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題 名 | 「手段-目的鏈」模式之應用研究--以高涉入住宅產品為例=Applied Research on the "Means-End Chain" Model: The Case of High-Involvement Housing |
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作 者 | 王居卿; 吳玲嬋; | 書刊名 | 淡江人文社會學刊 |
卷 期 | 16 2003.09[民92.09] |
頁 次 | 頁17-48 |
分類號 | 554.89 |
關鍵詞 | 手段-目的鏈; 高涉入產品; 深入訪談; 內容分析; 住宅產品; Means-end chain; High-involvement; In-depth interview; Content analysis; Housing product; |
語 文 | 中文(Chinese) |
中文摘要 | 對顧客需求的事前瞭解乃是行銷觀念的核心,而有效的市場區隔與適當的產品定位更是擬訂行銷策略的重要基礎。然而,顧客的需求是甚麼(what)、如何(how)去區隔市場、與產品應定位在何處(where)等,一直均是行銷管理上的重要決策問題。而「手段-目的鏈(Means-End Chain;本文簡稱MEC)」理論模式之應用,正可以協助以上決策問題的解決。本研究以具高涉入的臺灣住宅產品為研究標的,透過質化的階梯式(laddering)深入訪談法向六十位受訪者收集者收集有關住宅產品的屬性、利益與價值等資料;然後再以內容分析法去進行資料的彙整與歸類。 經一系列的文獻探討與實證研究後,本研究建構了一個價值階層樹狀圖(簡稱HVM),此描述了消費者對住宅產品購買動機的認知結構。在HVM中包括了四十七條價值階層鏈,條鏈說明了消費者對住宅產品的需求認知結構。行銷者可針對以上某特定鍵去進行區隔、目標市場的選擇、產品定位、及行銷策略的擬訂。例如,在本研究的四十七條鏈中,第十六條鏈是最關鍵與最重要的一條鏈,在此鏈中包含了社區環境(屬性)、生活便利與安心/建立與鄰居的關係/紓解壓力/心情好(結果)、與快樂(價值)等六項重要要素,此意謂著行銷管理者應先重視這些要素。 |
英文摘要 | Understanding of customer needs is the core of any marketing concept, and an effective segmentation and appropriate positioning are the key cornerstones for the formulation of marketing strategies. However, what are the customer needs? How to segment the market? And where should the position be? These are still the key problems of decision-making in marketing management. A model- “Means-End Chain” (called MEC hereafter)- can e a useful technique to solve the above problems. Housing as a product was chosen as the research object, and 60 interviewees were interviewed to solicit related attributes, consequences (benefits), and values about buying a house, and then a content analysis was conducted to classify the data collected. Through a comprehensive literature review and empirical study, this research constructs a Hierarchical Value Map (called HVM), which depicts the cognitive structure of the expected motivation related to housing. The HVM of this study consists of 47 chains, and each chain shows the expected cognitive structure. According to those chains, a marketer may segment the market, choose the target, position the product, and even formulate marketing strategies. For example, the sixteenth chain is the most critical chain of the 47 chains in this study, and the chain includes 6 key elements-community environment (attribute), living convenience and security/maintaining good relationship with neighbors/stress deprivation/better emotion (consequence), and happiness (value), which implies the marketer should focus on these elements. |
本系統中英文摘要資訊取自各篇刊載內容。