàn vaøo , raát caàn söï hoä trôï cuûa vieäc löïa choïn cuûa baïn, taác caû vaán ñeà noäi dung caâu hoûi , chæ caàn ñaùnh daáu , ñuùng hoaëc sai, baát luaän ñaùp aùn naøo ñieàu caàn yù kieán cuûa baïn. Nhöng xin duøng taâm ñeå ñaùnh daáu , khoâng boû soùat ñeå khoâng trôû neân voâ ích , raát caùm ôn söï giuùp ñôû cuûa baïn
Chuùc baïn moïi vieäc thuaän taâm Tröôøng ñaïi hoïc cao huøng quoác laäp Giaûn vieân : Tran Nhat Minh Sinh vieân nghieân cöùu: Truong Tu Mai
＊＊為求研究正確性，請自行並耐心填答，若有疑問，請依照您判斷即可＊
Ñ eå mang tính chính xaùc veà nghieân cöùu, traùnh xaûy ra vaán ñeà xin döïa vaøo phaàn ñoùan sau
50 döïc treân kinh nghieäm thöïc teá.
非
51
Döôùi ñaâylaø nhöõng lieät keâñoái vôùi saûn phaåm xe ñaïp ñieän cuûa cqs ñieàu gioáng nhö caùch nghó cuûa baïn , xin baïn döïa vaøo kinh nghieäm ñaùnh daáu vaøo caùc haïng muïc sau
Trong thöông hieäu kinh doanh coâng ty cqs coù tieáng veà thöông hieäu.
□1. □2. □3. □4. □5.
52 cuûa baïn, xin baïn laáy kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng
53 baïn, xin baïn laáy kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng haïng thaùc hay laø taäp trung quaûng caùo
□1. □2. □3. □4. □5.
54 phaùp chöông trình khuyeán maõi sau ñaây laø caùch nghó cuûa baïn, xin baïn laáy kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng haïng muïc löïa cuûa CQS giao dòch nhieàu laàn giaù caû khaùc nhau
□1. □2. □3. □4. □5.
15. CQS 電動腳踏車產品的交易價格 多被強調，使價格似乎合理。
Saûn phaåm xe ñaïp ñieän cuûa CQS giao dòch nhieàu laàn giaù caû caïnh tranh nhöng bình quaân hôïp lyù
□1. □2. □3. □4. □5.
55 nghieäm cuûa mình ñaùnh daáu vaøo nhöõng haïng muïc löïa choïn sau
56 kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng haïng muïc löïa choïn sau toâi ,hoï laø nhöõng khaùch haøng trung thaønh cuûa CQS seõ khoâng mua saûn phaåm khaùc ngoøai thöông hieäu cuûa CQS
□1. □2. □3. □4. □5.
57 ñieän thöông hieäu saûn xuaát taïi cqs naâng caonhaän thöùc thöông hieäu, sau ñaây laø caùch nghó cuûa baïn, xin baïn laáy kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng haïng muïc
58 choùng nhôù laïi logo hoaëc bieå töôïng xe ñaïp ñieän cuûa CQS cuûa baïn, xin baïn laáy kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng
59
同，使用 CQS 電動腳踏車是有意義 的。
Cuøng vôùi nhöõng thöông hieäu xe ñaïp ñieän khaùc , söû duïng xe ñaïp ñieän cuûa CQS laø coù yù nghóa 31.即使其他電動腳踏車品牌與 CQS 電動腳踏車有相同的特性，我寧願使 用 CQS 電動腳踏車。Cuøng vôùi nhöõng thöông hieäu xe ñaïp ñieän khaùc , xe ñaïp ñieän cuûa CQS coù ñaëc tính rieâng , toâi khaún ñònh chæ söû duïng xe ñaïp ñieän cuûa CQS
□1. □2. □3. □4. □5.
32.假如有其他電動腳踏車品牌和 CQS 電動腳踏車一樣好，我還是傾向 使用 CQS 電動腳踏車。
Neáu coù thöông hieäu xe ñaïp ñieän khaùc vaø toát gioáng nhö xe ñaïp ñieän cuûa CQS , toâi vaãn ñònh höôùng söû duïng xe ñaïp ñieän cuûa CQS
□1. □2. □3. □4. □5.
33.假如其他電動腳踏車品牌與 CQS 電動腳踏車沒有何差異，使用 CQS 電動腳踏車似乎是較聰明的選擇。
Neáu coù thöông hieäu xe ñaïp ñieän khaùc vaø khoâng coù söï khaùc bieät
□1. □2. □3. □4. □5.
60
xe ñaïp ñieän cuûa CQS , toâi vaãn ñònh höôùng söû duïng xe ñaïp ñieän cuûa CQS ,xe ñaïp ñieän cuûa CQS laø moät löïa choïn thoâng minh
第十一部份 : BOÄ PHAÄ N THÖ Ù veà traùch nhieäm xaõ hoäi cuûa coâng ty CQS ,xin baïn laáy kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng
61 laáy kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng haïng muïc löïa
62 kinh nghieäm cuûa mình ñaùnh daáu vaøo nhöõng haïng muïc löïa choïn sau
63
44.我很高興推薦他人購買 CQS 的電 動腳踏車。Toâi raát vui khi giôùi thieäu vôùi ngöôøi khaùc veà saûn phaåm xe ñaïp ñieän cuûa CQS
□1. □2. □3. □4. □5.
第十四部份 : BOÄ PHAÄ N THÖ Ù MÖ Ô Ø I BOÁ N 您的基本資料，請依適當的答案填寫
Thoâng tin cô baûn cuûa baïn , xin vui loøng ñieàn vaøo caùc ñaùp aùn sau 1.性別 giôùi tính: □男 Nam □女 Nöû
2.年齡: Tuoåi □20 歲以下 20Tuoåi trôû leân □21~25 歲 21-25 Tuoåi trôû leân
□26~30 歲 Tuoåi trôû leân □31~35 歲 Tuoåi trôû leân □36~40 歲 Tuoåi trôû leân
□41~45 歲 Tuoåi trôû leân □45 歲以上 Tuoåi trôû leân
3.學歷: Hoïc vaán □高中 phoå thoâng trung hoïc/職 chuyeân moân □專科 trung hoïc □大學 ñaïi hoïc□碩、博士 tieán syõ
4.職稱:Nhöùc vuï □專員 Nhaân vieân□課長 Tröôûng phoøng□主任 Chuû nhieäm□經理 Giaùm ñoác□總 經 理 Toång giaùm ñoác
5.年資 Thaêm nieân: □未滿 1 年 chöa ñuû moät naêm□1~3 年 Töø 1 ñeán 3 naêm □4~6 年 Töø 4 ñeán 6 naêm □7~10 年 Töø 7 ñeán 10 naêm □10 年以上 Töø 10 naêm trôû leân
本問卷到此結束，再次萬分感謝您的協助!
Baûng caâu hoûi ñaõ keát thuùc , moät laàn nöûa raát caùm ôn söï giuùp ñôõ cuûa baïn