頁籤選單縮合
題 名 | The Strategy in Big M--A Case Study of Australia=行銷組合策略個案研究--以澳洲Big M公司為例 |
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作 者 | 林欣怡; 陳永坤; | 書刊名 | 中州學報 |
卷 期 | 16 2002.12[民91.12] |
頁 次 | 頁283-291 |
分類號 | 496.5 |
關鍵詞 | 行銷策略; 產品屬性; 包裝; Four P; Consumer good; Core product; Actual product; Augmented product; Package; |
語 文 | 英文(English) |
中文摘要 | 本研究是以澳州Big-Milk-Chocolate為研究對象,探討對象,探討應用行銷策略來分析產品屬性,消費購買率及包裝之吸引力,故本研究目的針對1、產品、價格、通路、促銷策略理論做系列之整理。2、提供研究結果予相關業者參考,本研究為探索性之單一個案研究,在資料、資訊、知識的吸收與整理再配合行銷活動,掌握顧客消費行為,在資料、資訊、知識的展現與應用方面,維持與顧客的長期良好關係,在活動之執行與調整方面,籍由行動活動資料之分析,作企業人力資源調配。以運用行銷的差異比以區隔市場需求。 |
英文摘要 | Big M Milk-Chocolate is a consumer good. It is milk products, which lasts for a few weeks. With the analysis of the four P of marketing plus the packaging and conswner purchase decision, some evaluation can be made and conclusions reached. Big M Milk-Chocolate is a non-durable product and shopping good which gives several benefits term are core product, actual product and augmented product, as discussed in this report. The product has a very eye catching packaging. It comes different sizes with the ease of handing to meet the consumer needs. Good use of packaging can be found from a promotion to win A World Rock Tour where all details of it are printed on the package. This is a good tool of marketing to attract people attention, which will persuade them to purchase the product fresh, ingredients information and a correspondence address with a toll free telephone number for consumer enquiries. Being in the market place for about twenty years, the promotion part of the product is still conducted wisely with its advertisement appearing on the television and over other media. This promotion is reminder advertising that keeps it's brand name well entrenched in the consumer mind. It is also a marketing tool to increase sales during the slow periods. Big M Milk price is average and reachable by all income levels of consumers. There is very tight competitive pricing with its competitors in the market place. There is wide market segmentation from made of female, from 5 years old 25years old. This ensures a large percentage of sales. A wide range of stores throughout Australia sells Big M Milk, marking its purchase easier. This product often occupies shelves at eye level in the supermarket, as it is a known brand name. It is placed differently in milk bar or convenience stores. However this placement should not affect the products sales as brand loyalty affects purchases. Environmental issues are also being a part of company's awareness by producing a recyclable package. Overall, it can be seen that Big M Milk utilizes the four P of marketing effectively. |
本系統中英文摘要資訊取自各篇刊載內容。